Chongqing - Recently, a wave of cold air has pushed Chongqing's high-altitude regions into a deep winter freeze, officially ushering in the winter tourism season. Driven by the rapid rise of the ice-and-snow economy, increasingly diversified consumer demand, and continuous supply-side innovation, the city's winter tourism market is showing remarkable vitality.
So, what new characteristics are emerging on the demand side of this winter's cultural tourism market? What breakthroughs are being made on the supply side?
On February 4, 2025, the Jinfo Mountain scenic area in Nanchuan District was covered in pure white snow, attracting visitors from various places to view the snow. (Photo: Hu Bo)
Winter demand heats up
Zhang Yuexin, a resident of Chongqing's Liangjiang New Area, is busy planning a New Year trip to use up her annual vacation days. After comparing flights and hotels across several online travel platforms, she found prices higher than expected. Popular destinations, whether for snow-sightseeing in the north or seaside escapes in the south, are charging rates close to peak-season levels.
Platform data confirms her experience. According to Fliggy, winter travel bookings have surpassed those of the same period last year, with earlier market activation and robust demand. Young travelers in particular have become a key growth driver. Family travelers plan earliest and decide fastest, while seniors and office workers are increasingly traveling during off-peak periods, together forming a stable demand base for winter tourism.
Since November, domestic vacation product orders have risen sharply year on year. During the New Year holiday, average spending per booking increased by about 10 percent, and travelers born after 2005 recorded a 130 percent surge in bookings. Flexible and experience-oriented services, such as customized itineraries and chartered car tours, are growing fastest. Chongqing now ranks among China's top ten most popular winter destinations.
Search data from Mafengwo also shows a 300 percent week-on-week jump in interest for "winter tourism," with skiing-related searches up more than 66 percent. At the same time, travelers are increasingly seeking in-depth and immersive experiences.
The China Ice and Snow Tourism Development Report (2025) released by the China Tourism Academy highlights strong enthusiasm nationwide: over 70 percent of respondents want ice-and-snow leisure experiences, and nearly half are willing to travel long distances for them. Southwest China, including Chongqing, is accelerating the development of special ice-and-snow products by integrating local natural and cultural resources, forming a north-to-south, multi-tier spatial layout of China's ice-and-snow economy.
Scenic areas compete for experiences
"Activating resources to revive the winter off-season is a smart move," said Luo Zibo, chief expert at the Yangtze River Tourism Research Base of the China Tourism Academy. He noted that as enthusiasm for winter tourism becomes more rational, destinations are no longer competing simply on whether they have snow, but on who understands visitors better.
In Jingzhu Village, this philosophy is on full display. This winter, the village hosted the Fairy Mountain Motorcycle Challenge, blending modern motorsports with local folk culture and intangible heritage activities. The result is a striking contrast between speed and tradition that has proven popular with visitors.
"My homestay is fully booked this weekend," said villager Yu Qianlong, smiling.
Fairy Mountain Scenic Area, a traditional winter hotspot, has also stepped up innovation. New offerings range from story-driven snow trekking routes and motorcycle-and-horseback "Ice Knight" experiences to pet-friendly winter hikes and family snow games. Hot-air balloon rides will even allow visitors to admire the southern snowfields from the air.
Another popular destination, Jinfo Mountain, is promoting a "snow plus" strategy. In addition to skiing and snow play, it offers themed lantern shows inspired by ancient mythology, ice-and-snow study tours, hot spring wellness programs, folk food festivals, and cultural markets to meet diverse, personalized travel needs.
Technology unlocks new potential
Industry experts say winter tourism is no longer a traditional low season, but a themed peak season. Composite products such as "ice and snow + sports events," "ice and snow + hiking," and "ice and snow + folk customs," together with cultural and technological empowerment, are broadening the market's horizons.
In Chongqing's urban core, Happy Valley theme park has created giant snowmen and a "Snowfall Town," enabling artificial snow to fall continuously throughout the day. Using large snow-making machines, carefully concealed to enhance the illusion of natural snowfall, the park has successfully created a romantic winter atmosphere. Ice-and-snow parades, drone shows, and New Year countdown events further enrich the visitor experience, significantly boosting foot traffic.
On December 20, 2025, the "Sparkling Joy Festival Ice & Snow New Year Season" at Chongqing Happy Valley officially kicked off. Citizens happily played in the snow and admired the festive New Year lantern displays within the park. (Photo: Qi Lansen)
Experts believe that while winter tourism still faces challenges such as supply-side gaps and service specialization, continued innovation, stronger integration of resources, and better visitor-oriented services will help unlock its vast potential—ensuring that the "off-season" is no longer off at all.