文旅案例 | 從雪道到生活場：“滑雪+文旅”的融合躍遷與未來圖景、“運動+”融合消費成為主流

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“滑雪+”已超越了傳統運動范疇，正以“滑雪+文旅”的融合姿態，成為驅動冬季旅游乃至全年休閑消費的關鍵引擎，展現出重塑區域經濟與生活方式的巨大潛力。當下文旅市場與消費習慣的演變，為“滑雪+文旅”的勃興提供了豐沃土壤：

從“看風景”到“享生活”，體驗需求深度化：現代消費者，尤其是作為消費主力的新中產與年輕客群（Z世代），旅行目的從外在觀光轉向內在愉悅與自我實現。滑雪不僅是一項運動，更是一種兼具挑戰性、時尚感與社交屬性的高品質生活方式符號。人們追求的是一段完整的“滑雪假期”，而不僅僅是幾次雪道滑行。“運動+”融合消費成為主流：消費者的時間愈發寶貴，渴望在一次旅程中獲得復合型滿足。“滑雪+溫泉養生”、“滑雪+美食探索”、“滑雪+音樂藝術”、“滑雪+親子研學”等組合，極大地豐富了產品內涵，提升了旅行粘性與客單價。滑雪成為串聯多元體驗的核心線索。圈層文化與社交驅動消費：滑雪運動自帶強烈的社群屬性。在社交媒體（如小紅書、抖音）的助推下，滑雪裝備、技術、目的地成為重要的社交貨幣。年輕人通過滑雪構建圈層、分享體驗，催生了從眾消費和打卡熱潮，使得滑雪市場迅速破圈，向更廣泛大眾滲透。度假習慣的養成與品質要求提升：隨著國內外高端度假體驗的普及，消費者對住宿品質、餐飲水平、服務細節、環境設計的要求日益苛刻。一個成功的滑雪目的地，必須是能夠提供“舒適、便利、有格調”的一站式解決方案的度假區。

"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.

基于以上市場基礎，“滑雪+文旅”的未來發展，必須摒棄“就滑雪談滑雪”的舊思路，轉向以滑雪運動為核心吸引力，以度假生活為本質，以全季運營為目標的綜合性山地休閑目的地打造。具體思路如下：

思路一：度假化轉型，打造“一價全包”式品質生活目的地，這是當前最明確、最迫切的升級路徑。核心在于將“滑雪場”升級為“滑雪度假區”，構建完整的服務生態。

案例啟示：Club Med（地中海俱樂部）的全球實踐與本土化。Club Med成功的關鍵在于其“一價全包”的精致度假模式。在北大壺、亞布力等地，它不僅提供優質的雪道和Ski in/Ski out（滑進滑出）的住宿，更將豐富的親子活動、多樣的餐飲選擇、專業的G.O（親切的組織者）服務、晚間娛樂表演等融為一體，售賣的是“無憂無慮的歡樂假期”。這啟示國內項目，必須將投資重點從單純的雪道擴建，轉向高品質酒店群、特色餐飲街、休閑商業綜合體、游客服務中心等配套設施的建設與運營，全面提升“滑之外”的體驗。

本土案例：河北崇禮的太舞滑雪小鎮、萬龍滑雪場。它們已初步呈現出度假區形態，引入了多家星級酒店、公寓、品牌餐飲，并配套了溫泉、影院、商業街等設施，正從“當日往返的滑雪場”向“可停留數日的度假目的地”演進。

思路二：全季全時運營，破解“靠天吃飯”的季節瓶頸，冰雪資源的季節性是其最大挑戰，也是最大的創新機遇。突破“一季養三季”困局，必須大力發展非雪季業態。核心策略：利用滑雪場夏季涼爽的氣候和優美的山地自然環境，開發山地自行車、徒步登山、攀巖、滑草、露營、觀星、音樂節、山地高爾夫等戶外活動。將滑雪纜車改造為觀光纜車，將雪具大廳改造為戶外活動中心。

案例啟示：奧地利阿爾卑斯山區與我國長白山國際度假區。阿爾卑斯地區的許多頂級滑雪勝地，夏季的游客量甚至超過冬季，依靠的是成熟的山地徒步網絡、戶外運動體系和深厚的鄉村文化體驗。長白山國際度假區在夏季推出森林徒步、山地纜車觀光、高爾夫、水樂園、萬達影城等項目，并結合長白山的自然與文化資源，有效吸引了避暑客群，成為全季旅游的成功范例。

思路三：“滑雪+”深度融合，創造獨特內容與記憶點，深度融合是避免同質化、打造核心競爭力的關鍵。需深度挖掘在地文化、自然資源與特色產業。

“滑雪+在地文化”：例如，在東北地區，結合滿族、朝鮮族等少數民族文化，開發冬捕體驗、薩滿文化展示、特色民俗民宿（如雪鄉）、東北特色美食之旅（鐵鍋燉、凍梨等）。讓滑雪之旅同時成為一場文化探秘之旅。“滑雪+康養療愈”：結合溫泉資源，打造“冰火兩重天”的極致放松體驗。進一步引入森林浴、瑜伽靜修、溫泉理療等高端康養產品，吸引注重身心健康的中高端客群。日本北海道的“滑雪+溫泉”模式便是經典。“滑雪+節慶賽事”：自主創辦或引入國際國內知名滑雪賽事（如FIS積分賽、業余聯賽），同時打造具有品牌影響力的自主IP節慶，如冰雪音樂節、冰雪電影節、冰雪藝術嘉年華、家庭滑雪趣味賽等，用事件持續吸引流量、激活目的地。河北崇禮的太舞音樂季、吉林國際冰雪節等已是成功嘗試。

思路四：科技賦能與智慧化提升，優化體驗與管理，科技是提升體驗效率和安全感、實現精細化運營的重要手段。應用方向：利用VR/AR技術進行滑雪模擬教學和安全教育；開發滑雪APP實現一鍵預訂、電子纜車票、滑行軌跡記錄與分享、社交組隊；通過智能穿戴設備監測運動數據并提供個性化指導；利用大數據分析客流、預測雪情，實現智能造雪和資源調配；推廣人臉識別、無人零售等智慧服務，減少排隊等候。

思路五：培育社群與可持續發展，夯實長期基礎，市場的長遠發展依賴于深厚的群眾基礎和健康的環境。

青少年培訓與大眾普及：與學校、俱樂部合作，系統化開展青少年滑雪培訓，培育未來消費市場。同時，提供更多面向成人的初級體驗課程和優惠套餐，降低入門門檻。構建活躍社群：通過線上社群運營、線下主題活動，凝聚滑雪愛好者，形成穩定的高頻消費群體和口碑傳播節點。綠色可持續運營：采用節能造雪技術、水資源循環利用、發展綠色交通（如電動接駁車），保護山地生態環境，將可持續發展作為目的地長期吸引力的根本保障。歐洲許多滑雪場已將此作為核心戰略。

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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