Winter Tourism Boom: Chinese Destinations Thrive Amid Domestic Travel Revival

China's winter tourism has experienced a significant resurgence, bringing a much-needed economic boost to regions in the north that have been struggling to recover from the impacts of the pandemic. The surge in winter tourism has not only lifted the spirits of economically weak areas but has also contributed to a revival in sluggish domestic consumption.

Destinations like Harbin in Heilongjiang province and the slopes of Xinjiang have become magnets for domestic tourists, attracting visitors from warmer regions in recent weeks. The growing popularity of winter sports, including skiing and snowboarding, has been a driving force behind this seasonal travel trend.

For many Chinese tourists, this winter marks the first time since 2019, before the onset of the COVID-19 pandemic, that they can enjoy their winter vacations without concerns about lockdowns and infections. Data from the booking platform Ctrip reveals a doubling of pre-ordered year-end ski passes on a weekly basis, indicating a substantial increase in winter sports enthusiasts. Ski group tour bookings have also seen a 70% weekly growth, nearly 30% more than the previous year.

An official tourism report has forecasted a 25-30% increase in tourists this season compared to the last, with numbers potentially exceeding 400 million people. This surge in winter tourism could generate revenue of up to 550 billion yuan ($76.8 billion).

China's five-year tourism development plan emphasizes the promotion of "ice and snow tourism," encouraging the opening of more ski resorts and tapping into local culture and traditions. The government, acknowledging the importance of domestic demand, has expressed its commitment to stimulating consumption and investment for a more robust economic cycle.

Harbin, situated in China's northeast and once part of the country's rust-belt, has emerged as a favored destination for holidaymakers. The city's popularity on social media platforms and extensive coverage by state media have contributed to its resurgence in tourism. Harbin is currently hosting a months-long festival featuring sculptures made from ice blocks harvested from a frozen river, attracting 3.05 million tourists during the New Year holidays.

Yabuli Ski Resort in Harbin has witnessed a doubling of visitors compared to previous years, indicating a growing enthusiasm for skiing. Heilongjiang province, which was once a resource-rich region, is implementing measures to leverage its ice and snow resources, aiming to transform itself into an international winter tourism destination.

Winter sports have gained popularity due to increased awareness through various media channels, including social media, bloggers, and other forms of publicity. The surge in winter tourism has led to a surge in demand for accommodation, with some tourists expressing concerns about price gouging in certain areas.

In northwestern Xinjiang region, a ski resort has reported a livelier winter season compared to previous years, expecting to receive 300,000 tourists. The local government in Xinjiang's Altay region has accelerated investments in projects, adding new ski trails and parks, opening new hotels, and launching direct flights from wealthy cities.

As China aims for an economic growth target of around 5% in 2023, the winter tourism boom is providing a welcome respite for regions facing various challenges. The government's focus on boosting domestic demand aligns with the positive trend in winter vacation trends, indicating a broader impact on the country's economic landscape.