As ski season approaches, northern China is ramping up winter tourism with a surge in ski-related projects and products, experiencing heightened interest during the “Double 11” online shopping festival on travel platforms.

With tourism offerings set to boost the winter sports market, experts anticipate strong growth across the sector.

Bonski, a leading indoor ski resort operator in China, introduced travel packages during the Double 11 festival starting at 499 yuan ($68.94), including hotel stays and ski passes redeemable in eight cities nationwide.

Sales on its Fliggy flagship store surged over 30% year-on-year, highlighting growing demand for winter tourism experiences.

Many popular ski resorts have unveiled flexible hotel and skiing packages, with reservation rates surpassing 40% on Fliggy, reflecting strong consumer interest in customizable winter vacations.

In addition to skiing, northern China is promoting ice and snow tourism with cultural and recreational packages.

Zalantun, a city in Inner Mongolia, launched an ice and snow carnival, while Ningxia Hui Autonomous Region is hosting over 120 winter events, including ice sports, folk traditions, wine tastings, and gourmet experiences.

The winter tourism sector has recently gained significant policy support, with the government issuing guidelines on November 6 to enhance the industry, targeting a market size of 1.2 trillion yuan ($167 billion) by 2027.

The aim is for the core sectors of China’s ice and snow economy to achieve coordinated integration by 2030, contributing to an anticipated market of 1.5 trillion yuan.

Experts say skiing has evolved beyond sport, becoming a full vacation experience that requires a broad range of services, from gear and equipment to ample accommodation options.

This shift in demand is expected to drive growth across various sectors, including outdoor apparel, sports nutrition, and infrastructure improvements.

China’s winter tourism saw robust growth during the 2023-24 season, with visitor numbers up 38% and revenue increasing by 50% year-on-year.

Spending on ice and snow tourism jumped by 132.5% compared to the 2019-20 season, underscoring the sector’s rapid development as a key economic driver.

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