云南迪庆：冰雪为媒 冬季文旅IP激活全域新动能

Core Insights - The "Travel in Diqing: Snow Encounter Shangri-La" winter ice and snow themed promotional event aims to enhance the international recognition and market appeal of the Shangri-La brand through a deep integration of ice and snow landscapes, outdoor sports, and intangible cultural heritage [1] Group 1: Winter Tourism Development - Diqing Prefecture is breaking the stereotype of "off-season winter tourism" by leveraging its unique ice and snow resources, rich cultural heritage, and comprehensive tourism facilities to create a new pattern of "four-season tourism" [1] - The Shika Snow Mountain Scenic Area has been upgraded to include cable car sightseeing, allowing visitors to view eight famous snow-capped mountains, including Meili Snow Mountain and Yulong Snow Mountain [2] - The opening of the Shika Snow Mountain Snow Play Park in January introduced activities like snowmobiling and ice hiking, filling the experiential gap in winter tourism in Diqing [2] Group 2: Cultural and Economic Integration - The Balagezong Scenic Area has developed a comprehensive accommodation and dining system, promoting a model of "accommodation + dining + cultural experience" that enhances rural tourism income and supports rural revitalization alongside the ice and snow economy [5] - Diqing's outdoor sports resources are abundant, with multiple premium hiking routes developed in Weixi Lisu Autonomous County, and the Napa Lake wetland offering serene views that enhance the travel experience [7] - Local dining establishments are promoting winter specialty menus featuring traditional dishes, while innovative drinks combining local ingredients with modern coffee-making techniques are gaining popularity [7] Group 3: Product and Experience Innovation - Diqing is continuously enriching winter tourism resources and innovating products, business formats, and models to promote the winter tourism brand of Shangri-La [8] - New travel routes such as flower tours, matsutake mushroom tours, and winery exploration are being introduced, alongside events like the 2025 Shangri-La Cross-Country Race and the 11th (2025) Meili 100 Extreme Endurance Race [10] - The integration of intangible cultural heritage experiences, ethnic dance performances, and Tibetan medicine culture into tourism activities is enhancing visitor engagement and experience [12]