26.05 million skier visits and 187.5 billion yuan in consumption—why is the ice and snow economy still heating up in 2026?

The ice sculptures at the Harbin Ice and Snow World illuminate the night sky, while indoor snow resorts in Guangzhou welcome visitors from the south. The ice and snow economy, with its momentum of "north-south synergy and full-chain growth," heralds that China's ice and snow economy has officially entered the trillion-yuan era. No longer a seasonal exclusive of the north nor confined to niche sports enthusiasts, the ice and snow economy has become a core engine driving domestic demand and empowering regional development. Driven by the triple forces of policy, technology, and consumption, it is writing a new chapter of transforming "cold resources" into a "hot economy."

Driven by the Dual Engines of Policy and Market, a Trillion-Yuan Scale Accelerates into Shape

The leapfrog growth of the ice and snow economy began with the resonance between policy guidance and market demand. At the national level, policies have clearly defined the development goals for the ice and snow economy, while local governments have successively introduced specialized plans and established industrial funds, forming a comprehensive support system. Driven by these efforts, China's ice and snow industry is set to exceed the trillion-yuan mark in 2025, officially entering the ranks of trillion-yuan industries. During the 2024–2025 ice and snow season, resident participation in ice and snow activities and the resulting consumption scale surpassed 187.5 billion yuan, a year-on-year increase of 25%. Within this, spending at ski resorts reached 78.613 billion yuan, while consumption within a two-kilometer radius around ski resorts grew by 27.97%, significantly boosting related sectors such as retail, transportation, and dining.

Strong consumer demand has become the core driver of growth. During the previous snow season, the number of skier visits nationwide reached 26.05 million, with the average skiing frequency per person rising to 1.92 times, surpassing the pre-Winter Olympics peak. Data from Douyin shows that from September to October 2025, search volume for ski resorts and skiing destinations increased by 29% year-on-year, while GMV generated from post-search transactions grew by 49% year-on-year. Among market segments, ice and snow tourism performed notably well. The 2024–2025 snow season is expected to see 520 million ice and snow leisure tourism visits nationwide, with tourism revenue exceeding 630 billion yuan. The number of corporate entities is also expanding rapidly. By 2025, China had over 14,000 existing enterprises related to ice and snow sports, with approximately 2,100 new registrations in 2025 alone, forming an industrial layout that synergizes both northern and southern regions.

Comprehensive Layout Breaks Boundaries, North-South Synergy Unleashes Potential

Guided by the "Southward Expansion, Western Extension, and Eastern Advancement" strategy, the ice and snow economy has broken traditional geographical and seasonal constraints, forming a nationwide pattern of "strong infrastructure in the north and expanding markets in the south." The north leads with its natural resource advantages, with the northeastern region accounting for 40% of the national industry scale. In Heilongjiang, ice and snow tourism revenue constitutes over 10% of the province's GDP. During its opening period in 2025, the Harbin Ice and Snow World welcomed over 1.03 million visitors in just 20 days, setting a new historical record. In Hebei, Chongli, as a core area, one in every four residents is employed in ice and snow-related work.

Southern provinces, on the other hand, are breaking the ice with indoor venues. Among the 79 indoor ski resorts nationwide, 33.9% of the new additions during the 2024–2025 snow season are concentrated in southern regions such as Zhejiang and Guangdong. Facilities like Shanghai Yaoxue Ice and Snow World and Guangzhou TopSnow Ski Resort rank among the top ten globally, allowing consumers in the south to enjoy ice and snow experiences without traveling north. Hangzhou Shengxianli International Ski Resort attracted nearly 70,000 visitors in a single snow season, generating revenue of 20 million yuan, underscoring the immense potential of the southern market. The rapid rise of "snow villages at the doorstep," such as Hebei Shengfang Snow Village and Henan Zhongyuan Snow Village, caters to the "weekend snow fun" demand of nearby residents, creating a diversified destination network.

Consumption Upgrading and Full-Chain Integration: Industrial Ecosystem Continuously Improving

Ice and snow consumption is transitioning from a single sport to an "all-age, diversified" model. In terms of customer segments, parent-child families have become the core clientele of ski resorts, accounting for 54% of GMV with a daily growth rate of 141%. The "new generation," predominantly consisting of Gen Z and students, contributes 17% of GMV with a daily growth rate of 177%, emerging as a new driving force. Female participation has significantly increased, with the absolute value and year-on-year growth rate of ski orders surpassing those of men. Additionally, "southerners skiing in the north" has become a new trend, with visitors from Wuhan, Shanghai, and Chongqing emerging as important consumer groups.

The "Ice and Snow Plus" integrated business model is flourishing, driving the continuous release of industrial value. The "Ice and Snow + Vacation" model has spurred a sharp rise in accommodation demand. In early winter 2025, searches for ice and snow hotels increased by 172% year-on-year, while bookings for inns and homestays in the three northeastern provinces grew by 97%. The demand for "Ice and Snow + Training" has also risen, with orders for private ski lessons surging by 204%, and professional coaching services becoming highly sought after.

From the afterglow of the Winter Olympics to a nationwide fervor, and from regional exclusivity to national resonance, the rise of the ice and snow economy is a vivid reflection of China's consumption upgrade and industrial transformation. Despite challenges such as regional development imbalances, shortages of professional talent, and homogenized competition, the trillion-yuan sector’s immense potential is gradually being unlocked, driven by policy guidance, technological innovation, and consumption upgrading. In the future, as industrial integration deepens and innovative models continue to emerge, the ice and snow economy is set to evolve from a "seasonal boom" to a "year-round prosperity," and from "isolated strength" to "comprehensive vitality," writing a new chapter for the winter economy.