The 9th Asian Winter Games officially opened on February 7, 2025, in Harbin, Heilongjiang province, further cementing the city's status as a premier ice and snow tourism destination. Building on last winter's viral tourism boom, Harbin has once again become the focal point of China's winter tourism scene, driving nationwide enthusiasm for ice and snow activities.

Harbin's tourism surge continues

Since the start of the 2024–2025 winter season, Harbin has maintained its reputation as a must-visit winter hotspot. During the 2025 Spring Festival holiday, the city welcomed 12.15 million visitors, a 20.4% year-on-year increase, generating a record-breaking 19.15 billion yuan in tourism revenue. Notably, the number of inbound tourists surged by 144.7%, reinforcing Harbin's global appeal.

According to Ctrip's 2025 Spring Festival Travel Report, Harbin ranked as the most popular ice and snow tourism destination in China. Following the holiday season, the city seamlessly transitioned into Asian Winter Games mode, drawing even greater attention from domestic and international visitors. Data from Tongcheng Travel shows that hotel bookings in Harbin surged by nearly 60% year-on-year in February. Meanwhile, searches for "Harbin" on the platform have tripled compared to last year, driven by the Winter Games and favorable travel conditions.

Inbound tourism has also seen remarkable growth. Since December 17, 2024, over 100,000 foreign visitors have traveled to Harbin, nearly tripling year-over-year. As of February 5, inbound travel bookings to the city had increased by more than 30%, placing Harbin among China's top three inbound tourism destinations.

Asian Winter Games ignites nationwide snow tourism

The influence of the Asian Winter Games has extended far beyond Harbin, fueling a nationwide winter tourism boom. Since December 2024, winter sports enthusiasm has surged across the country, with a notable trend of "northern snow heading south" as regions in southern China expand their ice and snow offerings.

In Heilongjiang, ski resorts in Yabuli are experiencing record-high visitor numbers. Unlike previous years, when crowds typically dwindled after the Spring Festival, tourist arrivals have remained strong. The Yabuli resort now welcomes around 20,000 visitors daily—20% more than the same period last year. Since opening for the season on November 11, the resort has hosted 900,000 visitors, setting a new single-day record of 32,000. The Winter Games have significantly boosted public enthusiasm for skiing and snow sports.

To accommodate the growing demand, China Railway Harbin has introduced a high-speed rail loop connecting major winter tourism destinations, including Harbin, Mudanjiang, Jiamusi, Yabuli, and Jingpo Lake, providing seamless transportation for travelers.

Beyond Heilongjiang, other northern provinces like Liaoning, Jilin, and Xinjiang Uygur autonomous region have introduced various incentives, such as tourism subsidies and discount vouchers, to attract winter sports enthusiasts. Jilin has launched over 100 direct snow tourism routes, while Urumqi International Airport in Xinjiang has set up dedicated ski check-in counters for travelers carrying winter sports gear.

Meanwhile, the southern provinces are also capitalizing on the ice and snow tourism wave. Cities such as Chongqing, Hubei, Zhejiang, and Guangdong have developed new winter-themed attractions, including indoor ski resorts and high-altitude snow parks, allowing residents to experience winter sports in warmer climates. In Shanghai, the 11th National Public Ice and Snow Season has brought ice sports to local communities, with events like the National Public Skiing Technical Competition held at Yao Xue Ice and Snow World on December 28, 2024, attracting ski enthusiasts from across the Yangtze River Delta.

As the 9th Asian Winter Games unfolds, it continues to fuel a nationwide passion for winter sports, turning China into a thriving hub for ice and snow tourism.