当春节遇上冬奥，“冰雪热”点燃消费新活力 When the Spring Festival meets the Winter Olympics, the "ice and snow craze" ignites new vitality in consumption

新华社哈尔滨2月20日电 题：当春节遇上冬奥，“冰雪热”点燃消费新活力

新华社记者杨思琪、刘赫垚

农历正月伊始，米兰冬奥赛场捷报频传，中国选手苏翊鸣、徐梦桃、宁忠岩相继摘金。喜讯跨越重洋，恰与马年春节的喜庆交织，在黑龙江这片冰雪沃土上，激荡起滚烫的发展新动能。

亚布力滑雪旅游度假区春节期间“不打烊”。蜿蜒雪道上人影攒动，无论是零基础的小朋友，还是追求极限的资深滑雪爱好者，都在此尽享雪上“速度与激情”。

上海雪友毛博文刚结束高级道滑行，满脸畅快：“亚布力雪质细腻、雪道专业，今年受冬奥感染，我感觉雪场上的人明显多了，大家都在用运动贺岁。”

游客在亚布力滑雪旅游度假区滑雪。（受访者供图）

2002年出生的吴铮是一名哈尔滨本地滑雪教练，这个春节忙得不可开交。“一天带3个学员，每人3小时，从早到晚几乎都在雪场上。”吴铮说。

他的学员大多是“90后”和“00后”。“以前大家是来玩雪，现在更多人想‘滑好’，特别是北京冬奥会和哈尔滨亚冬会之后，大家对冰雪运动的认知不同了，专业装备和进阶教学成了刚需。”他说。

亚布力管理委员会文化旅游管理处负责人介绍，截至2月19日，亚布力滑雪旅游度假区春节假期累计接待游客突破6.2万人次，同比增长3.6%，实现新春“开门红”。

当春节遇上冬奥，冰雪运动热潮席卷神州，全民参与热情持续高涨。冰雪经济乘势而上、蓬勃兴起，“上冰雪、迎新春” 正成为新时代最具活力的过年新风尚，为新春佳节注入强劲动能与别样精彩。

“不光是震撼，更多的是感动。”大年初一，四川游客李碧云在哈尔滨度过了难忘的“冰雪年”。在她看来，在这座拥有60多年冰雪文化底蕴的“冰城”，冰雕艺术令人惊叹，冰雪运动魅力十足，东北人那股子发自肺腑的热情更送上暖心的年味。

这是哈尔滨冰雪大世界组织的文艺表演。（受访者供图）

作为2026年总台春晚哈尔滨分会场主舞台所在地，哈尔滨冰雪大世界成为热门打卡地；相距不远的太阳岛雪博会景区，为契合马年新春，精心雕琢了多处马造型雪雕，将生肖文化与冰雪技艺融为一体；在中华巴洛克历史文化保护街区，游客漫步在承载百年记忆的面包石上，感受节日里的烟火气息……

冰雪旅游热不止在“尔滨”，更涌动在广袤林海。“中国雪乡”景区内张灯结彩、锣鼓喧天。形态各异的“雪蘑菇”映衬着火红的灯笼，东北大秧歌等民俗表演接连登场，天南海北的游客在冰天雪地里欢度喜庆的中国年。

“今年春节，游客冰雪游的热情格外高涨，不少客房在节前就被预订。”在雪乡经营多年民宿的李彦林笑着说，“现在民宿天天爆满，大家的日子就像这红灯笼一样红火。”

哈尔滨太阳岛雪博会的一处马造型雪雕。新华社记者刘赫垚 摄

在精彩纷呈的冰雪赛事助推下，冰雪运动成为千家万户的过年“新时尚”。

雪季到来，黑龙江省就盘活闲置资源，依托天然河湖、公园广场等空地，浇建各类群众性冰雪场地约3000处。春节期间，省冰雪运动超级联赛持续火热，拥有广泛群众基础的各类民间冰雪运动参与感十足，随处都有冰嬉的欢笑声。

冰雪热潮还在强力推动上游装备产业升级。

在哈尔滨乾卯雪龙体育用品有限公司车间内，生产线开足马力，滑雪鞋、固定器等产品源源不断地下线。公司总经理李智博介绍，企业自主研发的竞技款滑雪板凭借硬核的专利技术，让雪具保持轻盈的同时更具韧性，已广泛覆盖国内市场。

如今，黑龙江正紧抓历史机遇，全力打造世界级冰雪旅游目的地和冰雪经济高地，加速构建全产业链生态圈，不断打造“冰雪+”新业态。数据显示，2025年全省冰雪经济总产出实现13.2%的强劲增长。

业内人士分析说，春节假期持续升温的“冰雪热”，既是人民群众消费升级、乐享健康生活的生动体现，更是后冬奥时代我国冰雪经济蓬勃发展的有力见证。

从赛场竞技到全民参与，从冰雪旅游到装备制造，冰雪运动与新春佳节深度交融，正让 “冷资源” 不断释放 “热效应”，为中国经济高质量发展注入新活力。

Harbin, February 20 (Xinhua) -- When the Spring Festival meets the Winter Olympics, the "ice and snow fever" ignites new consumption vitality

Xinhua News Agency reporters Yang Siqi and Liu Heyao

At the beginning of the first lunar month, there were frequent good news at the Milan Winter Olympics, with Chinese athletes Su Yiming, Xu Mengtao, and Ning Zhongyan winning gold medals one after another. The good news spans across oceans, coinciding with the festive atmosphere of the Spring Festival in the Year of the Horse. On this fertile land of ice and snow in Heilongjiang, a scorching new driving force for development is surging.

Yabuli Ski Resort stays open during the Spring Festival. The winding snow trail is crowded with people, whether they are beginners or experienced skiing enthusiasts who pursue the limits, they all enjoy the "speed and passion" of snow here.

Shanghai snow enthusiast Mao Bowen has just finished his advanced runway skating and his face is full of joy: "Yabuli has delicate snow quality and professional ski slopes. Influenced by the Winter Olympics this year, I feel that there are obviously more people on the ski slopes. Everyone is celebrating the New Year with sports

Tourists are skiing at Yabuli Ski Resort. (Image provided by interviewee)

Wu Zheng, born in 2002, is a local skiing coach in Harbin who has been busy this Spring Festival. I lead three students a day, each for three hours, and spend almost all day on the snow field from morning till night, "said Wu Zheng.

Most of his students are born in the 1990s and 2000s. Previously, people used to play in the snow, but now more and more people want to 'skate well', especially after the Beijing Winter Olympics and Harbin Asian Winter Olympics. People's understanding of ice and snow sports has changed, and professional equipment and advanced teaching have become essential, "he said.

The head of the Cultural Tourism Management Department of Yabuli Management Committee introduced that as of February 19th, Yabuli Ski Resort has received more than 62000 visitors during the Spring Festival holiday, a year-on-year increase of 3.6%, achieving a "good start" to the Spring Festival.

When the Spring Festival meets the Winter Olympics, the craze for ice and snow sports sweeps across China, and the enthusiasm for participation among the whole nation continues to rise. The ice and snow economy is taking advantage of the trend and flourishing. "Embracing the New Year with ice and snow" is becoming the most dynamic new trend of the new era, injecting strong momentum and unique excitement into the Spring Festival.

On the first day of the Chinese New Year, Sichuan tourist Li Biyun spent an unforgettable "Ice and Snow Year" in Harbin, not just in shock, but also in emotion. In her opinion, in this "Ice City" with over 60 years of ice and snow culture, ice sculpture art is amazing, ice and snow sports are full of charm, and the heartfelt enthusiasm of Northeasterners brings a heartwarming New Year's atmosphere.

This is a cultural performance organized by Harbin Ice and Snow World. (Image provided by interviewee)

As the main stage location of the Harbin branch of the 2026 CCTV Spring Festival Gala, Harbin Ice and Snow World has become a popular check-in spot; The Sun Island Snow Expo scenic area, which is not far away, has carefully carved multiple horse shaped snow sculptures to coincide with the Chinese New Year of the Horse, integrating zodiac culture with ice and snow skills; In the Chinese Baroque historical and cultural protection block, tourists stroll on breadstones that carry century old memories, feeling the fireworks atmosphere during festivals

The popularity of ice and snow tourism is not only in "Erbin", but also surging in the vast forest. The "China Snow Village" scenic area is decorated with lights and colorful decorations, and the sound of drums and gongs is deafening. The various shapes of "snow mushrooms" complement the fiery red lanterns, and folk performances such as Northeast Yangko dance are performed one after another. Tourists from all over the world celebrate the festive Chinese New Year in the icy and snowy world.

This year's Spring Festival, the enthusiasm of tourists for ice and snow tourism has been particularly high, and many rooms were booked before the holiday, "said Li Yanlin, who has been running a homestay in Xuexiang for many years, with a smile." Now the homestays are packed every day, and everyone's lives are as prosperous as this red lantern

A horse shaped snow sculpture at the Harbin Sun Island Snow Expo. Photo by Xinhua News Agency reporter Liu Heyao

With the support of exciting ice and snow sports, ice and snow sports have become the "new fashion" for thousands of households during the Chinese New Year.

With the arrival of the snow season, Heilongjiang Province has activated idle resources and built about 3000 mass ice and snow venues based on natural rivers, lakes, parks, squares and other open spaces. During the Spring Festival, the provincial ice and snow sports super league continued to be hot, and various folk ice and snow sports with a wide mass base had a strong sense of participation, with laughter and ice play everywhere.

The ice and snow craze is still strongly driving the upgrading of the upstream equipment industry.

In the workshop of Harbin Qianmao Xuelong Sports Equipment Co., Ltd., the production line is running at full capacity, and products such as ski shoes and fasteners are continuously being produced offline. The company's general manager, Li Zhibo, introduced that the company's independently developed competitive snowboard, with its patented hard core technology, keeps the ski equipment lightweight while being more resilient, and has widely covered the domestic market.

Nowadays, Heilongjiang is seizing the historical opportunity, making every effort to build a world-class ice and snow tourism destination and an ice and snow economic highland, accelerating the construction of a full industry chain ecosystem, and continuously creating new business models of "ice and snow+". Data shows that the total output of the ice and snow economy in the province will achieve a strong growth of 13.2% in 2025.

Industry insiders analyze that the "ice and snow fever" that continues to heat up during the Spring Festival holiday is not only a vivid manifestation of the people's consumption upgrade and enjoyment of a healthy life, but also a powerful witness to the vigorous development of China's ice and snow economy in the post Winter Olympics era.

From competition on the field to public participation, from ice and snow tourism to equipment manufacturing, the deep integration of ice and snow sports with the Spring Festival is continuously releasing the "hot effect" of "cold resources" and injecting new vitality into the high-quality development of the Chinese economy.