文旅案例 | 冬季旅游產品：政策驅動與消費變革下的室內外雙軌發展、全天候全季候的溫暖經濟體系

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一、政策與市場雙輪驅動 | 冬季旅游發展新語境冰雪文旅政策的多維賦能：近期發布的《關于釋放旅游消費潛力推動旅游業高質量發展的若干措施》明確提出“拓展冰雪旅游產品與服務供給”，政策支持呈現三大特征：一是基礎設施優先，加大冰雪場館、交通網絡、安全設施等投入；二是產業融合導向，推動“冰雪+文化”“冰雪+科技”“冰雪+健康”等跨域聯動；三是區域協同布局，通過“南展西擴東進”戰略打破地域限制，形成全國性冰雪網絡。這些政策為冬季旅游業態創新提供了堅實的制度保障與資源支撐。冬季旅游消費的深層變革：當前冬季旅游消費呈現三大趨勢：體驗深度化，游客從單純觀光轉向技能學習、文化沉浸、情感聯結；時間彈性化，錯峰出游、微度假成為常態，對全季全時段產品提出需求；群體年輕化，Z世代成為消費主力，追求社交分享、網紅打卡、極限挑戰等元素。這些變化要求冬季旅游業態必須打破傳統框架，構建更靈活、多元、參與性強的產品體系。二、室外業態創新 | 超越傳統滑雪的多元冰雪場景構建冰雪運動體驗的層級化拓展：專業級冰雪賽事旅游：依托冬奧遺產場館，開發“觀賽+訓練+體驗”一體化產品，如崇禮國際滑雪節延伸出的青少年滑雪營地、業余聯賽等，將賽事流量轉化為持續消費。大眾冰雪技能成長體系：針對不同技能水平游客設計漸進式課程，配套技能認證、挑戰徽章等游戲化激勵，如“冰雪技能闖關地圖”，增強學習粘性與成就感?？缃缛诤线\動場景：開發“冰雪+越野”“冰雪+攀冰”“冰雪+自行車”等復合運動項目，滿足多興趣群體的需求，延長游客停留時間。冰雪景觀的沉浸式重構：主題化冰雪藝術景觀：借鑒哈爾濱冰雪大世界經驗，融合地域文化IP打造敘事性冰雪雕塑群落，增強文化附加值。生態冰雪研學旅行：開發冰川考察、霧凇觀測、極地生態模擬等科普產品，對接學校與家庭客群，如吉林長白山推出的“冰河世紀”地質研學線路。光影科技賦能夜間冰雪：運用投影映射、交互燈光、AR增強現實等技術打造冰雪幻光秀，突破白天游覽限制，創造全新夜間消費場景。冰雪民俗的生活化體驗：冰雪節慶的社區參與：將傳統冰雕、雪塑活動轉化為社區共創項目，游客與本地居民共同制作，如內蒙古呼倫貝爾的“牧民冰雪工坊”。冬季漁獵文化體驗：系統開發查干湖冬捕等非遺項目的深度體驗版本，讓游客參與祭湖、破冰、下網全過程，并配套魚宴烹飪、皮革制作等衍生體驗。邊境冰雪跨境旅游：利用黑龍江、吉林等地的邊境區位，開發中俄、中朝冰雪風情對比體驗線路，融入異國美食、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,網紅打卡， 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、室內業態創新 | 全天候全季候的溫暖經濟體系冰雪科技與模擬體驗中心：全天候智能滑雪模擬館：采用風洞技術、VR全景模擬、動態平臺等設備，突破氣候與地域限制，如廣州融創雪世界已成為南方冰雪體驗樣板。冰雪運動數據分析服務：通過傳感器與AI系統為游客提供動作捕捉、技能評估、個性化訓練方案，將一次性體驗轉化為長期健康管理服務。冰雪電競與虛擬賽事：開發冰雪主題電競游戲，舉辦線上滑雪競速賽、冰壺對戰等，吸引年輕數字原住民群體。冰雪文化沉浸式綜合體：冰雪主題博物館與劇場：采用全息投影、沉浸式劇場等技術再現冰川形成、極地探險等場景，如中國冰雪博物館推出的“千年冰雪”沉浸秀。冰雪手工藝創意工坊：開發冰雕、雪花制作、毛皮工藝等易于室內開展的手作課程，配套材料包銷售，形成“體驗+零售”閉環。冬季養生溫泉融合體：結合中醫理論與現代水療，設計“冰火交替療法”“雪地溫泉冥想”等特色養生項目，滿足康養旅游需求。冰雪主題社交消費空間：冰雪場景化主題餐飲：設計冰川酒吧、冰屋咖啡館等特色空間，研發地域特色冬季美食體驗，如延邊地區的“冰雪火炕宴”。冰雪主題零售與策展空間：集合冰雪運動裝備、設計師冬季服飾、極地文創等產品，定期舉辦冰雪攝影展、探險分享會等活動，打造文化消費地標。企業冰雪團建基地：開發冰雕協作、雪地密碼破譯等團隊挑戰項目，承接企業冬季培訓與團建市場，拓展商務旅游維度。四、發展思路 | 構建四季均衡的冬季旅游生態體系空間布局：從“單點突破”到“網絡聯動”：打破傳統冰雪旅游集中在東北、華北的格局，構建三大網絡：北方深化網絡，提升黑龍江、吉林等地的產品深度與服務品質；中西部拓展網絡，開發青海、四川等地的冰川資源；南方創新網絡，通過科技手段在珠三角、長三角打造室內冰雪節點，形成全國四季冰雪體驗網絡。技術融合：數字賦能冰雪體驗全鏈條：建設“智慧冰雪旅游平臺”，整合資源預訂、技能學習、社交分享、安全監測等功能。推廣5G+8K冰雪賽事直播、元宇宙冰雪樂園等新業態，實現物理空間與數字體驗的無縫銜接。產業協同：“冰雪+”融合價值鏈延伸：深化“冰雪+文化”，挖掘地方民俗與冰雪的關聯敘事；“冰雪+教育”，開發K12冰雪課程體系與高校冰雪專業；“冰雪+健康”，與醫療機構合作開發冬季運動康復項目；“冰雪+制造”，推動裝備國產化與定制化發展。可持續發展：生態保護與社區共贏：建立冰雪旅游生態影響評估機制，推廣低碳冰雪場館、人工造雪循環利用等技術。實施社區受益計劃，培訓本地居民作為教練、文化講解員、手工藝導師，讓旅游發展紅利惠及在地社區。

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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