Australian Harry Johnson has been to top ski resorts in the West for the past decade, but this year he is looking for a more novel experience closer to home – China.

"While I've also skied in Asian destinations like Japan and South Korea, many people tell me the Chinese resorts are getting very popular and I must experience them for myself as soon as possible," the 31-year-old cafe manager in Sydney said.

Johnson was one of the holidaymakers crowding the Chinese booths at a major snow travel expo on Sunday, when more than 70 major resorts from across the globe presented the latest offerings and trends in the sector for one of the largest winter sports markets Down Under.

Ian Lu, director of the Ski China group, which specializes in tailored winter travel to China's emerging ski destinations, told China Daily that Australian interest and travel in Chinese winter holiday destinations has doubled in the past few years, with factors like visa-free policies, variety, and improving facilities helping significantly.

"From the Northeast and Northwest ski areas to the well-developed sites around Beijing, China's expansive, extensive offerings cater to Australian families looking for comfortable amenities as well as more serious sports enthusiasts attracted to natural, good-quality snow conditions," Lu said.

"China right now is the most exciting ski destination," Phil Osborn, director and producer of the expo, told China Daily.

"The resorts in China are really now starting to think internationally," Osborn said, adding that the Australian market, made up of about 1 million winter sports enthusiasts, "is starting to seriously consider going to China".

"It's close, very near to us, we don't need to go to Europe. The whole cultural experience of skiing in the country is also amazing. We're going to be traveling for longer stays, one or two weeks, skiing and exploring," he said. "For example, visiting the Great Wall during the trip. It's going to be lots of options, choices, for different groups of travellers."

Speaking at the opening of the expo, Yue Liwen, counsellor-rank?consul?for?cultural?affairs from the Chinese Consulate-General in Sydney, said that for many people, "China's long history and splendid culture, its magnificent mountains, rivers, lakes, and seas" come immediately to mind.

"Yet, China also boasts world-class ice and snow tourism resources, he said. "Beijing itself is the only city to have held the Summer and Winter Olympics."

"Tourism is also an important bridge for enhancing mutual understanding and deepening friendship," Yue said. "Ice and snow tourism is not only an industry full of passion and vitality, but also a vital bond connecting the hearts of people from different countries."

Johnson, the cafe manager, said he is planning to visit Northwest China's Xinjiang Uygur autonomous region during the December holidays this year with his skiing friends.

"The powder snow is supposed to be really high quality, with the area's pristine environment, adding to the attraction of comparatively lower prices," he said.

"We'll also be avoiding any increased risk of travel disruptions to other destinations farther away like the US and Europe that may need to include transits in the areas affected by the Middle East tensions."