Editor's Note:

China's passion for ice and snow sports has been running higher in the "post-Winter Olympics era." From the icy slopes of northern regions to bustling indoor ski domes in southern cities and ice rinks echoing with the laughter of young students, diverse winter sports are taking root in all corners of the country and more people are gaining a love for ice and snow sports together. How is China seizing new opportunities to develop ice and snow sports and tourism industry? Let's start seeking for answers in Northwest China's Xinjiang Uygur Autonomous Region.

A freestyle aerial skier performs a mid-air flip. Photo: VCG

If you were to ask a veteran Chinese skier like Zhang Wei­bing, who has over 30 years of experience, where to go skiing a few years ago, the most common answers might have been ski resorts in the Alps of Europe or Hokkaido in Japan. Today, ski resorts in the Tianshan Mountains in China's Xinjiang Uygur Autonomous Region are also listed as top choices.

Zhang told the Global Times that the transformation has been speeding up after the Beijing 2022 Winter Olympics.

From rugged mountains to bustling urban areas, more than 930 ski resorts catering to skiers of all skill levels have been built across China as of 2024, while the 2023-24 winter season recorded a staggering 23.08 million visits. 

The fever for skiing is an epitome of the rising popularity of ice and snow activities among the Chinese public.  

Following the successful hosting of the Beijing 2022 Winter Olympics and the achievement of the goal of getting over 300 million people involved in winter sports, new opportunities and changes have emerged in the development of ice and snow sports in China in the "Post-Winter Olympics" period, Wang Lei, director of the Winter Sports Administration Center of the General Administration of Sport of China, pointed out.

Wang noted that skiing enthusiasts have expanded from a niche group to encompass the general public across China, particularly the younger generation, thereby infusing new vigor into the promotion of ice and snow events.   Additionally, the close integration of winter sports with tourism, education, and culture has also opened up new avenues for the sustainable development of the industry.

Undoubtedly, China's ice and snow sports still face challenges, including relatively low recognition of its top ski resorts among overseas skiers, and regional disparities, Zhao Jing, a professor at Tianjin University of Sport, told the Global Times. For instance, in some aspects, conditions such as machinery equipment and the number and quality of snow slopes of many ski resorts in Xinjiang still fall behind international top-class ones. Lack of talents, particularly brilliant ski coaches, is also an issue.

"China started developing commercial skiing and other public winter sporting activities late, but with rich ice and snow resources and correct direction, including promoting high-level races, integrating cultural elements and fostering youth power, we can overcome the challenges and bridge the gap soon," said Zhao.

A tourist enjoys horse-drawn snowboarding in Altay, Northwest China's Xinjiang Uygur Autonomous Region. Photo: VCG

Come and stay

In Zhao's view, mass ice and snow races are a rich mine to be dug up in order to further draw more attention from ice and snow enthusiasts.

Also in Xinjiang, the 2024 China International Snow Volleyball Invitational Tournament was held at the Tianshan Tianchi International Ski Resort in Fukang, in March. The four-day competition featured 10 teams from various regions, including France and Kazakhstan.

"Thanks to the competition, ice and snow enthusiasts from around the globe had the opportunity to gather in Xinjiang, reveling in a remarkable array of winter sporting events that extended beyond just snow volleyball. These foreign players all recognized the resources and facilities of ice and snow in Xinjiang," Pan Xiangchun, director of Industry Office of Culture and Tourism Bureau of Fukang in Xinjiang, told the Global Times.

Pan noted that the competition to host events is fierce, necessitating proactive communication with international and domestic organizing committees, as well as ongoing enhancements for venues and facilities. At the same time, the role of these events in advancing local winter sports and expanding their influence is clearly significant.

The city of Harbin, Northeast China's Heilongjiang Province is one of beneficiaries of hosting international games. The 9th Asian Winter Games will be held in the city from February 7 to 14, which can bring more foreign visitors to the city. It is estimated that the number of overseas visitors will increase by 20 percent during the games.

Foreign Ministry spokesperson Mao Ning said on Wednesday that the event will provide a platform for people from both China and abroad to expand exchanges and enhance friendship.

Large-scale races get more visitors involved in the ice and snow sports in different places, but how to get them to stay longer and maintain long-lasting enthusiasm is another crucial challenge for the sustainable development of the ice and snow industry. 

Integrating sports with culture is one path that is being explored. 

Wearing the traditional clothing of the Uygur ethnic group, 63-year-old Li Yulan awaited her turn to perform on stage with her troupe from the region's Mori Kazak autonomous county for visitors from across China, who were captivated by a winter gala filled with folk culture set against a snowy backdrop.

"While we perform on stage, traditional winter sports events from ethnic groups such as the Kazak and Uygur groups, including horse racing and guniangzhui (lit: girl chasing game) are also taking place. This increases visitors' interest in ­Xinjiang's ice and snow culture, which is enriched by the unique characteristics of its diverse ethnic groups," Li told the Global Times.

More diverse means to integrate winter sports and culture have been emerging in other places. Visitors who ski at Changbai Mountain resorts in Jilin Province can participate in traditional activities like snow sculpture workshops or enjoying local performances that celebrate the harsh yet beautiful winter lifestyle of Northeast China, while in East China's Zhejiang Province, dragon boat racing, a traditional Chinese sport, takes on a frozen twist during winter.

"The development of mass ice and snow sports and the industry cannot rely on only one element, but should be driven by the fusion of multiple comprehensive forces," said Zhao.

A man takes a jump on a snowboard. Photo: VCG

Youth power

More than 300 students from the Shuixigou Middle School in Urumqi county in Xinjiang had just returned from the nearby Silk Road Ski Resort, where they received skiing lessons from the resort's ski coaches. Other ski resorts in Xinjiang also regularly welcome thousands of young students for skiing classes.

"When I stood at the top of the mountain, gazing down at the snowy slopes, I felt a mix of excitement and nerves. I finally gathered the courage to glide down. With the wind rushing past me and the thrill of speed, that feeling of freedom in nature is something I will always remember," Ahezhuoli, a student from No.2 Middle School in Fukang, told the Global Times.

A seed of passion for skiing was planted in the heart of the young student, who has now resolved to master more advanced techniques and also explore additional winter sports, such as ice curling and sledding.

The promotion of ice and snow sports in schools is being treated as a more solid foundation for the long-term development of winter sports in a series of official guidelines and policies. A variety of measures, including opening training venues for winter sports for youth and incorporating ice and snow sports into the education system, have been carried out across China.

The 2024-2025 National School Snow and Ice Sports Series Competitions kicked off in Changchun, Jilin Province, on Wednesday. The event includes seven major categories: alpine skiing, snowboarding, cross-country skiing, ice hockey, speed skating, short track speed skating, and roller skiing, with a total of 18 events. The number of participants has reached a historic high, with over 8,000 teachers, students, and many parents from 1,037 primary and secondary schools across China taking part, according to China Sports Daily.

Back in Harbin, a new event themed "Bringing millions of youths to ice and snow" was launched. The young students not only enjoy the fun of winter sports but also get to master important skills.

Kids play ice hockey in Harbin, Northeast China's Heilongjiang Province. Photo: VCG

What next?

With the fast infrastructure development for ski resorts and thanks to China's expanding visa-free entry policy, the number of overseas visitors heading to Xinjiang for winter activities is increasing. Data from Ctrip, a leading Chinese online travel agency, shows that in November, bookings from Japanese tourists to Urumqi surged by 162 percent, making it the second fastest-growing ski destination among Japanese tourists.

Discussing future development plans, Liu Haijuan, secretary of the Culture and Tourism Bureau of Mulei county in Xinjiang, shared with the Global Times the bureau's vision and determination to enhance the global influence of the region's ice and snow culture.

"International visitors are still limited as of now. Leveraging our abundant ice and snow resources alongside our established horse racing traditions, we are working to collaborate with international organizations to host high-level winter horse racing events," Liu said, noting that the plan also aligns with the interests of local herders.

The strategy has the support of Zhao, who suggested building more partnerships with international winter sports committees and incorporating Chinese cultural elements into global winter sports events, such as opening ceremonies featuring dragon dances on ice or traditional music performances to create a unique identity for Chinese ice and snow events.

Zhao said that addressing regional disparities represents another critical approach to mitigating these challenges. 

Limited by natural conditions, southern China faces more difficulties when developing winter sports than northern areas, but some cities are exploring new paths. To address the "inherent disadvantages" posed by its warmer climate compared to the north, Guangzhou has opened the largest indoor ski resort in South China. At the same time, the ski resort in Taicang, East China's Jiangsu Province, has been drawing in winter sports enthusiasts with additional services and more recreational facilities.