In the new phase of China's cultural and tourism industry, the innovative development of the Jing-Zhang sports and cultural tourism belt is crucial. It not only enhances the coordination of regional development but also shapes a unique Winter Olympics cultural and tourism brand. Additionally, it significantly contributes to creating an environment of sports and cultural tourism that involves the whole population and improves public sports literacy. However, the development of this region faces numerous challenges, including a lack of coordinated planning between regions, a deficiency in innovative sports and cultural tourism products, and a shortfall in industry integration. To address these challenges, a comprehensive set of measures is suggested for promoting development. Firstly, optimizing resource development, regional collaboration, and sustainable development strategies provide a solid foundation for the Jing-Zhang sports and cultural tourism belt. Secondly, adjusting the industry structure lays the groundwork for innovative development. Concurrently, integrating the concept of green development promotes the growth of the green economy. Furthermore, innovatively constructing diversified Olympic economy sports and cultural tourism products, enhancing service levels, and strengthening promotion will help in creating a unique sports and cultural tourism brand. Lastly, intensifying professional talent cultivation supports high-quality, coordinated development of regional tourism. These measures collectively drive the innovative development of the Jing-Zhang sports and cultural tourism belt and effectively advance the overall upgrade of China's cultural and tourism industry.