As the national ice-and-snow economy continues to gain momentum, Sichuan is leveraging its 'Shu Mountain Warm Snow' resources and policy incentives to propel winter tourism into the mainstream. From mountain peaks to hot spring towns, from professional venues to family-friendly resorts, a full-scale winter festival has kicked off, transforming 'cold resources' into a 'hot economy' and serving as a key driver of winter consumption and a showcase of Sichuan's cultural and tourism appeal.

"Aba Prefecture Ice and Snow Day", part of the eighth Sichuan Provincial National Fitness Ice and Snow Season series of events

On January 5, the eighth Sichuan Fitness Ice and Snow Season was launched at Bipenggou Ski Resort in Li County, coordinating with 19 ski resorts and 12 ice rinks across the province to offer inclusive policies and consumer subsidies. The following day, the Xiling Snow Mountain ski season officially opened, with the sounds of skiing and cheers adding further excitement to the southern region's international winter festivities.

On New Year's Day, 5A-rated scenic areas across the province received 245,200 visitors, generating ticket revenue of RMB 7.5587 million—increases of 65.86% and 99%, respectively, compared to the same period last year. Cultural and tourism bookings in Aba Prefecture surged by 105%, with visitor numbers at Jiuzhaigou and Huanglong doubling or even tripling year-on-year. Mount Emei's 27th Ice and Snow Hot Spring Festival recorded a single-day attendance of 57,000, ranking among the highest in the province.

The ice and snow amusement park in Yue Liang Wan Scenic Area of Bipeng Gou

Sichuan boasts abundant ice-and-snow resources, characterized notably by its 'warm snow'—sunny winters and comfortable thermal conditions that have established the region as the premier destination for winter tourism in southern China. Mount Wawu is renowned for its 'most beautiful table mountain' landscape and soft snow quality; the Qiangren Valley Ski Resort in Wenchuan, nestled among snow-capped mountains, features multi-level slopes and diverse snow-based recreational activities; and the Moon Bay Ice and Snow Entertainment Park in Bipenggou spans 80,000 square meters, offering 12 types of activities, making it one of the largest and most comprehensive winter destinations in western Sichuan. By building the 'Shu Mountain Warm Snow' brand, Sichuan has expanded its offerings into an integrated experience combining sports, leisure, culture, and family activities. 'I never expected Sichuan to have such professional ski facilities—you can ski, enjoy hotpot, and soak in hot springs all in one trip. The one-stop service is truly thoughtful.' said a tourist from Singapore. Since the 26th Xiling Snow Mountain Ice and Snow Season, the resort has received 6,000 reservations from overseas visitors, 70% of whom are from Southeast Asia. The resort has also enhanced service details through initiatives such as 'mobile concerts' and complimentary warm-air heaters.

Foreign tourists are visiting and enjoying the Xiling Snow Mountain Scenic Area

To lower entry barriers, Sichuan began distributing nearly 100,000 free admission tickets on January 5 to 121 scenic spots rated 4A or higher, covering well-known destinations including Qingcheng Mountain–Dujiangyan Irrigation System, Mount Emei, and Xiling Snow Mountain. Winter tourism experiences are also becoming increasingly specialized and socialized, with shared models like 'ticket pooling' and 'grouping travel buddies' gaining popularity—offering both cost savings and added fun. Indoor ski venues such as Chengdu Hot Snow Miracle have become hotspots for 'ice and snow + educational tourism', reporting a nearly 120% year-on-year increase in New Year's Day footfall. Themed itineraries such as 'ice and snow + special trains', 'ice and snow + hot spring wellness', and 'ice and snow + intangible cultural heritage experiences' continue to attract strong interest. Winter festivals in Dazhou, Guangyuan, Bazhong, and other regions are simultaneously generating broader industrial chain benefits. Locations like Bipenggou have introduced lightweight activities such as 'tabletop curling' and 'table hockey,' which are especially popular among family tourists, making winter sports truly accessible to all.

Tourists experience ice and snow activities

From Li Bai's verse 'Shu abounds in celestial mountains' to Du Fu's 'Through my window lies the eternal snow of Xiling', ice and snow have long been a romantic motif in the cultural tapestry of Bashu. Today, Sichuan is turning this poetic legacy into a new engine for the ice-and-snow economy. This winter, visitors to Sichuan can not only encounter a fairy-tale world draped in silver-white snow but also experience the 'cozy' lifestyle amid the vibrant energy of 'hot snow'.

【本文部分内容由AI辅助生成，特此声明。The author(s) generated part of the content in this work with the assistance of artificial intelligence (AI), which is hereby declared.】