China’s Growing Passion for Ice and Snow Tourism

BEIJING, Feb. 5 2025. Ice and snow activities are becoming a key part of Chinese leisure culture, fueled by a thriving winter tourism industry, experts shared at a recent economic roundtable.

Dai Bin, president of the China Tourism Academy, highlighted how the rise of ice and snow tourism is reshaping the way people experience winter. Speaking at the latest episode of the China Economic Roundtable, a talk show hosted by Xinhua News Agency, he noted a significant shift in public attitudes toward cold-weather recreation.

Traditionally, especially in northeastern China—where harsh winters were once associated with staying indoors—people are now embracing outdoor winter activities. Cities like Harbin, the capital of Heilongjiang province, have become major attractions, drawing visitors eager to experience its famous ice sculptures and snowy landscapes.

According to research from the China Tourism Academy, over 500 million people are expected to engage in ice and snow tourism during the 2024-2025 peak season, generating more than 600 billion yuan (approximately 83.7 billion U.S. dollars) in spending.

Winter Sports Expand Nationwide

Interest in winter sports is also growing rapidly. Ai Yu, an official with the General Administration of Sport of China, pointed out that participation is no longer limited to the northern regions. Many southern provinces, where snowfall is rare, are developing artificial snow resorts to meet rising demand. Furthermore, winter sports are no longer confined to a single season, with indoor facilities enabling year-round participation.

Economic Growth and Future Prospects

China is actively expanding its ice and snow economy, with ambitious targets set in government guidelines. The sector aims to reach a market size of 1.2 trillion yuan by 2027 and 1.5 trillion yuan by 2030.

The importance of this industry was also emphasized at the annual Central Economic Work Conference in December 2024, where policymakers called for increased efforts to develop the country’s winter tourism sector.

As China continues to invest in winter sports infrastructure and tourism, the growing enthusiasm for ice and snow activities is expected to drive economic growth and enhance the quality of life for millions.