Thanks to government vouchers, the 2022 Beijing Winter Olympics, and intense heat, more Chinese tourists are enjoying summer skiing, leading to an increase in business for nearby industries.
As the summer heats up, an unexpected trend is emerging among Chinese tourists. It’s “skiing”. Recent industry data shows a significant increase in demand for nighttime recreational activities and ski experiences this season.
A report from leading online travel agency Fliggy reveals a significant increase in ski-related bookings over the past 30 days, increasing by 15% month-on-month. This increased interest is particularly evident at Qiaobo Ice and Snow World in Shaoxing City, Zhejiang Province, where summer business volume is higher than last year.
Ma yingping, Qiaobo’s marketing manager, cited several factors contributing to this growth. First, government-issued vouchers have made skiing activities more accessible. Additionally, the legacy of the 2022 Beijing Winter Olympics continues to fuel enthusiasm for winter sports. Finally, the scorching temperatures in Jiangsu and Zhejiang provinces this summer have led more people to seek solace in cooler environments.
The popularity of ice and snow sports is not temporary, but is increasing among young people who want to enjoy skiing even in the summer. The growing interest is also reflected in the number of repeat visitors increasing year on year. In response, online platforms have stepped up their promotion of ice and snow activities.
Recent innovative marketing efforts included a live broadcast in collaboration with Fliggy showcasing the snow-covered slopes of Qiaobo Ice and Snow World in the summer heat. The event effectively promoted the appeal of off-season skiing.
Additionally, increased interest in skiing has proven beneficial for businesses located near ski areas and can boost local economies. As this trend continues, the synergy between online travel services and ski resorts is expected to create new opportunities in the travel and hospitality sector, improving both customer experience and business growth.
This increased interest in skiing this summer signals a notable shift in recreational tastes and is driving industry growth, particularly in regions known for hot summers but now increasingly recognized as cool slopes. We are carving out a new path.
Vicky is the co-founder and editor-in-chief of the TravelDailyNews Media Network. She is also responsible for day-to-day operations and financial policy. She holds a Bachelor’s degree in Tourism Business Management from the Athens University of Technology and a Master of Business Administration (MBA) from the University of Wales. She has many years of experience in the travel industry, both academic and industry. She has written/edited numerous articles in various tourism magazines.
