文旅案例 | 从雪道到生活场：“滑雪+文旅”的融合跃迁与未来图景、“运动+”融合消费成为主流

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“滑雪+”已超越了传统运动范畴，正以“滑雪+文旅”的融合姿态，成为驱动冬季旅游乃至全年休闲消费的关键引擎，展现出重塑区域经济与生活方式的巨大潜力。当下文旅市场与消费习惯的演变，为“滑雪+文旅”的勃兴提供了丰沃土壤：

从“看风景”到“享生活”，体验需求深度化：现代消费者，尤其是作为消费主力的新中产与年轻客群（Z世代），旅行目的从外在观光转向内在愉悦与自我实现。滑雪不仅是一项运动，更是一种兼具挑战性、时尚感与社交属性的高品质生活方式符号。人们追求的是一段完整的“滑雪假期”，而不仅仅是几次雪道滑行。“运动+”融合消费成为主流：消费者的时间愈发宝贵，渴望在一次旅程中获得复合型满足。“滑雪+温泉养生”、“滑雪+美食探索”、“滑雪+音乐艺术”、“滑雪+亲子研学”等组合，极大地丰富了产品内涵，提升了旅行粘性与客单价。滑雪成为串联多元体验的核心线索。圈层文化与社交驱动消费：滑雪运动自带强烈的社群属性。在社交媒体（如小红书、抖音）的助推下，滑雪装备、技术、目的地成为重要的社交货币。年轻人通过滑雪构建圈层、分享体验，催生了从众消费和打卡热潮，使得滑雪市场迅速破圈，向更广泛大众渗透。度假习惯的养成与品质要求提升：随着国内外高端度假体验的普及，消费者对住宿品质、餐饮水平、服务细节、环境设计的要求日益苛刻。一个成功的滑雪目的地，必须是能够提供“舒适、便利、有格调”的一站式解决方案的度假区。

"Skiing+" has transcended the boundaries of traditional sports and is now emerging as a key driver of winter tourism and year-round leisure consumption, demonstrating tremendous potential to reshape regional economies and lifestyles. The evolution of the cultural tourism market and consumption habits provides fertile soil for the flourishing of "skiing + cultural tourism": from "viewing the scenery" to "enjoying life", the depth of experiential demands has increased: modern consumers, especially the new middle class and the young generation (Z Generation), have shifted their travel purposes from external sightseeing to internal enjoyment and self-actualization. Skiing is not only a sport but also a high-quality lifestyle symbol that combines challenge, fashion, and social attributes. What people pursue is a complete "skiing vacation", rather than just a few ski runs. "Sport + " integrated consumption has become the mainstream: consumers have increasingly precious time and desire to obtain comprehensive satisfaction in one journey. "Skiing + wellness spa", "Skiing + food exploration", "Skiing + music and art", "Skiing + family study and exploration" combinations have greatly enriched product content and enhanced travel stickiness and average transaction value. Skiing becomes the core thread that links diverse experiences. Circle culture and social factors drive consumption: Skiing sports have a strong community attribute. With the promotion of social media (such as Xiaohongshu and Douyin), skiing equipment, techniques, and destinations have become important social currencies. Young people build circles through skiing, share experiences, and have triggered herd consumption and打卡 trends， enabling the skiing market to rapidly expand its boundaries and penetrate to a wider audience. The formation of vacation habits and the improvement of quality requirements: With the popularization of high-end vacation experiences at home and abroad, consumers' requirements for accommodation quality, dining standards, service details, and environmental design have become increasingly strict. A successful skiing destination must be a resort that can provide a "comfortable, convenient, and stylish" one-stop solution.

基于以上市场基础，“滑雪+文旅”的未来发展，必须摒弃“就滑雪谈滑雪”的旧思路，转向以滑雪运动为核心吸引力，以度假生活为本质，以全季运营为目标的综合性山地休闲目的地打造。具体思路如下：

思路一：度假化转型，打造“一价全包”式品质生活目的地，这是当前最明确、最迫切的升级路径。核心在于将“滑雪场”升级为“滑雪度假区”，构建完整的服务生态。

案例启示：Club Med（地中海俱乐部）的全球实践与本土化。Club Med成功的关键在于其“一价全包”的精致度假模式。在北大壶、亚布力等地，它不仅提供优质的雪道和Ski in/Ski out（滑进滑出）的住宿，更将丰富的亲子活动、多样的餐饮选择、专业的G.O（亲切的组织者）服务、晚间娱乐表演等融为一体，售卖的是“无忧无虑的欢乐假期”。这启示国内项目，必须将投资重点从单纯的雪道扩建，转向高品质酒店群、特色餐饮街、休闲商业综合体、游客服务中心等配套设施的建设与运营，全面提升“滑之外”的体验。

本土案例：河北崇礼的太舞滑雪小镇、万龙滑雪场。它们已初步呈现出度假区形态，引入了多家星级酒店、公寓、品牌餐饮，并配套了温泉、影院、商业街等设施，正从“当日往返的滑雪场”向“可停留数日的度假目的地”演进。

思路二：全季全时运营，破解“靠天吃饭”的季节瓶颈，冰雪资源的季节性是其最大挑战，也是最大的创新机遇。突破“一季养三季”困局，必须大力发展非雪季业态。核心策略：利用滑雪场夏季凉爽的气候和优美的山地自然环境，开发山地自行车、徒步登山、攀岩、滑草、露营、观星、音乐节、山地高尔夫等户外活动。将滑雪缆车改造为观光缆车，将雪具大厅改造为户外活动中心。

案例启示：奥地利阿尔卑斯山区与我国长白山国际度假区。阿尔卑斯地区的许多顶级滑雪胜地，夏季的游客量甚至超过冬季，依靠的是成熟的山地徒步网络、户外运动体系和深厚的乡村文化体验。长白山国际度假区在夏季推出森林徒步、山地缆车观光、高尔夫、水乐园、万达影城等项目，并结合长白山的自然与文化资源，有效吸引了避暑客群，成为全季旅游的成功范例。

思路三：“滑雪+”深度融合，创造独特内容与记忆点，深度融合是避免同质化、打造核心竞争力的关键。需深度挖掘在地文化、自然资源与特色产业。

“滑雪+在地文化”：例如，在东北地区，结合满族、朝鲜族等少数民族文化，开发冬捕体验、萨满文化展示、特色民俗民宿（如雪乡）、东北特色美食之旅（铁锅炖、冻梨等）。让滑雪之旅同时成为一场文化探秘之旅。“滑雪+康养疗愈”：结合温泉资源，打造“冰火两重天”的极致放松体验。进一步引入森林浴、瑜伽静修、温泉理疗等高端康养产品，吸引注重身心健康的中高端客群。日本北海道的“滑雪+温泉”模式便是经典。“滑雪+节庆赛事”：自主创办或引入国际国内知名滑雪赛事（如FIS积分赛、业余联赛），同时打造具有品牌影响力的自主IP节庆，如冰雪音乐节、冰雪电影节、冰雪艺术嘉年华、家庭滑雪趣味赛等，用事件持续吸引流量、激活目的地。河北崇礼的太舞音乐季、吉林国际冰雪节等已是成功尝试。

思路四：科技赋能与智慧化提升，优化体验与管理，科技是提升体验效率和安全感、实现精细化运营的重要手段。应用方向：利用VR/AR技术进行滑雪模拟教学和安全教育；开发滑雪APP实现一键预订、电子缆车票、滑行轨迹记录与分享、社交组队；通过智能穿戴设备监测运动数据并提供个性化指导；利用大数据分析客流、预测雪情，实现智能造雪和资源调配；推广人脸识别、无人零售等智慧服务，减少排队等候。

思路五：培育社群与可持续发展，夯实长期基础，市场的长远发展依赖于深厚的群众基础和健康的环境。

青少年培训与大众普及：与学校、俱乐部合作，系统化开展青少年滑雪培训，培育未来消费市场。同时，提供更多面向成人的初级体验课程和优惠套餐，降低入门门槛。构建活跃社群：通过线上社群运营、线下主题活动，凝聚滑雪爱好者，形成稳定的高频消费群体和口碑传播节点。绿色可持续运营：采用节能造雪技术、水资源循环利用、发展绿色交通（如电动接驳车），保护山地生态环境，将可持续发展作为目的地长期吸引力的根本保障。欧洲许多滑雪场已将此作为核心战略。

Based on the above market foundation, the future development of "skiing + tourism" must abandon the old mindset of "only focusing on skiing", and instead shift towards creating a comprehensive mountain leisure destination that focuses on skiing as the core attraction, takes the resort lifestyle as the essence, and aims for all-season operation. 。 The specific approach is as follows:

Approach 1: Transform into a "one-price all-inclusive" quality living destination. This is the most clear and urgent upgrade path at present. The core lies in upgrading the "ski resort" to a "ski resort area", and building a complete service ecosystem. Case inspiration: The global practice and localization of Club Med (Mediterranean Club). The key to Club Med's success lies in its "one-price all-inclusive" refined vacation model. In places like Beidahu, Yabuli, etc., it not only provides high-quality ski runs and Ski in/Ski out (entering and exiting the ski resort) accommodations, but also integrates rich family activities, diverse dining options, professional G.O (friendly organizers) services, evening entertainment performances, etc., selling "a worry-free and joyful vacation". This inspires domestic projects to shift their investment focus from merely expanding ski runs to the construction and operation of high-quality hotel clusters, distinctive dining streets, leisure commercial complexes, and tourist service centers, comprehensively enhancing the "beyond skiing" experience. Local case: Taiwu Ski Town and Wanlong Ski Resort in Hebei Province. They have initially presented a resort form, introducing multiple star hotels, apartments, brand restaurants, and facilities such as hot springs, cinemas, and commercial streets, and are evolving from "day-trip ski resorts" to "destination resorts that can be stayed for several days".

Approach 2: Full-season and full-time operation, breaking through the "weather-dependent" seasonal bottleneck. The seasonal nature of ice and snow resources is its greatest challenge and also the greatest innovation opportunity. To break the "one-season sustains three seasons" predicament, it is necessary to vigorously develop non-snow season business models. Core strategy: Utilizing the cool summer climate and beautiful mountainous natural environment of the ski resort to develop outdoor activities such as mountain biking, hiking, rock climbing, grass skiing, camping, stargazing, music festivals, mountain golf. Transform the ski lifts into sightseeing lifts and the ski equipment hall into an outdoor activity center. Case inspiration: Austrian Alps and China's Changbai Mountain International Resort. Many top ski resorts in the Alps region have even more tourists in summer than in winter, relying on a mature mountain hiking network, outdoor sports system, and deep rural cultural experience. The Changbai Mountain International Resort in China launched projects such as forest hiking, mountain cable car sightseeing, golf, water park, Wanda Cinema, etc., and combined the natural and cultural resources of Changbai Mountain, effectively attracting summer tourists, becoming a successful example of all-season tourism.

Approach 3: Deep integration of "skiing +", creating unique content and memory points. Deep integration is the key to avoiding homogeneity and building core competitiveness. It is necessary to deeply explore local culture, natural resources, and characteristic industries. "Skiiing + local culture": For example, in Northeast China, combining the cultures of ethnic minorities such as the Manchu and the Korean, developing winter fishing experiences, Shaman culture displays, characteristic folkhouse accommodations (such as Snow Town), and Northeast cuisine tours (iron pot stew, frozen pears, etc.). Let the skiing trip also become a cultural exploration trip. "Skiiing + health and wellness": Combining hot spring resources, creating an ultimate relaxation experience of "ice and fire". Further introduce high-end wellness products such as forest bathing, yoga retreat, and hot spring therapy, attracting middle-to-high-end guests who value physical and mental health. The "skiing + hot spring" model in Hokkaido, Japan is a classic example. "Skiiing + festival and event": Independently organizing or introducing internationally renowned skiing events (such as FIS points races, amateur leagues), and creating self-owned IP festivals with brand influence, such as ice music festivals, ice film festivals, ice art carnivals, family skiing fun competitions, etc., using events to continuously attract traffic and activate the destination. The Taiwu Music Festival in Hebei Province and the International Ice and Snow Festival in Jilin Province are successful attempts. Approach 4: Technology empowerment and intelligent enhancement, optimizing experience and management. Technology is an important means to improve the efficiency and security of the experience and achieve refined operations. Application direction: Utilize VR/AR technology for skiing simulation teaching and safety education; develop a skiing APP to enable one-click booking, electronic cable car tickets, recording and sharing of skiing trajectories, and social team formation; monitor exercise data through smart wearable devices and provide personalized guidance; utilize big data analysis to monitor passenger flow and predict snow conditions, achieving intelligent snow-making and resource allocation; promote smart services such as facial recognition and unmanned retail, reducing queuing and waiting.

Approach 5: Cultivating communities and sustainable development, consolidating the long-term foundation. The long-term development of the market relies on a deep popular base and a healthy environment.

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