Hou Wei has been enjoying the winter chill since he arrived in Harbin, capital of Heilongjiang province, late last month. He has been delighted by the many delicately carved ice sculptures at the Harbin Ice-Snow World, and the distinctive Russian-style architecture of Central Street.

"I've been wanting to come to Harbin for a long time," says Hou, who is from Hangzhou, Zhejiang province.

The man in his 30s spent the New Year's Day holiday in the northeastern city. It is his first visit to the province.

"The ice sculptures are stunning and the cold isn't as bad as I imagined; -20 C is manageable as long as you're properly dressed," he says. "That first breath of cold air as you step out from the warmth is something I find somehow oddly familiar."

He has been skiing, sampled local dishes from iron pot stew to grilled skewers, and has taken a hot bath followed by the traditional exfoliating scrub that is a popular winter experience.

The trip has been fulfilling. "The bright, dry, brisk winter of the northern regions is special, constantly reminding you that you're in Northeast China," he says.

Hou is one of an increasing number of travelers who are drawn to the fun of snow and ice.

Dai Bin, president of the China Tourism Academy, says that participation in winter activities during the 2023-24 season stood in excess of 400 million visits. For the 2024-25 season, he anticipates record numbers.

Due to the higher need for specialist equipment and experiences, spending on winter tourism significantly surpasses other forms of tourism, with average expenditure per person breaking 1,000 yuan ($137), Dai says, adding that this makes it a lucrative market.

Online searches for winter tours have been on the rise since the beginning of December, major online travel agencies report.