In early 2025, winter tourism in China has experienced a significant rebound, thanks to improved travel policies and increased consumer confidence. Northern provinces such as Heilongjiang and Jilin have drawn large numbers of tourists with their spectacular ice festivals and snow-themed attractions. The Harbin Ice Festival alone welcomed over two million visitors during the holiday season.
To support the growing demand, local governments have upgraded transportation networks and implemented smart tourism systems that allow real-time crowd monitoring and online ticketing. In addition, new subsidies for domestic travel have encouraged more middle-class families to explore different regions across the country.
Southern destinations like Yunnan and Guangxi also benefited from this trend, attracting travelers seeking milder climates during the cold winter months. With the integration of cultural experiences—such as traditional tea ceremonies and ethnic minority performances—into travel itineraries, tourists are enjoying richer and more immersive journeys.
The Ministry of Culture and Tourism reported a 30% increase in domestic trips compared to the same period last year, signaling a robust recovery for China’s tourism industry in the new year.