文旅案例 | 冰封萬象，熱雪沸騰：中國冰雪旅游的現狀圖譜與未來藍圖、激發消費新動能

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近年來，隨著北京冬奧會的成功舉辦與“帶動三億人參與冰雪運動”宏偉目標的持續推進，中國冰雪旅游已從區域性、季節性的小眾業態，躍升為全國范圍內蓬勃發展的戰略性新興產業。它不再僅僅是北方省份的冬季專利，更成為一種融合運動、休閑、文化、時尚的復合型生活方式，在冰天雪地中開辟出滾燙的消費市場，繪制出一幅“冷資源”撬動“熱經濟”的生動圖景。

一、市場現狀：規模擴張與格局深化

當前，中國冰雪旅游市場正處在規模快速擴張與品質深度升級并存的關鍵階段。從市場規模看，根據文化和旅游部相關數據，近年來全國冰雪旅游人次保持穩健增長，預計2023-2024雪季，國內冰雪休閑旅游人次有望迎來新的高峰，帶動相關產業產值突破數千億元大關。東北、華北、新疆等傳統優勢區域底蘊深厚，而南方省份通過興建室內滑雪場、冰雪樂園等方式，實現了市場的從無到有與快速增長，全國“南北呼應、東西共進”的冰雪旅游大格局正在形成。

從產品供給看，已初步形成以黑龍江、吉林、河北（張家口）、新疆為核心的傳統冰雪旅游目的地，以及散布全國各大城市的室內冰雪體驗設施為兩翼的供給體系。大型滑雪度假區、冰雪主題公園、冰雪節慶活動（如哈爾濱國際冰雪節）構成主力產品。政策層面，旅游業發展規劃等國家級文件明確支持冰雪旅游發展，多地將其列為重點產業，在基礎設施、用地保障、資金扶持等方面給予傾斜。然而，市場亦面臨挑戰：季節性瓶頸依然突出，多數地區運營周期短；部分項目同質化競爭，產品創新不足；專業人才短缺，服務質量有待提升；以及生態環境承載力的可持續性考驗。

In recent years, with the successful hosting of the Beijing Winter Olympics and the continuous advancement of the grand goal of "enabling 300 million people to engage in winter sports", China's ice and snow tourism has risen from a regional and seasonal niche business to a booming strategic emerging industry across the country. It is no longer just a winter specialty of northern provinces, but has become a comprehensive lifestyle that integrates sports, leisure, culture, and fashion. It has opened up a hot consumption market in the snowy landscapes and depicted a vivid picture of "cold resources driving hot economy".

1. Market Status: Scale Expansion and Pattern DeepeningCurrently, the Chinese ice and snow tourism market is in a critical stage where both scale expansion and quality deepening coexist. From the perspective of market scale, according to relevant data from the Ministry of Culture and Tourism, in recent years, the number of domestic ice and snow tourism visitors has maintained a steady growth. It is expected that in the 2023-2024 snow season, the number of domestic ice and snow leisure tourists will reach a new peak, driving the output value of related industries to exceed several hundred billion yuan. Traditional advantageous regions such as Northeast China, North China, and Xinjiang have rich resources, while southern provinces have achieved market development from nothing to rapid growth by building indoor ski resorts and ice and snow amusement parks. The national "North-South呼應， East-West advancement" ice and snow tourism pattern is taking shape.

From the perspective of product supply， a supply system has initially formed with core traditional ice and snow tourism destinations in Heilongjiang， Jilin， Hebei (Zhangjiakou)， and Xinjiang， and indoor ice and snow experience facilities scattered across major cities across the country as the two wings. Main products include large ski resorts， ice and snow theme parks， and ice and snow festival activities (such as the Harbin International Ice and Snow Festival). At the policy level， national-level documents such as the "14th Five-Year Plan for Tourism" clearly support the development of ice and snow tourism， and many regions have listed it as a key industry， providing preferential treatment in infrastructure， land guarantee， and financial support. However， the market also faces challenges： the seasonal bottleneck remains prominent， with most regions having short operation cycles； some projects suffer from homogenized competition and insufficient product innovation； there is a shortage of professional talents， and service quality needs improvement； and there is a test of the sustainability of the ecological environment carrying capacity.

二、趨勢洞察與消費畫像：多元、深度與年輕化，冰雪旅游的發展趨勢與消費需求變遷緊密相連，呈現出鮮明特征：

消費趨勢洞察：體驗化與個性化：消費者從傳統的觀光看雪，轉向深度參與和個性化體驗。學習滑雪、單板技能成為重要動機，追求“滑得專業、玩得獨特”。融合化與場景化：“冰雪+”業態蓬勃發展，與溫泉、民俗、美食、音樂、攝影、研學等深度融合，構建全方位的冬季生活場景。時尚化與社交化：冰雪運動裝備成為時尚符號，冰雪旅行是重要的社交與分享場景，在社交媒體上催生大量內容創作與傳播。科技化與智能化：智能雪場管理系統、虛擬現實（VR）滑雪模擬器、穿戴設備數據監測等科技應用，提升體驗安全性與趣味性。四季化延伸：滑雪場夏季開展山地自行車、露營、戶外音樂會等活動，努力打破季節限制。

核心消費畫像：年輕新勢力（Z世代與年輕家庭）：是增長最快的客群。他們追求刺激、熱愛分享、注重體驗品質，是滑雪學習、時尚打卡、社交旅行的主力軍。親子家庭則聚焦于冰雪研學、戲雪樂園等合家歡產品。都市中產與高端客群：對滑雪度假村的配套設施（酒店、餐飲、服務）要求高，青睞一站式度假體驗，愿意為高品質課程、私教、舒適住宿支付溢價。“南客北游”與“本地體驗”并存：南方客群對北國冰雪風光充滿向往，構成長途旅行的主力；同時，城市周邊的室內外冰雪場地滿足本地居民及周邊游客的短期、高頻休閑需求。專業愛好者與賽事觀眾：滑雪“發燒友”群體穩步增長，追逐粉雪、挑戰高級道；重大冰雪賽事也吸引特定觀賽旅游客流。

三、未來前景：邁向高質量與可持續，展望未來，中國冰雪旅游發展前景廣闊，將朝著以下方向演進：

產業高質量升級：從規模擴張轉向質量效益提升，打造世界級冰雪旅游度假目的地和精品線路。四季全時運營深化：通過產品創新與業態融合，顯著延長運營周期，提高資產利用效率。區域協同與均衡發展：加強跨區域合作，形成特色互補、客源共享的聯動發展網絡，促進全國市場均衡。科技賦能智慧冰雪：大數據、人工智能、物聯網等技術將更廣泛應用于運營、服務、安全、營銷各環節。綠色可持續發展：環境保護標準將更嚴格，低碳、零碳雪場成為方向，實現生態保護與旅游發展的和諧統一。

四、產品業態創新：激發消費新動能，為順應趨勢、吸引更廣泛客群并促進消費升級，以下產品業態創新值得關注與探索：

主題化沉浸式度假區：超越傳統滑雪場，建設以冰雪文化為核心主題，融合特色住宿（如冰屋、森林木屋）、主題餐飲、劇場演藝、藝術展覽、夜間燈光秀等的沉浸式綜合度假區，打造全方位目的地體驗。“冰雪+”深度融合產品：冰雪+溫泉：經典的“冰火兩重天”組合，放松身心。冰雪+民俗文化：深度融入東北、內蒙古、新疆等地的少數民族文化，開發冬捕、年俗、非遺手工藝等體驗項目。

冰雪+戶外探險：開發雪地徒步、雪原穿越、冰川考察、極地寒地探險等專業級或體驗級產品。冰雪+康養療愈：結合森林、溫泉資源，推出靜心、瑜伽、療愈等冬季康養套餐。青少年冰雪教育與研學體系：與學校、教育機構合作，開發標準化、體系化的冰雪運動校本課程、冬令營、研學旅行產品，從娃娃抓起，培育未來市場。賽事節事與社群運營：常態化舉辦各類大眾性、趣味性冰雪賽事（如家庭滑雪賽、業余聯賽），打造獨具特色的冰雪音樂節、電影節、時尚秀等節慶活動，構建活躍的冰雪運動社群，增強用戶粘性。數字冰雪與虛擬體驗：利用VR/AR、元宇宙技術，開發線上虛擬滑雪游戲、遠程模擬訓練課程、數字藏品等，突破時空限制，吸引數字原住民，并反哺線下實體消費。高端定制與專項服務：為高端客群提供一對一私教、直升機滑雪、跨境滑雪旅行、頂級裝備定制等奢華服務。同時，完善無障礙設施，開發適合銀發族、低齡兒童等特殊群體的友好型產品。

II. Trend Insights and Consumer Profiles: Diversification, Depth, and Youthfulness. The development trends and consumption demands of ice and snow tourism are closely linked, presenting distinct characteristics:

Consumer Trend Insights: Experiential and Personalized: Consumers have shifted from traditional sightseeing and snow viewing to deeper participation and personalized experiences. Learning skiing and snowboarding skills has become an important motivation, with a pursuit of "skating professionally and playing uniquely". Integration and Scenario-Based: The "Ice and Snow+" business model is booming, deeply integrating with hot springs, folk customs, cuisine, music, photography, and educational tours, creating a comprehensive winter lifestyle scenario. Fashionable and Social: Ice sports equipment has become a fashion symbol, and ice travel is an important social and sharing scenario, generating a large amount of content creation and dissemination on social media. Technological and Intelligent: Intelligent ski resort management systems, virtual reality (VR) skiing simulators, and wearable device data monitoring enhance experience safety and fun. Seasonal Extension: Ski resorts offer mountain bike, camping, outdoor concerts, and other activities in summer, striving to break through seasonal limitations.

Core Consumer Profiles: Young New Forces (Generation Z and young families): They are the fastest-growing customer group. They seek excitement, love sharing, and value experience quality, being the main force in skiing learning, fashion打卡， and social travel. Parent-child families focus on ice and snow study tours， ice play parks， and family-friendly products. Urban middle-class and high-end customers： They have high requirements for the facilities of ski resorts (hotels， restaurants， services)， prefer one-stop vacation experiences， and are willing to pay premiums for high-quality courses， private instructors， and comfortable accommodations. "South-to-North Travel" and "Local Experience" coexist： Southern tourists are eager for northern ice and snow scenery， forming the main force for long-distance travel； at the same time， indoor and outdoor ice venues in urban areas meet the short-term and frequent leisure needs of local residents and nearby tourists. Professional Enthusiasts and Event Attendees： The number of "ice skating enthusiasts" is steadily increasing， chasing powder snow and challenging advanced tracks； major ice and snow events also attract specific spectator tourism traffic.

III. Future Prospects： Towards High-Quality and Sustainability. Looking forward， the development prospects of China's ice and snow tourism are broad， and it will evolve in the following directions： High-Quality Industry Upgrade： Shift from scale expansion to quality and efficiency improvement， creating world-class ice and snow tourism destinations and premium routes. Deepening Four Seasons and All-Year Operation： Through product innovation and business integration， significantly extend the operation period and improve asset utilization efficiency. Regional Collaboration and Balanced Development： Strengthen cross-regional cooperation， form a network of complementary characteristics， shared customer sources， and coordinated development， promoting balanced market development across the country. Technology Empowers Smart Ice and Snow： Technologies such as big data， artificial intelligence， and the Internet of Things will be more widely applied in operations， services， safety， and marketing. Green and Sustainable Development： Environmental protection standards will be stricter， low-carbon and zero-carbon ski resorts will become the direction， achieving harmony between ecological protection and tourism development.

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