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Exploring China’s Winter Destinations: Harbin, Zhangjiakou, and Inner Mongolia’s Growing Focus on Snow, Leisure, and Local Experiences – Here’s What to Know About the New Trends
In recent years, China’s winter tourism landscape has undergone a profound transformation. Ski resorts and ice destinations like those in Harbin, Zhangjiakou, and Inner Mongolia have long attracted visitors with their snow-covered vistas. However, the focus has now expanded beyond just snow sports, with an increasing emphasis on food, shopping, and cultural experiences. This shift reflects a broader trend where winter tourism is no longer just about the snow but also about an entire immersive travel experience that encompasses diverse services such as dining, entertainment, and local culture.
As international travel ramps up again, a growing number of visitors from Southeast Asia and Europe are flocking to China’s winter hotspots, lured not only by the allure of snow but by the rich cultural and leisure offerings that enhance their stay. From curated shopping experiences to gourmet dining and immersive cultural experiences, visitors are finding more reasons to extend their trips and delve deeper into the local offerings.
A New Chapter for Winter Tourism in China
As visa-free entry policies become more widespread, China’s tourism industry is seeing a remarkable boost in inbound travel. Official figures reveal that 82.04 million foreign travelers visited China in 2025, marking a 26.4% increase from the previous year. Notably, more than 73% of these tourists entered the country without needing a visa, thanks to the growing availability of visa-free options.
Regions traditionally known for winter sports, like Harbin and Zhangjiakou, have become multifaceted destinations. These cities, renowned for their ice sculpture festivals and ski resorts, are increasingly integrating cultural events, gastronomic tours, and shopping experiences into their winter tourism packages. This shift from seasonal travel to experience-based tourism is driving longer stays and higher visitor satisfaction.
Skiing Meets Culture: A Comprehensive Travel Experience
For many visitors, skiing is no longer the sole draw of winter destinations. Ski resorts across China’s northern regions are now offering luxury accommodations, fine dining, and leisure activities that go beyond the slopes. For instance, Zhangjiakou, host of the 2022 Winter Olympics, has expanded its offerings to include wellness retreats, cultural workshops, and outdoor recreational activities like hot springs, forest walks, and even night-time ice slides. These attractions provide a complete vacation package, blending outdoor adventures with relaxation and local culture.
In cities like Harbin, known for the famous Ice-Snow World, visitors are encouraged to stay longer as they explore everything from local northeastern Chinese cuisine to unique shopping experiences. Travelers can visit bustling markets, buy handcrafted souvenirs, and take photos at iconic sites such as the Saint Sophia Cathedral, blending natural beauty with historical significance.
This trend is particularly noticeable among international travelers. A UK-based travel influencer, who initially planned to spend just a few days in Harbin, ended up staying a week due to the city’s broad range of activities. From riding the giant ice slide to enjoying local snacks and shopping for souvenirs, she discovered that the experience was much more than just snow and ice.
A Diversified Market: The Surge in Inbound Tourism
Inbound tourism to China’s winter destinations has surged in recent years, with data from online travel platforms such as Trip.com showing a 130% increase in bookings for popular locations in Xinjiang, Inner Mongolia, and Hebei. In fact, Southeast Asia alone accounted for nearly 70% of the foreign visitors. This demographic is particularly drawn to snow sports and unique winter experiences, as many of these countries are located in warmer climates.
China’s winter tourism model is evolving with a new focus on innovative products and services. Southern regions of China, traditionally less associated with winter sports, have embraced indoor ski facilities and cultural activities, making winter tourism accessible to a wider audience. Cities like Guangzhou and Shanghai are now seeing winter experiences grow in popularity, appealing to both domestic and international tourists.
The Rise of Service-Led Tourism: Shopping, Dining, and Beyond
In January, Harbin launched the “Shopping in China” Ice and Snow Consumption Season, a national initiative aimed at promoting winter tourism as a platform for integrated spending. This initiative positions destinations as not just places to visit but as economies in themselves—creating opportunities for spending on dining, shopping, and local attractions. This approach is helping stimulate the economy and provides tourists with a well-rounded travel experience.
Hotels, resorts, and leisure destinations have responded to this shift by offering more than just basic amenities. For example, Beijing’s Hu Resort has expanded its offerings to cater to international visitors, adding Western-style restaurants, cafes, and even wellness centers such as hot spring pools. The emphasis is now on creating a “ski plus vacation” experience, where visitors can enjoy the slopes but also indulge in a variety of other activities that extend the trip beyond a few days.
Resorts and cultural destinations are increasingly focusing on slow travel, encouraging visitors to immerse themselves in local customs, try regional delicacies, and purchase locally-made handicrafts. In Mudanjiang, for instance, operators at Jingpo Lake have moved away from quick sightseeing tours in favor of slow, immersive experiences that include local performances and themed activities, turning a short-term visit into a sustainable and profitable venture.
Winter Tourism’s Future: A Long-Term Growth Strategy
By the end of the 2025-26 winter season, it is projected that China’s winter tourism will attract 360 million visits, generating nearly 450 billion yuan in revenue. Experts believe that the ice and snow economy will surpass 1 trillion yuan by the end of 2025, driven by growing demand for winter sports and the wider service-based economy. This growing industry, supported by improved transport links and digital payment solutions, is transforming winter tourism into a mainstream activity that attracts visitors all year round.
The long-term sustainability of this growth will depend largely on service quality. The more destinations can offer high-quality experiences that encourage repeat visits, the more likely the industry is to continue thriving. This new focus on high-end tourism could help redefine what winter tourism looks like in the coming years.
Travel Tips for Exploring China’s Winter Destinations
- Plan for Longer Stays: While skiing is still a primary attraction, consider extending your stay to enjoy cultural activities, local foods, and shopping in these winter destinations.
- Try the Local Cuisine: Harbin, Zhangjiakou, and Mudanjiang offer unique regional dishes that are an essential part of the experience. Don’t miss northeastern hotpots and local snacks.
- Check for Visa-Free Entry: If you’re visiting from a country with visa-free access to China, take advantage of this convenience to explore multiple destinations during your winter trip.
- Visit During Off-Peak Seasons: For a more relaxed experience, consider visiting outside peak tourist seasons, when resorts offer special promotions and less crowded attractions.
