Winter sports boom goes global

European winter destinations and alpine tourism businesses are increasingly seeking new growth opportunities as China steps up policy support for its "ice and snow economy", a move highlighted in the 15th Five-Year Plan (2026-30), passed at the annual meeting of China's national legislature in March.

Backed by continued government support and building on the legacy of the Beijing 2022 Winter Olympics, China's push to expand winter sports participation — already surpassing 300 million people — and upgrade the industry is reshaping its domestic market while creating fresh demand for overseas experiences, particularly in Europe's established ski destinations.

For European stakeholders, this signals a structural shift rather than a short-term surge — one that could reshape demand across the global winter sports industry.

Oliver Hammel, chief executive officer of Jungfrau Railways, which operates the Jungfraujoch, known as the "Top of Europe" and home to the continent's highest railway station, said this is more than a social media trend. It reflects a deeper transformation underway in China — one that is beginning to ripple across the global winter sports industry.

Domestic to overseas

Industry observers say China's long-term policy commitment is already driving a transition from first-time participation to more sophisticated consumption, with implications far beyond its borders.

This transformation is underpinned by rapid expansion in China's domestic ski industry. According to the latest edition of the China Ski Industry White Book, there were 748 operating ski resorts in the 2024-25 snow season (May 1, 2024, to April 30, 2025), up from 568 in 2015-16, during which time China won the bid to host the 2022 Winter Olympics. Over the same period, skier visits to domestic resorts reached 26.05 million, marking an 80.28 percent increase.

The scale of this growth is creating a large and increasingly skilled cohort of winter sports participants, many of whom are expected to seek more advanced and diverse experiences abroad.

Yannick Rumler, PR and content manager at St Anton am Arlberg Tourism Board in Austria, views the trend as a foundational development for outbound travel.

As domestic skiers gain experience, Rumler expects the segment to seek more advanced and culturally rich environments. "As Chinese winter sports consumers become more experienced and more international in their outlook, we believe destinations with a strong identity and authentic ski culture will become increasingly attractive," he said.

Hammel echoed this view, noting that China's policy push is reinforcing long-term industry confidence, and the impact is already visible.

"In the long term, we expect more Chinese skiers to visit the Jungfrau ski region," Hammel said, pointing to a shift toward experience-driven travel and highlighting activities such as sledding, winter hiking and year-round snow activities.

Value-chain alliances

Beyond tourism flows, China's policy push is opening opportunities for deeper collaboration across training, infrastructure and services.

Rumler stressed that cooperation is already underway. Ski instructors from Austria have participated in training programs in China, while the Tyrolean Ski Instructors Association offers local certification courses. Looking ahead, he sees potential in ski improvement programs, private coaching, training camps and immersive alpine experiences that combine sport, culture and hospitality.

European technology providers are also positioning themselves for long-term engagement in infrastructure in China's expanding market.

Feng Qi, general manager of Doppelmayr China, an Austria-headquartered global leader in ropeway and cable car systems, said the latest policy signals provide clarity and confidence.

"The ice and snow economy is no longer a niche sector, but a core part of China's consumption upgrade," Feng said, adding that the shift toward higher-quality development is generating demand for both new projects and upgrades to existing facilities.

Yi Li, vice-president of Bonski, one of China's leading developers of indoor ski facilities, said policy support has enabled winter sports to expand into regions without natural snow, including through indoor ski facilities and school programs.

"Through the operation of indoor ski resorts in recent years, we have trained a large number of skiers, from complete beginners to intermediate and even advanced levels," he said.

Many new skiers will not only fill domestic ski resorts, but also contribute to demand at major international destinations, Yi added.

Drawing on recent field visits, Yi said his observations of European resorts helped illustrate the gap in experience between China's emerging market and more mature alpine destinations. He cited Soelden as an example of how offerings are structured around a broader mix of activities.

"Soelden has relatively reliable snow conditions due to its glacier terrain, which supports a longer ski season," he said.

He also noted the role of themed attractions and diversified leisure options. "There is a James Bond experience at the mountaintop 007 Elements museum, as well as activities like tobogganing," he said. "These kinds of offerings make the destination suitable not only for more advanced skiers, but also for families and visitors looking for a combination of sport and leisure."

New customer base

For European destinations facing stagnating or declining domestic participation, China's growing winter sports market represents a valuable source of new demand.

Fredi Michel, market manager Asia Pacific at Destination Davos Klosters, said the trend is particularly significant for Switzerland and the broader Alpine region.

"In Europe, (the number of) skiers and snowboarders has been decreasing for years. So, in the long term, we need new skiers and snowboarders," he said.

Chinese visitors, he added, tend to bring high value. "Chinese skiers and snowboarders often stay in 4 and 5-star hotels for a couple of days, sometimes even for a week," he noted.

The development of ski infrastructure and training facilities in China is helping to build this customer base. "Once they've improved their skills, everyone wants to visit the Alps and Switzerland," Michel said.

Laurent Vanat, author of the International Report on Snow and Mountain Tourism, emphasized the importance of policy continuity in sustaining China's winter sports momentum.

"The Chinese government has maintained a very consistent approach, building on policies initiated more than a decade ago during the Winter Olympic bid," he said. "Support for the ski, ice and snow industry has been strong and sustained, creating incentives for both the public and private sectors to develop ski resorts, ice rinks and related activities."

At the same time, Vanat added that European destinations seeking to capture this growing market need to adapt to Chinese visitors' expectations. This includes practical measures such as Chinese-language services and cuisine, as well as a broader understanding of evolving travel preferences.