China’s Ski Market Thrives as Xinjiang Ski Resorts Fuel Winter Tourism Surge, Overtaking Switzerland in 2024-2025 – Here’s What You Need to Know

Published on December 9, 2025

In a remarkable shift in global winter tourism trends, China has surpassed Switzerland in ski visits, marking a significant milestone for the country’s rapidly expanding ski tourism industry. According to recent reports, China recorded an impressive 26.05 million ski visits during the 2024-2025 winter season, outpacing Switzerland’s 23.1 million visitors from the previous year. This surge reflects the country’s growing popularity as a destination for winter sports enthusiasts, bolstered by the development of top-tier ski resorts and extensive investments in winter tourism infrastructure.

The northern Xinjiang region is one of the key drivers behind this skiing boom. Known for its rich cultural heritage and breathtaking natural landscapes, Xinjiang has become a hotspot for ski tourism in China. The Jiangjunshan ski resort in particular has been drawing substantial crowds, and domestic flight bookings to Xinjiang have seen a significant increase. From December to January, more than 390,000 travelers booked flights to the region, marking an 11% rise compared to previous years.

Explosive Growth of Skiing in China

China’s ski market has been on an upward trajectory for several years now, with the 2024-2025 season showing unprecedented growth. The country’s winter tourism sector has witnessed a remarkable transformation as more people discover the joys of skiing, snowboarding, and winter sports activities. The country’s ski resorts have been attracting visitors not only from China but also from other parts of Asia, thanks to affordable travel options and enhanced resort experiences.

The rise in the number of S-grade ski resorts across Xinjiang has been a major contributing factor to this development. These resorts offer world-class amenities and are equipped with cutting-edge facilities, making them highly attractive to both domestic and international visitors. In fact, these high-end resorts saw a 10.22% increase in visitors in the 2024-2025 winter season. The booming skiing culture in China is closely tied to the country’s increased investment in winter tourism infrastructure, which combines skiing with a variety of snow-related experiences such as ice sculptures and cultural events.

Xinjiang Leads the Charge in Ski Tourism

Xinjiang has established itself as the epicenter of winter tourism in China. Located in the northwestern part of the country, Xinjiang offers a unique combination of mountainous landscapes, cultural heritage, and modern amenities, making it an ideal destination for travelers seeking adventure and exploration. Resorts like Jiangjunshan have capitalized on these natural advantages, attracting large numbers of domestic visitors every year.

Additionally, Xinjiang is not just about skiing. The region has integrated various aspects of winter tourism that go beyond just snow sports. Visitors can enjoy ice sculptures, snow festivals, and the opportunity to experience the region’s rich cultural traditions. This holistic approach to tourism has made Xinjiang a rising star on the global winter tourism map.

The Role of Domestic Travel Platforms

The popularity of winter tourism in Xinjiang can also be attributed to the increasing role of domestic travel platforms in facilitating bookings. Online booking systems like Umetrip have simplified the process for tourists to plan their ski trips. By providing easy access to flight, accommodation, and ski resort bookings, these platforms have made it more convenient for travelers to explore Xinjiang’s winter wonders.

What Should Travelers Expect When Visiting Ski Resorts in Xinjiang?

Travelers planning a trip to Xinjiang should expect an immersive and multifaceted experience. Beyond skiing, visitors can indulge in snowboarding, snowshoeing, and other winter sports activities. Ski resorts in Xinjiang have also developed winter sightseeing opportunities, where travelers can explore the stunning winter landscapes, go on ice excursions, and visit the region’s cultural landmarks.

Here are some tips for making the most of your winter trip to Xinjiang:

1. Book Flights in Advance – The winter months can be busy, especially during the December to January period when ski resorts experience a surge in visitors. Make sure to book your flights early to get the best rates.
2. Explore Local Culture – Don’t just focus on skiing. Xinjiang offers rich cultural experiences, including visits to ancient cities and interactions with local communities.
3. Pack for the Cold – Xinjiang can get very cold during the winter months, so ensure you have proper winter clothing and gear.
4. Try Snow Festivals – If you time your visit right, you may be able to attend one of the snow festivals in Xinjiang, featuring impressive ice sculptures and cultural performances.
5. Visit Multiple Resorts – To get the full Xinjiang ski experience, consider visiting several of the region’s renowned ski resorts, such as Jiangjunshan, and explore different areas of the stunning natural landscape.

Future Outlook for Ski Tourism in China

As the winter tourism market in China continues to flourish, it is expected that the country will remain a major player in the global ski tourism industry. Xinjiang will likely see more international visitors, particularly as ski resorts continue to improve and expand. China’s ski tourism is also benefiting from government support, with investments aimed at improving infrastructure and marketing the country as a top ski destination.

With the ongoing development of winter tourism infrastructure, China’s growth in the ski tourism sector shows no signs of slowing down. As more people seek out ski resorts that offer both adventure and cultural experiences, Xinjiang and other regions in China will undoubtedly become increasingly popular in the years to come.