Winter tourism heats up

What happened Winter getaways are on the cards for Chinese travelers. According to reports from Changsha Binfen Travel Agency, the most popular destinations for winter tourism this year include Harbin, Changchun, Sanya, Haikou, and some ski resorts such as Altay and Changbai Mountain. Harbin hotel bookings, in particular, saw a significant increase in November, rising 50% year-on-year, reports Qunar Big Data Research Institute, while other cities in Heilongjiang province also experienced rapid growth. Data from Chinese online travel agency Ctrip also reveals a sharp rise in searches for ice and snow-related experiences, with Harbin, Heilongjiang province, leading the list as the top destination for winter tours, thanks to its unique landscapes and ice festival activities. Meanwhile, Altay prefecture in Northern Xinjiang and the Changbai Mountain, which sits on China’s border with North Korea, have emerged as top choices for ski enthusiasts, celebrated for their premium slopes and well-developed facilities. Beyond traditional winter sports, hot springs, wellness retreats, and family-oriented destinations are also popular this season. The Jing Take China’s snow and ice tourism sector continues to flourish, with over 400 million people participating in winter activities during the 2023-2024 season, according to the China Tourism Academy. As competition intensifies, top destinations in Northeast China are rushing to capture holidaymakers with innovative offerings. Harbin is leading the charge. On December 5, the city inaugurated the Harbin Central Street International Tourism Distribution Center in Shangzhi Hutong, Daoli District. A day later, the Harbin Hotel Industry Association was established, signaling the start of the region’s busiest season for tourism. Dubbed the nation’s “ice box,” Harbin has become a global winter tourism hotspot. Preparations for the 26th annual Harbin Ice and Snow World (冰雪大世界) are underway, with the park expanding to 1 million square meters for its mid-December opening. Meanwhile, the Harbin Sun Island International Snow Sculpture Art Expo, covering 1.5 million square meters, will feature over 260 intricate snow sculptures, blending art and competition. To bolster the snow and ice economy, China’s National Development and Reform Commission has unveiled a strategy to enhance the region’s development, emphasizing regional collaboration and attracting tourists from major economic zones such as the Beijing-Tianjin-Hebei area, the Yangtze River Delta, and the Guangdong-Hong Kong-Macao Greater Bay Area. To further boost international tourism, Harbin has extended its visa-free transit policy from 72 to 144 hours, encouraging longer stays and deeper exploration. China’s ski boom also shows no signs of slowing, building on momentum that emerged in 2021. This growing enthusiasm has drawn luxury brands like Chloé, Fendi, and Arc’teryx to offer their own tailored products and experiences. Jilin province has fully embraced the trend, with all 75 of its ski resorts operational by November 23. Beidahu Ski Resort opened early this year, while the Lake Songhua Resort has drawn attention with its nighttime skiing tailored for young professionals. The province’s pre-season snow revenues reportedly surged 47% YoY to 80 million RMB ($11 million), cementing the area’s growing reputation as a winter sports hub. These locations are resonating with China’s digital-savvy Gen Z, who use social media apps to source new travel hotspots and experiences. On Xiaohongshu, the term “Harbin” brings up reems of content posted by visitors, showcasing the location’s picturesque buildings and spectacles like the Harbin Ferris Wheel. Meanwhile, “winter travel” related content has topped 1.6 million UGC posts. The platform is also currently amplifying the country’s winter tourism push with its trending “Ice and snow economy: It’s time to enjoy the snow” topic spotlighted on its hot search list. The campaign aligns with China’s broader efforts to bolster seasonal travel and capitalize on the growing enthusiasm for winter activities. But as competition among popular regions intensifies, experts warn that chasing “viral” popularity alone won’t ensure lasting success – destinations need to integrate cultural depth with tourism offerings to sustain growth over time. The Jing Take reports on a piece of the leading news and presents our editorial team’s analysis of the key implications for the luxury industry. In the recurring column, we analyze everything from product drops and mergers to heated debate sprouting on Chinese social media.

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Winter tourism heats up