With the successful bidding for the 2022 Beijing Winter Olympics, the ice and snow sports tourism industry has received extensive attention from society. In this paper, under the background of the integration of sports and tourism, we construct an efficiency assessment system for the ice and snow sports tourism industry and then use the entropy value method and coefficient of variation method to improve the DEA model and construct a combination-weighted SE-SBM model to explore the operational and developmental efficiency value of the ice and snow sports tourism industry. In addition, considering the changes in regional industrial productivity over time, the Malmquist index model is utilized to respond to the dynamic development efficiency of the ice and snow sports tourism industry. Finally, the development efficiency of the ice and snow sports tourism industry is analyzed based on the panel data of some regions in China from 2014-2023, in which the mean value of the development efficiency of Jilin and Heilongjiang reaches 1.22778. Among the influencing factors, the value of weight gained from expanding consumption is 0.5426, which is greater than that of the other three factors. This study proposes that expanding consumption is the key to promoting the development of the ice and snow sports tourism industry.