More southern Chinese travellers are booking ski trips before winter

China’s 2026–27 ski season has opened at the Keketuohai International Ski Resort in Altay, Xinjiang, and more travellers from southern cities are planning snow trips.

From October, searches for skiing on the Meituan platform rose 125% year on year, while bookings for stays near ski resorts from November to March increased 217%.

Southern cities made up about 55% of bookings for November and December stays near resorts, up from 44% a year earlier.

Seven southern cities ranked among the top 10 departure cities for flights to snow destinations, with Shanghai, Guangzhou and Chengdu in the top three.

Bookings for flights from Chengdu and Guangzhou to Altay rose 67% and 183%, respectively, and Altay’s four main resorts are offering one free day of skiing to visitors arriving from outside Xinjiang who show a boarding pass within five days.

Indoor ski venues are helping people practise year-round, with searches for indoor skiing up 168% since October and Shenzhen leading interest nationwide.

More visitors are also bringing business to resort areas: accommodation bookings rose near resorts in Altay and Hebei, while searches for hot pots and hot springs increased in Chongli after a resort opened.

The trend reflects a growing winter sports industry; China’s ice and snow industry exceeded 1 trillion yuan in 2025, and the figures point to continued travel demand this ski season.