With the arrival of the golden season for winter tourism in China, a significant increase in foreign tourist arrivals is being observed. From the southwestern province of Sichuan to the northeastern city of Harbin, breathtaking snowy landscapes are attracting visitors from around the world. At the same time, modern facilities and diverse tourism initiatives are making the “China Travel” experience even more appealing.
As winter tourism continues to grow, foreign visitors are particularly drawn to China’s icy natural scenery. From the relatively mild yet snow-covered destinations in southwestern China to Harbin—known as the “Ice City”—tourist centers across the country are introducing innovative projects and improving service standards.
Sichuan is considered one of the rare regions in the world that offers extensive snow tourism opportunities despite its relatively low latitude. The combination of snow-capped mountains and comparatively moderate temperatures has made it a popular destination for tourists from Southeast Asia. In 2025, between January and November alone, the Mount Emei Scenic Area received 224,800 foreign visitors, with tourists from Malaysia, Singapore, the United States, Indonesia, and Australia leading the list.
Similarly, at Sichuan’s famous Dagu Glacier National Park, the number of foreign tourists during the same period exceeded 46,000—representing a year-on-year increase of 139.72 percent. Of these visitors, 83.75 percent came from Thailand and Malaysia.
According to the Chengdu Border Inspection Station, by December 2, the number of foreign passengers entering or exiting the city had surpassed 1.56 million, marking a 45.8 percent increase compared to last year. Thailand, Malaysia, and Singapore topped the list of source countries.
Travel agency officials note that Sichuan’s unique natural landscapes and winter activities, including skiing, hold particular appeal for Southeast Asian tourists. They also point out that China’s visa-free policies and popular social media trends have made the country a favored destination in the region.
According to the National Immigration Administration of China, citizens of 76 countries currently benefit from unilateral or bilateral visa-free arrangements, while transit visa exemptions have been extended to 55 countries. Data shows that in the third quarter of 2025, more than 7 million foreign nationals entered China visa-free—accounting for 72.2 percent of total foreign arrivals and representing a 48.3 percent year-on-year increase.
Meanwhile, in Harbin, the world’s largest ice-and-snow theme park, Harbin Ice and Snow World, has launched its most spectacular edition to date. Thanks to its unique winter activities, Harbin has gained extraordinary popularity on social media. During the 2024–2025 winter tourism season, the city welcomed over 90 million visitors, while foreign arrivals recorded a 94.2 percent increase.
At the recently held Global Tourism Economy Forum, the UN Tourism honored Harbin for its leadership and excellence in winter tourism development. Local authorities report that to further facilitate international visitors, new direct flights to Hong Kong and Seoul have been launched, along with expanded air routes to various Russian cities.
As a result of the China–Russia trial visa-free policy, Russian tourist arrivals in Harbin increased by 136 percent, while foreign tourist spending in 2025 rose by 150 percent. The city’s winter economy has now exceeded 160 billion yuan.
According to Chinese officials, during the 15th Five-Year Plan (2026–2030), high-quality inbound tourism products and routes will be developed, tourism consumption hubs will be established, and continuous promotional campaigns will be carried out to attract international visitors.
In a broader context, the remarkable surge in China’s winter tourism clearly demonstrates that the combination of visa facilitation, modern infrastructure, and diverse cultural and natural resources has secured the country a prominent place on the global tourism map. Unique ice-and-snow initiatives, strengthened international connectivity, and improved services are not only increasing foreign tourist numbers but also opening new dimensions for China’s tourism economy—one that is set to expand further in the years ahead.
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