Chinese opt to stay at home, hitting domestic ski slopes, amid rising political tensions with Japan

China’s Ski Boom: Will It Last Beyond the Powder Rush?

A quiet revolution is unfolding on the slopes of China. Fueled by national pride, government investment, and a touch of geopolitical shift, the country’s ski industry is experiencing explosive growth. But beneath the surface of packed resorts and booming bookings, questions linger: can China cultivate a lasting ski culture, or is this a temporary surge?

From Rust Belt to Winter Wonderland

Just three decades ago, China had a mere nine ski venues and 10,000 skiers. Today, that number has ballooned to approximately 900 resorts, including 66 indoor slopes. This transformation is no accident. President Xi Jinping’s 2014 pledge to involve 300 million people in winter sports, coupled with the momentum from the 2022 Beijing Winter Olympics, has ignited a national passion for skiing and snowboarding. The northeast, once a struggling industrial region, is being deliberately repositioned as a premier “ice-and-snow” tourism hub, hosting events like the Asian Winter Games in Harbin and preparing for the 2027 Winter World University Games in Changchun.

The Hokkaido Effect: A Geopolitical Tailwind

Recent geopolitical tensions are adding an unexpected boost. With travel to traditional ski destinations like Hokkaido, Japan, becoming less appealing for some Chinese tourists, domestic resorts are seeing a significant influx. Marketing and research firm China Trading Desk forecasts a 62% plunge in bookings to Sapporo from China in the first two months of 2026 compared to the previous year. Simultaneously, resorts in Jilin province, like Beidahu, have reported hotel reservation jumps of up to 70%. This isn’t just about politics, however. Domestic skiing is demonstrably cheaper – a week-long trip can cost a few thousand yuan compared to the 10,000 yuan ($2400) price tag for Hokkaido – and eliminates visa hurdles and language barriers.

Crowds, Costs, and the Quest for Quality

The rapid growth isn’t without its challenges. Chinese ski centers recorded a staggering 118 million visits in the three months through January 2026, including 89% more overseas visitors than the previous year. Social media is rife with complaints about overcrowded slopes and long lift lines. One user on Xiaohongshu (China’s Instagram) likened the experience to “dumplings being dropped into a pot.” This surge in demand is also fueling price wars, potentially undermining the long-term sustainability of the industry.

a critical difference remains: snow quality. Japan’s legendary “Japow” – deep, powdery snow – is difficult to replicate with artificial snowmaking, a reliance common in most Chinese resorts. Experienced skiers will inevitably seek out the superior conditions offered elsewhere.

The “Software” Needs an Upgrade

Zhibin Lu, director of Summitski Tour, a platform connecting foreigners to Chinese resorts, highlights a crucial point: China needs to improve its “software.” This encompasses everything from food hygiene and on-slope etiquette (like regulating smoking) to creating a genuinely welcoming atmosphere for international visitors. While the hardware – cable cars, gondolas, luxury hotels – is in place, the overall experience needs refinement to compete globally.

Beyond Beginners: Cultivating a Skiing Culture

The initial wave of skiers is largely comprised of beginners. The key to sustained growth lies in converting these newcomers into long-term enthusiasts. Jiang Shenli, founder of Xueyanshe, a skiing services platform, observes a typical progression: skiers start locally, then move to northeast China, and eventually venture to Japan, Europe, and North America. China needs to retain these skiers at each stage, offering increasingly challenging terrain, high-quality instruction, and a compelling overall experience.

The cost of instruction is also a factor. Coaching in Japan can run around 6000 yuan a day, double the cost in China, according to Jilin-based instructor Zhang Xiaoning. Some resorts are already responding with all-inclusive packages, including coaching and even photography services, for under 5000 yuan a week.

Will the Trend Continue?

The future remains uncertain. While the current surge is undeniable, whether it translates into lasting loyalty depends on factors like continued economic growth, improvements in resort quality, and the evolving geopolitical landscape. Chen Yang, a Chinese skier who has skied in both China and Japan, embodies this uncertainty. While she appreciates the convenience and affordability of domestic resorts, she still prefers the shopping and milder temperatures of Hokkaido.

Frequently Asked Questions (FAQ)

• Is skiing expensive in China? Not necessarily. Domestic ski holidays can be significantly cheaper than trips to Japan or Europe, especially for beginners.
• What is the snow quality like in Chinese ski resorts? Many resorts rely heavily on artificial snow, which doesn’t compare to the powder found in places like Hokkaido.
• Are Chinese ski resorts crowded? Yes, particularly during peak season. The rapid growth in popularity has led to overcrowding at some resorts.
• Is China actively promoting winter sports? Absolutely. The government has invested heavily in winter sports infrastructure and programs to encourage participation.

Ready to hit the slopes? Explore our guide to the best ski resorts in China and start planning your winter adventure!