Bookings to Sapporo, the capital of Japan’s northernmost prefecture of Hokkaido, are on track to fall by 62% in the first two months of 2026 compared to the previous year, according to marketing and research firm China Trading Desk. The anticipated decline comes as Chinese skiers increasingly favor domestic resorts following the Beijing Winter Olympics and amid a broader shift in travel patterns.
The trend is benefiting resorts in China’s Jilin province, where hotel reservations at Beidahu, a leading ski area, have reportedly risen as much as 70%, the firm estimated. Chinese social media platforms are filled with posts from skiers announcing their decision to holiday at home, citing a combination of political sentiment, cost, and convenience.
A ski trip to Hokkaido can cost approximately 10,000 yuan ($1,400 USD) per person, including flights, accommodation, and meals. Domestic options, by contrast, can be completed for a few thousand yuan, according to industry sources. Coaching costs likewise contribute to the price difference, with lessons in Japan running around 6,000 yuan per day, double the rate in Jilin province.
China has rapidly expanded its ski infrastructure in recent years, building approximately 900 ski resorts and venues, including 66 indoor slopes, over the past decade. This expansion, fueled by President Xi Jinping’s 2014 pledge to involve 300 million people in winter sports and the success of the 2022 Beijing Winter Olympics, has led to increased competition and potential price wars within the Chinese ski industry.
The surge in domestic ski visits has already placed a strain on some resorts. Chinese ski centers recorded 118 million visits during the three months ending January 2026, including 1.25 million overseas visitors – an 89% increase year-on-year. Social media posts depict crowded slopes, particularly for beginners, and lengthy queues.
“The ski resort is so crowded We see like dumplings being dropped into a pot – you don’t even want to ski and couldn’t if you tried,” one user wrote on Xiaohongshu, a Chinese social media platform, after visiting a resort in Jilin province.
Despite the growth, Chinese resorts face challenges in matching the quality of skiing experience offered in Japan. Sapporo and Hokkaido are renowned for their abundant natural snowfall, often referred to as “Japow” by skiers, although many Chinese resorts rely heavily on artificial snow. This difference is particularly noticeable to experienced skiers.
Zhibin Lu, director of Summitski Tour, a platform connecting foreign skiers with Chinese resorts, noted that China needs to improve its “software” – including food hygiene, on-slope regulations, and hospitality – to attract international skiers. “China today is like Japan two or three decades ago to global tourists,” Lu said.
Authorities are attempting to transform China’s northeastern rust belt into an “ice-and-snow” economic hub. Harbin hosted the Asian Winter Games in 2025, and Changchun, in Jilin province, is scheduled to host the 2027 Winter World University Games.
While some Chinese skiers are drawn to the convenience and affordability of domestic resorts, others remain uncertain about long-term loyalty. Chen Yang, a skier who has visited both Japan and China, noted the superior shopping options and milder temperatures in Hokkaido. “say for sure what I will do next year,” she said. “What I know is I am sure there will be more young Chinese people skiing, and the majority of them will ski at home. Japan, after all, is not cheap.”
