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Ski Centre Reinvigorates Local Beauty Sport and Boosts Tourism Spend

Skiing is capturing the imagination of many Chinese consumers, driving sales of winter sportswear and equipment.

Photo: Winter wonderland: The Jinshan Ski Centre.
Winter wonderland: The Jinshan Ski Centre.
Photo: Winter wonderland: The Jinshan Ski Centre.
Winter wonderland: The Jinshan Ski Centre.

Skiing is now one of the most popular winter recreation and entertainment activities in China. Every winter, many of the residents of the north of the country take every opportunity to take to the slopes at the first sign of snowfall.

Every year, in mid-December, the Dingzi Bay Jinshan Ski Run in Qingdao in Shandong opens to welcome its growing army of customers. Located at the foot of the Yuhuang Mountain in the old town of Jinkou – a natural reserve with rich tourism resources set between Qingdao and Yantai – the 29 hectare Jinshan ski centre was launched in late 2011. The largest ski resort in Shandong, it can accommodate 1,500 skiers, and offers beginner, intermediate and snow tubing trails.

Not only are snow tubes a common sight on its slopes, it also plays host to a range of snowmobiles and cross-country mountain bikes. Many of the young tourists opt for the full kit, opting to take to their skis or snowboards in appropriate and stylish winter gear. This preference for stylish, warm sporting wear is shared by many of the centre’s younger patrons, as they whizz around on their snow tubes. Those looking for a more leisurely experience can opt to take one of the sightseeing ski gondolas, the ideal way to enjoy the stunning local landscape. Most visitors, though, opt for one the centre’s more strenuous activities.

As well as its sporting amenities, the ski centre also offers a range of catering, accommodation and entertainment facilities. Out of season, the site also offers more leisurely picnicing and recreational opportunities.

Photo: Looking cool: Winter sportswear and equipment.
Looking cool: Winter sportswear and equipment.
Photo: Looking cool: Winter sportswear and equipment.
Looking cool: Winter sportswear and equipment.
Photo: A warm welcome: On-site accommodation.
A warm welcome: On-site accommodation.
Photo: A warm welcome: On-site accommodation.
A warm welcome: On-site accommodation.

The ski centre has reinvigorated the ancient Yuhuang Mountain and has driven the development of its local tourism and ancillary sectors. This has, understandably, seen suppliers of snowboards and sportswear in the immediate vicinity doing particularly well.

Jessica Jiao, Qingdao Office

Content provided by Picture: HKTDC Research
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