从“被动避寒”转向“主动找冷” 透过新变化、新突破观察冬季文旅市场新亮点

Core Insights - The winter tourism market is experiencing a significant shift with a dual focus on ice and snow tourism and warm escape tourism, leading to a diversified and personalized consumer demand [1][8] - The number of winter travel bookings for 2025 has already surpassed that of the same period in 2024, indicating an early start and strong demand in the market [1] Group 1: Market Trends - There is a notable increase in the proportion of young tourists, with ice and snow tourism and warm escape tourism emerging as the two main themes [3] - The search interest in "winter tourism" has surged by 300% week-on-week, while "skiing" has seen an average increase of over 66% [3] - Key consumer segments driving market demand include family groups, senior citizens, and working professionals [3] Group 2: Consumer Preferences - Consumers are seeking deeper experiences, moving beyond simple sightseeing to integrated experiences such as "ice and snow + vacation," "ice and snow + culture," and "ice and snow + social" [5] - Tourists are shifting from "passively avoiding the cold" to "actively seeking cold," with a rise in popularity for ice and snow activities and wellness tourism [8] Group 3: Destination Insights - Popular winter tourism destinations are characterized by a "north-south resonance and cold-warm interweaving" pattern, with ice and snow tourism concentrated in northern regions like Jilin, Hebei, Heilongjiang, and Xinjiang, while warm escape tourism is focused in Yunnan, Hainan, and Fujian [7] Group 4: Infrastructure and Services - Ski resorts are enhancing their facilities and services to cater to the needs of younger visitors, including expansions in children's teaching areas and upgrades to equipment [12][14] - The "ticket root economy" is gaining traction, allowing visitors to enjoy discounts at local hotels, attractions, and restaurants by presenting their ski tickets, thereby boosting local winter tourism [16] Group 5: Thematic Offerings - New winter-themed tourism routes such as "Ice and Snow Adventure," "Warm Winter Season," and "Ice and Snow Wine Trail" are being introduced to provide more diverse travel options for tourists [18] - In Yunnan, the "hot spring +" model is being developed to enhance warm winter tourism, leveraging the region's geothermal resources [20] Group 6: Economic Impact - From October 2025, warm winter tourism in Tengchong has seen a significant increase, with A-level scenic spots receiving 57.7% more visitors year-on-year, and the Hot Sea scenic area experiencing a 61.19% increase [23] - The "hot spring economy" is evolving from a singular focus on bathing to a multi-faceted approach encompassing cultural experiences, wellness, dining, and accommodation [23]