Report Released丨"2018 Tourism Economic Operation Review" Series Report (VIII): Ice and Snow Tourism Development

On January 25, the China Tourism Academy (Data Center of the Ministry of Culture and Tourism) released the "2018 Tourism Economic Operation Inventory Series Report: Ice and Snow Tourism Development." The report shows that during the 2017-2018 ice and snow season, the policy dividends of my country's ice and snow tourism continued to be released, and the creation of a public ice and snow cultural atmosphere was remarkable. Ice and snow tourism is becoming a fashionable lifestyle for the people. In 2019, we must carry out the supply-side reform of ice and snow tourism products, lead ice and snow tourism innovation with brands, strengthen tourism standardization and standardization, and promote the high-quality development of my country's ice and snow tourism.

1. Development of ice and snow tourism in my country during the 2017-2018 ice and snow season

1. The 2017-2018 ice and snow season has important strategic significance in the history of China's ice and snow tourism development

This season, General Secretary Xi Jinping pointed out that "we should vigorously develop the ice and snow economy in cold regions" and promote the development of ice and snow tourism into an integrated ice and snow economy industry; the spirit of the instruction that "ice and snow are also gold and silver mountains" has been thoroughly implemented, and General Secretary Xi Jinping's series of important expositions on ice and snow development have become an action program and scientific guide for the development of ice and snow tourism in the new era. This season, the Winter Olympics entered the Chinese time, the enthusiasm for participating in ice and snow activities across the country was unprecedentedly high, and ice and snow tourism entered a golden age of explosive growth. This season, the development of ice and snow tourism in the country has achieved a key year from policy proposal to project implementation, and ice and snow tourism consumption and investment have driven the comprehensive development of local economy and society.

2. Ice and snow tourism is becoming a tourism responsibility to fulfill the solemn promise of the 2022 Beijing Winter Olympics

In the new era of mass tourism, ice and snow are no longer cold resources. Instead, they have become hot resources that meet the people's growing needs for a better life. Ice and snow tourism is becoming a fashionable lifestyle that people actively pursue. According to estimates, the number of ice and snow tourists in my country reached 197 million in the 2017-2018 ice and snow season, and the income from ice and snow tourism was about 330 billion yuan, an increase of 16% and 22% respectively over the 2016-2017 ice and snow season. my country's ice and snow tourism has entered a golden age of explosive growth. In the 2017-2018 ice and snow season, the per capita consumption of ice and snow tourism in my country was 1,675 yuan, which was 1.83 times the per capita consumption of domestic tourism; the per capita stay of ice and snow tourists was 2.8 days, which was slightly higher than the 2016-2017 ice and snow season. Ice and snow tourism has become a high-quality tourism experience. It is estimated that by the 2021-2022 ice and snow season, the number of ice and snow tourists in my country will reach 340 million, and the income from ice and snow tourism will reach 680 billion yuan. The goal of "300 million people participating in ice and snow sports" will be exceeded. Ice and snow tourism is becoming a tourism responsibility to fulfill the solemn promise of the 2022 Beijing Winter Olympics.

(III) Ice and snow tourism is becoming an important tool for national rural revitalization and local economic transformation and upgrading

Driven by a series of national ice and snow industry policies, my country's ice and snow tourism investment has shown the characteristics of scale, diversification, popularization, and internationalization. 2017-2018 is the peak period for project establishment and construction start-up period of my country's ice and snow tourism projects, and it is expected to be from 2020 to 2022 The ice and snow tourism project will enter a large-scale operation period this year. According to incomplete statistics, the investment scale of my country's ice and snow tourism projects reached 540 billion yuan from 2017 to 2018. The investment field of ice and snow tourism involves two categories: ice and snow tourism products and infrastructure. Ice and snow tourism products cover ice and snow towns, ice and snow trade complexes, and ice and snow scenic spots. , ski tourism resorts, ice and snow cultural tourism products, ice and snow equipment, ice and snow catering, ice and snow accommodation and other projects. With the rise of ice and snow tourism culture and the shortcomings in the supply of ice and snow products and infrastructure, my country's ice and snow tourism market is huge. According to the calculation method of the United Nations World Tourism Organization (UNWTO), my country's ice and snow tourism will drive ice and snow characteristic towns in the 2021-2022 ice and snow season. The output value of ice and snow cultural and creative industries, ice and snow sports, ice and snow manufacturing, ice and snow resort real estate, ice and snow exhibitions and other related industries has reached 2.92 trillion yuan. Ice and snow tourism has huge investment prospects.

4. Ice and snow tourism has become a dual core industry of winter tourism and ice and snow economy

For most parts of my country, winter used to be the off-season in the four-season tourism market. With the 2022 Winter Olympics entering China and the rise of ice and snow culture, winter tourism with ice and snow tourism as the core is ushering in a new climax. Driven by mass ice and snow tourism, the ice and snow economy has formed a "1+5" ice and snow industry system with ice and snow tourism as the core, ice and snow sports as the basis, ice and snow cultural creation as the guide, ice and snow manufacturing as the support, ice and snow health care as the feature, and ice and snow resort real estate as the supplement. Ice and snow tourism has also become a dual-core industry of winter tourism and ice and snow economy. In 2018, Beijing allocated 300 million yuan in fiscal funds, focusing on promoting the popularization of mass ice and snow sports and supporting the construction of ice and snow venues. Heilongjiang Province has launched the most powerful tourism market rectification measures in history to comprehensively promote the development of high-quality tourism. Jilin Province has introduced policy innovations such as the Ice and Snow Order, involving 7 measures such as land policies, support policies, reward policies, and people-friendly policies. Qinghai has launched a series of winter and spring tourism products such as self-driving tours, ice and snow tours, and photography tours, so that Qinghai tourism can develop in a balanced manner across the entire region, all seasons, and all times. In 2018, Xinjiang promoted the prosperity of winter ice and snow tourism by launching more than 100 tourism activities and more than 100 preferential policies.

(V) The integration of culture and tourism provides new impetus for the development of ice and snow tourism, and ice and snow tourism products continue to be enriched

A survey of winter tourists' travel motivations shows that the magnificent scenery of ice and snow and the rich local folk customs are important attractions for ice and snow tourism. Tourists have significant preferences for ice and snow sports, snow viewing activities, theme festivals, snow entertainment, etc. In addition, tourists also have strong demand for local food, folk customs, literature and art, and life experiences. The proportion of tourists who experience ice and snow projects and folk activities at the same time has reached 64%. Ice and snow + hot springs, ice and snow + food + folk customs have become deeply sought after by the people. Ice and snow package. Driven by the integration of culture and tourism, ice and snow tourism products such as ice sculpture art, snow sculptures, dog-drawn snow sculptures, ice and snow Naadam, ice dragon boats, ice lake fishing, ice slides, ice and snow food festivals, and ice and snow tourism trains are emerging in endlessly.

II. Suggestions for the development of ice and snow tourism in 2019

We must actively innovate systems and mechanisms, formulate an overall plan for my country's ice and snow tourism as soon as possible, as well as special plans for brand marketing, public services, etc., establish ice and snow economic demonstration zones in the Northeast, Northwest, North China and other places, and improve government management efficiency and market vitality; adhere to brand marketing, seize both domestic and foreign markets, start the establishment of "China Ice and Snow Day" as soon as possible, create a general brand for China's ice and snow tourism and several local sub-brands, and innovate tourism marketing channels and methods; make breakthroughs in the standardization and regularization of ice and snow tourism and talent support, and vigorously improve the public service system; build an international exchange and cooperation platform to enhance the international competitiveness of my country's ice and snow tourism.

Original manuscript: Wu Pu, Han Yuanjun, Xin Anna, Hu Fusheng, Xiong Na

Edited by: Han Yuanjun

Source: China Tourism Academy (Data Center of the Ministry of Culture and Tourism)

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