Over the past decade, China’s enthusiasm for winter sports has soared, transforming from a niche activity in its snowy northeastern provinces to a nationwide phenomenon. A combination of economic growth, strategic government initiatives, and the legacy of the Beijing 2022 Winter Olympics has fueled this rapid expansion. Today, China’s winter sports market is poised to become the largest in the world, offering opportunities for both domestic and international stakeholders.
Beijing 2022 Creating a Catalyst for Growth
The Beijing 2022 Winter Olympics was a watershed moment for winter sports in China. Not only did the event showcase state-of-the-art venues like the National Speed Skating Oval, but it also inspired mass participation. In the lead-up to the games, government campaigns introduced winter sports into school curriculums and launched youth programs. By October 2021, an estimated 346 million Chinese citizens (nearly a quarter of the population) had engaged in winter sports.
“If sports are strong, a nation is strong,” said President Xi Jinping, who views winter sports as a vehicle for improving and fostering national fitness and pride. The Olympics also brought international acclaim, with athletes like freestyle skier Eileen Gu capturing the nation’s imagination. Gu’s victories, including two gold medals in 2022, have bolstered winter sports’ appeal among young Chinese.
From Northeastern Snow to Nationwide Passion
Historically, winter sports were largely confined to China’s northeastern regions, where icy landscapes naturally accommodated skiing and skating. However, China’s commitment to expanding winter sports has significantly reduced geographical limitations. Since 2015, the country has seen a 317% increase in standard ice rinks and the addition of over 800 ski resorts. These developments have extended opportunities to regions with milder climates, such as Guangdong and Chongqing, where indoor facilities allow winter sports to flourish year-round.
The Rise of Outbound Winter-Sports Tourism
Trends in Chinese domestic tourism always translate into overseas travel. It’s vital for winter-sport destinations around the world to understand that, as domestic market matures and the number of enthusiasts increase, these skiers and snowboarders are looking outside China for new places to go. While proximity makes South Korea and Japan popular destinations, skiers seeking unique or advanced experiences are exploring Europe and North America.
A great case study is Switzerland post-pandemic campaigns targeting Chinese visitors. The country implemented strategic partnerships, relaxed visa policies and culturally tailored services to promote its ski destinations. As Chinese tourists are highly valued for their significant economic impact, spending an average of CHF 380 (£340) per day, they contribute heavily to Switzerland’s economy through hotel bookings and souvenir purchases. A centerpiece of Switzerland’s efforts was a year-long campaign featuring tennis legend Roger Federer as an ambassador in order to specifically target Chinese tourists. The initiative aimed to boost overnight stays in 2024, with the ultimate goal of returning to 2019 levels by 2025, targeting 1.7 million overnight stays by Chinese visitors. Moreover, during a visit to Beijing at the beginning of 2024, Swiss Federal Councilor and Foreign Minister Ignazio Cassis highlighted Switzerland’s plans to ease visa processes as well as the opportunity for more Chinese enterprises to invest in Switzerland.
Economic Potential and Industry Opportunities
China’s winter sports market is not just a recreational activity but a thriving industry with substantial economic potential. Projections estimate the sector will be worth RMB 1 trillion (US$140 billion) by 2025, driven by rising consumer interest and robust government support.
This growth extends beyond skiing and skating. Industries tied to winter sports, such as equipment manufacturing, apparel, and tourism, are also flourishing. International brands and investors are also eyeing opportunities in this burgeoning market. China’s increasing demand for advanced gear and luxury-resort experiences creates a lucrative landscape for foreign players with niche, high-quality offerings.
Family travel presents significant opportunities for the winter sports industry, especially during the Chinese New Year school holiday, which aligns with the ski season. Chinese parents and grandparents highly value skill development and are eager to invest in teaching their children new abilities, making this period ideal for ski schools to focus on younger learners. However this area has already seen substantial growth; in 2020, nearly 2.78 million children in China participated in winter sports training, up from 2.33 million in 2012. The surge in the Chinese sports training market, driven by social media, has created a strong demand for family-friendly winter sports programs.
Still Room For Growth
Since many Chinese skiers and skaters are beginners with limited exposure to world-class facilities and techniques, destinations have a significant opportunity to cater to this market. Resorts can attract these visitors by highlighting beginner-friendly slopes and providing Chinese-language instruction. Additionally, they can enhance the experience by packaging skiing with a range of cultural and leisure activities, such as sightseeing, dining, and hot springs. For more affluent visitors, resorts can offer luxurious après-ski experiences, sleigh rides, private sessions, and exclusive cultural excursions, making the destination appealing to both novice and high-end tourists.
A Nation on the Move
What began as a regional pastime is now a national phenomenon, fueled by government vision, public enthusiasm, and unprecedented investment. With its sights set on becoming the world’s largest winter sports market, China is carving a path to global leadership on the slopes and inspiring millions to embrace the thrill of ice and snow along the way.
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