Shiliuyun-Xinjiang Daily (Reporter Zhang Ting) news: On December 14, 2025, when the vehicle reached Altay City, northwest China's Xinjiang Uygur Autonomous Region, morning fog laced with fine snow-grains drifted across the summit of Jiangjunshan Mountain, turning the surroundings into a single haze of silvery white. By 10 a.m., the resort's cable cars were already humming, ferrying the first brightly clad skiers toward the snow-fields that seemed to float in the sky.

"I'm coaching three groups every day, swamped from morning till night, and all bookings for the Spring Festival are fully taken." Fresh off a training session, ski coach Li Tianjun took off his helmet dusted with snow particles. Beads of sweat rolled down his forehead and cheeks, yet his sun-darkened face radiated unwavering energy and drive. As a native of Altay City, Li has spent a decade working closely with ice and snow. He has witnessed the robust growth of his hometown's ice and snow industry with his own eyes, and embraced a snow season that brings him a thriving and prosperous life.

Photo shows paragliders ride the wind above the slopes while skiers cut quick lines through fresh snow at Jiangjunshan International Ski Resort in Altay, northwest China's Xinjiang Uygur Autonomous Region. (Photo by Shiliuyun-Xinjiang Daily/Zhang Ting)

"Years back, I'd take odd jobs away from home in winter, braving wind and snow all the time, and could barely make ends meet after a whole year of hard work," Li said with emotion. In 2020, when Jiangjunshan International Ski Resort expanded and recruited new staff, he passed the professional assessment and became a ski instructor, drawing on his years of skiing experience. "I can earn between 80,000 and 100,000 yuan a snow season with my basic salary plus commissions."

Li's rising income is a vivid reflection of how the booming ice and snow sector has improved people's lives in Altay. The transformation of Jiangjunshan International Ski Resort stands as a compelling testament to the leapfrog development of the local ice and snow industry.

"In 2009, there was only one beginner ski run here, with a manually operated tow rope lift that trundled uphill for more than 20 minutes. The total number of visitors for the entire snow season was less than 100,000," recalled Chen Yang, executive deputy general manager of Jiangjunshan International Ski Resort, as he pointed to the high-speed cable cars in the distance. "Back then, there was just a small canteen serving instant noodles and kebabs. Visitors left right after skiing, with no reason to stay or spend more here."

Today, the ski resort boasts eight high-speed cable cars crisscrossing the snow-capped mountains, along with 61 ski runs catering to beginners, intermediate and advanced skiers alike. Its snow season runs from late October to April of the following year. Inside the ski equipment hall, over 3,000 snowboards and skis, more than 2,000 pairs of ski boots and a full range of protective gear are neatly arranged by category. Staff conduct regular professional maintenance on the snow gear, including base repairs, polishing, edge sharpening and waxing, to ensure an optimal experience for skiers.

What is more, supporting services have been significantly upgraded. Ski schools, hotels and specialty restaurants are scattered across the resort, forming a complete industrial chain integrating skiing, accommodation, catering and entertainment. During the first snow holiday this year alone, Altay City recorded a total of 413,000 tourist arrivals, a year-on-year increase of 50.51 percent. Jiangjunshan International Ski Resort saw a daily average of 10,000 visitors, with student skiers accounting for more than 30 percent of the total.

The surging popularity of ice and snow sports has breathed new life into Altay. A visit to downtown Altay today reveals a leapfrog upgrade in tourism supporting facilities. Accommodation capacity has been greatly expanded with steady progress in the construction of high-end hotels. Diverse catering businesses are clustering at a faster pace, spawning new trends in distinctive consumption. Transportation and supporting services are being continuously refined, delivering increasingly convenient and smooth travel experiences for all visitors.

Photo taken on December 15, 2025 shows skiers speed down the runs at Jiangjunshan International Ski Resort in Altay, northwest China's Xinjiang Uygur Autonomous Region. (Photo by Shiliuyun-Xinjiang Daily/Zhang Ting)

Hard data bears witness to Altay's remarkable achievements in the ice and snow sector. To date, the prefecture has built a total of nine ski resorts of various grades, including three 5S-rated and one 4S-rated resorts. This outstanding progress stems from the ice and snow development layout of "two cores, two belts and eleven clusters" launched in 2021, which has driven the development and construction of ski resorts to international standards and kept high-quality development as the core goal.

"Once, people only associated Altay with the breathtaking scenery of Kanas. Now, more visitors come here for its ice and snow charms," said Shi Zhiqiang, Party secretary of Altay Prefecture's Culture, Sports, Radio, Television and Tourism Bureau. Since the start of this year, Altay has hosted a series of ice and snow events. A raft of preferential policies has also been rolled out, allowing non-local tourists from outside Xinjiang to enjoy one free ski pass for five days upon arrival with their flight tickets, visitors from other parts of Xinjiang to get ski passes at a 70 percent discount, local Altay residents to ski free of charge, and students to have free ski passes and a 50 percent discount on ski gear during the snow break. These initiatives have made the joy of ice and snow sports accessible to all, turning the grand vision of "beautiful ecology, thriving industries and prosperous livelihoods" into solid reality amid the surging ice and snow boom.

Statistics show that Altay has received a total of 45.77 million tourist visits since the start of the year, representing a year-on-year increase of 14.67 percent, with total tourism spending hitting 40.59 billion yuan (about 5.78 billion U.S. dollars), a year-on-year rise of 16.72 percent. From October 16 to December 18 this year alone, the region recorded 6.40 million tourist arrivals, up 11.30 percent year on year, and total tourism revenue of 5.05 billion yuan (about 0.72 billion U.S. dollars), a year-on-year growth of 17.27 percent. The booming tourism industry in Altay has directly boosted employment for 40,100 people and created indirect job opportunities for another 160,000 locals.

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