
On December 7, 2024, Sichuan kicked off its winter tourism campaign with the theme "Enjoy Shu Mountain Snow and Panxi Sunshine," marking the beginning of the "Winter Tourism Consumption Season" in Jiuzhaigou.
With nearly 50 ice and snow scenic spots, Sichuan is accelerating the creation of ice and snow tourism scenes, transforming many attractions from seasonal hotspots to year-round destinations through its "ice and snow +" model.
The province is also extending its ice and snow industry chain by cultivating leading enterprises and speeding up financing channels.
Post-Olympics, China's ice and snow tourism is booming, turning winter from an off-season to a peak season.
Sichuan, representing the southern provinces, has developed a series of distinctive ice and snow consumption scenes and services, empowering the integration of culture, sports, and commerce.
The event showcased new winter tourism products, routes, and activities, including key ski resorts, characteristic hot springs, and major tourist resorts, along with 17 cultural tourism theme activities.
Sichuan also activated consumption potential with a "Winter Tourism in Sichuan" cultural tourism consumption package, allocating a total of 150 million yuan and offering 100,000 free tickets to 4A and above scenic spots.
Sichuan, located at the junction of China's north-south climate, boasts the richest low-latitude ice and snow tourism resources in the world and is the most suitable region for ice and snow sports tourism in southern China.
By the beginning of the 2024 snow season, Sichuan had 47 ice and snow scenic areas, 17 ski resorts, 5 dry ski resorts, and 12 ice rinks. Five ice and snow sports projects were rated as national sports industry demonstration projects.
Sichuan is focusing on developing "Enjoy Shu Mountain Snow and Panxi Sunshine" as a winter tourism brand, promoting the integration and upgrading of ice and snow tourism, hot spring tourism, health tourism, sports tourism, and study tourism.
The province aims to lead consumption trends, shifting from winter popularity to year-round prosperity, with a focus on integrating ice and snow tourism with sports events, cultural festivals, and gastronomy to extend the ice and snow tourism industry chain.