Core Insights - The winter tourism market is experiencing a significant shift with a dual focus on ice and snow tourism and warm escape tourism, driven by diverse and personalized consumer demands [2][8] - This winter season, travel bookings have surpassed last year's figures, indicating an early and robust market activation, particularly among younger travelers [2][4] Demand Side Changes - There is a notable increase in the proportion of young travelers, with ice and snow tourism and warm escape tourism emerging as the two main themes [2][4] - Recent data shows a 300% increase in search interest for "winter tourism," with "skiing" searches up by over 66% and searches for "nearby ski resorts" up by 87% year-on-year [2] Supply Side Innovations - Travel agencies are launching over 20 new ice and snow tourism products, including offerings related to the 2026 Milan-Cortina Winter Olympics [6] - The winter tourism landscape is characterized by a "north-south resonance" with popular ice and snow destinations in northern regions like Jilin and Heilongjiang, while warm escape destinations are concentrated in Yunnan and Hainan [4] Experience and Thematic Development - Consumers are shifting from passive cold avoidance to actively seeking cold experiences, marking a transition to a "theme peak season" for winter tourism [8] - Ski resorts are enhancing their facilities and services, with the Nanshan Ski Resort opening nine ski trails and upgrading equipment to cater to younger audiences [12][14] Local Economic Impact - The "ticket root economy" is gaining traction, allowing visitors to enjoy discounts at local hotels and attractions by presenting ski tickets, thereby boosting local winter tourism [16] - In December, the Gubei Water Town will offer free admission to all visitors, further stimulating tourism [18] Warm Escape Tourism - In Tengchong, Yunnan, the integration of geothermal resources into a "hot spring+" model is attracting winter tourists, with a 57.7% year-on-year increase in visitors to A-level scenic spots [20][29] - Unique experiences, such as free foot baths at public transport stations, are enhancing the appeal of warm escape tourism [22][24]

随着各大滑雪场陆续"开板"，冬季旅游大幕正式拉开。冰雪游与避寒游双轮驱动格局成形，消费需求向多元化、个性化、深度化升级，"淡季不淡"已成行业 常态。今年冬季旅游市场，需求端有哪些新变化，供给侧又有哪些新突破？ 综合各大旅行社及在线旅游平台数据，今年冬季出游预订人次已超去年同期，市场呈现"启动早、预订旺"的显著特征。与往年相比，年轻游客占比大幅提 升，冰雪游和避寒游成为两大核心主题。近一周"冬季旅游"搜索热度环比上涨300%，"滑雪"平均热度涨幅超66%，"附近的滑雪场"搜索量同比增长87%。得 益于寒假、元旦、春节等关键节点加持，亲子家庭、银发族、上班族三大客群构成市场需求基本盘。 中旅旅行总经理助理 张克雄：当前市场需求呈现鲜明的"体验深化"与"圈层分化"特征。消费者已不满足于简单冰雪观光，转而追求"冰雪+度假""冰雪+文 化""冰雪+社交"的融合体验。 从目的地来看，冬季旅游热门区域呈现"南北呼应、冷暖交织"的格局。冰雪游集中在吉林长白山、河北崇礼、黑龙江、新疆等北方区域，避寒游核心目的地 则聚焦云南、海南、福建等地。 众信旅游集团媒介公关经理 李梦然：我们今年在冰雪旅游市场推出了20多款不同的冰雪产品， ...