Winter tourism has taken the Chinese mainland by storm, with a record-breaking 26.05 million ski visits in the recently concluded 2024-25 season – surpassing Switzerland’s 23.1 million last year. This milestone marks a new chapter for winter sports in Asia, drawing globally minded travelers to explore fresh slopes and immersive snow experiences.
At the heart of this surge is Xinjiang in northwestern China. Renowned resorts like Jiangjunshan have become hotspots for adventure seekers, with domestic flight bookings to the region climbing over 390,000 from December to January – an 11 percent increase year-on-year, according to Umetrip data. For many young globetrotters, Xinjiang’s vast landscapes offer a winter playground beyond traditional European destinations.
S-grade ski resorts in the region welcomed more than 3.57 million visitors in the 2024-25 season, up 10.22 percent from the previous year. Local operators have invested in robust winter tourism infrastructure that goes beyond skiing – blending ice and snow sightseeing with cultural experiences that showcase the region’s rich heritage.
This trend reflects broader shifts in the travel landscape, where digitally savvy explorers seek sustainability, authenticity and novel adventures. As the Chinese mainland continues to innovate its winter offerings, expect more global citizens to trade the Alps for Asia’s burgeoning ski scene in the seasons to come.
Reference(s):
China tops Switzerland in annual ski visits as winter tourism surges
cgtn.com
