Entering the Winter Olympics, ice and snow tourism has ushered in an upsurge, orders have surged, and the prices of hotels around the ski resort have risen, even “one room is hard to find”.
“Just like the bird’s nest and water cube left after the Olympic Games, the Winter Olympics will also shape a number of new tourism landmarks.”. Cheng chaogong, chief researcher of Tongcheng Research Institute, told the Securities Daily, “the improvement of transportation and other infrastructure has further expanded the space of cultural tourism industry around Beijing. Zhangjiakou area is expected to become an important winter vacation destination, and Beijing’s winter cultural tourism market will also gain new increment”.
tourism welcomes deterministic market increment
On September 5, 2018, the General Administration of sports of the people’s Republic of China issued the implementation outline of “driving 300 million people to participate in ice and snow sports” (2018-2022). Today, the commitment of 300 million people has been fulfilled. According to the survey data, as of October 2021, the number of participants in national ice and snow sports has reached 346 million.
For the tourism industry, the continuous promotion of “driving 300 million people to participate in ice and snow sports” may mean that the industry has ushered in a market increment with strong certainty.
According to the data from qunar, from the perspective of data search keywords, skiing entered the three “search hot words” of the platform for the first time, and the total sales of major ski resorts in China doubled year-on-year. According to the data of the same trip, during the Spring Festival this year, the orders of ice and snow scenic spots across the country increased by 68% compared with the same period last year. According to Ctrip data, as of February 5, the bookings of ski themed hotels during the Spring Festival increased by 54% year-on-year, and the ticket orders of ice, snow and ski scenic spots increased by nearly 40% year-on-year. According to the data of flying pig, the orders of ice and snow tourism related commodities in the Spring Festival of the year of the tiger increased by more than 30% year-on-year.
Hotel orders around the ski resort are also rising in both volume and price. Tujia B & B data show that since entering the snow season in November last year, the search popularity of Theme B & B with “skiing” as the keyword has increased by 360% month on month; Hebei, Jilin and Xinjiang have become the ski destinations with the highest search popularity; The orders of Songhua Lake Resort and Zhangjiakou international residential resort increased 099}
In terms of passenger unit price, Yunnan Lijiang Yulong Snow Mountain Ski Resort, Jilin Changbai Mountain Tourism Co.Ltd(603099) International Ski Resort and Jilin Songhua Lake Ski Resort have become the most “gold absorbing” ski resorts. According to the data of qunar platform, in these snow fields, most passengers choose to stay for more than 2 nights, and the passenger unit price is more than 2000 yuan. The night price of some hotels around Yulong Snow Mountain in Lijiang reaches more than 4000 yuan.
Cheng chaogong told the Securities Daily that in the short term, the holding of the Winter Olympics will increase the attention of ice and snow sports and ice and snow tourism, and will bring opportunities to relevant enterprises, such as ice and snow sightseeing and vacation, ice and snow sports industry chain, etc. In the long run, the Winter Olympics can effectively promote the infrastructure construction of winter sports in Beijing, activate the consumption potential of more sports and tourism industries, drive the enthusiasm of national fitness and the enthusiasm of more Chinese people to participate in ice and snow sports, and open up a new space for the development of sports tourism industry.
waiting for trillion yuan market space
How much market space can skiing, which 300 million people are participating in, bring to the tourism industry?
Ms. Lin, a ski enthusiast, calculated an account. “The daily snow ticket is about 300 yuan, and the daily coach fee is about 1000 yuan. The Yunding hotel we live in costs about 700 or 800 yuan per night. In addition, we also pay for skiing equipment and renting snow gear.” Ms. Lin told reporters that from 2015 to 2019, she took her children to ski in the ski resort in Chongli area for about a week every year. In recent years, it was interrupted due to the epidemic, and the cost per time was about 20000 to 30000 yuan.
In addition, according to the public data of a ski resort in Chongli, the daily package price of the ski resort with cable car tickets and snow gear during the weekend is 772 yuan, and the daily price is 597 yuan.
Not all skiers spend so much. Another ski enthusiast muttered to reporters that in this winter, he went skiing in Yunfoshan around Beijing twice, and the transportation and ticket costs were between 150 yuan and 180 yuan. But he also admitted that the early investment in skiing is high. At present, he has spent 5000 yuan to buy snowsuits and snowshoes.
It is worth mentioning that ice and snow tourism may benefit the whole ice and snow industry. According to the data from qunar, every 1 yuan increase in ice and snow tourism revenue can drive the income of transportation, accommodation, catering and other related industries to increase by more than 4 yuan. Take the Beida Lake snow farm as an example. The ticket price of the snow farm is about 400 yuan. For customers who buy Beida Lake snow tickets, the comprehensive average consumption on the platform reaches 1600 yuan, and the amplification effect is more than 4 times. Among them, the expenses of accommodation and snow tickets are about 25%, and the transportation expenses such as air tickets and train tickets account for about 50%.
According to pan Helin, executive director of the Digital Economy Research Institute of Central South University of economics and law, “the scale of China’s ice and snow industry was 117.7 billion yuan in 2013, increased to 600 billion yuan in 2020, and it is expected to have a scale of 1 trillion in 2025”. Pan Helin stressed that the trillion yuan market scale of the ice and snow industry covers ice and snow sports and ice and snow tourism, and its overall growth trend is higher than that of other forms of tourism.
Pan Helin pointed out that with the increasing popularity of ice and snow facilities and ice and snow scenic spots, ice and snow tourism will glow with vitality and obtain better growth power. The upstream and downstream industrial chains of ice and snow industry such as ice and snow venue facilities, ice and snow sports equipment and clothing can usher in clearer development opportunities.
