China’s Winter Wonderland Draws 130% inbound tourism spike

• China’s winter tourism is surging, with inbound bookings nearly doubling year on year.

• Southeast Asian travellers account for about 70% of foreign arrivals, driven by demand for snow experiences.

• Visa-free policies and expanded air routes are boosting accessibility.

• Ice and snow tourism is entering a phase of sustained growth, supporting a trillion-yuan winter economy.

From towering ice palaces in Harbin to powder-covered slopes in Xinjiang and high-altitude glaciers in Sichuan, China’s winter tourism hotspots are experiencing a surge in overseas visitors as the cold season sets in. Looser visa policies and rising interest from Southeast Asia are combining to fuel a dramatic rise in inbound travel, with some regions recording triple-digit growth.

According to figures from online travel platform Trip.com, bookings by foreign tourists to China’s winter destinations are up nearly 100 per cent compared with the same period last year. Provinces and regions such as Hebei, Xinjiang and Inner Mongolia have seen especially strong momentum, each posting increases of more than 130 per cent year on year.

Travellers from Southeast Asia dominate this wave, making up close to 70 per cent of international arrivals. Their strong presence underscores the appeal of snow- and ice-based experiences for visitors from tropical and subtropical climates seeking a sharp contrast to home.

“Inbound tourism is picking up across a wide range of categories,” said Wu Liyun, a professor of tourism at Beijing International Studies University. “Alongside classic sightseeing and leisure travel, more specialised segments like ice and snow tourism are gaining traction, positioning China as an attractive short-haul winter option within the region.”

Industry observers point to expanded visa-free entry and transit arrangements as a key driver behind the trend. By reducing paperwork and shortening travel planning timelines, these policies have made China more accessible and strengthened its competitiveness as a winter holiday destination.

As the peak season approaches, locations known for frozen landscapes or well-developed winter sports facilities are entering their busiest period of the year. Altay in Xinjiang, Chongli in Hebei and the Changbai Mountain area in northeast China are among the most popular stops for winter-focused itineraries.

Trip.com data shows that starting in December last year, bookings by Southeast Asian tourists to Harbin rose 57 per cent from a year earlier. The northeastern city is internationally recognised for its annual ice and snow festival, which has become a major draw for overseas visitors.

Airlines have responded quickly to the uptick in demand. China Southern Airlines has launched additional direct flights serving Altay, while Hainan Airlines has introduced 14 new routes connecting Harbin with 19 major cities across China, catering to both foreign travellers and domestic tourists.

The boom is no longer limited to China’s traditional snow tourism centres. Warmer regions are also investing in the sector, developing indoor ski resorts and promoting alpine landscapes that stand out within their local climates.

This expansion is evident at attractions such as the Dagu Glacier in Sichuan province. Local tourism authorities report that inbound visits there jumped by nearly 140 per cent year on year during the first 11 months of last year. Visitors from Thailand alone accounted for almost 80 per cent of foreign arrivals.

Wu cautioned that long-term growth will depend on more than headline numbers. “The sustainability of this momentum will hinge on the overall quality of ice and snow tourism products,” she said. “If destinations can offer genuinely high-level experiences – from infrastructure to service standards – international visitors are more likely to return.”

She added that repeat travel could eventually become routine, similar to how many Asian skiers regularly choose destinations such as Japan’s Hokkaido. With consistent upgrades in offerings and capacity, China has the potential to establish itself as one of Asia’s leading ice and snow tourism markets.

Strong domestic demand is providing a solid foundation for this expansion. The 2026 China Ice and Snow Tourism Development Report, released by the China Tourism Academy, described the sector as having entered a phase of “sustained prosperity.”

The academy projects that 360 million leisure trips linked to ice and snow activities will take place during the 2025–2026 winter season, generating an estimated 450 billion yuan (US$64.5 billion) in revenue.

Beyond travel, the industry’s wider economic influence is growing rapidly. The report noted that China’s ice and snow economy surpassed 1 trillion yuan (US$143 billion) in 2025, supported by more than 14,000 related businesses nationwide—an increase of 11 per cent from the previous year.

At the same time, domestically produced equipment such as skis and snow-maintenance vehicles is finding overseas buyers through cross-border e-commerce. This shift signals that China’s ice and snow sector is moving beyond attracting visitors, toward deeper integration with global supply chains and international markets.