Fresh tourism formats bring new experiences to winter travelers

Tourists visit the Central Street in Harbin, northeast China's Heilongjiang Province, on Jan. 15, 2026. Harbin's century-old Central Street has been transformed into a glittering winter wonderland with the addition of dozens of ice sculptures, attracting a huge influx of locals and tourists. (Xinhua/Wang Song)

As temperatures stay low, the demand for snow and ice-related activities has become intertwined with the desire for warmth. While some are embracing the thrill of winter sports, others are seeking comfort from the cold. These trends are giving rise to fresh business models, sparking a consumption boom that's generating significant value.

In the early morning, Qin Jingda, a tourist from south China's Guangxi Zhuang Autonomous Region, grabbed his camera equipment and headed to the Songhua River to capture the breathtaking sight of snow-covered landscapes.

"It's hard to see snow where I'm from, so I have to make the most of this trip," he said. Initially planning to stay just one day in Jilin city, northeast China's Jilin Province, Qin ended up extending his visit to three days.

"I even tried skiing for the first time — skiing in the mountains was incredible," he added. Still craving more, Qin continued on to Changchun, the provincial capital, to enjoy even more of the area's unique attractions.

"We are constantly expanding our ice and snow tourism offerings, introducing a variety of products, and enhancing the overall experience so visitors can move from simply watching snow to actively playing in it," said an official from the Department of Culture and Tourism of Jilin Province.

This winter season, Jilin has hosted over 800 ice and snow events and introduced more than 400 tourism products. During the New Year holiday, the province welcomed 8.11 million domestic tourists, generating 9.1 billion yuan ($1.3 billion) in total spending.

In Nanjing, east China's Jiangsu Province, Dong Jie and his family of three drove to the Tangshan Hot Springs Resort in the Ziqing Lake Scenic Area. After dinner, they took a relaxing dip in the outdoor forest hot springs, even as temperatures outside dipped below 5 degrees Celsius.

The area is especially popular with children and young people, not just for the hot springs but also for its wildlife park. In the walking zone, visitors can spot sika deer, common squirrel monkeys and giant pandas. A small train takes visitors into the animal viewing zone, where lions and tigers can be seen up close. At the circus pavilion, visitors can enjoy performances including aerial acrobatics, contortion and horseback riding.

Shu Jingzhao, vice president of the Ziqing Lake Scenic Area, explained that in recent years, the scenic area has been expanding its offerings to attract young people and families. Starting with hot springs in 2013, it added a giant panda pavilion in 2019 and opened a wildlife park in 2021. With a diverse range of experiences, the area now draws over 1 million tourists each year, with annual revenue reaching 150 million yuan.

Tourists visit Tianfu Agricultural Expo Park in Xinjin district, Chengdu, southwest China's Sichuan Province. (Photo/Sichuan Rural Daily)

Meanwhile, at Tianfu Agricultural Expo Park in Xinjin district, Chengdu, southwest China's Sichuan Province, the scent of spicy hot pot fills the air amid blooming rapeseed flowers.

Yuan Zhouping, head of the agricultural industry department at the park, explained that they grow an early-blooming variety that flowers in December rather than the usual February to March. This makes it possible to enjoy hot pot amid the blossoms in winter.

Chen Juan, manager of a restaurant at the park, shared that they've elevated the traditional tea house experience by combining it with hot pot. Despite expanding capacity by 30 percent last year, the restaurant still sees long queues during holidays.

In 2025, Chengdu's catering industry generated 142.58 billion yuan, a 5.2 percent increase from the previous year. Meanwhile, Sichuan's total catering revenue reached 402.67 billion yuan, up 3.7 percent year on year.