The winter snow season is now in full swing across China.

In Altay in the Xinjiang Uygur autonomous region, four major ski resorts are fully operational, and are hosting tens of thousands of ski enthusiasts a day, according to authorities.

In the Qilian Mountains in northwestern Qinghai and Gansu provinces, visitors are enjoying hiking and educational tours in the snowy landscape.

In Chongli in northern Hebei province, night skiing has been introduced, while Genhe in the Inner Mongolia autonomous region is attracting tourists with offerings like reindeer sledding and birch bark painting.

In November, the State Council issued guidance proposing 24 measures to stimulate the vitality of the winter economy. By 2027, the value of the sector is expected to reach 1.2 trillion yuan, and by 2030, it is forecast to hit 1.5 trillion yuan.

According to a recent report from consultancy Frost & Sullivan, the main group interested in skiing in China is young, highly educated, high-income consumers from first-tier cities.

Xia Yulin, general manager at the Changbai Mountain Wanda International Resort in Fusong county, Baishan, Jilin province, says that a rising number of young people are shifting from simply skiing to embracing a winter vacation.

"Half a day of skiing is enough, and they spend the rest of the time enjoying activities such as snowmobiling, visiting hot springs in the snow, and other winter leisure experiences," Xia says.

This year, the resort has adjusted its offerings with the addition of more fitness, sports and leisure experiences.

Leaving the thrills and spills of winter to one side, many more travelers are seeking respite from the chill.

"According to our bookings, the winter tourism market is trending toward a 'cold and hot' polarization," says Li Mengran, marketing manager at the Beijing-based travel agency Utour. "Escaping the cold in warm destinations is the main driver of this year's winter travel market."

In terms of domestic destinations, Yunnan, Guangdong and Hainan provinces are among the most popular choices. For international travel, destinations like Spain, Portugal, the United Arab Emirates, Indonesia, Australia and New Zealand are proving attractive, and travelers are also showing a leaning toward smaller group travel for greater flexibility, she says.