In a strategic move to invigorate its winter tourism sector, the Xinjiang Uygur Autonomous Region in northwest China has announced the launch of a consumption voucher program starting November 14, 2025. This initiative, unveiled by the regional culture and tourism department, aims to attract more visitors to its renowned ski resorts during the snowy season. A total of 10,000 vouchers, each valued at 20 yuan (approximately $2.82), will be distributed. These vouchers are redeemable at 11 high-quality ski resorts rated 4S class or above, located in popular winter destinations including Urumqi, Changji, Ili, and Altay. To utilize the voucher, skiers must purchase a ski pass worth at least 100 yuan, and the vouchers can be claimed via a WeChat mini-program. Xinjiang, celebrated for its extended snowy periods and superior snow quality, offers a robust winter tourism experience that combines skiing, snow sightseeing, and cultural immersion. The previous winter season saw a significant influx of 3.57 million tourists to standardized ski resorts in the region, marking a 10.22% increase from the previous year, and generating a tourism revenue of 844 million yuan, up by 39.13%. According to Li Meng, an official from the department, the voucher program is set to continue until February 2026, with the dual objectives of stimulating expenditure on winter sports and fostering the high-quality development of the region’s winter tourism industry.