China Hits Record High for Ice and Snow Tourism Enterprises

China's ice and snow tourism sector is experiencing significant growth, with a record of 14,075 enterprises operating in the industry by the end of 2025. This exciting development signals a new phase of sustained prosperity in the sector.

A report from the China Tourism Academy revealed at the Ice and Snow Tourism Development Forum 2026 in Harbin attributes this growth to a surge in innovative tourism experiences tailored to attract visitors. Activities such as ice sculpting, themed travel, and ice and snow photography are captivating tourists and driving the expansion of well-known locations like Harbin Ice-Snow World and the Changbai Mountain ski resort.

Researcher Han Yuanjun from the CTA shared that the increasing variety of offerings has kept the demand for ice and snow tourism robust. According to a recent survey, approximately 74.8 percent of respondents expressed intent to participate in winter leisure activities during the 2025-2026 season, with about 50.5 percent eager to travel significant distances for such experiences.

A noticeable shift in consumer spending patterns has emerged, moving away from traditional 'hard expenses' like transportation and accommodation towards 'soft expenses' which encompass entertainment, culture, and technology. This indicates a transformation in the quality and structure of winter tourism across the country.

Furthermore, the report outlines a growing demand for indoor ice and snow entertainment, with southern China expected to invest around 30 billion yuan in this sector by 2025. This investment is projected to account for 30 percent of the total expenditures, as indoor complexes become increasingly popular attractions, thereby cultivating year-round tourism.

According to Liu Huaxiang, another researcher at the CTA, the development of a comprehensive industrial chain driven by ice and snow tourism is taking shape in China. This encompasses various sectors, including cultural, sports, and equipment manufacturing.

Domestically produced items such as skis, snowboards, and snow wax are beginning to carve out a global market presence through the means of cross-border e-commerce, providing new opportunities for international business collaboration and growth in the industry.

Looking ahead, China aims to enhance the ice and snow economy as a crucial driver for development and consumption, with forecasts suggesting its scale may reach 1.2 trillion yuan by 2027 and 1.5 trillion yuan by 2030.

During a recent Central Economic Work Conference, officials underscored the need to improve the supply of high-quality goods and services in the sector, prompting expectations for a more vibrant tourism market heading into this winter.

The ongoing 42nd Ice and Snow Festival, hosted at the Harbin Ice-Snow World — renowned as the largest ice and snow theme park globally — is a focal point for tourism in the area.

Notably, during the recent three-day New Year holiday, Harbin welcomed more than 4.1 million visitors, generating an impressive 5.56 billion yuan in revenue.

As winter tourism peaks, destinations throughout China are rolling out exciting new projects aimed at luring travelers, including hot spring campsites, riverside carnivals, and an ice and snow sports Super League, showcasing both professional competitions and fun events like mass snowball fights.