China’s winter tourism sector is experiencing unprecedented growth, with snow sports rapidly evolving from specialized activities into mainstream economic drivers. According to the China Tourism Academy’s latest report, the December 2025-February 2026 season is projected to witness 360 million winter tourism excursions, generating approximately 450 billion yuan ($64 billion) in revenue.
The transformation reflects a fundamental shift in consumer behavior, as evidenced by Yang Lezhi, a 27-year-old Beijing resident who represents the new generation of winter sports enthusiasts. “Skiing makes me feel like Elsa from Frozen—it’s almost addictive once you master the slopes,” she remarked, highlighting how winter activities have transitioned from niche pursuits to popular recreational trends.
This remarkable expansion stems from multiple factors: the successful legacy of the 2022 Beijing Winter Olympics, substantial government support, and strategic infrastructure investments. In November 2024, China’s State Council issued comprehensive guidelines targeting a 1.2 trillion yuan winter economy by 2027 and 1.5 trillion yuan by 2030.
Industry analyst Yang Jinsong from the China Tourism Academy identifies several growth catalysts: “Post-Olympic awareness has significantly increased public interest in winter activities, while supportive policies have encouraged broader industry participation. Both naturally advantaged northern regions and southern provinces with artificial facilities are contributing to this expansion.”
Remarkably, southern China—including Guangdong province—has emerged as the national leader in winter tourism infrastructure investment, exceeding 30 billion yuan annually. The industry’s structural development is equally impressive, with 1,423 new winter tourism companies established in 2025, bringing the national total to over 14,000 enterprises—an 11% increase from 2024.
Supporting data reveals consistent industry expansion, with winter-related consumption reaching 187.5 billion yuan between late 2024 and early 2025. The sector has demonstrated remarkable growth trajectory, expanding from 270 billion yuan in 2015 to 980 billion yuan in 2024, and is projected to surpass 1 trillion yuan for the first time in 2025.
Consumer surveys indicate strong continued demand, with 75% of respondents expressing interest in winter travel, over 40% planning increased participation frequency, and a similar percentage intending to boost winter activity spending—signaling sustained momentum for China’s burgeoning winter economy.