On ice and snow, passion grows for winter fun

At the end of 2023, Zoey Zhao made a life-changing decision — she quit her full-time HR job in Shanghai to devote herself entirely to winter skiing. For the 2025-26 season, she chose Songhua Lake Ski Resort in Jilin province in Northeast China, eager to pursue her passion on the slopes.

Skiing used to be a simple hobby for Zhao — quick trips from 8:30 am to 4:30 pm, without breaks or meals. But this winter, she spent three months fully immersed in skiing, discovering a new love for the sport.

"I've become a bit obsessed," she laughed. "I watch videos of expert skiers online, practice at home, then try new moves on the slopes."

What makes skiing so attractive is that it gives people instant feedback — "you know right away if you've done it right, and it feels amazing", she said.

Every time Zhao hits the slopes, she gets closer to perfecting her skills. Some moves take a week or more to master, but the excitement she gets from improving keeps her coming back. Whether it is soft early-season snow or deep powder later in the winter, each day on the mountain feels different.

Zhao said she has experienced everything from freezing temperatures of — 30 C to milder, sunny days. "It's amazing how skiing challenges you to push your limits against nature," she said.

As the season unfolded, Zhao watched the resort come alive. Over holidays and weekends, the slopes buzzed with visitors — not only local skiers, but also students and families from across the nation, along with countless first-timers experiencing the sport for the first time.

"Skiing is growing so fast here," she said. "The beginner areas, like the magic carpet zones, are always crowded with new skiers. The energy is contagious."

This growth mirrors China's larger push for winter sports, especially after the Beijing 2022 Winter Olympics. While international brands still dominate the ski equipment market, Zhao has noticed more local options for clothing, boots and accessories. But the cost of skiing is still high.

"A lift ticket costs some 300 yuan ($43) to 400 yuan per day. A week at a place like the Seibu Prince Hotel in Jilin can run up to 30,000 yuan during peak seasons such as holidays, and a budget guesthouse might be 300 yuan a night," she said.

Zhao's personal journey reflects the growth of China's snow and ice economy. As more people discover skiing, local businesses and brands are stepping up to meet the demand. For Zhao, this winter will always be the time when skiing went from a weekend hobby to a full-time passion. Her journey is a snapshot of the broader transformation unfolding in China's winter sports industry. The snow and ice economy is rapidly expanding, driven by growing consumer interest in winter sports.

"Currently, China's ice and snow economy has entered a new stage of scaled development, with increasing industrial resilience and enormous market potential," said Jiang Yiyi, dean of the School of Sports Leisure and Tourism at Beijing Sport University.

She said that China's ice and snow economy is gradually breaking through geographical limitations, forming a nationwide development pattern between markets in the north and south.

Additionally, the integration model of "ice and snow plus" is deepening, with new business formats such as ice and snow study tours, folk-themed ice and snow activities, and night skiing emerging, driving revenue growth in related industries, Jiang added.

The ski resort sector has been one of the biggest beneficiaries. Resorts like Songhua Lake have seen a significant increase in visitors, especially among younger generations, as more people from southern China seek out winter sports experiences.

According to the 2024-2025 China Ski Industry White Paper by Wu Bin, founder and CEO of Beijing Snowpal Enterprise Management Co Ltd, during the 2024-25 snow season, the total number of ski resorts in operation was 748. Among them, 66 were indoor resorts and 682 were outdoor resorts.

This is a 29-resort increase from the previous year, with 181 resorts now operating aerial ropeways, including 174 outdoor and seven indoor resorts, said the report.

The number of skier visits reflects this surge in demand. From May 1, 2024, to April 30, 2025, China's domestic ski resorts hosted 26.05 million skier visits, a 12.9 percent increase from the previous year. The number of skiers increased by 5.86 percent to 13.55 million, and the per capita skiing frequency also rose from 1.80 to 1.92, showing how skiers are coming back to the slopes more often, according to the report.

Provincial growth is also notable. In particular, Shaanxi, Hubei and Jilin provinces saw the biggest increases in skier visits, with Shaanxi's growth driven by new indoor resorts. Jilin, on the other hand, saw its growth driven by its extensive outdoor resorts, solidifying its position as one of China's top ski destinations.

Indoor ski resorts are seeing a particularly strong rise. Between 2024 and 2025, six new indoor resorts opened, bringing the total to 66, a 10 percent increase from the previous year. These resorts generated 5.63 million skier visits, accounting for 21.6 percent of the total number of skier visits in China. As more indoor resorts open, they are becoming key players in the Chinese ski market, offering skiing experiences year-round, even in warmer months.

For example, southern markets are overcoming geographical challenges in temperatures by bringing ice and snow into cities. Shanghai's Xintiandi Dongtaili shopping and lifestyle destination has introduced the global IP "Uncle Daniel" to create the Aurora Ice and Snow Town. In Shenzhen, Guangdong province, Huafa Ice and Snow World received over 4,500 visitors on its trial opening day, while Shanghai L+Snow Indoor Skiing Theme Resort welcomed more than 1 million visitors in its first year of operation.

Data from Qixin.com show that there are currently 31,337 ice and snow-related enterprises nationwide, with 1,327 new additions in the past year. These companies span the entire industrial chain, covering sectors such as equipment, cultural tourism and ski resort operations.

Wu from Beijing Snowpal said that the outdoor ski market is seeing increasing concentration, with destination resorts like those in Jilin province and Xinjiang Uygur autonomous region experiencing notable growth.

Wu said that while indoor resorts and ski schools in urban areas are crucial for learning and casual skiing, the majority of the market is focusing on destinations, such as large ski resorts, in regions like Jilin, Xinjiang and Hebei.

wangzhuoqiong@chinadaily.com.cn