Recently, the China Tourism Academy released the "China Ice and Snow Tourism Development Report (2024)". According to the report, China's ice and snow tourism market has entered a new stage driven by quality and innovation, and the number of Chinese ice and snow leisure tourists in the 2022-2023 ice and snow season is 31.2 billion people, ice and snow leisure tourism revenue of 349 billion yuan, two consecutive ice and snow seasons to achieve a market size of more than 300 million people. It is estimated that the number of ice and snow leisure tourists in China will exceed 400 million in the 2023-2024 ice and snow season, and the income of ice and snow leisure tourism will reach 550 billion yuan.
Source: Baotu.com.
The report statesIce and snow tourism has gradually become a new national trend, and China's ice and snow tourism market has entered a new stage driven by quality and innovation。The popularization and modernization of China's ice and snow tourism continue to advance, and the national tide of ice and snow with Chinese characteristics, which is deeply integrated with ice and snow tourism, ice and snow culture, ice and snow equipment, and ice and snow sports, is deeply integrated into the daily life of ordinary people, and ice and snow tourism is gradually becoming a new national trend. As the first ice and snow season after the Beijing Winter Olympics, the national ice and snow leisure tourism market in the 2022-2023 ice and snow season has made a good start. With the acceleration of the process of mass ice and snow tourism, China's ice and snow tourism is changing from being driven by basic factors such as land and capital to being driven by advanced factors such as innovation, creativity, science and technology and culture, and quality and innovation are the main driving forces of China's ice and snow tourism in the future.
According to a special survey on ice and snow tourism by the China Tourism Academy, 66 of the respondents were surveyed2% of tourists hope to experience ice and snow leisure tourism activities in the 2023-2024 ice and snow season, of which, 42% of tourists want to be able to carry out long-distance ice and snow tourism, 24% of tourists want to carry out both close and long-distance ice and snow leisure and ice and snow tourism, 541% of tourists will increase or maintain the level of spending in previous years to carry out ice and snow leisure tourism activities during this snow season.648% of tourists will increase the frequency of ice and snow leisure tourism, which indicates that long-distance ice and snow tourism and short-distance ice and snow leisure consumption confidence and willingness to travel are strong. The per capita consumption of China's ice and snow leisure tourism in the 2022-2023 ice and snow season is 1,119 yuan, which is 806 yuan per capita of domestic tourism in 2022$32 of 139 times. With the continuous enrichment of consumers' ice and snow tourism experience, more and more consumers have a stronger demand for high-quality and innovative products, and the enterprises and destinations that will win the competition in ice and snow tourism in the future must be the agglomeration area of innovative units. It is expected that the number of ice and snow leisure tourists in China in the 2023-2024 ice and snow season is expected to exceed 400 million for the first time, and the income of ice and snow leisure tourism is expected to reach 550 billion yuan.
The report also states that:The market demand structure of ice and snow tourism continues to be optimized, with the rapid growth of independent travel, the fragmentation of group tours, the near and far, the south, the north, the ice and snow sightseeing and leisure, and the rise of ice and snow vacations have become important trends。From November 1 to mid-December 2023, China's ice and snow tourism free travel increased by 46 compared with the same period in 201937%, and group tours decreased by 014%, indicating that at present, China's ice and snow group tourism has basically recovered compared with 2019, and the independent travel mode has become a popular way of ice and snow tourism.
Source: Baotu.com.
Ctrip's booking data shows that from November 1, 2023 to December 31, 2023, the top 10 cities in China's ice and snow tourism source cities are Beijing, Shanghai, Harbin, Shenyang, Changchun, Dalian, Tianjin, Shijiazhuang, Chengdu, and Shenzhen. It is worth mentioning that although China's ice and snow tourism is still mainly based on sightseeing and leisure, the rise of ice and snow resorts is significant, and ice and snow tourism destinations should pay more attention to the development of vacation products and services.
In addition,Relevant enterprises have supported the new ecology of the ice and snow tourism industry, and the pace of iterative upgrading of enterprises has accelerated。According to the report, by the end of 2023, the number of enterprises engaged in ice and snow tourism in the country reached 1There are more than 20,000 enterprises, and in 2023, there will be 2,089 new enterprises engaged in ice and snow tourism-related businesses across the country, an increase of 23 over last year9%, the highest growth rate since 2018. From 2020 to 2023, a total of 1,936 enterprises have withdrawn from China's ice and snow tourism industry, and less than half of the enterprises established in 2020 (42.).1%) in a surviving state.
In addition,In terms of investment in ice and snow tourism, more attention should be paid to investment efficiency on the basis of paying attention to the reasonable growth of quantity. The investment in ice and snow tourism is more rational and is in a period of intensive cultivation and industrial renewal. In 2023, China will add 55 core heavy asset ice and snow tourism projects, with a total investment of about 122 billion yuan, an increase of 10 percent over 20229%, the investment in ice and snow tourism has grown steadily. In the six years from 2018 to 2023, the total investment scale of core heavy assets absorbed in the field of ice and snow tourism will reach 1,232 billion yuan. Investment projects in North China have entered the stage of transformation and upgrading, while Northeast China is accumulating energy for a new round of investment boom, and the core asset-heavy territory is seeking to expand to Northwest and East China. In 2023, the total investment in various ice and snow tourism infrastructure projects in China will be about 602.2 billion yuan, and the total investment in various ice and snow tourism infrastructure projects in China from 2016 to 2023 will be about 3,480.2 billion yuan. The Northeast and Southwest regions lead a new upsurge in the construction of ice and snow tourism infrastructure, and in 2023, the southwest and northeast regions will respectively account for about the total investment in ice and snow tourism infrastructure projects. 1%, and the two regions together account for about 7%.
The report also puts forward suggestions for the high-quality development of China's ice and snow tourism in the new era. At present, there are some problems that need to be solved urgently in China's ice and snow tourism: the market foundation of mass ice and snow tourism is not stable, and the sustainable development capacity needs to be strengthenedThere are many institutional and institutional obstacles for ice and snow enterprises to become bigger and stronger, and there is a mismatch and incoordination between the modern ice and snow industry system and the huge market demandThere is a significant spatial imbalance in the facilities of ice and snow venues, and the insufficient utilization efficiency of ice and snow facilities is common in some placesThere is a gap between the domestic ice and snow tourism brand building and the international well-known brands, and the ability of independent innovation needs to be strengthened urgentlyInsufficient attention has been paid to the development of the international ice and snow tourism market, and the construction of the inbound ice and snow tourism system is backward. In the future, it is necessary to protect and inherit the biggest heritage of the Beijing Winter Olympics, "300 million people participating in ice and snow sports", further strengthen the social atmosphere of ice and snow leisure and ice and snow tourism, and continue to expand the mass consumer market of ice and snow tourismAccelerate the in-depth integration of ice and snow tourism, and promote the development of the whole chain of the ice and snow industryVigorously develop ice leisure and entertainment activities, products and brands, and promote the marketization and industrialization of ice sports eventsIt is necessary to strengthen the brand building of ice and snow tourism and build a modern competitiveness for the future and the worldIt is necessary to grasp the domestic and international markets and promote the benign interaction of the dual cycle of the domestic and foreign ice and snow tourism markets.
China Tourism Academy is a member of the International Mountain Tourism Alliance).
First trial: Rao Juan.
Second trial: Wu Dan.
Third trial: Zhang Yijing.