"Have you gone skiing?" Such a greeting became popular during the Spring Festival. Aside from visiting relatives, going to temple fairs, or traveling, skiing has emerged as a new way for locals in Beijing to celebrate the holiday.
Recently, reporters also noticed a report stating that, according to Beijing TV, although many skiing enthusiasts returned to their hometowns for the Spring Festival, nearly half of those who came to ski were first-timers—“rookies.” Of course, this is also largely due to family trips and group skiing activities.
On the fifth day of the Lunar New Year, reporters at a Beijing ski resort observed that only a few skiers were on the advanced slopes, while the intermediate and beginner slopes were crowded with people. Zhang Yan, who lives in Haidian District, told reporters: “We didn’t want to travel far during the Spring Festival, so my family and I chose to ski. There weren’t too many people during this period, so it was quite comfortable.” Mr. Shao from Chaoyang District, who has many years of skiing experience, shared similar thoughts after taking a break from a few runs on the advanced slope. Speaking about the number of people, he said: “From the ski resort’s perspective, more people is definitely better, but from our point of view as skiing enthusiasts, having too many people isn’t ideal. A large crowd isn’t safe. Fortunately, many people have gone home for the holidays these days, so skiing has been really enjoyable!”
Reporters learned that on New Year’s Eve, the resort had around five to six hundred visitors. The numbers gradually increased after the third and fourth days of the Lunar New Year, reaching about 1,500, and by the fifth day, the figure approached 2,000. A relevant manager at the ski resort explained, “Based on past experience, the number of visitors during the Spring Festival isn’t particularly high, as most people usually go traveling or return to their hometowns. Recently, we’ve also learned that many skiing enthusiasts have gone abroad to ski. Moreover, unlike previous years where the majority of consumers were experienced skiers, this year, most visitors to the ski resort are first-time participants, mainly consisting of young people in groups and families.”
With the gradual maturation of the skiing market, numerous sports companies or clubs specializing in organizing group skiing trips have emerged. These make it possible for those without private cars—who previously couldn’t reach ski resorts farther from the city—to hit the slopes. The presence and growth of these organizations have cultivated and encouraged many young professionals, college students, and even high school students to gradually step into the skiing scene and get involved in the sport.
Meanwhile, the rise of family-based consumers is driven by both the pursuit of novel ways to celebrate the holiday and the dual aim of promoting skiing through travel. As a new destination full of excitement, ski resorts attract families—adults bringing along children and even elderly members—who come in groups, making up a significant portion of the skiing crowd during the Spring Festival.
However, here the reporter would also like to remind skiers not to let their guard down regarding safety. Although the ski resort posts safety warning signs, many skiers tend to overlook them. According to safety regulations, those who cannot turn properly on the slopes should not use intermediate-level runs. Yet, there are still plenty of brave beginners who speed down the intermediate slopes, becoming “hazards” on the mountain and posing potential threats to the safety of other skiers. Enhancing skiers’ safety awareness has thus become a new challenge for ski resorts.