Core Viewpoint - The "2025 Shandong Treasure Town Winter Exploration Activity" aims to activate the winter tourism market in Shandong by innovatively leveraging cultural and tourism resources, enhancing product supply, and building county tourism brands, thereby transforming "cold resources" into a vibrant "hot economy" [1][5][10]. Group 1: Event Overview - The event officially launched on December 25 at the Shandong Art Museum, focusing on uncovering winter tourism resources and promoting county tourism brands [1][5]. - Various towns such as Zhangqiu, Qingzhou, and Penglai showcased their unique winter attractions through innovative presentations, creating a diverse "winter travel checklist" for visitors [5][6]. Group 2: Market Trends - The tourism market in China is experiencing a trend towards deeper, more immersive experiences, with visitors seeking unique cultural and natural landscapes in quieter county towns [5][10]. - From January to October, Shandong received 860 million domestic and international tourists, a year-on-year increase of 10.5%, with total tourism revenue reaching 1,066.57 billion yuan, up 11.2% [10]. Group 3: Policy Support - Shandong has implemented a robust policy framework to support cultural and tourism development, including the "1+1+N" policy system aimed at enhancing high-quality development in the sector [10][11]. - Recent initiatives like "Charming Qilu" have introduced over 1,200 unique products and 348 themed activities, enriching the winter tourism experience [11]. Group 4: Economic Impact - The event is expected to stimulate winter tourism consumption and promote local economic development, contributing to a virtuous cycle in the cultural tourism economy [6][7]. - The focus on county-level tourism development is seen as a key strategy for enhancing the overall competitiveness of the tourism industry in Shandong [11][12].

Core Insights - The new ski season in Chongli has led to a significant increase in sales of ski equipment and accommodation bookings, showcasing the "cold resource" generating a "hot effect" [1] Group 1: Ski Equipment Sales - Sales of core ski equipment have increased by over 30% compared to the same period last year [7] - Popular items include stylish and warm professional ski clothing and lightweight high-performance skis [5] - Online booking and local delivery services have emerged as new highlights in sales [5] Group 2: Accommodation Bookings - Hotel and homestay bookings around the Cuiyun Mountain ski resort have surged, with a booking peak occurring nearly half a month earlier than last year [7] - Family and parent-child rooms are particularly in high demand, with limited availability for weekends in November and December [7] - A local homestay manager reported a high occupancy rate due to an earlier opening of the ski season and increased visitor numbers [9] Group 3: Visitor Experience Enhancements - Local businesses are continuously optimizing accommodation, dining, and transportation services to enhance visitor experience [11] - Many hotels have partnered with ski resorts to offer "accommodation + skiing" packages, integrating lift tickets and equipment rentals for a one-stop travel solution [11]