An Olympic legacy fuels a mountain boom
Two decades ago, Luo Li opened the Wanlong ski resort in Chongli, about 200 kilometres north of Beijing, facing more employees than guests. The turning point came when China hosted the 2022 Winter Olympics, prompting new rail links, highways and broader infrastructure investment in the region. Seven additional ski resorts followed, transforming the once-quiet county into a winter tourism hub.
After pandemic restrictions were lifted in early 2023, visitors surged. Wanlong now welcomes roughly 600,000 guests annually and employs around 1,200 staff, posting profits for a second consecutive year. Chongli’s growth has averaged 6.5% over the past five years, above national levels. What was once an agrarian area known mainly for oat farming now features bustling streets, winter gear outlets and thriving restaurants.
The local uplift is tangible. A 23-year-old ski instructor reports earning more than 10,000 yuan per month, while a taxi driver says his income exceeds what he previously made in Beijing. For some residents, tourism has offered new mobility and higher wages.
From infrastructure to services
Inspired by Chongli’s example, Beijing is signaling a strategic pivot toward service-sector development. Policymakers aim to redirect stimulus away from heavy investment in transport, housing and industrial projects—areas criticized for inefficiency and overcapacity—and toward services such as tourism, education, healthcare and entertainment.
Authorities argue that building modern facilities can unlock latent demand, much like the clustering effect seen in Chongli. State media have emphasized the rapid growth of China’s “ice and snow” economy, projecting it could reach 1.5 trillion yuan by 2030, up from 1 trillion yuan in 2025.
Across the country, local governments are unveiling plans: northern provinces plan to expand winter sports sites; Henan is promoting nightlife and cultural venues; Hainan is investing in yachting and medical tourism; Beijing is focusing on elderly care and education. Specific investment figures have not been disclosed, but the theme is expected to feature in upcoming parliamentary policy discussions.
Consumption gap and structural risks
China’s per-capita services consumption accounted for 46.1% in 2025, significantly below the roughly 70% recorded in the United States. Soft household demand has remained a structural challenge despite multiple stimulus measures. Officials hope improved service infrastructure will encourage spending and strengthen the domestic economy.
Analysts caution, however, that expanding supply does not automatically guarantee sustainable demand. China’s export-oriented industrial model has often faced issues of excess capacity and underutilized assets. Some economists warn that a “build it and they will come” strategy, if overextended, could replicate those imbalances within the services sector.
Income pressures and private-sector concerns
Although Chongli illustrates the potential upside, broader income dynamics remain fragile. Wage growth has lagged overall economic expansion in recent years, while some local governments have cut salaries following pandemic-era fiscal strains. Meanwhile, competition-driven price pressures in manufacturing have squeezed earnings.
On social media, trends such as “poor people skiing” highlight cost sensitivities among consumers. Many tourists seek second-hand equipment or lower-priced options, underscoring that discretionary spending remains constrained for parts of the population.
Some analysts argue that instead of expanding state-led investments, authorities should focus on improving the investment climate and restoring private-sector confidence. They contend that stronger business sentiment and steady income growth may offer more durable support for consumption than additional public spending alone.
