Gansu resorts grasp ice and snow strategy to boost consumption

At the foot of Wushaoling Mountain in the Tianzhu Tibetan autonomous county in Gansu province, the traditional "silent season" of winter has been replaced by the rhythm of Tibetan circle dances and the spray of artificial snow. Wushaoling International Ski Resort, situated at an altitude of 2,800 meters, is emerging as a flagship for China's northwestern ice and snow strategy, transforming the ancient Hexi Corridor into a modern hub for integrated cultural tourism.

This transformation is part of a broader national momentum, with China's ice and snow industry projected to exceed 1 trillion yuan ($140 billion) in 2025 for the first time, fueled by a 10 percent year-on-year surge in visitors during the current 2025–26 season, according to the China Ice and Snow Tourism Development Report (2026).

As one of Gansu's largest high-mountain ski resorts, Wushaoling features 11 ski runs, a snow-making area of around 200,000 square meters and capacity for up to 6,000 skiers at a time.

"Visitors can move from the slopes to cultural activities, local cuisine and plateau scenery, turning a single-sport trip into a multi-layered holiday," said Yu Wenhua, general manager of the resort.

Between ski sessions, tourists can watch or join in the traditional gorshey-the circle dance performed by Tibetan dancers-listen to Tibetan folk songs, and sample local specialties such as yak butter tea.

This integration has a measurable economic impact; resorts offering combined cultural and sporting experiences see average visitor stays increase from 1.5 days to 2.4 days, significantly boosting local spending on handicrafts and cuisine.

The city of Wuwei, where the resort is located, has rolled out a range of winter cultural and tourism activities with winter sports at the core, according to the city's culture and tourism authorities. The effort aims to boost ice and snow tourism and inject new momentum into the consumer market.

Further east in the city of Jinchang, Nanba Ski Resort is also promoting winter tourism by combining sports with local culture. During ice and snow festivals, performances of Jiezi Dance, a provincial-level intangible cultural heritage, are being staged.

The integration is aimed at attracting families and young visitors, including students who want to train and compete in youth ski events. "I have been learning skiing for several years," said Zhang Zihan, a 13-year-old middle school student. "I signed up through my school to take part in the Jinchang youth skiing competition this winter." She competed in downhill and slalom events after several days of intensive training, adding that school-issued ski vouchers help lower participation costs.

Jinchang has launched themed winter travel routes linking skiing with historical sites, science-themed attractions and rural experiences, alongside consumption promotion campaigns tied to hotels, restaurants and retail, according to Chen Guohai, deputy director of the city's culture and tourism bureau.

Contact the writers at huyumeng@chinadaily.com.cn