Ski Tourism in China: Surpassing Switzerland with Huge Millions of Visits

Published on December 10, 2025

In a significant milestone for global winter tourism, China has surpassed Switzerland in ski visits for the 2024-2025 season. According to a recent white paper on China’s ski industry, the country recorded 26.05 million ski visits, outpacing Switzerland’s 23.1 million visits from the previous year. This marks a notable shift in the global ski tourism market, with China’s ski sector continuing to experience rapid growth, driven by increased domestic demand and investment in ski infrastructure.

Regions such as Xinjiang, located in the northwest of China, have been at the forefront of this boom, attracting both domestic and international visitors. This surge in ski tourism reflects broader trends in China’s winter tourism industry and underscores the country’s growing influence in the global ski market.

China’s Ski Tourism Growth and Regional Drivers

China’s ski market has been expanding at an impressive pace, driven by increased domestic interest in winter sports and the country’s investment in world-class ski resorts. The 2024-2025 season marks the second consecutive year of significant growth in China’s ski industry, and the country is now considered a key player in the global winter tourism market.

Several factors contribute to this growth, including China’s growing middle class, which has led to a rise in domestic leisure travel. With more disposable income, Chinese tourists are increasingly looking for winter experiences, and skiing has become one of the most popular activities. Furthermore, China’s government has been actively promoting winter sports, with the 2022 Winter Olympics in Beijing serving as a major catalyst for interest in skiing and snowboarding across the country.

The Xinjiang region, in particular, has emerged as one of the strongest drivers of this growth. Known for its stunning natural landscapes, including vast mountain ranges and snow-covered peaks, Xinjiang has been developing its ski infrastructure to attract tourists. New ski resorts, such as Changji Ski Resort and Tian Shan Ski Resort, have become increasingly popular, offering state-of-the-art facilities and a unique skiing experience for both domestic and international travelers.

Xinjiang’s geographic location and mountainous terrain make it an ideal destination for skiing enthusiasts. In addition to the ski resorts, the region is also known for its rich cultural heritage, providing visitors with an opportunity to experience both winter sports and the region’s diverse history.

Ski Resorts and Facilities in China

China’s ski resorts have significantly improved in both quality and quantity in recent years. The country now boasts over 700 ski resorts across the country, with many located in areas such as Jilin, Heilongjiang, and Xinjiang. These resorts cater to a wide range of skiers, from beginners to advanced, with excellent facilities and modern infrastructure that rival those found in traditional ski destinations like Switzerland and Austria.

The development of new ski resorts in China has been a major factor in attracting tourists. Resorts like Yabuli Ski Resort in Heilongjiang and Nanshan Ski Resort in Beijing offer world-class amenities, snowboarding, and skiing lessons, making them accessible to both novice skiers and more experienced winter sports enthusiasts. These resorts are also investing heavily in improving snow-making technology to ensure a consistent and reliable skiing experience, even in areas where snowfall may not be as frequent.

China’s ski resorts are also increasingly offering luxury services, including five-star hotels, high-end restaurants, spas, and wellness centers, catering to the growing demand for luxury winter tourism. With this combination of modern infrastructure and luxury offerings, China is attracting a new wave of international tourists seeking an upscale ski experience.

The Appeal of Skiing in China’s Winter Tourism Market

The surge in ski visits is part of a larger trend in China’s winter tourism market. Winter tourism in China has become a prominent segment of the country’s broader tourism industry, with both domestic and international travelers flocking to ski resorts during the winter months. This shift is especially evident in the increase in ski visits, which have become a key part of the country’s winter tourism activities.

In addition to skiing, other winter sports, such as snowboarding, ice skating, and snowshoeing, have also seen a rise in popularity across China. The Harbin International Ice and Snow Sculpture Festival, for example, is one of the world’s largest winter festivals, attracting millions of visitors each year. Events like this, along with the growing number of ski resorts, are helping to establish China as a leading destination for winter sports and tourism.

China’s rapid growth in ski tourism also comes at a time when traditional ski markets in Europe and North America are experiencing more stagnant growth. With new travelers discovering the thrill of skiing in China, the country has become a key competitor in the global ski tourism market. The continued expansion of ski resorts, combined with a growing interest in winter sports, positions China as a dominant force in winter tourism for the years to come.

A Boost for International Ski Tourism

China’s rise in ski tourism is also encouraging international travelers to visit the country for winter sports. With modern ski resorts, competitive pricing, and the opportunity to explore a new and diverse cultural destination, China is becoming an increasingly attractive destination for global ski enthusiasts. The new wave of Chinese tourists is also likely to influence other countries’ ski markets, as travelers from China seek new experiences and winter sports destinations outside of their home country.

As the global ski industry continues to evolve, China’s dominance in the ski tourism market is set to continue, particularly as the country continues to invest in its ski infrastructure and promote winter sports among its growing population. With ski visits exceeding 26 million in 2024-2025, China is poised to maintain its position as a key player in the global tourism market for years to come.

Conclusion

The surge in ski tourism in China represents a major shift in the global winter tourism market. With the country surpassing Switzerland in ski visits and investing heavily in ski infrastructure, China has established itself as a key player in the global ski industry. The rapid growth of ski tourism, particularly in regions like Xinjiang, highlights the country’s increasing appeal as a premier destination for winter sports. As China continues to develop its ski resorts and promote winter tourism, its influence on the global travel market will only grow, attracting more visitors from around the world seeking to experience the excitement and beauty of skiing in China.