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CONSUMPTION coupons issued by local governments are driving a surge in spending across China’s ice and snow industry this winter, as various provinces roll out subsidies to encourage public participation in winter sports and related tourism.
From late December 2025 to March 2026, the Sports Bureau of Shanxi Province in northern China issued consumption coupons worth a total of 2 million yuan (1 yuan = IDR2,406).
“I immediately took the coupons as soon as they were released. Since I love skiing, they are very useful for me,” said Zhao Wenhui, a ski enthusiast.
According to the Shanxi Provincial Sports Bureau, the government subsidies include three types of coupons: for skating and skiing, accommodation, and retail and catering.
After consumers use the coupons for skating or skiing, the platform automatically provides them with accommodation and retail and catering coupons. This way, consumers can continue to enjoy government subsidies at hotels, guesthouses, restaurants, snack bars, and convenience stores after participating in winter sports.
The program has proven extremely popular since its launch, with coupons selling out quickly. “In just ten days since coupon distribution began, nearly 200 people have used them at our ski resort,” said Liang Jiarui, marketing director of Li Ning Snow Park in Shanxi.
Liang stated that the resort received around 60,000 visitors last winter, and the introduction of these new coupons is expected to attract more tourists and encourage more diverse and multifaceted consumption.
Not only in Shanxi, but other regions in China are also launching consumption coupons to boost spending in ice and snow-related sectors.
This winter, Zhangjiakou City in Hebei Province issued 5,000 winter culture and tourism consumption coupons covering ski resort tickets, accommodation and catering, and cultural and creative products.
Meanwhile, Jilin Province in northeast China launched coupons worth 100 million yuan aimed at tourists from within and outside the province, as well as local residents. Cities such as Changchun and the Changbai Mountains area reported year-on-year increases in tourist arrivals and tourism revenue.
A report on China’s ice and snow economy shows that consumer spending on winter sports and related activities will exceed 187.5 billion yuan in the 2024-2025 season, representing annual growth of over 25%.
Industry players believe that consumer coupons not only stimulate short-term spending but also play a crucial role in building and expanding the long-term market. [antaranews]
