This winter ice and snow season will welcome 230 million tourists

  Remarkable income from ice and snow tourism

  In the era of mass tourism, ice and snow is no longer a cold resource for ordinary people to avoid, but a new yearning for a better life. Ice and snow tourism has entered the homes of ordinary Chinese people and has become a new fashion for winter consumption.

The 2021 China Ice and Snow Tourism Development Forum was held recently. During the "China Ice and Snow Tourism Development Report 2021" released by the China Tourism Academy, it was pointed out that 2021 is the first anniversary of the countdown to the Beijing Winter Olympics, and ice and snow tourism has become a practice of ice and snow and is also a golden mountain. Promote 300 million people on the ice and snow demonstration industry.

  Fly into the homes of ordinary people

  Ice and snow is a gift from nature. Ice and snow culture and ice and snow tourism have been integrated into people's daily needs for leisure, entertainment and physical fitness, and they have become important options for people to improve their quality of life.

  The "Report" shows that people's confidence in the revitalization of ice and snow tourism has been restored, 82% of consumers are willing to conduct short-distance ice and snow leisure tourism activities, and more than 53% of consumers will choose to maintain their consumption levels in previous years or increase their budgets.

Epidemic prevention and control and consumption upgrades have forced an accelerated change in the demand structure of the ice and snow tourism market. Peripheralization, parent-child familyization, intelligence, customization, quality, individualization and contactless needs have become the mainstream.

From the perspective of tourist source composition, tourists in this region account for nearly 60%. The localization of ice and snow tourism is significant. The main way to participate in ice and snow tourism is to travel with relatives and friends.

From the perspective of travel time, ice and snow tourism is usually a short-to-medium-to-short-term travel, with the most tourists choosing 2 to 3 days to travel.

From the perspective of the cost of ice and snow tourism, accommodation costs are the largest, followed by transportation, tour tickets, shopping, food, entertainment and other consumption. Tourists mainly choose budget brand hotels and boutique homestays for accommodation.

  Playing with ice and snow is becoming a popular new folk custom in winter.

The atmosphere of ice and snow culture has formed. Playing ice and snow in winter has become a fashionable way of life. The suppressed domestic tourism demand will continue the growth trend of ice and snow tourism. Popular areas such as Chongli, Jilin, Yabuli and Harbin will achieve substantial growth.

The price of ice and snow tourism has generally fallen this winter, and tourists can enjoy more benefits.

  Driven by tourist demand and spurred by the supply of high-quality ice and snow tourism, it is estimated that China’s ice and snow leisure tourism will reach 230 million in the 2020-2021 ice and snow season, and the income from ice and snow leisure tourism will exceed 390 billion yuan. The ice and snow tourism dividend will benefit more middle-aged and elderly people. Teenagers, low-income groups, etc.

  Drive new economic momentum

  Ice and snow cold resources have become a tourism boom economy. In Northeast, Inner Mongolia, Xinjiang, Qinghai and other places with the most abundant ice and snow resources in the country, the ice and snow tourism industry is the most concentrated and developed best.

Song Qihui, deputy director of the Resource Development Department of the Ministry of Culture and Tourism, said that as an important form of tourism, ice and snow tourism plays an important role in promoting the return of overseas consumption, smoothing the domestic cycle, and promoting the construction of a nationwide fitness and healthy China.

  Ice and snow tourism has become a new driving force for winter consumption. In winter, ice and snow tourism has a prominent role in driving urban consumption.

Some traditional ice and snow tourist destinations have entered the forefront of the national tourism list.

It is worth noting that there are huge markets for ice and snow recreation in the south and ice and snow in the north.

With the increase of ice and snow facilities and ice and snow places, traditional ice and snow tourist sources in the south such as Guangzhou, Kunming, Chengdu and Chongqing have become ice and snow tourist destinations.

  Ice and snow tourism continues to be a hot spot for investment.

According to incomplete statistics, during the three years from 2018 to 2020, China’s total investment in ice and snow tourism exceeded 900 billion yuan, of which about 610 billion yuan in 2018-2019. In 2020, the investment in heavy-asset projects will absorb about 300 billion yuan. With a steady growth trend, the epidemic has not interrupted the overall process of investment in heavy asset projects in ice and snow tourism.

  At present, China's ice and snow tourism is moving from system improvement to mechanism construction.

There are more than 14 policies related to ice and snow tourism issued at the national level, covering ice and snow consumption, national health, ice and snow sports, tourism, etc. Provinces and cities such as Hebei, Heilongjiang, Jilin, and Beijing have issued 22 industrial policies involving ice and snow tourism.

The "Report" recommends that in the future, the integrated innovation of ice and snow policies should be accelerated to promote the industry's transition from policy dividends to market dividends.

  Seek innovation prospects

  Ice and snow tourism is a modern industry, but also contemporary life.

Dai Bin, Dean of the China Tourism Research Institute, believes that with the establishment of a well-off society in an all-round way, snow and ice tourism is not just as simple as skiing in the snow, but also allows people to appreciate the beauty of culture, enhance cultural confidence, and systematically organize and in-depth study of local context. On the basis of this, cultivate a batch of ice and snow tourism destinations, ice and snow tourism routes and popular ice and snow tourism products with profound cultural heritage and distinctive cultural characteristics.

  Young people are creating a future-oriented ice and snow culture. Judging from the ice and snow tourism market data for the New Year’s Day holiday in 2021, young people like trendy and fashionable things, which promote alpine skiing, snowmobiles, ice cross-country, snow rock, and drones. , Light show and other new ice and snow tour projects.

  The development of ice and snow tourism to a new stage cannot only rely on traditional resources, but must introduce new elements and kinetic energy to meet new demands.

Song Qihui said that it is necessary to dig deeper into the local characteristics of ice and snow culture, write articles about ice and snow, avoid homogeneity, including ice sculpture, snow sculpture, ice and snow town design, and inject Winter Olympic culture, intangible cultural heritage and folk culture into ice and snow tourism. Introduce provincial and national tourist resorts with the theme of ice and snow.

  The "Report" shows that China's ice and snow tourism has begun to shift from focusing on market expansion to high-quality development. More extensive tourist participation, more product innovation and higher quality improvement have become the focus of ice and snow tourism in the new era.

In the future, ice and snow tourism will develop in the direction of popularization, modernization, quality, industrial chaining, standardization, globalization, and internationalization. Guided by the new development concept, the relationship between ice and snow tourism development and ecological protection will be balanced, and development with Chinese culture Connotation of ice and snow tourism products greatly enhance the convenience of ice and snow tourism, and promote the modernization of ice and snow tourism by vigorously promoting the digitalization of ice and snow tourism and the industrialization of digital ice and snow, and promote the formation of ice and snow tourism in the domestic cycle as the main body, and the domestic and foreign double cycles are mutually promoted. Situation.

  Link: The featured list of this forum

  Top ten cities for ice and snow tourism in 2021: Harbin, Zhangjiakou, Shenyang, Jilin, Changchun, Urumqi, Hulunbuir, Altay, Mudanjiang, Heihe

  Top ten ice and snow classics: picking head ice in heavy snow season, enjoying the rime in Songjiang, icing on the Lantern Festival, enjoying the remaining snow on the broken bridge, ice and snow Nadam, ice lantern garden party, Shichahai skating, winter catching in Chagan Lake, hot springs under the snowy mountains, fur board skiing

  Top Ten Ice and Snow Fashions: Mohe North, Ice and Snow Light Show, Snow Town Jumping Snow Pit, Extreme Self-driving in Cold Region, Snow Rock, Polar Bear Hotel, Glacier Carrolla, Deep Pit Suspended Snow World, Snow Country Train, Hemu Ice and Snow Photography

  Reporter: Zhao Shan