Not long ago, the topic “the whole circle of friends went skiing” was on the hot search list of major online platforms, which not only reflects the public’s enthusiasm for ice and snow tourism, but also a vivid embodiment of the development achievements of Winter Olympic culture and ice and snow tourism. With the approaching of Beijing 2022 Winter Olympic Games and the goal of “driving 300 million people to participate in ice and snow sports” has become a reality, the development of ice and snow tourism has also ushered in many new opportunities. In 2021, local cultural and tourism departments will take the opportunity of the Beijing Winter Olympic Games to promote the high-quality development of ice and snow tourism and better meet the people’s consumption demand of ice and snow tourism by increasing policy support, expanding the supply of ice and snow tourism products and innovating the publicity and promotion of ice and snow tourism.
policy support continues to increase
In 2021, the national culture and tourism system and relevant local government departments will seize the historical opportunity of Beijing 2022 Winter Olympic Games, continuously strengthen policy support and guarantee, and promote the high-quality development of ice and snow tourism.
In February 2021, the Ministry of culture and tourism, the national development and Reform Commission and the State Administration of sports issued the action plan for the development of ice and snow tourism (2021-2023) (hereinafter referred to as the action plan), focusing on the tasks of expanding the supply of high-quality products of ice and snow tourism, deeply tapping the consumption potential of ice and snow tourism, and promoting the integration of ice and snow tourism and related industries, It is clearly proposed to seize the historical opportunity of Beijing 2022 Winter Olympic Games, promote the high-quality development of ice and snow tourism, and emphasize the two-way development of ice and snow market from the supply side and demand side.
In order to implement the relevant tasks of the action plan for the development of ice and snow tourism (2021-2023), in October 2021, the Ministry of culture and tourism issued the industry standard for the classification of ski tourism resorts (LB / T 083-2021), which provides important support for guiding the high-quality development of ski tourism resorts in China.
At the same time, all localities have introduced a series of measures according to local conditions to promote the high-quality development of ice and snow tourism.
The high-quality development plan of ice and snow industry in Jilin Province (2021-2035) issued by Jilin provincial Party committee and provincial government proposes to optimize the ice and snow tourism industry, promote the ice and snow sports industry, improve the ice and snow culture industry, develop the ice and snow equipment industry, improve the ice and snow supporting industry, cultivate the characteristic industries in cold areas, and build a more organic and coordinated “4 + X” ice and snow industry system. The cultural and tourism development plan of the 14th five year plan issued by the Department of culture and tourism of Heilongjiang Province lists ice and snow tourism as one of the three full spectrum tourism products with priority development. The implementation plan for the development of ice and snow tourism in Hebei Province (2021-2023) issued by Hebei proposes to build Zhangjiakou and Chengde into national famous ice and snow tourism cities and world ice and snow tourism destinations by 2023.
“Although the tourism industry still faces severe challenges, under the active promotion of national policies and local governments at all levels, more and more investment institutions and market subjects are seizing opportunities, changing and developing, and making every effort to build a new pattern of high-quality development of ice and snow tourism.” Dai bin, President of China Tourism Research Institute, said.
increasingly abundant product supply
In 2021, driven by a series of favorable policies, ice and snow tourism products and projects are constantly updated, and the public ice and snow experience is becoming richer and richer.
The Ministry of culture and tourism, in accordance with the industrial standard of the classification of ski tourism resorts (LB / T 083-2021), and in conjunction with the State Administration of sports, has carried out the identification of national ski tourism resorts and identified the first batch of national ski tourism resorts. The State General Administration of sports and the Ministry of culture and tourism jointly carried out the declaration of national sports tourism demonstration bases in 2021, identified 47 units as national sports tourism demonstration bases, and selected a number of ski resorts and ski tourism resorts.
The Beijing Municipal Bureau of culture and tourism has actively promoted the in-depth integration of culture and sports, tourism and sports, launched a number of high-quality tourism routes with Winter Olympics and ice and snow themes, enriched ice and snow tourism products and boosted the revitalization of the market. “In 2021, we held the Beijing ice and snow cultural tourism season and launched 22 excellent ice and snow tourism routes. At the same time, we jointly carried out the application, recommendation and evaluation of excellent sports tourism projects with the Beijing Municipal Bureau of sports, so as to promote the high-quality development of ice and snow tourism through the supply of high-quality ice and snow tourism projects.” Liu Bin, deputy director of the Beijing Municipal Bureau of culture and tourism, said.
In November 2021, the Department of culture and tourism of Xinjiang Uygur Autonomous Region launched 2021-2022 winter tourism boutique routes, including 10 ice and snow tourism routes. In addition, in order to welcome the Beijing Winter Olympic Games, more than 1500 cultural and tourism activities will be launched in all regions (prefectures, cities), counties and major scenic spots (spots) in Xinjiang during the 2021-2022 snow season (November 2021 to April 2022).
In the south, people’s ice and snow experience is becoming richer and richer. Liupanshui City, Guizhou Province has launched a series of tourism products combining sports tourism and health tourism around ice and snow tourism and hot spring tourism. The snow world of rongchuang cultural tourism city in Chengdu, Chongqing, Guangzhou, Wuxi and other places has become a good place for many ice and snow sports lovers to explore mysterious snow caves, experience snow circle slideways and play in ice lakes. Citizens and tourists can experience the fun of playing snow at the door of their homes.
At the same time, major tourism enterprises have increased the layout of ice and snow tourism industry. Hangzhou Bay rongchuang cultural tourism city, located in Haiyan, Jiaxing, Zhejiang Province, started the construction of ice and Snow Sports Center (Snow World); Club Med, a brand of Fosun tourism culture group, has built two new ice and snow resorts in Changbai Mountain Tourism Co.Ltd(603099) region of Jilin Province and Taiwu ski town of Chongli, Hebei Province. The group’s alpine snow world project in Taicang, Suzhou, Jiangsu Province is also steadily advancing.
the ice and snow atmosphere is getting stronger
In 2021, the culture and tourism system actively cultivated ice and snow tourism brands, promoted ice and snow tourism consumption through a series of publicity and display activities, and created a strong ice and snow tourism atmosphere.
The Ministry of culture and tourism supports all localities to strengthen the publicity and display of ice and snow tourism, ice and snow culture and ice and snow sports for the international and Chinese markets. At the same time, make full use of the Internet platform to increase the publicity and promotion of ice and snow projects among young people and reach the “Z generation” consumer group.
“The Beijing ice and snow cultural tourism season will strengthen publicity and promotion by means of ‘online promotion + offline activities’, and enhance the attention of young consumer groups to ice and snow cultural tourism consumption through microblog topics, creative posters, short videos and other means.” Liu Bin introduced.
The sixth Jilin International Ice and snow Industry Expo, which opened on December 18, 2021, adopted the method of “online interaction + offline activities” for the first time, and set up sub venues of “snow Expo on cloud” and “snow Expo at home”, to carry out online ice and snow resources display, ice and snow product sales and ice and snow topic marketing; Through the linkage of multiple places and units in the province, brand festival activities such as Changchun ice and Snow Festival and Chagan Lake Winter Fishing Festival are carried out simultaneously to activate the atmosphere of the ice and snow market.
China Yichun forest ice and snow happy season is an ice and snow tourism brand activity continuously built in Yichun City, Heilongjiang Province. The 11th China Yichun forest ice and snow happy season, which opened on December 26, 2021, based on the principle of “small investment, emphasis on creativity, expanding domestic demand and benefiting the people’s livelihood”, has built a free ice and snow culture theme park Yichun ice and snow culture creative park in the central urban area, focusing on popularizing mass ice and snow sports and creating an ice and snow feast for the whole people.
A series of measures have effectively stimulated the enthusiasm of the public to participate in ice and snow tourism and ice and snow sports. According to the China ice and snow tourism development report (2022) released by China Tourism Research Institute, the number of ice and snow leisure tourists in China increased from 170 million in the ice and snow season from 2016 to 2017 to 254 million in the ice and snow season from 2020 to 2021. The report predicts that the number of ice and snow leisure tourists in the ice and snow season from 2021 to 2022 will reach 305 million, and China’s ice and snow leisure tourism revenue is expected to reach 323.3 billion yuan.
