Home News Take the Winter Olympics Express to create a thermal industry with “cold” resources for ice and snow tourism

Take the Winter Olympics Express to create a thermal industry with “cold” resources for ice and snow tourism

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Original title: Take the Winter Olympics Express to create a hot industry with “cold” resources for ice and snow tourism

According to the latest data released by the State Sports General Administration, as of the end of 2020, there were 654 standard ice rinks and 803 indoor and outdoor ski resorts in the country. At present, the number of people participating in ice and snow sports in China has reached 346 million.

Less than a month before the opening of the Beijing Winter Olympics, ice and snow activities are in full swing in various places. The economic report on ice and snow travel released by Qunar shows that since January, the major snow resorts have ushered in the most “prosperous” period of this snow season. As of January 13, the ticket sales of Beijing Jingjiao Ski Resort since January have doubled compared to the second half of December. In addition, many ski resorts have also taken measures to limit traffic.

“Promoting the development of ice and snow sports in China is one of the important goals of our bid to host the Winter Olympics and Paralympics,” said Li Sen, director of the General Planning Department of the Beijing Winter Olympics Organizing Committee, at a press conference held by the State Council Information Office on January 13. indicated above. From the current feedback, the Beijing Winter Olympics is bringing the most prosperous ice and snow sports and ice and snow tourism in history.

“Developing ice and snow tourism is an important way to achieve the goal of driving 300 million people to participate in ice and snow sports.” Song Qihui, a first-level inspector of the Resource Development Department of the Ministry of Culture and Tourism, said at the 2022 China Ice and Snow Tourism Development Forum on January 5. To promote the development of ice and snow sports and ice and snow tourism, and turn cold resources into a hot industry, inheritance and innovation are the only way to go.

The Winter Olympics are coming, the ice and snow are hot

“This is my first time to experience skiing, because the Winter Olympics are coming, I want to meet the scene. And now skiing is very convenient, I feel that there are snow fields everywhere.” Han Dong, an ice and snow sports experiencer, accepted the 21st century on January 10. The Economic Herald reporter said in an interview. Han Dong’s first ice and snow experience was at the Green Green Slope Ski Resort in Enshi, and he thought “skiing is very fun”. Like Han Dong, there are not a few tourists who choose to go on the snow track and experience ice and snow sports this year.

“I just went to Jundu Mountain Ski Resort during the New Year’s Day holiday, but there was a big queue at the scene. The staff held up signs to remind the driver that the number of people in the airport has reached the upper limit.” Said Xiaosai, who loves skiing. It is understood that in order to cope with the substantial increase in passenger flow, Beijing suburban ski resorts such as Beijing Yuyang International Ski Resort, Jundu Mountain Ski Resort and Nanshan Ski Resort have begun to implement reservations and restrict entry to the venues.

Qunar data shows that as of January 13, the number of tickets in some Beijing suburban ski resorts such as Vanke Shijinglong has more than tripled compared to the same period in 2020. During the recent New Year’s Day holiday, the bookings of ski resort tickets increased by more than 70% compared with the same period in 2019. The relevant person in charge of the Qunar Big Data Research Institute introduced that the Winter Olympics are getting closer and the temperature of the ice and snow tour will continue to rise.

The 2022 Beijing Winter Olympics will play a positive role in Chinese people’s experience of ice and snow tourism. The survey shows that despite the spread of the epidemic, 71.7% of tourists will not change or increase the consumption of ice and snow tourism under the incentive of the Winter Olympics, and 68.4% of tourists are very sure that they will increase the number of ice and snow tourism due to the influence of the Winter Olympics. Therefore, Dai Bin, president of the China Tourism Academy, said: “The Winter Olympics are here, and the ice and snow are hot.”

The “China Ice and Snow Tourism Development Report (2022)” (hereinafter referred to as the “Report”) released by the China Tourism Academy pointed out that despite the impact of the epidemic, there are still major events in the Beijing Winter Olympics, the return of ice and snow outbound tourism, the upgrade of tourism consumption, and the nationwide distribution of ice and snow facilities. Stimulated by supply and demand, the number of national ice and snow leisure tourists has increased from 170 million in the 2016-2017 ice and snow season to 254 million in the 2020-2021 ice and snow season. The income from ice and snow leisure tourism in my country is expected to reach 323.3 billion yuan.

The “Report” proposes that my country’s ice and snow tourism has formed a new spatial pattern of “three pillars, two belts rising, and full blooming”. “Three pillars” refers to the three regions of Northeast China, Beijing-Tianjin-Hebei, and Xinjiang. “Two-belt rise” refers to the Qinghai-Tibet Plateau ice and snow tourism belt represented by Tibet and Qinghai, and the central and western ice and snow leisure tourism belt represented by Sichuan, Guizhou and Hubei. , and “full bloom” is an image description of today’s ice and snow tourism resources in my country. “Whether it is the north with distinct seasons, the warm south, or the more distant west, ice and snow tourism activities are carried out to varying degrees.” Dr. Han Yuanjun, Institute of Strategic Studies, China Tourism Academy sighed.

The ice and snow tourism industry chain presents a chain-like development, and the expansion of the market drives the prosperity of the industry, gradually moving from China to the world. In the past 30 years, my country’s ice and snow tourism and related industries have developed from scratch, from weak to strong, and from domestic to international. From less than 50 in 1991 to 7,266 in 2021, a huge industrial network.

The snow and ice are hot, but the most popular among them is skiing, and the popular ski resorts are often full of tourists. Amy, a ski enthusiast, said in an interview: “We went to Beijing Nanshan Ski Resort. In the afternoon, there were a lot of people, especially the primary track. It was easy to hit people or be hit.”

Qunar data shows that in 2021, the number of tickets for the platform’s ski resorts will be more than three times that of 2017. According to the latest data released by the State Sports General Administration, as of the end of 2020, there were 654 standard ice rinks and 803 indoor and outdoor ski resorts in the country. At present, the number of people participating in ice and snow sports in China has reached 346 million. “The grand goal of ‘driving 300 million people to participate in ice and snow sports‘ has become a reality.” Li Sen said.

A large number of people serve “snow rice bowls”

“The Winter Olympics have indeed brought great changes to the development of the surrounding areas of the competition area, and have played a great role in driving Yanqing to speed up the construction of the most beautiful Winter Olympics city.” Yu Bo, Mayor of Yanqing District, Beijing, held a speech at the State Council Information Office on January 13. According to the press conference, from the perspective of effectiveness, the infrastructure in Yanqing area has increased, the Beijing-Li Expressway and the Beijing-Zhangjiakou high-speed railway Yanqing branch line have been completed and opened to traffic, Yanqing has three expressways and one high-speed railway, the external traffic bottleneck has been completely broken, and the power infrastructure has developed by leaps and bounds. , the historic access to pipeline natural gas, the energy structure has undergone profound changes in the Yanqing area.

Changes in hardware have accelerated the development of Yanqing’s industry, built a world-class Olympic venue group, accelerated the accumulation of ice and snow resources, and gathered many international brand hotels in Yanqing, with 18 star-rated hotels and nearly 12,000 beds. Yanqing has also established the “Yanqing Renjia” brand homestay system, with more than 500 homestay courtyards and more than 1,000 star-rated homestays operating in an orderly manner, and the “ice and snow + tourism” industry is developing in full swing.

What is more worth mentioning is that a large-scale training of 100,000 people has been carried out in the local area, which has driven more than 7,000 people to achieve high-quality employment at their doorsteps, and established the Haituo Farmers Ski Team, which is mainly composed of Zhangshanying villagers around the competition area. Nearly 100 members of the peasant ski team, more than 30 of whom have obtained qualification certificates recognized by professional institutions, have become ski coaches, referees and athletes, and local farmers have truly eaten “ice and snow”.

Liu Haifeng, deputy mayor of Zhangjiakou City, Hebei Province and deputy director of the Winter Olympics Office, also said that at present, one out of every five people in Chongli is engaged in ice and snow-related work, and more than 30,000 people have directly or indirectly entered the ice and snow industry and tourism. The industry has brought a “snow rice bowl”, and the quality of life has been greatly improved.

How can ice and snow rice make local farmers live a good life? In fact, an ice and snow tour will drive comprehensive consumption in transportation, accommodation, catering, and other local destinations. Qunar Big Data Research Institute found that for every RMB 1 increase in the revenue of ice and snow tours, it can increase the revenue of related industries such as transportation, accommodation, and catering by more than RMB 4.

Taking Beidahu Snow Park as an example, the ticket price for the snow field is about 400 yuan, and the platform data shows that the comprehensive average consumption of customers who have purchased Beidahu snow tickets on the platform reaches 1,600 yuan, and the amplification effect exceeds 4 times. Among them, the expenses for accommodation and snow tickets are about 25% each, and the transportation expenses such as air tickets and train tickets account for about 50%.

The transportation revenue of ski destinations increased significantly during the ice and snow season. For example, in Altay, Xinjiang, where the Jiangjun Mountain ski resort is located, the number of air tickets in the 2021-2022 snow season is twice that of the non-snow season; the number of tickets at Fuyun Airport, which is close to the Keketuohai Ski Resort in Xinjiang, is three times that in the non-snow season. At the end of December last year, the Changbai Mountain Scenic Area was connected to the national high-speed rail network, and the fastest journey from Changchun to Changbai Mountain was 2 hours and 18 minutes, driving the ticket volume of Changbai Mountain Ski Resort on the Qunar platform to increase by about 30% in January this year compared with December last year.

Before the epidemic, the arrival of the snow season had a greater pulling effect on air tickets to international ski destinations. For example, in the 2017-2019 snow season, the number of air tickets to Hokkaido, Japan has increased by more than 30% compared with that before the snow season, and the ticket price has risen by about 20%. Nowadays, a large number of ice and snow enthusiasts check in domestic ski resorts, which also indirectly drives the passenger flow and consumption of several major domestic ice and snow resorts.

The driving effect of the ice and snow tour on the surrounding hotels is also very obvious. Qunar data shows that after the start of the 2021 ski season, the number of hotel reservations around the ski resort in December more than doubled from November. In this snow season, the number of nights booked in hotels around Dingshan Ski Resort in Changchun is four times that of the previous snow season; the number of nights booked in hotels around Silk Road Ski Resort in Urumqi, Xinjiang has increased by 10 times compared to five years ago; Hotel bookings in Beida Lake, Songhua Lake and Changbai Mountain Ski Resort have all exceeded the same period in 2019.

The price of hotel accommodation in snow season is also higher than that in non-snow season. According to platform data, the average occupancy price of hotels around domestic ski resorts in the 2021-2022 snow season has reached 400 yuan, which has returned to the pre-epidemic level; more than 40% of ski tourists stay for more than 2 nights. Some hotels within walking distance to the ski resorts are still popular with snow lovers, although they are more expensive. For example, in hotels around the Beidahu Ski Resort, during the Spring Festival, the price of a room with breakfast and snow tickets has exceeded 3,000 yuan per room.

Inheritance + innovation of ice and snow development

Although the development of ice and snow sports in various places is in full swing, my country’s ice and snow tourism market is still in the blue ocean, but this is not necessarily a good investment target. A top domestic ski resort investor who did not want to be named reported to the 21st Century Business Herald that the ski resort has been operating for more than ten years and can only barely break even. At present, most ski resorts in China are losing money.

More importantly, the development of ice and snow sports and ice and snow tourism in China is still shallow, resulting in a high homogenization ratio of ski resorts. “I’ve been to four or five ski resorts, but I’m really not impressed. I feel the same.” Mr. Hao, an ice and snow sports enthusiast, told reporters.

In the context of the epidemic, the single and homogenized snowfields have a high probability of only radiating to the surrounding areas, and are less attractive to long-distance tourists. This is also a common problem faced by other ice and snow activities at present. They tend to choose near-distance ice and snow destinations, and in the past, more tourists chose distant ice and snow destinations.” Han Yuanjun analyzed.

Today, the Beijing Winter Olympics has brought a strong outlet for ice and snow tourism, and each tourist destination should not only take advantage of the wind but also create the wind. How to find a differentiated development path in the homogeneous ice and snow activities that are springing up like mushrooms? How to deeply cultivate the natural endowment and seek the maximum and effective utilization of resources has become a common problem in the industry, and it is also a consultation for the future development of ice and snow tourism.

Han Yuanjun believes that the integrated development of ice and snow culture and ice and snow tourism will be further advanced, and more and more ice and snow tourism products that are both inherited and future-oriented will go to the whole country. Also brought tourism. “Deeply develop traditional cultural and sports activities full of regional characteristics and folk customs, inject modern elements, and give more cultural connotations.”

Yang Bin, Member of the Standing Committee of the Yichun Municipal Party Committee and Deputy Mayor, believes that my country’s diverse geological landforms have created conditions and possibilities for the development of differentiated ice and snow tourism, but localities must precisely shape and cultivate their own IP symbols to form the focus of the market and consumption. He pointed out that cultural creativity, animation, fashion, countryside, technology, health care, and sports empower modern ice and snow, and there are many projects that are popular with tourists.

Digging out Chinese ice and snow stories, focusing on Chinese traditional culture, innovatively using natural resources, and taking a differentiated development path may be the answer to the homogenization of ice and snow tourism.

(Author: Gao Jianghong, Xie Yuzhu Editor: Zhang Xing)


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