The onset of winter has ignited a surge in ice and snow tourism throughout China, particularly in the colder northern regions.
According to data from Tujia, a Beijing-based online booking platform, more than 90 percent of BB rooms in Harbin, located in northeast China’s Heilongjiang Province, were reserved during the recent New Year holiday. Reservations in nearby areas like Daxing’anling, Daqing, and Jiamusi also witnessed a 5-10 times increase compared to the previous year.
The China Tourism Academy anticipates a 25-30% rise in participation in ice and snow leisure travel this winter season. It is estimated that over 400 million domestic tourists will partake in winter activities, generating 550B yuan ($77.25B) in revenue.
Recent data indicates a robust rebound in China’s tourism industry following the pandemic. In the first three quarters of 2023, domestic destinations registered 3.67 billion visits, marking a significant 75.5% year-over-year increase. The total domestic tourism expenditure reached 3.69 trillion yuan, reflecting a substantial 114.4% annual rise.
Zhang Jinshan, Director of the Tourism Industry Economic Research Institute at Beijing Union University, remarked, “Thriving tourism reflects the vitality and potential of China’s consumer market.”
This tourism boom is attributed to innovative offerings by tourism operators, catering to evolving consumer demands. Additionally, digital technologies play a role in promoting new destinations and uncovering hidden gems across China, according to WAM.
