Impact of Rising Tensions on Chinese Ski Tourism

As political tensions between China and Japan escalate, many Chinese travelers are reconsidering their annual trips to Japan for skiing. Notably, Ms. Chen Yang from Guangdong province canceled her family's planned ski vacation to Hokkaido, opting instead to ski in China. This decision reflects a broader trend among Chinese tourists, influenced by recent remarks from Japanese Prime Minister Sanae Takaichi regarding Taiwan, which have provoked strong reactions from Beijing and led to travel warnings. According to marketing firm China Trading Desk, bookings from China to Sapporo, Hokkaido, are expected to drop by 62% in early 2026 compared to the previous year.

The Straits TimesSentinel Colorado

In response to these tensions, Chinese ski resorts are experiencing a surge in popularity. Ski centers in China recorded 118 million visits in the three months leading up to January 2026, with a significant increase in hotel reservations at resorts like Beidahu in Jilin province, which saw a 70% rise. The domestic skiing experience is not only politically motivated but also economically appealing, as skiing in China is generally cheaper and more accessible than traveling to Japan. For instance, a week-long ski trip to Hokkaido can cost around 10,000 yuan, while domestic options are available for a few thousand yuan.

The Straits Times

Despite the influx of skiers, Chinese resorts face challenges, particularly in terms of snow quality. Many resorts rely on artificial snow, while Japan is renowned for its natural powder, known as "Japow." This difference may deter dedicated skiers from fully committing to domestic options. Additionally, the rapid growth of ski resorts—approximately 900 built in the past decade—raises concerns about sustainability and the potential for consumer price wars.

The Straits Times

While nationalism has historically influenced consumer behavior in China, recent trends indicate a shift towards individual consumerism. Despite the government's calls for boycotts against Japan, many Chinese consumers, particularly younger demographics, prioritize personal preferences over nationalistic sentiments. For example, the opening of a Sushiro outlet in Shanghai attracted large crowds, demonstrating that Japanese brands can still thrive in China despite political tensions. Analysts suggest that the current consumer landscape reflects a blend of domestic and foreign brand loyalty, with many shoppers choosing products based on quality and value rather than national origin.

Sentinel Colorado

The long-term impact of these shifts remains uncertain. While many Chinese skiers are currently opting for domestic resorts, it is unclear whether this trend will persist once political tensions ease. As Ms. Chen Yang noted, while she appreciates the convenience of skiing at home, she still values the shopping and milder climate of Hokkaido. The future of China's ski tourism will depend on the ability of domestic resorts to cultivate lasting loyalty among skiers and improve their offerings to compete with international destinations.

The Straits Times

• “As an ordinary Chinese person, I can’t do much but can at least cancel my skiing trip to protest,” — Ms. Chen Yang, Chinese Tourist

The Straits Times

• “The ski resort is so crowded, it is like dumplings being dropped into a pot – you don’t even want to ski and couldn’t if you tried,” — Crystal, Xiaohongshu User

The Straits Times

• “In the long run, truly dedicated skiers will demand more,” — Ms. Jiang Shenli, Founder of Xueyanshe

The Straits Times

• “Geopolitics does not dictate business flows on the local level.” — Yaling Jiang, Consumer Analyst

Sentinel Colorado