Entering winter, ice and snow tourism has become a popular choice for people to travel. Recently, various ice and snow scenic spots, ski resorts, ice and snow amusement parks, etc. have seen a peak in reception, presenting a hot scene. The report on the development of ice and snow tourism in China (2025) released by the China Tourism Research Institute shows that the number of ice and snow leisure tourists in China during the 2023-2024 ice and snow season is 430 million, and the income from ice and snow leisure tourism is 524.7 billion yuan. The number of ice and snow leisure tourists in China is expected to reach 520 million during the 2024-2025 ice and snow season, and the tourism revenue is expected to exceed 630 billion yuan. The diverse tourism options are accelerating the release of demand while enjoying the rime landscape and the warm atmosphere of boiling tea around the stove. At the Ashi rime Viewing Belt in Jilin, the Jilin Provincial Department of Culture and Tourism, in collaboration with the Giant Star Map, launched the "Snow Camping" activity, which attracted over 55000 tourists and had an overall online exposure of over 1 billion. Entering the ice and snow season, Jilin has held multiple events. The relevant person in charge of Changchun Culture, Radio, Television and Tourism Bureau stated that from 2024 to 2025, Changchun will launch multiple sections and more than 300 themed activities such as ice and snow sports, ice and snow research and learning, ice and snow performing arts, and ice and snow commerce, integrating ice and snow with cultural, sports and business travel, and driving the continuous heating of ice and snow tourism. The dazzling and exquisite lanterns, as well as the various shapes of ice and snow sculptures, have attracted tourists to take photos and check in. Literary and artistic performances such as Sichuan opera face changing and dragon and lion dances have been staged in rotation... At the opening ceremony of the "44 ° North Latitude Dreamy Ice and Snow" event in Shihezi City, Xinjiang Production and Construction Corps, applause and laughter continued, and tourists from all over the country experienced the joy of winter tourism in Xinjiang. In order to enrich tourists' winter travel choices, the Xinjiang Production and Construction Corps held 34 activities, including the "Encounter Wujiaqu · Frozen Season" Happy Carnival, the 12th Division "Colorful Snow Village" Ice and Snow Park Party, and the 12th Youth Speed Skating Championships of the Corps "Running Bar · Youth". Han Yuanjun, deputy researcher at the China Tourism Research Institute, said that currently, China's ice and snow tourism market is showing unprecedented vitality. The large-scale market demand, strong policy support, and high-quality product supply are jointly promoting the acceleration of the transformation of ice and snow tourism towards popularization, quality, and digitization. The ice and snow tourism market has entered a new stage of development. The popularity of ice and snow tourism can be seen from the data of major platforms. According to data from Meituan Travel, the search volume for skiing has increased by 83% month on month since November 2024. According to a report released by Tongcheng Travel, since November 2024, the search popularity related to ice and snow tourism has increased more than three times compared to the previous month. According to data from Qunar, in December 2024, the search volume for keywords such as "skiing" and "ice and snow" increased by 1.7 times compared to the previous month. According to a special survey on ice and snow tourism by the China Tourism Research Institute, 71.2% of tourists hope to experience ice and snow leisure tourism activities during the 2024-2025 ice and snow season, 45.5% of tourists hope to engage in long-distance ice and snow tourism, 29.7% of tourists hope to engage in both close and long-distance ice and snow leisure and tourism, and 64.2% of tourists will increase or maintain their previous expenditure levels to engage in ice and snow leisure tourism activities during this season. These proportions are the highest in previous tourist surveys. Expanding service scenarios to drive consumption growth. During the day, experience the fun of skiing at Jiangjunshan Ski Resort, and at night, sit around the fire and chat with friends about daily life... Recently, Li Ming, a tourist from Zhejiang, checked into Ctrip Resort Farm's Ahe Highway Joint Store in Altay, Xinjiang. When tourists enter herdsmen's homes, they can deeply experience local accommodation, food, music and dance and other distinctive cultures, which not only enrich the tourism experience, but also drive the income of surrounding herdsmen. According to Ctrip data, since the November 2024 ice and snow season, the booking volume of various scenic spots in Altay has more than doubled compared to the same period of the previous season; The booking volume of the farm increased by 56% year-on-year; During this year's New Year's Day, all rooms were sold out three weeks in advance. The popularity of ice and snow tourism has driven the development of industries such as homestays, catering, and specialty sales, forming a good situation of coordinated development of "tourism+" and "+tourism". According to a special survey on ice and snow tourism by the China Tourism Research Institute, the comprehensive driving force of ice and snow tourism consumption is outstanding. The per capita consumption of ice and snow leisure tourism in China during the last ice and snow season was 1220 yuan, which is about 1.22 times the per capita consumption of 1002 yuan for domestic tourism in 2023. In Harbin, Heilongjiang Province, tourists not only experience ice and snow tourism, but also enter local morning markets and vegetable markets to experience local life and taste specialty cuisine. According to Meituan Travel data, since November 2024, the search popularity of "Northeast Big Kang" has increased by 154% month on month, and local delicacies such as "iron pot stew" have also become popular choices for tourists. According to Tongcheng Travel data, driven by ice and snow tourism, the booking heat of hotels in Shenyang increased by nearly 20% year-on-year in December 2024. There are more guests booking this snow season than the previous one, and all the rooms in a month are fully booked Cheng Cheng, the landlord of a homestay near Harbin Arctic Ski Resort, said. In order to enhance the guest experience, he modernized the interior furnishings and designed travel guides such as viewing the Northern Lights and experiencing polar daylight, which are provided for free reference to tourists. With the increasing popularity of ice and snow tourism, ice and snow homestays have ushered in new opportunities for development Hu Yang, Senior Vice President of Tujia Homestay, said that ice and snow tourism drives continuous innovation in the homestay industry. More and more homestays are optimizing their service projects, expanding their service scenarios, and striving to achieve the integration of "ice and snow+". Ice and snow tourism drives the booming development of the ice and snow equipment consumption market. According to JD data, sales of ski poles, ski goggles, ski shoes, and snowboards all increased by over 80% in 2024, while sales of skis, ski suit sets, and ski clothing also increased by over 50%; Ski equipment is developing towards specialization, functionality, and intelligence, such as ski suits that balance professionalism, product materials, and style design, which are increasingly favored by ski enthusiasts. Continuously innovating supply to stimulate greater potential "From the perspective of both supply and demand, this ice and snow season, long-distance ice and snow tourism destinations will welcome larger passenger flows, and regional ice and snow leisure at close range will maintain a stable growth trend. The national ice and snow tourism market will enter a sustained prosperity state," said Han Yuanjun. The General Office of the State Council recently issued the "Several Opinions on Stimulating the Vitality of Ice and Snow Economy through High Quality Development of Ice and Snow Sports", proposing to "optimize the development of ice and snow tourism", and deploying specific work such as launching and implementing the plan to enhance ice and snow tourism, optimizing and upgrading national ski tourism resorts, and supporting the construction of ice and snow themed rural tourism key villages and towns in eligible areas. In order to better meet the demand for winter tourism consumption and promote the development of ice and snow tourism, the Ministry of Culture and Tourism launched the "2024-2025 Happy Ice and Snow Tourism Season" in Harbin in December 2024, and released 12 national ice and snow tourism boutique routes. These routes have distinct themes and outstanding features, covering not only the main winter ice and snow tourism destinations, but also the ice and snow tourism markets in the southern and northern regions. The route design reflects the integration of culture and tourism development. In the Happy Ice and Snow Tourism Season activities, various regions and platforms have launched many preferential measures to attract tourists to experience ice and snow. Meituan is creating a winter promotion called "Enjoy the Ice and Snow Season" and partnering with multiple airlines to provide tourists with discounted tickets to major ice and snow destinations; Launching accommodation discount redemption products that can be used in multiple hotels around Chongli Snow Resort in Zhangjiakou, Hebei, enriching consumer choices. To stimulate greater vitality in the ice and snow consumption market, we need to make sufficient efforts in innovative supply Han Yuanjun believes that we should continue to optimize the structure of ice and snow tourism products, develop ice and snow tourism products suitable for different groups, and carry out ice and snow projects with different characteristics such as ice and snow+sports, ice and snow+music, ice and snow+tourism, and ice and snow+education. In addition, measures such as winter tourism promotion, standardization of ice and snow tourism, and lowering ticket prices for scenic spots or ski resorts should continue to increase participation in ice and snow tourism. The relevant person in charge of the Ministry of Culture and Tourism stated that ice and snow tourism is a hot spot for winter tourism consumption. In response to the peak winter travel season, we will increase the supply of high-quality products, improve service quality, and provide the public with more diverse travel choices. (New Society)