The venue has been used as a competition venue for the China Junior Curling Open 2019. It will hold curling events on demand this year.

"Visitors coming to the Water Cube for a curling play in the venue increased to almost 300 daily before Spring Festival," Huo said.

The practice of a 60-yuan entry ticket, with free elementary lessons by professionals, makes the venue within the reach of most visitors to enjoy the winter sport. The Cube's central location in downtown Beijing well connected by subway lines makes it a popular attraction throughout the year, he said.

Agreed Ricca Wen, a junior-school student in Beijing. For her, playing at the "Ice Cube"－it is a nickname for the venue－is a dream come true. "The task of moving a stone forward into a circle on ice may sound easy, but, trust me, it can drive you mad," Wen said. She and her parents were playing curling for the very first time.

"Many of my classmates told me curling's great fun. But my dad was a bit sceptical initially. But now, as you can see, he's quite busy using his stone to hit mine out of the circle."

Wen shared images of the family's icy outing on social media, winning dozens of likes from her classmates, neighbors, even potential visitors.

Those who prefer outdoor winter sports but hate to negotiate possible heavy highway traffic settle for high-speed trains connecting Beijing and Zhangjiakou. Ray He, 35, does that during winters. He normally has little time for anything other than his business of distributing films and documentaries, and home responsibilities like changing diapers of his one-year-old daughter.

But, in winters, "there is always time for skiing". He said: "I got my first snowboard back in 2000. Back then, there were very few ski venues in or around Beijing. Now, they have sprouted like mushrooms, offering plenty of alternatives including Thaiwoo, my preferred destination."

Lots of interesting services, up-to-date gear and accessible good-quality accommodation in the vicinity make new facilities outstanding, he said. "Catering services and shopping areas are integrated, making these new venues lifestyle options."

Liu Fengxi, a winter sports market analyst and founder of ski gear-maker Nobaday, said: "Many resorts are willing to lower their prices to lure more customers. What's more, lots of newcomers are awaiting government approvals to build more venues. The resorts in China still lack in operational experience. But the quality of infrastructure and services will improve as focus shifts to hiring and training of professionals, hosting international events, ensuring facilities are multi-functional to meet the needs of various consumer groups."

On the impact of the epidemic on the sector, Liu said a shakeout may eliminate some small-sized resorts set up by fund-strapped startups, while some major ones may report substantial losses. "But the pain will be short-term as overall demand won't lose its momentum."

Zhu Wenqian contributed to the story.