China’s Ski Slopes See Surge in Domestic Tourists as Japan Tensions Rise
A growing number of Chinese skiers are opting for domestic resorts over destinations in Japan, fueled by a combination of geopolitical tensions and practical considerations. Bookings to Japan have plummeted while reservations at Chinese ski areas have jumped, according to recent data and reports.
Forecasts indicate a 62% plunge in bookings from China to Sapporo, the capital of Hokkaido, in the first two months of 2026 compared to the previous year, as reported by marketing and research firm China Trading Desk. Simultaneously, hotel reservations in China’s Jilin province, home to the popular Beidahu ski resort, have seen increases of up to 70%.
The shift comes amid heightened diplomatic friction between China and Japan, stemming from what some perceive as unfriendly remarks by Japanese officials regarding Taiwan. Following these statements, many Chinese skiers who had planned winter trips to Japan began reconsidering their options, turning instead to resorts within China’s borders.
However, the decision isn’t solely political. For many, skiing domestically is simply more convenient and affordable. A trip to Hokkaido can easily cost around 10,000 yuan (approximately $1,400 USD) per person, including flights, accommodation and meals. A comparable domestic ski holiday can be completed for a few thousand yuan. Coaching costs also contribute to the savings, with lessons in Japan running about 6000 yuan per day, double the price of those in Jilin province, according to local instructor Zhang Xiaoning.
The trend is visible on social media, with Chinese skiers sharing their experiences and recommendations for domestic resorts. Some resorts are even offering all-inclusive packages, including coaching and photography services, for under 5,000 yuan per week, targeting beginner skiers.
China has invested heavily in its ski industry in recent years, boasting approximately 900 ski resorts and venues, including 66 indoor slopes. This expansion, largely occurring over the past decade, was spurred by President Xi Jinping’s 2014 pledge to involve 300 million people in winter sports and further boosted by the 2022 Beijing Winter Olympics. Authorities are actively working to transform the country’s northeastern rust belt into a thriving “ice-and-snow” economic hub, with cities like Harbin and Changchun hosting major winter sports events.
The surge in domestic skiers, however, is creating challenges. Reports indicate crowded slopes and long lines at popular resorts. One skier, posting on the Chinese social media platform Xiaohongshu, described a resort as being “so crowded it is like dumplings being dropped into a pot – you don’t even want to ski and couldn’t if you tried.” Chinese ski centres recorded 118 million visits in the three months through January 2026, including a significant increase of 89% in overseas visitors, reaching 1.25 million.
Despite the growth, Chinese resorts face challenges in matching the quality of skiing experience offered in Japan. Japan is renowned for its abundant powder snow, often referred to as “Japow,” while many Chinese resorts rely heavily on artificial snow. This difference is particularly noticeable for experienced skiers.
“In the long run, truly dedicated skiers will demand more,” said Jiang Shenli, founder of Xueyanshe, a platform connecting skiers with related services. “They usually start close to home, then move on to northeast China, and eventually to Japan, Europe and North America.”
Zhibin Lu, director of Summitski Tour, a ski travel platform, noted that China is currently at a stage similar to Japan a few decades ago in terms of attracting international skiers. “To win a share of international skiers, China needs to improve its ‘software’ – like better food hygiene, enacting on-slope smoking regulations, making them feel welcome.”
Whether this surge in domestic skiing will translate into long-term enthusiasm remains to be seen. Some skiers, like Chen Yang, may eventually return to Japan, citing factors like better shopping and milder temperatures. “say for sure what I will do next year,” she said. “What I know is I am sure there will be more young Chinese people skiing, and the majority of them will ski at home. Japan, after all, is not cheap.”
