China Ice and Snow Tourism

　　Flourish, wonderful bloom

　　Our reporter Zhao Shan, "People's Daily Overseas Edition" (11th edition on January 6, 2022)

　　At the beginning of the 2022 New Year, snow and ice tourism has become the most popular travel theme.

The reporter learned from many online travel platforms such as Tongcheng Travel and Lvmama Travel: During the New Year's Day, the number of receptions in scenic spots and hotels related to ice and snow tourism increased significantly.

Many citizens and tourists walked into the ski resort, walked on the ice track, started the new year with ice and snow sports, and felt a different kind of winter travel fun.

　　On January 5, at the 2022 China Ice and Snow Tourism Development Forum, the China Tourism Research Institute released the "China Ice and Snow Tourism Development Report 2022" and 2022 classic ice and snow innovation projects, ice and snow fashion innovation projects and popular ice and snow tourist attractions (resorts).

Since the successful bid for the Beijing Winter Olympics in 2015, the "300 million people on ice and snow" has changed from a grand blueprint to a realistic picture. Ice and snow tourism has become a demonstration industry that helps "300 million people on ice and snow". The yearning for life has significantly improved people's sense of happiness and sense of gain.

　　Three pillars in full bloom

　　Celebrate the New Year, go to the ice and snow, welcome the Winter Olympics, use ice and snow sports to ignite life, and the ice and snow theme tour continues to heat up.

With the approach of the Winter Olympics, Beijing has set off an upsurge of ice and snow sports for all people. There are 4 snow fields and 7 ice rinks in Beijing's parks, providing 25 ice and snow activities for citizens and tourists, and people have entered the ski resorts and skating rinks.

Big data on the same journey shows that during the New Year's Day holiday, the number of tickets bookings for national ice and snow world scenic spots increased by 220% month-on-month, the number of hotel bookings around ski resorts increased by 140% month-on-month, and the number of ski resort ticket bookings increased by 110% month-on-month.

　　China's ice and snow tourism is "born inward", and it blooms splendidly.

Despite the impact of the epidemic, under the stimulation of supply and demand such as the Beijing Winter Olympics, the return of ice and snow outbound tourism, the upgrade of tourism consumption, and the national layout of ice and snow facilities, the number of national ice and snow leisure tourists increased from 170 million in the 2016-2017 ice and snow season to 2020-2021 There are 254 million visitors in the ice and snow season. It is estimated that the number of China's ice and snow leisure tourism will reach 305 million during the 2021-2022 ice and snow season, and the income from China's ice and snow leisure tourism is expected to reach 323.3 billion yuan.

　　The "Report" pointed out that under the normalization of epidemic prevention and control, China's ice and snow tourism has reconstructed a new spatial pattern of "three pillars, the rise of the two belts, and full bloom".

The "three pillars" refers to the three regions of Northeast China, Beijing-Tianjin-Hebei, and Xinjiang. Among them, the Northeast region has a market potential of 300 million snow and ice tourist visits and 500 billion yuan in revenue by 2025, and Beijing-Tianjin-Hebei has the potential to reach With a market potential of 100 million snow and ice tourism and 250 billion yuan in revenue, Xinjiang has a market potential of 100 million snow and ice tourism and 200 billion yuan in revenue by 2025.

"The Rise of Two Belts" refers to the Qinghai-Tibet Plateau ice and snow sightseeing tourism belt represented by Tibet and Qinghai, and the Midwest ice and snow leisure tourism belt represented by Sichuan, Guizhou and Hubei, both of which contain 50 million ice and snow tourist visits by 2025. , The market potential of 100 billion yuan in revenue.

"Full bloom" refers to the formation of ice and snow tourism highlights in all parts of the country, all of which have realized the supply of ice and snow leisure tourism products through the combination of science, art, sports, and tourism to varying degrees.

　　Winter Olympics stimulate ice and snow just needed

　　Since the successful bid to host the Beijing Winter Olympics, China’s ice and snow tourism has developed from 0 to 1, from north to south, from small to large, from winter to four seasons, from scale to quality, from niche sports to popular lifestyles, and from cold Upgrade from resources to thermal economy.

The rapid development of ice and snow tourism is pulsing the pulse of economic and social development, and portraying the beautiful scenery of China to the world.

　　Ice and snow tourism makes the cold a kind of industrial resource, and makes the freezing sky and snowy days of thousands of miles become a kind of tourism scene, so that the beautiful scenery can be transformed into a better life.

The "Report" pointed out that the Beijing Winter Olympics aroused the rigid life needs of ordinary people in ice and snow tourism.

For the development of ice and snow tourism, the beautiful scenery in a good ecological environment is the foundation, and the good life of ice and snow destinations determines whether tourists can stay after they come.

A special survey on ice and snow tourism by the China Tourism Academy shows that 90.1% of Chinese people have experienced ice and snow tourism in different ways, 63.3% have experienced ice and snow tourism 1 to 2 times a year, and 24.8% have experienced 3 to 2 ice and snow tourism every year. Four times, this shows that China is entering the rigid life demand stage of ice and snow tourism from the experience stage of ice and snow tourism, and normalized repeated consumption is becoming an option for more and more people.

68.4% of tourists are quite sure that they will be affected by the Beijing Winter Olympics and increase the number of snow and ice tours.

　　The attraction of China's ice and snow tourism is becoming stronger. Many destinations combine local culture with the endowment of ice and snow resources to form a characteristic brand of ice and snow tourism to meet the diverse needs of tourists.

For example, Harbin adheres to the productization and branding of traditional ice and snow culture, and promotes the integration of ice and snow and the development of art; Hulunbuir integrates national customs with ice and snow, and develops ice and snow Naadam, ice and snow trains, reindeer tribes, and Lengji villages; Altay integrates traditional ice and snow culture with modern times Ice and snow culture realizes the coordinated development of ice and snow tourism and vacation; Shenyang builds the "Ice and Fire" dual brand of ice and snow and hot springs; Yichun promotes the quality of forest and ice and snow tourism; Zhangjiakou creates an Olympic cultural experience site and a skiing industry cluster.

　　Multi-industry integration and innovation development

　　Under the influence of the accidental situation of the epidemic, tourists are now more willing to experience ice and snow tourism up close.

The "Report" pointed out that "small areas, weak consumption, high frequency, localization of tourism, self-service services, and equal emphasis on ice and snow tourism and skiing leisure vacations" have become a trend in the structural adjustment of the ice and snow tourism market.

The survey shows that tourists are most fond of ice sculpture production, ice and snow sports, ice and snow folklore, ice house experience, etc. Ice and snow + culture, ice and snow + sports, ice and snow + health care are the areas that need to be paid attention to in the integrated development of ice and snow tourism.

Cultural creativity, animation, fashion, countryside, technology, health and sports, etc. continue to empower ice and snow tourism and provide tourists with more abundant and high-quality ice and snow tourism products.

　　Ice and snow tourism and related industries are undergoing integration and innovation.

The integrated development of ice and snow tourism with cultural industries, agriculture, industry, finance, forestry, and high-tech industries has achieved business innovation. A large number of national ski resorts in Jilin, Heilongjiang, and Xinjiang have provided support for the high-quality supply of ice and snow tourism. .

The integration of ice and snow tourism with red tourism, industrial tourism, sports tourism, and self-driving tourism has greatly enhanced the attractiveness of ice and snow tourism destinations.

Ice and snow tourism has also provided motivation and support for the economic and social transformation and upgrading of villages, towns and cities. Mudanjiang Xuexiang, Harbin Yabuli, Altay Hemu, Ili River Valley, and Aershan Bailang Town have become the highlights of rural revitalization and regional development.

　　According to the "Report", in the post-Olympic era, ice and snow tourism must adhere to the path of high-quality development. It must not only inherit the classic Chinese ice and snow culture, but also develop a modern ice and snow culture facing the future, continue to expand the scale of the ice and snow tourism market, and build a modern ice and snow tourism industry system. , Not only to build a beautiful China, but also to create a good life in ice and snow destinations, to meet the needs of tourist consumption upgrades and local development, and to build China into a world-class ice and snow tourism destination as soon as possible.