Sports a new attraction for Chinese traveling overseas

China's growing enthusiasm for sports and outdoor activities is creating fresh opportunities for international tourism destinations, but industry experts say success will depend on tailored marketing strategies, a deeper understanding of Chinese travelers, and efforts to reach previously overlooked markets.

Speaking at a panel discussion at World Travel Market London on Tuesday titled China's Sports Tourism Boom: New Opportunities for Global Destinations, tourism specialists from Switzerland and Austria, along with a specialist from a China-focused marketing consultancy, highlighted the changing preferences of Chinese travelers and the potential for European destinations to capitalize on the trend.

Sienna Parulis-Cook, director of marketing and communications at Dragon Trail International, said Chinese outbound tourism is undergoing a long-term shift away from traditional sightseeing toward more personalized, experience-based travel.

"There's a real long-term trend away from this box-ticking, rush sightseeing, and more toward experience-based travel," she said.

According to a recent Dragon Trail survey, 89 percent of Chinese respondents with previous outbound travel experience reported participating in sports-related activities during overseas trips.

Nature-based activities, such as hiking and cycling, were particularly popular, cited by 65 percent of respondents, while 40 percent had participated in more demanding or organized sports, including skiing and marathons.

The trend is opening opportunities for Alpine destinations that are traditionally popular with Chinese visitors for sightseeing.

Remo Kaeser, chief marketing officer at Jungfrau Railways, which operates one of Switzerland's most iconic mountain attractions, attributed its longstanding success in the Chinese market partly to its early investment in the country.

Jungfrau Railways established a presence in China in 2003, which helped Jungfraujoch, which is home to Europe's highest railway station at 3,454 meters above sea level, become a popular destination among Chinese tourists.

"Consistency, I think, made it one of our key markets nowadays," he said.

Kaeser said the destination has adapted as Chinese visitors increasingly move from organized group tours toward independent travel and more immersive experiences, including hiking and skiing.

However, converting China's domestic winter sports boom into international ski tourism remains challenging.

Christoph Eisinger, a senior consultant at German tourism consultancy Project M and former CEO of Austrian ski resort operator Ski Amade, said China's growing enthusiasm for winter sports, particularly following the Beijing 2022 Winter Olympics, has yet to translate into a significant rise in Chinese visitor numbers at European ski resorts.

He attributed this partly to the continued development of China's domestic skiing market, where improving facilities are encouraging enthusiasts to ski closer to home. The cost and time involved in traveling to Europe also remain barriers.

Nevertheless, Eisinger sees considerable long-term potential for European destinations and stresses the importance of understanding Chinese travelers' needs, developing targeted marketing strategies, and building lasting partnerships with Chinese travel operators.

"You have to have time and patience because it's not a market that will come up immediately," he said.

Marketing strategies tailored specifically to Chinese audiences were another theme of the discussion.

Parulis-Cook warned that destinations cannot simply replicate campaigns designed for European markets.

"I think it's essential for destinations and tourism businesses to have a China-specific marketing strategy," she said, emphasizing social platforms such as Xiaohongshu (Rednote), WeChat, Weibo, and Douyin.

She also recommended companies work with specialist influencers whose audiences have established interests in skiing, running, or other outdoor activities.

Another potentially overlooked opportunity is the substantial Chinese population already living in Europe, particularly in the United Kingdom. Many familiar with European travel are much closer to Alpine destinations, and may have the disposable income and flexibility to enjoy skiing or mountain holidays.

Eisinger said European-based Chinese communities could represent a promising market for Alpine resorts and suggested companies aim targeted campaigns, community events, and partnerships toward them.

Parulis-Cook cited a winter tourism campaign Dragon Trail conducted for the Polish Tourism Board, targeting Chinese audiences both in China and across Europe.

The campaign achieved higher engagement rates among Chinese residents in Europe, she said, demonstrating the potential of location-specific marketing.

She also highlighted Chinese students studying in the UK as a promising market for European winter holidays, particularly during university breaks.

Looking ahead, panelists identified growing interest in running events, sports clubs, and activity-based holidays as a further opportunity.

The discussion underscored that capturing China's expanding sports tourism market will require more than world-class attractions. Understanding different Chinese segments, offering relevant experiences, and building effective marketing partnerships will be equally important.