The ice and snow economy needs to take advantage of the east wind

　　Wang Lin

　　With the approaching of the Beijing Winter Olympics, local and surrounding tours with the theme of ice and snow continue to heat up.

Travel statistics released by a number of online travel agencies show that short-distance ice and snow travel is a popular travel theme for the New Year's Day holiday in 2022.

In the north, Jilin Songhua Lake Ski Resort, Beijing Nanshan Ski Resort, etc. are more popular, while in the south, the peak period of "in-situ skiing" has begun.

　　The "cold resources" of ice and snow are constantly "warming up" the winter tourism market.

How to use the "east wind" of the Winter Olympics to promote the formation of a more reasonable spatial layout and a more balanced industrial structure for ice and snow tourism, further meet the needs of tourists with higher quality and more diversity, and let more and more people feel the winter " It is particularly important to realize the fun of "Ice and Snow World" and to achieve the goal of "driving 300 million people to participate in ice and snow sports".

　　First, we must improve the supply quality of ice and snow products.

In recent years, ice and snow tourism facilities have been continuously improved, but there is still the embarrassment of low-level repetitive construction of infrastructure and "hard to find a different world in ice and snow".

To promote the high-quality development of ice and snow tourism, it is necessary to enrich the supply of ice and snow tourism products, provide more new ways of ice and snow tourism, conform to the trend of younger and more community-based ice and snow tourism groups, pay more attention to the exploration of vacation and leisure attributes, and develop entertainment and participation. Strong ice and snow sports products enrich the experience of ice and snow vacation.

Taking advantage of the scale of China's super-large tourism market, we will create a special ice and snow tourism brand and further develop the market.

　　Second, we must refine the characteristic elements of ice and snow culture.

Ice and snow tourism is not only about skiing and appreciating ice lanterns, but more importantly, it allows tourists to appreciate the beauty of ice and snow culture while playing.

Rooted in the regional characteristics and customs of various places, excavate the elements of ice and snow culture according to local conditions, such as ice and snow folk customs, ice and snow allusions, etc., innovate and carry out winter customs, winter rewards and other activities, integrate characteristic culture into ice and snow tourism, and cultivate and create a group of ice and snow destinations with distinctive cultural characteristics. Land, ice and snow routes and ice and snow products make ice and snow tourism not only visually shocking, but also spiritual enjoyment.

　　The third is to promote the integrated development of ice and snow tourism.

Using ice and snow as a carrier to integrate a variety of formats to create a "multiplier effect" will help extend the ice and snow tourism industry chain and help carry out multi-season operations.

On the basis of ice and snow sports tourism, a multi-industry complementary and ecological business model is formed.

In addition, with the goal of all seasons, using modern digital technologies such as VR and AR to create immersive virtual ice and snow experience products, so that more people can experience the charm of ice and snow tourism.

　　According to the "China Ice and Snow Tourism Development Report (2022)" released by the China Tourism Academy, it is estimated that in the ice and snow season from 2021 to 2022, the number of ice and snow leisure tourists in my country will reach 305 million, and the income of ice and snow leisure tourism is expected to reach 323.3 billion yuan.

Behind the data, China's ice and snow industry is ushering in a golden opportunity period for development.

In line with the development trend of the ice and snow economy, steadily improve the popularity and influence of ice and snow tourism, and strive to turn "cold resources" into a "hot economy" and change "flow" into "reservation", so that tourists' enthusiasm for ice and snow can be transformed into cultural tourism new impetus for industry development.