文旅案例 | 冰封万象，热雪沸腾：中国冰雪旅游的现状图谱与未来蓝图、激发消费新动能

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近年来，随着北京冬奥会的成功举办与“带动三亿人参与冰雪运动”宏伟目标的持续推进，中国冰雪旅游已从区域性、季节性的小众业态，跃升为全国范围内蓬勃发展的战略性新兴产业。它不再仅仅是北方省份的冬季专利，更成为一种融合运动、休闲、文化、时尚的复合型生活方式，在冰天雪地中开辟出滚烫的消费市场，绘制出一幅“冷资源”撬动“热经济”的生动图景。

一、市场现状：规模扩张与格局深化

当前，中国冰雪旅游市场正处在规模快速扩张与品质深度升级并存的关键阶段。从市场规模看，根据文化和旅游部相关数据，近年来全国冰雪旅游人次保持稳健增长，预计2023-2024雪季，国内冰雪休闲旅游人次有望迎来新的高峰，带动相关产业产值突破数千亿元大关。东北、华北、新疆等传统优势区域底蕴深厚，而南方省份通过兴建室内滑雪场、冰雪乐园等方式，实现了市场的从无到有与快速增长，全国“南北呼应、东西共进”的冰雪旅游大格局正在形成。

从产品供给看，已初步形成以黑龙江、吉林、河北（张家口）、新疆为核心的传统冰雪旅游目的地，以及散布全国各大城市的室内冰雪体验设施为两翼的供给体系。大型滑雪度假区、冰雪主题公园、冰雪节庆活动（如哈尔滨国际冰雪节）构成主力产品。政策层面，旅游业发展规划等国家级文件明确支持冰雪旅游发展，多地将其列为重点产业，在基础设施、用地保障、资金扶持等方面给予倾斜。然而，市场亦面临挑战：季节性瓶颈依然突出，多数地区运营周期短；部分项目同质化竞争，产品创新不足；专业人才短缺，服务质量有待提升；以及生态环境承载力的可持续性考验。

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呼应， 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、趋势洞察与消费画像：多元、深度与年轻化，冰雪旅游的发展趋势与消费需求变迁紧密相连，呈现出鲜明特征：

消费趋势洞察：体验化与个性化：消费者从传统的观光看雪，转向深度参与和个性化体验。学习滑雪、单板技能成为重要动机，追求“滑得专业、玩得独特”。融合化与场景化：“冰雪+”业态蓬勃发展，与温泉、民俗、美食、音乐、摄影、研学等深度融合，构建全方位的冬季生活场景。时尚化与社交化：冰雪运动装备成为时尚符号，冰雪旅行是重要的社交与分享场景，在社交媒体上催生大量内容创作与传播。科技化与智能化：智能雪场管理系统、虚拟现实（VR）滑雪模拟器、穿戴设备数据监测等科技应用，提升体验安全性与趣味性。四季化延伸：滑雪场夏季开展山地自行车、露营、户外音乐会等活动，努力打破季节限制。

核心消费画像：年轻新势力（Z世代与年轻家庭）：是增长最快的客群。他们追求刺激、热爱分享、注重体验品质，是滑雪学习、时尚打卡、社交旅行的主力军。亲子家庭则聚焦于冰雪研学、戏雪乐园等合家欢产品。都市中产与高端客群：对滑雪度假村的配套设施（酒店、餐饮、服务）要求高，青睐一站式度假体验，愿意为高品质课程、私教、舒适住宿支付溢价。“南客北游”与“本地体验”并存：南方客群对北国冰雪风光充满向往，构成长途旅行的主力；同时，城市周边的室内外冰雪场地满足本地居民及周边游客的短期、高频休闲需求。专业爱好者与赛事观众：滑雪“发烧友”群体稳步增长，追逐粉雪、挑战高级道；重大冰雪赛事也吸引特定观赛旅游客流。

三、未来前景：迈向高质量与可持续，展望未来，中国冰雪旅游发展前景广阔，将朝着以下方向演进：

产业高质量升级：从规模扩张转向质量效益提升，打造世界级冰雪旅游度假目的地和精品线路。四季全时运营深化：通过产品创新与业态融合，显著延长运营周期，提高资产利用效率。区域协同与均衡发展：加强跨区域合作，形成特色互补、客源共享的联动发展网络，促进全国市场均衡。科技赋能智慧冰雪：大数据、人工智能、物联网等技术将更广泛应用于运营、服务、安全、营销各环节。绿色可持续发展：环境保护标准将更严格，低碳、零碳雪场成为方向，实现生态保护与旅游发展的和谐统一。

四、产品业态创新：激发消费新动能，为顺应趋势、吸引更广泛客群并促进消费升级，以下产品业态创新值得关注与探索：

主题化沉浸式度假区：超越传统滑雪场，建设以冰雪文化为核心主题，融合特色住宿（如冰屋、森林木屋）、主题餐饮、剧场演艺、艺术展览、夜间灯光秀等的沉浸式综合度假区，打造全方位目的地体验。“冰雪+”深度融合产品：冰雪+温泉：经典的“冰火两重天”组合，放松身心。冰雪+民俗文化：深度融入东北、内蒙古、新疆等地的少数民族文化，开发冬捕、年俗、非遗手工艺等体验项目。

冰雪+户外探险：开发雪地徒步、雪原穿越、冰川考察、极地寒地探险等专业级或体验级产品。冰雪+康养疗愈：结合森林、温泉资源，推出静心、瑜伽、疗愈等冬季康养套餐。青少年冰雪教育与研学体系：与学校、教育机构合作，开发标准化、体系化的冰雪运动校本课程、冬令营、研学旅行产品，从娃娃抓起，培育未来市场。赛事节事与社群运营：常态化举办各类大众性、趣味性冰雪赛事（如家庭滑雪赛、业余联赛），打造独具特色的冰雪音乐节、电影节、时尚秀等节庆活动，构建活跃的冰雪运动社群，增强用户粘性。数字冰雪与虚拟体验：利用VR/AR、元宇宙技术，开发线上虚拟滑雪游戏、远程模拟训练课程、数字藏品等，突破时空限制，吸引数字原住民，并反哺线下实体消费。高端定制与专项服务：为高端客群提供一对一私教、直升机滑雪、跨境滑雪旅行、顶级装备定制等奢华服务。同时，完善无障碍设施，开发适合银发族、低龄儿童等特殊群体的友好型产品。

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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