China has undergone a remarkable economic shift since the 2022 Beijing Winter Olympics, with previously underutilized ice and snow resources now generating significant domestic demand. Altay, located at the northern extremity of China's Xinjiang Uygur autonomous region, exemplifies this national transformation.
A photo of Jiangjun Hill Ski Field in Altay prefecture, Xinjiang Uygur autonomous region, during the 2025 Spring Festival holiday. [Photo courtesy of Altay prefectural government]
After the online TV series "To the Wonder" put Altay on the map, the 2024-2025 snow season became its moment to shine. During the 2025 Spring Festival holiday, Altay witnessed an 18.92% increase in tourist arrivals compared to the previous year, welcoming 1.21 million visitors. Tourism revenue rose 20.02% to 863 million yuan ($120 million), reflecting the region's growing appeal as a winter destination. The local Jiangjun Hill Ski Field experienced a remarkable day on Feb. 1, welcoming 18,000 tourists — a 128% increase from the year before — setting a new record.
Altay is situated within the 45-47 degrees north latitude, considered prime territory for world-class skiing conditions. The area enjoys a 210-day snow season annually, featuring premium snow conditions and ski slopes with big drops that make it particularly suitable for winter sports. In recent years, Altay has developed what officials call the "four ski fields and one park" system, comprising four international ski resorts: Jiangjun Hill, Keketuohai, Jikepulin and Qinggelilang Mountain, alongside the Yekaxia Ski Park.
Altay Xuedu Airport has played a crucial role in this development, currently operating 17 routes within Xinjiang and 17 routes to other parts of China. These connections link Altay to major cities, including Urumqi, Beijing, Guangzhou, Shanghai and Xi'an. As winter tourism grows, officials plan to add more routes. Through strategic policies and leveraging its natural resources, Altay is transforming its "cold resources" into thriving industries, pursuing high-quality development of its ice and snow economy.
Altay isn't the only place experiencing this ice and snow boom. Across China, the ice and snow economy continues to expand rapidly. In recent years, the country's initiative to extend ice and snow sports beyond its traditional northeastern base has proven successful, with activities now spreading nationwide. Regions are developing ice and snow facilities tailored to their specific climate and geographical conditions.