China has reached a major milestone in its rapidly expanding winter tourism landscape. In the 2024 to 2025 season, the country recorded an impressive 26.05 million ski visits, surpassing Switzerland’s 23.1 million from the previous year. The figures come from a new white paper on China’s ski industry and highlight the country’s emergence as one of the world’s most active skiing destinations. What was once considered a niche sport in China has evolved into a mainstream winter pastime, driven by better facilities, broader participation and growing enthusiasm among travelers.
Xinjiang takes center stage in the winter tourism boom
Among the regions contributing to this growth, Xinjiang stands out as one of the strongest forces behind China’s rise. The region has become a magnet for skiers, families and adventure travelers looking for wide slopes, powder rich mountains and unique cultural experiences. Resorts such as Jiangjunshan are drawing steady crowds throughout the season.
New data shows domestic flight bookings to Xinjiang from December to January have exceeded 390,000, marking an 11 percent increase. This surge reflects how quickly winter tourism is expanding and how Xinjiang has positioned itself as a premier destination for both skiing and exploration.
Resorts welcome record breaking numbers
Xinjiang’s S grade ski resorts, known for high quality facilities and professional level slopes, received more than 3.57 million visits during the 2024 to 2025 season. This represents a year on year increase of over 10 percent. Travelers are not only arriving for skiing but also for the wider winter experiences offered across the region.
These resorts benefit from a growing support system that blends sport with sightseeing and cultural activities. Visitors can enjoy snow covered landscapes, traditional cuisine, folk performances and curated tours that highlight the region’s diverse heritage. This combination of recreation and culture enhances the appeal of Xinjiang’s winter destinations.
A rising industry strengthened by investment and demand
China’s winter tourism industry has been steadily expanding thanks to continued investment in infrastructure, improved accessibility and the popularity of skiing among younger generations. Modern ski resorts, efficient transportation links and year round tourism promotion campaigns have helped make the sport more accessible to beginners and families.
As participation grows, ski schools, rental shops and hospitality services are flourishing. Local governments and private companies are also investing heavily in mountain facilities, snow making equipment and sustainable tourism strategies, ensuring that the industry can continue to expand responsibly.
A new chapter for China’s winter tourism
China’s achievement in surpassing Switzerland reflects more than numbers. It marks the rise of a winter sports culture that is taking root across the country. Regions like Xinjiang are showing that skiing can be more than a seasonal hobby. It can be a catalyst for economic growth, cultural exchange and national enthusiasm.
With participation increasing and resorts improving each year, China’s ski industry appears poised for even greater heights. Travelers are discovering that the country offers world class slopes alongside the unique charm of its local traditions. This momentum signals a promising future for winter tourism as it becomes an integral part of China’s broader travel landscape.
