26 Jan From Sportcation to Snowcation: Winter Sports Become Lifestyle

Cover Picture XHS user @KresnikWang

As winter arrives, “sportcation”, sports-focused vacations, has been on the rise in China. This season, the trend has evolved further into “snowcation”, blending winter sports with leisure, culture, and lifestyle experiences.

From Doing Sports to Living the Scene

Rather than traveling “to rest”, Chinese consumers are increasingly traveling “to move”. Skiing, snowboarding, hiking, diving, tennis, and cycling are becoming anchors of destination choice, reshaping how vacations are imagined.

Sportcation integrates physical activity into the every aspects of the destination. It’s not just about performance or equipment, but about sweating inside an ideal lifestyle setting, where scenery, culture, and social moments matter as much as the sport itself.

This shift is reflected on social media. According to Xiao Hong Shu’s 2025 Outdoor & Sports Trend Report, 56% of outdoor sports searches are triggered by “scenario-based” keywords, highlighting growing demand for immersive, experience-led travel rather than pure technical training.

Snowcation: A Holistic Winter Experience

Snowcation captures this evolution perfectly. Snowboarding and skiing have surged in popularity in China, quickly moving from niche hobbies to mainstream winter rituals. Travelers now seek multi-dimensional winter journeys that blend sport, nature, culture, and leisure:

• Inner Mongolia is emerging as a winter hotspot beyond skiing, combining beginner-friendly resorts with distinctive experiences such as reindeer tribes, pine rime landscapes, and frozen river drifting. One-week snowcation packages are increasingly popular on OTAs.
• All-inclusive resorts are also benefiting. This winter, @Club Med resorts in Yabuli, Beidahu, and Changbai Mountain reportedly doubled seasonal revenue year-on-year, reflecting demand for frictionless, all-in-one winter escapes.

Photo of RED user @Mr. Jiamei visits Inner Mongolia and @Hexiaobeila shares her daughter attends training session organized by Club Med

Red Turn Winter Sports into Lifestyle Festivals

Social platforms are actively shaping snowcation culture. Red recently hosted its 3rd Snow Man Festival in Altay, Xinjiang, expanding beyond skiing into a full après-ski lifestyle event featuring snow activities, gourmet food, traditional craft workshops, and wellness experiences. The introduction of a signature mascot further reinforced winter as a playful, lifestyle-driven celebration.

Travelers themselves are redefining snow fun. Concepts like ski-side picnics, casual snow gatherings, and relaxed group moments on the slopes are spreading rapidly, softening the image of winter sports and making them more socially inviting.

Photo of @RED and user @Oejc

Key Takeaway for Brands

As Chinese consumers move from achievement to experience, and from challenge to joy, brands should shift focus from technical storytelling to scenario-driven immersion: creating moments where sport, leisure, culture, and social connection naturally coexist.

Contact us to learn more about the beauty, luxury market trends & strategy in China