Chongqing - This New Year's Day holiday, ice and snow tourism's popularity has continued its upward trend. A travel platform's data shows a significant 126% increase in bookings for ice and snow tours year-on-year. Cities like Harbin, Changchun, and Urumqi are becoming increasingly popular, with B&B bookings experiencing a surge of 5 to 10 times compared to that of last year.
Visitors practiced snowboarding at Nantian Lake Ice and Snow Resort in Chongqing's Fengdu County. (Photo/Deng Yan)
The China Ice and Snow Industry Development Research Report (2023) indicates that over 340 million people participated in ice and snow sports in 2023. This surge, partly attributed to the lasting impact of the Beijing Winter Olympics, has introduced the public to the enchanting world of winter sports.
China's diverse landscapes have led to significant regional differences in tourism. These distinctions have catalyzed the growth of a cultural tourism industry, each region showcasing its unique charm. Harbin, the birthplace of modern Chinese ice lantern art, has capitalized on this by creating the "Harbin and Snow World" cultural tourism experience. It caters to the preferences of younger consumers with tailored products and effective urban marketing, solidifying its identity as the "Ice City."
Ice and snow tourism is no longer confined to the north but has become a nationwide trend, with "snow moving south." Chongqing, a city of peaks, is rich in ice and snow resources. In winter, locations like Fengdu Nantian Lake, Nanchuan Jinfo Mountain, Wulong Fairy Mountain, and Wuxi Hongchiba transform into mesmerizing winter wonderlands, complete with phenomena like rime and sea of clouds. As of 2023, more than 4.88 million people in Chongqing have engaged in ice and snow sports.
Chongqing has launched over 200 cultural tourism activities and nearly 100 themed routes this snow season to capitalize on this trend. These include ice and snow, hot spring, and folk custom tourism, further enriching the local winter experience.
Snowmobile Adventure at Nantian Lake in Chongqing's Fengdu County. (Photo/Nantian Lake Scenic Area)
Yet, as a newcomer to the scene, Chongqing faces challenges in the quantity and scale of its ice and snow resources. It needs to innovate in developing tourism products, optimizing services, and establishing distinctive ice and snow tourism brands to enhance its market competitiveness. This season, Jinfo Mountain introduced a ski hot spring route combining winter sports with wellness, while Fairy Mountain innovatively offered snow hot pot banquets and ice sculpture exhibitions.
Internally, Chongqing should leverage the locals' growing interest in winter sports, offering cost-effective and experiential local tours and unique products. By creating new consumption scenarios and regularly promoting events like the ice and snow season, the city can fulfill the robust local demand for winter activities.
Externally, Chongqing should capitalize on strategic opportunities, such as the Yangtze River International Golden Tourism Belt and the Bashu Cultural Tourism Corridor. Strengthening regional cooperation in developing ice and snow resources, creating renowned tourism bases and sports venues, and establishing a recognizable brand will further cement Chongqing's position as a globally recognized tourist destination.
(Cheng Jialu, an intern, also contributed to this report.)