The wave of ice and snow: like China’s “frozen actives” are feeding its growth engine

On the first day of the New Year, a Forest Farm in the city of Arxan, in the autonomous region of Mongolia Interior, northern China, hosted a new and unique event – Noadam of Ice and Snow. Traditional Noadam is a mongol festival that celebrates harvests and prosperity, and takes place normally in summer, with traditional sports such as free fighting, horses and archery.

Noadam of ice and snow merged elements of the traditional Noadam to the emotion of winter sports, such as the majestic view of horses running through snow and the fierce intensity of snow fights. The current festival pays tribute to the traditional celebration, and also highlights the deep cultural roots of the region, giving visitors an unforgettable flavor of their characteristic culture of ice and snow.

“Ice and Snow Noadam, as an emblematic event of this winter tourism season, integrates sports, ice and snow and also tourism, offering visitors an opportunity to fully try their unique charm,” said Bai Feng, Arxan’s deputy mayor. “With its high quality snow and exceptional natural beauty, the Arxan region continues to enrich its winter tourism offerings, boosting the growth of its ice and snow economy.”

The economy of ice and snow consists of social, economic and cultural activities related to ice and snow, driven by the development and use of the country’s “cold” resources, and generates social and economic benefits. It is an economy that covers wide range of sectors – ice and snow sports, tourism, culture, education and equipment – composing a vast sector with an extensive supply chain.

A report on China’s ice and snow industry released in 2024 at the Winter Winter Sports Exhibition (Beijing) showed that the sector is rapidly growing, expanding from a 270 billion yuan ($ 36 billion) track to 970 billion yuans ($ 132 billion) by 2024. 136 billion).

This indicates the rapid development of the sector, characterized by an expanding market, an increasingly diverse demand from the consumer, a more dynamic supply chain and active exports of ice and snow equipment, reports the report.

The wonderful land of winter – In addition to the cultural agitation of events such as Ice and Snow Noadam, Arxan’s particular geography and climate offer magnificent winter landscapes, which constitute one of the good reasons that attract tourists to the place.

In the midst of the vast Arxan forest, covered with ice, the air is often filled with the sighs of enchantment of visitors. One of the most captivating aspects of the area is a river that never freezes. Visitors, strolling kayaking through their winding route, are involved in the magic of the frozen forest.

This winter, ice and snow combine with thermal sources, educational tours, sports, immaterial cultural heritage, local cuisine and festive traditions. Arxan has been using their cold features to create apparently endless possibilities to enrich the winter tourism experience. On the last New Year’s Eve and New Year’s Own Day, Arxan received 18.6 thousand visitors, generating a record revenue of 23 million Yuans (US $ 3.1 million).

“The economy of ice and snow is a trillion yuan industry and is originating a growing range of new experiences. It covers various sectors such as food and drinks, accommodation, transportation, tourism, shopping and entertainment,” says Han Yuanjun, associate researcher at the China Tourism Research Institute, at Beijing Review.

According to him, the key to the advancement of the ice and snow economy is to continually expand and consolidate the basis of participants. Regions rich in ice and snow resources should focus on the integration of these resources and prioritize the development of ice and snow activities with mass participation, rather than only investing in specific ski projects. It is essential to expand the industry chain, creating new business models and new consumer scenarios, leveraging technologies to build unique ice and snow environments and boost the development of local ice and snow brands.

To take advantage of opportunities, stay ahead of the curve and capitalize on the growing demand, stakeholders of the sector in locations such as Arxan promote constant innovation.

In northeastern China, Harbin’s ice and snow world, which is part of the world’s largest ice and snow festival, based in the capital of Heilongjiang province, visitors are ecstatic with the impressive ice warriors and frozen yellow roses, inspired by the popular TV soap opera The Rose Tale. In Jilin province, tourists can explore “Snow Street”, a vibrant market where local cultural products and agricultural products are exposed, and also enjoy traditional well-being treatments in snow resorts. In his stay on the Frozen Taizi River, Liaoning Province, visitors can enjoy activities ranging from relaxing massages, Chinese suction cups sessions and ginseng hot tea tasting, or dedicated to ice fishing and the manufacture of ice flashlights on the frozen surface of the river.

In Fuyuan, Heilongjiang, a skating marathon attracted more than 2,000 enthusiasts from all over the country. Meanwhile, in Xilin Gol, in the inner Mongolia, there were great horse racing or boats, a true adventure on ice and snow that attracted more than 10,000 spectators.

These events not only bring emotion to participants, but also show their economic value. For example, the 14th National Winter Games, held at the Interior Mongolia in February 2024, generated 32 billion yuans ($ 4.4 billion) in sport -related consumption.

The ice and snow equipment sector also experiences great growth. China has developed a comprehensive ecosystem for ice and snow equipment, consisting of 15 distinct categories. As a result, the number of companies in this space continues to increase and sales went from just under 5 billion yuans ($ 682 million) in 2015 to 22 billion yuans ($ 3 billion) in 2023.

What is even more fascinating is the emergence of niche products, such as jackets for outdoor activities, which have evolved from specialized equipment to become elegant and essential urban items. They now exert a strong appeal to the younger generation. In fact, the Sanmen district in Taizhou, Zhejiang province, houses more than 300 jacket manufacturers for outdoor activities, with an annual production value of over 2 billion yuans ($ 273 million). New measures are constantly emerging to stimulate the consumption of ice and snow products and activities. Airlines have launched routes with this theme, and some local governments distribute ice and snow consumption vouchers to increase related spending.

Beyond seasonal limits – Ice and snow sports are highly sensitive to temperature and humidity and have seasonal and regional limitations. Few regions of the south receive ice and snow in substantial volumes. However, from the point of view of consumer psychology, the scarcity of such resources in these regions actually feeds a stronger desire for ice and snow experiences.

“Compared to the north, ice and snow tourism in the south is more oriented towards leisure and relaxation, with snow parks and tourist cities of ice creating a rich and playful atmosphere,” said Han.

In Anhui province, visitors can admire the beauty of the snow covering the Huangshan mountain and try the unique charm of Anhui’s quiet and subtle culture, while in Sichuan province the clouds surrounding the snow mountain offers stunning views, complemented by tea ceremonies and the well-being of rejuvenating fountains.

Han pointed out that nowadays, traditional ice and snow tourism destinations have a majority of southern visitors, the enthusiasm of southerners also encourages the development of their local ice and snow industries.

A good example is the covered ski station in Wuxi, Jiangsu province, east of China, which has been attracting hundreds of skiing enthusiasts
Every day, 70% of them from the Yangtzé River Delta region. For many urban residents used to mild winters, these facilities have redefined the winter experience.

According to a report on mass consumption of products and activities related to ice and snow released by China’s General Sport Administration, the number of indoor ski resorts in China increased from only five in the 2013-14 snow season, which runs from November to March to 59 in the 2023-24 season, with most of these resorts in southern cities.

Han said that the performance of snow activities in the southern regions is supported by two main factors. First, with continuous progress in refrigeration technology, a variety of snow -made -up technologies and snow clue design enabled indoor ski stations to operate without being affected by seasonal changes or climatic conditions.

Secondly, southern cities have a large consumer base, characterized by a huge population and strong purchasing power. These regions also benefit from their vast experience and resources in commercial operations and technological innovation. As they adopt the economy of ice and snow, they inject new ideas for development and competitive energy into the sector.

As the madness of ice and snow becomes a new winter culture, southern cities are actively making strategic movements. For example, Guangzhou, in Guangdong province, supported the development of the ice and snow industry through tax reductions for related companies, while Shenzhen, also in Guangdong, hosted the first Chinese Men’s Chinese League league league and built the largest indoor ski resort in the large area of ​​Guangdong-Hong Kong-Macau Bay.

In summer, Indoor Ice and Snow facilities in southern China are not just an alternative to cooling themselves; They are also an important attraction that drives offline commercial activity nearby.

Winter beyond borders – On January 4, the three -day Harbin International Ice and Snow Festival of Harbin came to an end. Thirty ice sculpture teams from 12 countries, such as China, Ecuador, Spain and Russia, competed side by side, exchanging artistic ideas and deepening cultural understanding in the process.

The IX Winter Asian Games were held from 7 to 14 February at Harbin, Heilongjiang, with the participation of many international guests, attracted by the lively ice and snow culture of the city.

With the successful accomplishment of the Beijing 2022 Olympic and Paralympic Games and Winter Asian Games in Harbin, China’s ice and snow economy is ready for greater internationalization. “This will attract more international participants to join China’s development of ice and snow industry, encouraging the expansion of ice and snow culture and global tourism brands,” Han said.

It is crucial to increase the international competitiveness of ice and snow -related industries, such as the export of equipment, the promotion of external tourism and the internationalization of winter sports events. These efforts will boost the high quality development of ice and snow economy, he added.

This text was originally published in China magazine today. Click here, subscribe to our community, receive a digital signature for free and have access to the full content.