According to data released by the Beijing Municipal Commission of Tourism Development’s Holiday Office, the city’s 13 ski resorts received a total of 117,800 visitors during the Spring Festival holiday, a year-on-year increase of 15.2%, with total revenue reaching 16.41 million yuan, up 28.3%. They became the biggest tourism highlight of the Spring Festival in Beijing.
Many ski resort owners expressed similar sentiments when interviewed by reporters: “The weather was favorable this year, and the snow quality was excellent, so there were more visitors than usual.” “The fourth day of the Lunar New Year is always the peak in visitor numbers, with numbers once exceeding 4,000.” The continued cold snap after the holiday further delighted resort operators: “In previous years, visitor numbers would gradually decline after the 15th day of the Lunar New Year, but this year the peak is expected to last until the end of February.”
Although many ski resorts issued price hike notices at the start of the season, it did not dampen the enthusiasm of skiing enthusiasts. “First-time skiers are still the main source of current visitors, but compared to previous years, quality returning customers are the driving force behind the sustainable operation of ski resorts,” He Ping, chairman of the Junshan Ski Resort, told reporters.
Of course, what keeps customers coming back is attentive service and refined management: Junshan Ski Resort has made targeted distinctions in its consumer services, including separate areas for snowboarding, alpine skiing, and a children’s playground. These divisions have made the resort’s services more professional and user-friendly, while also improving safety. Huabei Ski Resort launched a “Skiing Masterclass”; Nanshan Ski Resort, which has been open for 10 years, continues to host its own popular skiing competition... Reporters learned in interviews that the ski resort industry has moved beyond the “ski slope-centric” era — creating unique resort features and enhancing service concepts is the key to survival.
However, improved services do not guarantee “zero accidents” at ski resorts. Although no major accidents have occurred this year, minor collisions on the slopes remain unavoidable. “A novice who couldn’t ski suddenly rushed out in front of me — do you know how fast the intermediate slope is? I couldn’t stop, and ended up being knocked down and badly bruised, luckily only my arm was injured... How can someone who can barely stand be allowed on an intermediate slope? Why is no one stopping this?” a netizen returning from Yuyang Ski Resort complained online.
“Ski resorts have limited staff and can’t watch everyone. Warning signs are posted everywhere, but if customers don’t follow them, we’re in a tough spot. Often, when we try to stop them, we get yelled at,” a ski resort worker also grumbled.
He Ping, who has been involved in ski resort operations for many years, said skiing is inherently a high-risk sport, and currently, resort order is mainly maintained through self-imposed regulations. “Years ago, Beijing issued the ‘Beijing Ski Resort Safety Management Standards (Trial)’, one of the few such regulations in China, but it lacked detail and clear solutions to many issues. Currently, there is no comprehensive national law or regulation governing the operation and management of ski resorts. In this regulatory vacuum, ski safety requires cooperation and coordination among resorts, consumers, and regulators.” He Ping admitted that as the ski industry grows, the introduction of relevant laws and regulations is inevitable.
“Since the industry is growing, why haven’t Beijing’s ski resorts increased in number for years?” In response to consumer questions, He Ping explained that the “Beijing Water Conservation Measures” prohibit new high-water-consumption enterprises such as ski resorts. “Current ski resorts are sufficient to meet consumer demand, but I disagree with the claim that ski resorts waste water. Many resorts now use reclaimed water, which is not wasteful and is environmentally friendly. Many have also built snowmelt water recycling pools and installed various water-saving devices, allowing ski water to be reused.”
Data shows that a single ski resort extracts about 70,000 cubic meters of groundwater per year, recycling 20,000 cubic meters, resulting in a net consumption of about 50,000 cubic meters annually. Calculated based on 100,000 annual visitors, the per capita water consumption is about half a cubic meter — far below the daily per capita water usage of star-rated hotels.
“Ski resorts are often located in mountainous areas and operate only in winter. The water used ultimately returns underground, benefiting downstream vegetation and completing the cycle. Therefore, doubts about the water consumption of ski resorts lack scientific basis and research,” He Ping stated. China’s ski industry has developed alongside public demand, and only through reasonable regulation and management can it grow healthily.
