The Surge of Southern Visitors Rediscovering Northern China’s Winter Wonders

Imagine busy professionals from cities like Shenzhen and Guangzhou eagerly booking weekend escapes to the stunning peaks of Jilin or Heilongjiang, craving the thrill of fresh powder and the cozy charm of mountain towns. Since the start of the ski season in November, resorts such as the Changbai Beautiful China Resort have experienced a staggering increase in traffic—nearly 40% more visitors than last year. But what makes this story so compelling is not just the numbers; it’s the strategic improvements that fuel this growth. Thanks to the development of high-speed rail lines, traveling from the bustling south to the tranquil, snow-covered north now takes only a few hours, transforming what used to be long, tiring journeys into quick, scenic rides that excite travelers even before they arrive. For example, families can now depart from Guangzhou early in the morning and arrive in snowy wonderlands by mid-afternoon, ready to embrace skiing, snowboarding, or relaxing in hot springs. Resorts, recognizing this shift, have enhanced their offerings—celebrating winter festivals, hosting night-time illumination shows, and offering diverse winter activities that captivate all ages. This perfect blend of accessibility, entertainment, and natural beauty is reshaping the winter travel landscape, positioning northern China as the dazzling new summer of the south’s winter sports dreams, a place where adventure and comfort meet in harmony.