■ Editorial

  The ice and snow tourism, which is in full bloom, has given us a rare window of opportunity.

  According to the Ministry of Culture and Tourism, driven by the continuous high enthusiasm for the Winter Olympics, ice and snow tours focusing on ice and snow events have become a fashionable and trendy way to play during the Spring Festival holiday of the Year of the Tiger.

Compared with last year's Spring Festival, the order volume of ice and snow tourism-related commodities on mainstream platforms has increased by more than 30%, and the popularity of ice and snow tourism has increased.

  Indeed, the Beijing Winter Olympics changed the alienation of some people from ice and snow sports, and brought people closer to ice and snow sports.

From the moment of the successful bid for the Winter Olympics, people have become more and more frequently and deeply involved in ice and snow sports.

More and more ice and snow field facilities activities, more and more abundant ice and snow competition performances, more and more common ice and snow exhibitions, more and more local ice and snow equipment manufacturing and more and more participation opportunities have brought many people's lives. The first beautiful snow sports experience.

  From the north to the south, from outdoors to indoors, the heat of ice and snow sports continues to heat up.

While "300 million people go to ice and snow" has become a reality, it has also prepared a solid market foundation and industrial support for the development of ice and snow tourism.

Data show that the number of national ice and snow leisure tourists increased from 170 million in the 2016-2017 ice and snow season to 254 million in the 2020-2021 ice and snow season.

From 2018 to 2020, the registration ratio of enterprises related to ice and snow tourism is increasing at an annual rate of 15%.

  If the Winter Olympics are the catalyst for ice and snow tourism, consumption upgrades are the driving force behind the continued rise in ice and snow tourism.

This is because in recent years, residents' disposable income has continued to grow, driving residents' consumption to gradually transform from functional consumption to healthy consumption, complex consumption and experience consumption. The characteristics of ice and snow tourism just fit this development trend.

  Under the catalysis and blessing of the Beijing Winter Olympics, the concept of ice and snow tourism has become more and more popular, the dream of ice and snow tourism has been continuously generated, and the ideas of destinations and industries embracing ice and snow tourism have become more and more clear.

For example, the 14 boutique ice and snow-themed sports tourism routes released in Beijing, Liaoning, Xinjiang and other places during the Spring Festival holiday have brought the surrounding skiing, hot springs, intangible cultural heritage, research, food, hotels and other formats.

  "Ice and Snow + Health", "Ice and Snow + Fashion", "Ice and Snow + Technology", "Ice and Snow + Food", "Ice and Snow + Accommodation", "Ice and Snow + Shopping", "Ice and Snow + Festivals" and other "Ice and Snow +" tourism products have gradually emerged and become popular. The demand-side and supply-side forces have promoted the development and upgrading of ice and snow tourism.

  The ice and snow tourism, which is in full bloom, has given us a rare window of opportunity.

Compared with the long history of ice and snow sports and related mature tourism industries in some countries, my country needs more precipitation and more adequate preparations for tourists, industries, destinations, managers and participants.

This is a process of enlightenment learning, a process of competitiveness improvement, and a process of transcendence.

my country has a huge domestic market, a complete industrial chain system, and more experienced and enterprising tourism industry practitioners.

Therefore, my country should also have the conditions to have a deeper understanding of the characteristics of the ice and snow tourism market, and guide, cultivate and better meet the needs of the ice and snow tourism market.

  For example, under the normalization of epidemic prevention and control, more consideration can be given to how to take advantage of the large domestic market and fully combine ice and snow tourism with short-distance leisure activities such as short-distance self-driving tours, parent-child tours and theme park tours.

Aiming to seek and fully meet the needs of market segments, further tap the potential of the "Double Olympics" brand and innovate the franchise model; develop more attractive franchise products, and integrate China's Winter Olympics stories into the emotional needs of tourists Neutralize specific conditions.

  Of course, the above preparation is not only inward, but also outward.

That is to say, it is necessary to further explore effective ways to express China's ice and snow tourism stories internationally, and prepare corresponding inbound tourism products and services to amplify the influence of the Beijing Winter Olympics.

Only by being more fully prepared can we bring a more complete ice and snow tourism experience and a more competitive ice and snow tourism industry with richer formats, more thoughtful services and more advanced technologies when inbound tourism restarts.