Chongqing - As winter settles in and cold fronts sweep across China, regions like Chongqing are transforming their "cold resources" into a "hot industry" with innovative winter tourism offerings. From snowy landscapes to warm getaways, tourists are finding new reasons to embrace the season.
Visitors enjoy skiing and the thrill of snow sports at the Jinfo Mountain in Nanchuan District, Chongqing. (Photo/Luo Chuan)
In recent years, winter travel has grown increasingly popular among Chinese tourists. Off-peak travel has become attractive for those seeking quieter destinations and lower costs. According to a 2024 Winter Tourism Trends Report by Tongcheng Travel, searches for snow-related activities have tripled since last month, with destinations like Heilongjiang, Jilin, and Beijing leading the charge. Ctrip data also shows a 50% weekly increase in searches for “skiing” since late November.
The China Tourism Academy predicts that during the 2024-2025 snow season, ice and snow tourism will attract over 520 million visitors and generate revenue of 720 billion yuan (about 99 billion U.S. dollars). From bustling ski resorts to serene hot springs, the diverse offerings reflect China’s growing demand for high-quality, innovative travel experiences.
A giant snowman was captured by a drone at the main square of the Sun Island (Tai Yang Dao) Scenic Area in Harbin on December 9. (Photo/Wang Song, Xinhua)
Beyond traditional snowy activities, unique and lesser-known attractions are gaining traction in Chongqing. For instance, the Meixin Red Wine Town in Fuling District launched a "Winter Homestay Festival," offering influencers and travelers free stays in themed hotels. This creative approach turned the off-season into a bustling period, demonstrating how innovative strategies can rejuvenate winter tourism.
Chongqing has also introduced over 150 cultural and tourism events this winter, ranging from snow-themed festivals like the 26th Jinfo Mountain Ice and Snow Season to folk activities like the 11th Tongliang Dragon Lantern Art Festival. Additionally, 120 programs, including food promotions and wellness campaigns, enhance the overall travel experience.
Visitors enjoy skiing and the thrill of snow sports at the Jinfo Mountain in Nanchuan District, Chongqing. (Photo/Luo Chuan)
Winter tourism is increasingly catering to diverse preferences. While northern destinations attract snow enthusiasts, hot springs and wellness retreats in southern cities like Guangzhou, Chongqing, and Fuzhou have become popular among older travelers seeking warmer climates. The trend toward long-term stays, especially among retirees, highlights the growing appeal of “slow travel.”
Tongcheng Travel data confirms this shift, with domestic hot spring tourism searches rising 178% since November. Meanwhile, “snowbird-style” long-term stays, where travelers spend one to three months in warmer regions, have emerged as a promising market segment.
Experts believe the success of winter tourism lies in seasonality and specialization. With its rich natural resources, growing infrastructure, and creative initiatives, China’s winter tourism industry is turning chilly weather into warm opportunities for growth and innovation.
(Han Yi, as a reporter from Chongqing Daily, contributed the Chinese version of this report.)
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