Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept and close

China Winter Holidays Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Winter Holidays - China market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Key points included

  • Quietude, a wellness-themed currency to promote ice and snow holidays
  • Consumers want tourism experiences that tell an authentic local story
  • Ski gear brands: use a lifestyle DNA to establish professional image in skiing

Covered in this report

This report studies ice and snow-themed travelling in the China market. Ice and snow holidays have expanded rapidly over the past five years. In 2018, ice and snow travellers amounted to 197 million person-times, who spent RMB330 billion on ice and snow travelling. CAGR of both ice and snow travellers’ volume and consumer spending during 2014-18 has surpassed the growth level of the total travel market.


Penetration of ice and snow holidays is 63%, while travelling to warm destinations in winter reaches almost 80% of consumers. Ice and snow travelling is not yet mature and there is still growth potential in future.

Expert analysis from a specialist in the field

Written by Saskia Zhao, a leading analyst in the Travel sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Local lifestyle, culture and winter sports have turned the icy weather into popular tourism resources over the past five years. To maintain the attractiveness of ice and snow destinations, tourism sites shouldn’t lose their authenticity when commercialising holiday destinations Saskia Zhao
Travel Analyst

mintelcontainerpage
82525
3486.2800
593
2020-02-29T00:00:00+0000
95
579
623

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Covered in this Report
        • Subgroup Definition
          • Spending Level
            • Monthly Household Income Level
            • Executive Summary

                • The market
                  • Growth exceeded that of total travel in China
                    • Figure 1: Ice and snow travellers’ volume and consumer spending, 2014-19
                  • Domestic destinations more visited than the overseas
                    • Winter sports, an emerging driver for ice and snow holidays
                      • Figure 2: Number of skiers and ski frequency in the China market, 2014-18
                    • Domestic ski park capacity able to support growing skiers
                      • Figure 3: Number of ski parks in China market, 2014-18
                      • Figure 4: Projection of skiers and ski park occupancy in 2024
                    • Faster growth of ice and snow travel spending than the total holiday market in future
                      • Key players in the ski gear market
                        • Price gap between products on shelf and consumers' expectation
                          • Ski gear brands communicate co-creation and sustainability
                            • The consumer
                              • Six out of 10 consumers had ice and snow travel experiences
                                • Figure 5: Penetration of different types of winter holiday destinations, December 2019
                              • Typical holiday budget is RMB5,000-8,000 per person
                                • Figure 6: Distribution of average spending per capita on an ice and snow winter holiday, December 2019
                              • Desire for a unique holiday experience is the biggest driver
                                • Figure 7: Reasons for taking ice and snow winter holidays, coded from open-ends, December 2019
                              • Authenticity plays a role in ice and snow holiday motivations
                                • Figure 8: Reasons for taking ice and snow winter holidays – travel experience, consumers’ quotes, December 2019
                              • Classic activities are more likely to stay in fashion
                                • Figure 9: Participation of and interest in ice and snow activities, December 2019
                              • Ski gear: buy rather than hire
                                • Figure 10: Price range consumers are willing to pay for different ski gear, December 2019
                              • One-stop ice and snow holiday experiences are preferred
                                • Figure 11: Attitudes towards winter holidays, December 2019
                              • What we think
                              • Issues and Insights

                                • Quietude, a wellness-themed currency to promote ice and snow holidays
                                  • The facts
                                    • The implications
                                        • Figure 12: Finland features quietness in nature
                                      • Consumers want tourism experiences that tell an authentic local story
                                        • The facts
                                          • The implications
                                              • Figure 13: Travel guide presented by boutique hotel Salt of Palmar at Mauritius
                                            • Ski gear brands: use a lifestyle DNA to establish professional image in skiing
                                              • The facts
                                                • The implications
                                                    • Figure 14: The “Blackboard” collection by Never Been Done
                                                • The Market – What You Need to Know

                                                  • Ice and snow travel market expands rapidly
                                                    • Winter sport is an emerging segment
                                                      • More ski parks available and sufficient to support future skiers’ growth
                                                        • Ski gear market: international brands take lead, domestic brands emerge
                                                        • Market Size and Forecast

                                                          • Ice and snow holidays record high spending growth
                                                            • Figure 15: Consumer spending on ice and snow travelling, 2014-19
                                                          • Rising number of consumers travelled to ice and snow destinations
                                                            • Figure 16: Number of ice and snow travellers, 2014-19
                                                          • Popular ice and snow destinations
                                                            • Figure 17: Chinese visitors to Japan and South Korea in winter season*, person-time, 2017-19
                                                          • More travellers support ice and snow travel market’s future growth
                                                            • Figure 18: Forecast of ice and snow travellers’ volume, in person-time, 2019-24
                                                            • Figure 19: Forecast of consumer spending on ice and snow travelling, 2019-24
                                                        • Market Factors

                                                          • Holiday remains a priority in consumer discretionary spending
                                                            • Figure 20: Claimed spending changes on holidays, 2013 and 2019
                                                            • Figure 21: Disposable income per capita, 2014-18
                                                          • Increasingly seeking novel and authentic experiences
                                                            • Figure 22: Spending attitudes towards trying new things, 2019
                                                          • Winter Olympic Games promote winter sports
                                                            • Ski park supply able to meet skiers’ volume growth
                                                              • Figure 23: Number of ski parks in China market, 2014-18
                                                              • Figure 24: Number of ski parks in major domestic ice and snow destinations, 2018
                                                              • Figure 25: China’s ski park admission capacity, million person-times per year, 2018
                                                              • Figure 26: Projection of number of skiers, 2024
                                                              • Figure 27: Projection of ski park occupancy, 2024
                                                            • More premium holiday resorts available in northern China
                                                              • Figure 28: Holiday resorts in six ice and snow destination provinces* in China market, 2014-19
                                                              • Figure 29: Club Med’s holiday package video ad for Chinese lunar calendar New Year, 2020
                                                          • Market Segmentation

                                                              • Emerging winter sports segment
                                                                • Figure 30: Number of skiers in China market, 2014-18
                                                                • Figure 31: Penetration rate of skiing in China and top 10 European markets, 2018
                                                                • Figure 32: Ski frequency in China market, 2014-18
                                                              • Non-sport segment constantly re-engineers its tourism attractions
                                                                • Figure 33: Harbin Ice and Snow World
                                                            • Key Players in the Ski Gear Market

                                                                • International brands take the lead
                                                                  • Domestic brands emerge as new stars
                                                                    • A price gap between brands’ offerings and consumers’ expectation
                                                                      • Figure 34: Price range of ski blades and snowboards, January 2020
                                                                      • Figure 35: Price range, by production location, January 2020
                                                                    • Ski gear brands innovate products by co-creation
                                                                      • Figure 36: Mine 77 collection by Burton, 2020
                                                                    • Sustainability on-trend
                                                                      • Figure 37: NOBADAY communicates sustainability
                                                                  • The Consumer – What You Need to Know

                                                                    • More than half of consumers have taken ice and snow winter holidays in the past two years
                                                                      • Most poplar price tier for ice and snow holidays is RMB5,000-8,000 per head
                                                                        • Winter sports, local life and culture and unique experiences motivate ice and snow holidaymakers
                                                                          • 53% of consumers have already tried outdoor skiing
                                                                            • Majority of skiers want ski gear priced lower than RMB3,000
                                                                              • One-stop and long-haul ice and snow holidays are preferred
                                                                              • Winter Holiday Destinations

                                                                                • More than half of consumers have tried ice and snow holidays
                                                                                  • Figure 38: Penetration of different types of winter holiday destinations, December 2019
                                                                                • More than half of winter holidaymakers go to both warm and icy destinations
                                                                                  • Figure 39: Choice of winter holiday destinations, December 2019
                                                                                • Consumer profile for domestic ice and snow holidays
                                                                                  • Figure 40: Penetration of domestic winter holiday destinations, by gender and generation, December 2019
                                                                                  • Figure 41: Penetration of domestic winter holiday destinations, by city, December 2019
                                                                                • Overseas ice and snow winter holidaymakers
                                                                                  • Figure 42: Penetration of overseas winter holiday destinations, by gender and generation, December 2019
                                                                                  • Figure 43: Penetration of overseas winter holiday destinations, by city, December 2019
                                                                              • Ice and Snow Winter Holiday Spending

                                                                                • Popular price range is RMB5,000-8,000 per head
                                                                                  • Figure 44: Distribution of average spending per capita on an ice and snow winter holiday, December 2019
                                                                                • More high spending among 30-39 year old females
                                                                                  • Figure 45: Average per capita spending on ice and snow winter holiday, high spenders vs non-high spenders, by age and gender, December 2019
                                                                                  • Figure 46: Penetration of different overseas winter holiday destinations, high spenders vs non-high spenders, December 2019
                                                                                  • Figure 47: Reasons for taking ice and snow winter holidays, coded from open-ends, December 2019
                                                                                  • Figure 48: High spenders’ attitudes towards winter holidays, December 2019
                                                                                • Not big spending gap between mid and high earners
                                                                                  • Figure 49: Average per capita spending on ice and snow winter holiday, by household income level, December 2019
                                                                                  • Figure 50: Penetration of different types of winter holiday destinations, by monthly household income, December 2019
                                                                                • Eastern and southern cities demonstrate higher spending level for ice and snow winter holidays
                                                                                  • Figure 51: Average per capita spending on ice and snow winter holiday, by city, December 2019
                                                                              • Reasons for Taking Ice and Snow Holidays

                                                                                • Winter activities and travel experiences are key attraction
                                                                                  • Figure 52: Word cloud of reasons for taking ice and snow winter holidays, December 2019
                                                                                  • Figure 53: Reasons for taking ice and snow winter holidays, coded from open-ends, December 2019
                                                                                • Ice and snow holidays respond to consumers’ desire for unique and novel travel experiences
                                                                                  • Figure 54: Reasons for taking ice and snow winter holidays – travel experience, by city, December 2019
                                                                                • Demand for authenticity
                                                                                  • Figure 55: Reasons for taking ice and snow winter holidays – travel experience, consumers’ quotes, December 2019
                                                                                • Opportunities to differentiate by promoting health and wellbeing
                                                                                  • Figure 56: Reasons for taking ice and snow winter holidays – benefiting oneself, consumers’ quotes, December 2019
                                                                              • Participation in Ice and Snow Activities

                                                                                • Nothing is out of fashion
                                                                                  • Figure 57: Participation of and interest in ice and snow activities, December 2019
                                                                                • Variety of activities tried goes up with holiday experience
                                                                                  • Figure 58: Penetration of ice and snow activities (any tried), by ice and snow travel experiences, December 2019
                                                                                • Profiles of potential repeat and new skiers
                                                                                  • Figure 59: Repeat and new consumers of outdoor skiing*, by gender and generation, December 2019
                                                                              • Attitudes towards Winter Holidays

                                                                                • It’s still challenging to encourage non-ice and snow holidaymakers to initiate their first trip
                                                                                  • Figure 60: Attitudes towards winter holidays – ice and snow destinations vs tropical islands, December 2019
                                                                                  • Figure 61: Attitudes towards winter holidays – ice and snow destinations vs tropical islands, by travel experiences, December 2019
                                                                                • One-stop holiday products are in favour
                                                                                  • Figure 62: Attitudes towards winter holidays, December 2019
                                                                                  • Figure 63: Attitudes towards winter holidays – prefer resorts, by demographics, December 2019
                                                                                • Long-haul ice and snow holidays are overall preferred…
                                                                                  • Figure 64: Attitudes towards winter holidays – short-haul vs long-haul, December 2019
                                                                                • …but market for short-haul, spur-of-the-moment ski holiday to new skiers
                                                                                  • Figure 65: Attitudes towards winter holidays – prefer short-haul ice and snow holidays, by past ski experiences, December 2019
                                                                                • Overseas ski parks are competitive among sophisticated ice and snow holidaymakers
                                                                                  • Figure 66: Attitudes towards winter holidays – domestic vs overseas ski parks, by demographics, December 2019
                                                                                  • Figure 67: Attitudes towards winter holidays – domestic vs overseas ski parks, consumers who have taken both domestic and overseas ice and snow holidays, December 2019
                                                                                • Destination or quality of ski parks? Sophisticated holidaymakers are opinionated
                                                                                  • Figure 68: Attitudes towards ski holidays – important factors for choosing skiing holidays, by preferences of domestic and overseas ski parks, December 2019
                                                                                • Consumers want professional ski products
                                                                                  • Figure 69: Attitudes towards ski holidays – preferences of ski product brands, December 2019
                                                                                  • Figure 70: Awareness of different outdoor brands, July 2019
                                                                              • Spending on Ski Wear and Equipment

                                                                                • Willing to buy instead of hire
                                                                                  • Figure 71: Price range consumers are willing to pay for different ski gear, December 2019
                                                                                • Under-served price tier in ski blades and snowboards
                                                                                  • Figure 72: Price range consumers are willing to pay for different ski gear, those who have skied before vs new skier, December 2019
                                                                              • Meet the Mintropolitans

                                                                                • 79% MinTs have had ice and snow holiday experience, with more than half going overseas
                                                                                  • Figure 73: Penetration of different types of winter holiday destinations, by MinTs, December 2019
                                                                                • MinTs tend to spend more on ice and snow holidays
                                                                                  • Figure 74: Distribution of average spending per capita on an ice and snow winter holiday, MinTs, December 2019
                                                                                • Local lifestyle and culture appeal to Mintropolitan ice and snow holidaymakers
                                                                                  • Figure 75: Penetration of ice and snow activities, by consumer classification, December 2019
                                                                                  • Figure 76: Reasons for taking ice and snow winter holidays, coded from open-ends, MinTs, December 2019
                                                                              • Appendix – Market Size and Segmentation Data

                                                                                  • Figure 77: Forecast of ice and snow travellers’ volume and consumer spending, 2019-24
                                                                                  • Figure 78: Correlation index between consumers’ disposable income and number of ice and snow travellers, 2014-18
                                                                              • Appendix – Methodology and Abbreviations

                                                                                • Methodology
                                                                                  • Fan chart forecast
                                                                                    • Abbreviations

                                                                                    This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

                                                                                    • Market

                                                                                      Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

                                                                                    • Consumer

                                                                                      Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

                                                                                    • Brand/Company

                                                                                      Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

                                                                                    • Data

                                                                                      Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

                                                                                    Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

                                                                                    Description