文旅案例 | 冬季旅游产品：政策驱动与消费变革下的室内外双轨发展、全天候全季候的温暖经济体系

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一、政策与市场双轮驱动 | 冬季旅游发展新语境冰雪文旅政策的多维赋能：近期发布的《关于释放旅游消费潜力推动旅游业高质量发展的若干措施》明确提出“拓展冰雪旅游产品与服务供给”，政策支持呈现三大特征：一是基础设施优先，加大冰雪场馆、交通网络、安全设施等投入；二是产业融合导向，推动“冰雪+文化”“冰雪+科技”“冰雪+健康”等跨域联动；三是区域协同布局，通过“南展西扩东进”战略打破地域限制，形成全国性冰雪网络。这些政策为冬季旅游业态创新提供了坚实的制度保障与资源支撑。冬季旅游消费的深层变革：当前冬季旅游消费呈现三大趋势：体验深度化，游客从单纯观光转向技能学习、文化沉浸、情感联结；时间弹性化，错峰出游、微度假成为常态，对全季全时段产品提出需求；群体年轻化，Z世代成为消费主力，追求社交分享、网红打卡、极限挑战等元素。这些变化要求冬季旅游业态必须打破传统框架，构建更灵活、多元、参与性强的产品体系。二、室外业态创新 | 超越传统滑雪的多元冰雪场景构建冰雪运动体验的层级化拓展：专业级冰雪赛事旅游：依托冬奥遗产场馆，开发“观赛+训练+体验”一体化产品，如崇礼国际滑雪节延伸出的青少年滑雪营地、业余联赛等，将赛事流量转化为持续消费。大众冰雪技能成长体系：针对不同技能水平游客设计渐进式课程，配套技能认证、挑战徽章等游戏化激励，如“冰雪技能闯关地图”，增强学习粘性与成就感。跨界融合运动场景：开发“冰雪+越野”“冰雪+攀冰”“冰雪+自行车”等复合运动项目，满足多兴趣群体的需求，延长游客停留时间。冰雪景观的沉浸式重构：主题化冰雪艺术景观：借鉴哈尔滨冰雪大世界经验，融合地域文化IP打造叙事性冰雪雕塑群落，增强文化附加值。生态冰雪研学旅行：开发冰川考察、雾凇观测、极地生态模拟等科普产品，对接学校与家庭客群，如吉林长白山推出的“冰河世纪”地质研学线路。光影科技赋能夜间冰雪：运用投影映射、交互灯光、AR增强现实等技术打造冰雪幻光秀，突破白天游览限制，创造全新夜间消费场景。冰雪民俗的生活化体验：冰雪节庆的社区参与：将传统冰雕、雪塑活动转化为社区共创项目，游客与本地居民共同制作，如内蒙古呼伦贝尔的“牧民冰雪工坊”。冬季渔猎文化体验：系统开发查干湖冬捕等非遗项目的深度体验版本，让游客参与祭湖、破冰、下网全过程，并配套鱼宴烹饪、皮革制作等衍生体验。边境冰雪跨境旅游：利用黑龙江、吉林等地的边境区位，开发中俄、中朝冰雪风情对比体验线路，融入异国美食、民俗表演等元素。

I. Dual-driven by Policy and Market | New Context for Winter Tourism DevelopmentMultidimensional Empowerment of Snow and Ice Tourism Policies: The recently released "Several Measures on Unleashing Tourism Consumption Potential and Promoting High-Quality Tourism Development" clearly states "Expand the supply of snow and ice tourism products and services". The policy support presents three major characteristics: First, infrastructure priority, increasing investment in ice and snow venues, transportation networks, and safety facilities; second, industry integration orientation, promoting cross-domain linkage such as "ice and snow + culture", "ice and snow + technology", and "ice and snow + health"; third, regional coordinated layout, breaking geographical restrictions through the "southward expansion, westward expansion, and eastward advance" strategy to form a national ice network. These policies provide a solid institutional guarantee and resource support for the innovation of winter tourism formats.

Deep Transformation of Winter Tourism Consumption: Current winter tourism consumption presents three trends: deeper experience, tourists shift from simple sightseeing to skills learning, cultural immersion, and emotional connection; time flexibility, off-season travel, and micro-destinations have become the norm, and there is a demand for all-season and all-time products; younger groups, the Z generation, have become the main consumers, pursuing elements such as social sharing,网红打卡， and extreme challenges. These changes require that winter tourism formats must break traditional frameworks and build a more flexible， diverse， and participatory product system.

II. Innovation of Outdoor Formats | Construction of Diverse Snow and Ice Scenarios Beyond Traditional SkiingHierarchical Expansion of Snow and Ice Sports Experience： Professional-level ice and snow event tourism： Leveraging Winter Olympic heritage venues， developing integrated products such as "spectating + training + experience"， such as the youth skiing camps and amateur leagues extended from the Chongli International Ski Festival， converting event traffic into continuous consumption. Mass ice and snow skills growth system： Designing progressive courses for tourists of different skill levels， along with game-based incentives such as skill certifications and challenge badges， such as the "Ice Skills Challenge Map"， enhancing learning stickiness and sense of achievement. Cross-border integration of sports scenarios：

Developing "ice and snow + off-road"， "ice and snow + rock climbing"， "ice and snow + bicycle" and other combined sports projects to meet the needs of multiple interest groups and extend tourists' stay time. Immersive Reconstruction of Ice and Snow Scenery： Theme-based ice and snow art landscapes： Drawing on the experience of Harbin Ice and Snow World， integrating regional cultural IPs to create narrative ice sculpture communities， enhancing cultural value. Ecological ice and snow study tours： Developing scientific popularization products such as glacier exploration， frost observation， and polar ecological simulation， connecting with school and family groups， such as the "Ice Age" geological study route launched by Jilin Changbai Mountain. Light and shadow technology empowering night ice and snow： Using projection mapping， interactive lighting， and AR augmented reality technologies to create ice and snow light show， breaking the limitation of daytime tours and creating a new night consumption scenario.

Living Experience of Snow and Ice Customs： Community Participation in Ice and Snow Festivals： Transforming traditional ice sculpture and snow sculpture activities into community co-creation projects， where tourists and local residents work together， such as the "Herder Ice Workshop" in Hulunbuir， Inner Mongolia. Winter Fishing and Hunting Cultural Experience： Systematically developing in-depth experience versions of intangible cultural heritage projects such as Chagan Lake Winter Fishing， allowing tourists to participate in the entire process of sacrificing to the lake， breaking the ice， and setting nets， and providing derivative experiences such as fish banquet cooking and leather making. Border Ice and Snow Cross-border Tourism： Utilizing the border locations of Heilongjiang and Jilin to develop routes comparing ice and snow cultures between China and Russia， China and North Korea， integrating elements such as foreign cuisine and folk performances.

三、室内业态创新 | 全天候全季候的温暖经济体系冰雪科技与模拟体验中心：全天候智能滑雪模拟馆：采用风洞技术、VR全景模拟、动态平台等设备，突破气候与地域限制，如广州融创雪世界已成为南方冰雪体验样板。冰雪运动数据分析服务：通过传感器与AI系统为游客提供动作捕捉、技能评估、个性化训练方案，将一次性体验转化为长期健康管理服务。冰雪电竞与虚拟赛事：开发冰雪主题电竞游戏，举办线上滑雪竞速赛、冰壶对战等，吸引年轻数字原住民群体。冰雪文化沉浸式综合体：冰雪主题博物馆与剧场：采用全息投影、沉浸式剧场等技术再现冰川形成、极地探险等场景，如中国冰雪博物馆推出的“千年冰雪”沉浸秀。冰雪手工艺创意工坊：开发冰雕、雪花制作、毛皮工艺等易于室内开展的手作课程，配套材料包销售，形成“体验+零售”闭环。冬季养生温泉融合体：结合中医理论与现代水疗，设计“冰火交替疗法”“雪地温泉冥想”等特色养生项目，满足康养旅游需求。冰雪主题社交消费空间：冰雪场景化主题餐饮：设计冰川酒吧、冰屋咖啡馆等特色空间，研发地域特色冬季美食体验，如延边地区的“冰雪火炕宴”。冰雪主题零售与策展空间：集合冰雪运动装备、设计师冬季服饰、极地文创等产品，定期举办冰雪摄影展、探险分享会等活动，打造文化消费地标。企业冰雪团建基地：开发冰雕协作、雪地密码破译等团队挑战项目，承接企业冬季培训与团建市场，拓展商务旅游维度。四、发展思路 | 构建四季均衡的冬季旅游生态体系空间布局：从“单点突破”到“网络联动”：打破传统冰雪旅游集中在东北、华北的格局，构建三大网络：北方深化网络，提升黑龙江、吉林等地的产品深度与服务品质；中西部拓展网络，开发青海、四川等地的冰川资源；南方创新网络，通过科技手段在珠三角、长三角打造室内冰雪节点，形成全国四季冰雪体验网络。技术融合：数字赋能冰雪体验全链条：建设“智慧冰雪旅游平台”，整合资源预订、技能学习、社交分享、安全监测等功能。推广5G+8K冰雪赛事直播、元宇宙冰雪乐园等新业态，实现物理空间与数字体验的无缝衔接。产业协同：“冰雪+”融合价值链延伸：深化“冰雪+文化”，挖掘地方民俗与冰雪的关联叙事；“冰雪+教育”，开发K12冰雪课程体系与高校冰雪专业；“冰雪+健康”，与医疗机构合作开发冬季运动康复项目；“冰雪+制造”，推动装备国产化与定制化发展。可持续发展：生态保护与社区共赢：建立冰雪旅游生态影响评估机制，推广低碳冰雪场馆、人工造雪循环利用等技术。实施社区受益计划，培训本地居民作为教练、文化讲解员、手工艺导师，让旅游发展红利惠及在地社区。

Ice and Snow Technology and Simulation Experience Center: All-weather intelligent skiing simulation hall: Utilizing wind tunnel technology, VR panoramic simulation, dynamic platforms and other equipment, it breaks through the limitations of climate and location. For instance, Guangzhou Resonyue Snow World has become a model for southern ice and snow experiences. Ice and Snow Sports Data Analysis Service: Through sensors and AI systems, it provides motion capture, skill assessment, and personalized training plans, transforming one-time experiences into long-term health management services. Ice and Snow E-sports and Virtual Competitions: Developing ice-themed e-sports games and holding online skiing speed races, ice hockey competitions, etc., to attract young digital natives.

Ice and Snow Cultural Immersive Complex: Ice and Snow Theme Museum and Theater: Using holographic projection, immersive theaters, etc., to recreate scenes of glacier formation and polar exploration. For example, the "Millennium Ice" immersive show launched by China Ice Museum. Ice and Snow Handicraft Creative Workshop: Developing courses such as ice sculpture, snowflake making, and fur craftsmanship that are easy to be carried out indoors, along with material packages for sale, forming a "experience + retail" closed loop. Winter Health Spa Integration: Combining traditional Chinese medicine theory with modern spa therapy, designing unique health preservation projects such as "Ice and Fire Alternating Therapy" and "Snowy Hot Spring Meditation" to meet the needs of health tourism.

Ice and Snow Theme Social Consumption Space: Ice and Snow Scene-based Theme Dining: Designing distinctive spaces such as ice bar and ice house café, and developing regional winter food experiences, such as the "Ice and Fire炕 Feast" launched in Yanbian region. Ice and Snow Theme Retail and Exhibition Space： Collecting ice sports equipment， designer winter clothing， polar cultural products， etc.， and regularly holding activities such as ice photography exhibitions and exploration sharing sessions to create a cultural consumption landmark. Enterprise Ice and Snow Team Building Base： Developing team challenge projects such as ice sculpture collaboration and snow code cracking， and accepting enterprise winter training and team building markets， expanding the dimension of business tourism.

IV. Development Strategy | Building a balanced winter tourism ecosystem throughout the year

Spatial Layout：From "single-point breakthrough" to "network linkage"Breaking the traditional pattern of winter tourism concentrated in Northeast and North Chinaconstructing three major networks： Deepening the network in the north to enhance the depth and service quality of products in Heilongjiang，Jilin，etc.；Expanding the network in the central and western regions to develop ice resources in Qinghai，Sichuan，etc.；Innovating the network in the south to create indoor ice nodes in the Pearl River Delta and Yangtze River Delta through technological means， forming a national winter tourism experience network throughout the year.

Technology Integration：Digital Empowerment of the Entire Chain of Ice and Snow Experiences： Building a "smart ice and snow tourism platform" to integrate functions such as resource reservation， skill learning，social sharing， and safety monitoring. Promoting new business models such as 5G + 8K ice sports live broadcasts， and virtual ice parks， achieving seamless connection between physical space and digital experiences.

Industrial Collaboration："Ice and Snow +" Integrated Value Chain Extension： Deepening "ice and snow + culture" to explore the narrative connection between local customs and ice； "ice and snow + education" to develop K12 ice sports course systems and university ice sports majors； "ice and snow + health" to collaborate with medical institutions to develop winter sports rehabilitation projects； "ice and snow + manufacturing" to promote the domestication and customization development of equipment.

Sustainable Development：Ecological Protection and Community Win-Win：Establishing an ice and snow tourism ecological impact assessment mechanism，promoting technologies such as low-carbon ice venues and artificial snow recycling. Implementing community benefit planstraining local residents as coaches， cultural narrators， and handicraft mentors， making the benefits of tourism development reach the local community.

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