China is on its way to becoming the world's leading winter tourism destination

According to data from the China Ski Industry White Paper 2024-2025 , winter tourism is experiencing phenomenal growth in the country, driven by large-scale investment, government support and an expanding middle class.

A total of 748 ski resorts (66 of which are indoor) were operational during the 2024-2025 season, with 26.05 million ski days recorded. This figure suggests that China will become one of the most important centers of global snow tourism in the near future.

Double-digit increase in ski days

The 2024-2025 season marked a critical turning point for China 's snow tourism. Compared to the previous season, the number of ski days increased by 12.9 percent to 26.05 million, and the number of skiers increased by 5.86 percent to 13.55 million. This demonstrates that skiing is moving from a niche activity to a mainstream pastime. Thanks to the rising disposable income of the middle class, skiing is increasingly becoming a status symbol and a prestigious leisure activity.

Indoor ski resorts are booming

Indoor ski resorts play a significant role in China's rise in ski tourism. These resorts attracted over 5.6 million visitors in the 2024-2025 season, accounting for over a fifth of the country's overall demand. Seven of the world's 10 largest indoor ski resorts are located in China , making the sport accessible 12 months a year. This gives millions of residents of major cities like Beijing and Shanghai the opportunity to experience skiing without having to travel to the mountains.

The 2022 Beijing Winter Olympics marked a turning point for skiing in China . In line with the government's goal of "introducing 300 million people to winter sports," significant investments were made in ski resorts, ice rinks, and tourism infrastructure. Winter sports were integrated into the curriculum, encouraging younger generations to participate. Furthermore, ski tourism packages enriched with cultural activities made winter holidays even more attractive.

From niche sport to national activity

China 's ski scene has grown from fewer than 10 resorts in 1996 to over 800 today. Once enjoyed only in the cold regions of the northeast, the sport has become available throughout the country thanks to artificial snow technology. This has transformed ski tourism into an activity favored not only by professionals but also by families.

Economic and Cultural Dynamics

China 's economic growth has created a middle class open to new experiences and with high spending power. While skiing was once exclusive to the wealthy, it is now a family-oriented activity and a symbol of prestige. Resorts offer both sports and cultural tourism, with slopes suitable for different levels, luxury accommodations, and packages that blend local culture (festivals, gastronomy).

Global goals and challenges

China faces several challenges in its bid to become the world's largest snow tourism market. Standardizing service quality across all resorts is crucial for sustainable growth. Furthermore, international marketing and high-quality service standards are essential to attract foreign tourists from competing destinations like Switzerland or the US .

Despite this, China is rapidly becoming the global leader in snow tourism thanks to strong government support, modern facilities and growing domestic demand.