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Luna Sun

From ice castles in Harbin to ski resorts in Xinjiang and glaciers in Sichuan, China’s ice and snow destinations are seeing a sharp rise in foreign arrivals as the winter weather deepens, with visa rules easing and strong Southeast Asian demand driving triple-digit growth in inbound travel.
Inbound bookings to China’s winter destinations have climbed close to 100 per cent year on year this season, with growth in Hebei province, the Xinjiang Uygur autonomous region and the Inner Mongolia autonomous region all exceeding 130 per cent, according to data from online travel agency Trip.com.
Travellers from Southeast Asia account for nearly 70 per cent of arrivals, highlighting the appeal of ice and snow tourism for tourists from warmer climates.
“Inbound tourism is gaining momentum across multiple segments – not only traditional sightseeing and leisure travel, but also niche sectors such as ice and snow tourism, where China is emerging as a strong regional draw for short-haul visitors,” said Wu Liyun, a tourism professor at Beijing International Studies University.
China’s expanded visa-free entry and visa-free transit schemes have lowered travel barriers and shortened planning cycles, helping position China as an increasingly accessible and competitive winter destination for overseas tourists, according to industry analysts.
As the peak winter travel period begins, destinations known for icy vistas or favourable conditions for winter sports are priority stops for travellers, with Altay in Xinjiang, Chongli in Hebei province and Changbai Mountain in northeastern China among those areas entering their busiest time of year.
Data from Trip.com shows that from December last year, tourism bookings by Southeast Asian travellers in the far northeastern city of Harbin, known for its annual ice festival, rose 57 per cent year on year.
Airlines have also moved quickly to meet the demand. China Southern Airlines has added multiple direct services to and from Altay, while Hainan Airlines has opened 14 new routes linking Harbin with 19 major domestic destinations, drawing both foreign and Chinese tourists.
The surge is being felt beyond China’s traditional hubs for ice and snow tourism. Cities in warmer regions are also getting in on the action, building indoor winter sports complexes and promoting their relatively uncommon alpine environments.


The trend is evident at sites such as the Dagu Glacier in Sichuan province, where inbound visits jumped nearly 140 per cent year on year in the first 11 months of last year, with tourists from Thailand alone accounting for close to 80 per cent of foreign arrivals, according to local tourism authorities.
“Whether this momentum can be sustained will ultimately depend on the quality of China’s ice and snow products and services,” Wu said.
“If destinations can deliver a genuinely high-standard experience for foreign travellers – from facilities to hospitality – repeat visits will follow. Over time, ice and snow travel can become a habit, much like the way many Asian skiers now routinely choose Hokkaido.
“China has a clear opportunity to position itself as one of Asia’s most popular ice and snow tourism destinations, with comprehensive upgrades in product offerings and service capacity,” she added.
The inbound boom is underpinned by powerful domestic demand. According to the 2026 China Ice and Snow Tourism Development Report released by the China Tourism Academy, the subsector has entered a phase of “sustained prosperity”.
The academy estimated that 360 million ice and snow leisure trips would be made in the 2025 to 2026 winter season, generating 450 billion yuan (US$64.5 billion) in revenue.
The sector’s broader economic footprint is expanding rapidly. The report shows that the scale of China’s ice and snow economy exceeded 1 trillion yuan (US$143 billion) in 2025, with more than 14,000 related enterprises nationwide, up 11 per cent year on year.
Beyond tourism, domestically made ice and snow equipment – including skis and snow-grooming vehicles – are increasingly being exported via cross-border e-commerce, signalling a shift from simply attracting global visitors to deeper international integration across supply chains and markets.


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Freezing temperatures will not dampen the spirits of snow seekers, as China cements its reputation as the world’s ultimate winter playground


Freezing temperatures will not dampen the spirits of snow seekers, as China cements its reputation as the world’s ultimate winter playground.


Foreigners flock to China’s ice and snow attractions, with 130% inbound tourism spike

.css-1c6uqr6{color:inherit;font-weight:inherit;font-size:inherit;font-family:inherit;line-height:inherit;overflow-wrap:break-word;}Freezing temperatures will not dampen the spirits of snow seekers, as China cements its reputation as the world’s ultimate winter playground

Freezing temperatures will not dampen the spirits of snow seekers, as China cements its reputation as the world’s ultimate winter playground