Beijing, China | January 2026
China’s winter sports sector demonstrated robust growth in January 2026, according to official data, as the nation’s athletes finalized preparations for the upcoming Olympic Games in Milan and domestic tourism to snow resorts surged .
Winter Sports Economy Shows Strong Growth
On 6 February 2026, the General Administration of Sport of China released data showing a significant expansion of the country’s winter sports economy during the 2025-2026 snow season . Between 1 November 2025 and 31 January 2026, Chinese ski resorts recorded 118 million total visits, including 1.255 million inbound visits representing an 89.2% year-on-year increase in international tourism to snow destinations . The sector generated approximately 69.15 billion yuan (USD 9.7 billion) in total consumption across resorts and surrounding areas .
Authorities attributed the growth to increased convenience for participants. Many cities have introduced “snow holidays,” allowing students access to free sessions at designated venues, while railway and aviation services have been adapted to facilitate ski equipment transport .
Southern and Central Provinces Drive Regional Development
Notably, provinces with little or no natural snowfall have become key drivers of the national ice-and-snow economy . East China’s Jiangsu Province, for instance, has developed 13 outdoor ski resorts and six major indoor facilities by creatively re-purposing idle factories and warehouses . One indoor resort in Wuxi attracts nearly half a million visitors annually, most from the affluent Yangtze River Delta region .
Similarly, central China’s Hubei Province has leveraged its status as a major transportation hub to develop its ice and snow tourism, with locations like the Shennongjia Forestry District becoming popular destinations, attracting families and beginners throughout January .
Focus Shifts to Milan-Cortina Winter Olympics
As the month concluded, national attention turned toward the Milan-Cortina 2026 Winter Olympics, which opened on 6 February 2026 . China has sent its largest-ever delegation for an overseas Winter Games: 126 athletes will compete in 91 events across 15 disciplines . The delegation includes nine gold medalists from the Beijing 2022 Games .
The Chinese team, which aims to showcase the legacy of the nation’s “drive to involve 300 million people in winter sports,” entered the opening ceremony behind flag bearers Ning Zhongyan (speed skating) and Zhang Chutong (short track speed skating) .
References:
- Xinhua. “China Sports Weekly (2.1-2.7).” english.news.cn, 7 Feb. 2026, https://english.news.cn/20260207/e4e79393f4d64b598ca1e00d262acd60/c.html.
- Xinhua. “Inbound ski visits surge 89% as winter sports boom in China, says official data.” english.news.cn, 6 Feb. 2026, https://english.news.cn/20260206/bc12147cb43b44839e1cf2b52a0e5b76/c.html.
- Xinhua. “冬奥会 | 百年冬奥启新章 冰雪和光耀未来.” www.news.cn, 7 Feb. 2026, https://www.news.cn/20260207/43d213c5cc794790bf6761f30edaddf9/c.html.
- Xinhua. “Feature: Winter sports economy booming in southern China.” english.news.cn, 30 Jan. 2026, https://english.news.cn/20260130/edea21dcf98049e294972ea2956f154f/c.html.
- Xinhua. “Tourists experience joys of winter sports in China’s Hubei.” english.news.cn, 22 Jan. 2026, http://english.news.cn/20260122/a3e81dd491904d3886658dc87e255a28/c.html.
