Winter sports boom goes global

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.