Since the beginning of winter, ice and snow consumption has increased. More and more consumers are entering ski resorts to enjoy the fun of ice and snow. A series of "ice and snow+" new products and scenarios have emerged in various regions, enriching people's experience of ice and snow consumption, driving rapid growth in ice and snow consumption, and becoming a growth point in the winter consumer market. Accelerating the integration and development of ice and snow tourism, ice and snow sports, ice and snow culture, and ice and snow equipment manufacturing. "Ice and snow sports are very popular." At the Keketuohai International Ski Resort in Fuyun County, Altay, Xinjiang, skiing enthusiasts can fully experience the fun of sports on various levels of tracks. "This year is clearly more lively than previous years, especially on beginner ski slopes, where many tourists come to try ice and snow sports." Feng Kai, Executive Vice General Manager of the resort, said that after the ski resort opened on October 1st, it received about 2000 tourists per day. This year, it has received more than 100000 tourists. At the Penguin Pavilion in Harbin Polar Park, Heilongjiang Province, as soon as a keeper holding delicious food appeared, he was surrounded by small penguins. Ms. Hu and her daughter, tourists from Yulin, Shaanxi, were attracted by the scene before them. "I've never seen a penguin before, and I brought my child to check in. Not only did I have fun, but I also learned a lot, which is very suitable for parent-child travel," Ms. Hu said. China's ice and snow tourism and ice and snow consumption are experiencing rapid development. The 14th Five Year Plan for the Development of Tourism Industry proposes to vigorously promote the development of ice and snow tourism, improve the service facilities system of ice and snow tourism, accelerate the integration of ice and snow tourism with ice and snow sports, ice and snow culture, ice and snow equipment manufacturing, and create a number of national ski tourism resorts and ice and snow tourism bases. Currently, in the ice and snow consumption market, supply side investment continues to increase, and effective supply increases; The demand side market has a strong foundation and overall demand is strong. Ice and snow consumption investment is shifting from simple scale expansion to connotative development of improving quality and expanding capacity. Feng Kai introduced that during this year's snow season, the ski resort has comprehensively upgraded its existing ski slopes and added four more ski slopes. The newly built ski park and night light track bring a new experience and have been praised by many snow enthusiasts. "We have invited professionals to provide pre job training for all employees, and our service has greatly improved. We expect to receive 300000 tourists this year," said Feng Kai. In recent years, Altay has invested more than 7 billion yuan to build 10 high mountain, off-road, and wild snow and snow resorts, develop four major international ski resorts such as Jiangjun Mountain and Keketuohai, and develop the Yeka Gorge Wild Snow Park. "We are accelerating the construction of ice and snow projects, with a total investment of 550 million yuan completed throughout the year," said Li Yuanhao, Deputy Director of the Altay Regional Bureau of Culture, Sports, Radio, Television, Radio, Film and Television. This year, 10 new ski trails will be added, and new formats such as ski jumping groups, single board parks, and mountain U-shaped troughs will be built. Open direct flights to Altay from Guangzhou, Beijing, and other places, with 71 new hotels, homestays, and residences in operation, 3685 new rooms, and 6578 beds, to better ensure the travel experience of tourists. High quality supply continues to stimulate consumer enthusiasm. According to data from Meituan Dianping, in November, the search volume related to "skiing" increased significantly year-on-year, and the group purchase order volume of skiing tickets increased by 788% compared to the same period in 2019. According to data from Ctrip, the number of "skiing" ticket orders booked until the end of this year increased by 113% compared to the same period last year, nearly twice as much. The theme of "skiing" is related to group tour bookings