China’s Winter Sports Market: A Lucrative Future Awaits
China’s winter sports market is on track to become the largest in the world, with a bold target set by the State Council to reach 208 billion US dollars by 2030. This ambitious goal highlights the immense growth potential in the country’s ice and snow economy. As interest in winter sports rapidly increases, China is positioning itself to become a key player in this global industry.
A Personal Passion: The Rise of Skiing in China
One individual who has seen this transformation first-hand is Excalibur Liu, a passionate skier from Beijing. Liu, 36, shares how his love for skiing began a decade ago, despite being from a region in southern China where snow is a rare sight.
Excalibur Liu, Ski Enthusiast:
“It was love at first sight. I first experienced skiing in Beijing ten years ago. Being from the southwest, where the weather is warm and snow is scarce, many of us are drawn to winter sports. Skiing offers excitement and a way to relieve work stress, while also providing an opportunity to bond with family and friends.”
Over the past decade, Liu has witnessed a remarkable surge in the popularity of skiing in China, with participation in the sport more than doubling, according to the China Ski Industry White Book.
Transforming the Winter Sports Landscape
Zhang Dongxu, a resort manager at Cuiyunshan Resort, has also seen firsthand how the industry has evolved. Having been part of the business for ten years, Zhang notes that the focus of ski resorts has shifted over time.
Zhang Dongxu, Resort Manager:
“In the past, ski resorts were all about the sport itself. But as people’s desires have evolved from material needs to more spiritual pursuits, there is now a greater demand for emotional experiences. People are seeking more than just skiing – they want a complete experience.”
The success of the 2022 Winter Olympics in Beijing has significantly contributed to the development of the winter sports sector, with improved infrastructure attracting more visitors. Last season alone, Cuiyunshan Resort saw a 70% increase in visitor numbers. Zhang believes that continued government support for winter sports and schools will be key to further expansion.
Winter Sports Creating Jobs and Changing Lives
For many young locals, the booming ski resort industry offers new job opportunities and a chance to stay close to home. Wang Xiaoxu, a 28-year-old customer service worker at Cuiyunshan Resort, speaks about how the ski industry has changed her life.
Wang Xiaoxu, Customer Service:
“In the past, my parents had to leave our hometown for work. Now, with the thriving ski resort industry, many of us can stay here and work. It means we no longer have to experience being ‘left-behind children’ – we can live and work close to our families.”
The expansion of the ski industry is not only enhancing lives in local communities but also contributing to job creation and economic development.
The Road Ahead: Can China Meet its Winter Sports Target?
By 2030, China’s winter sports industry is expected to generate over 208 billion dollars, requiring an annual growth rate of approximately 7.5 percent. While this is an ambitious target, experts are optimistic that it can be achieved despite economic challenges.
Laurent Vanat, Ski Industry Expert:
“The growth of the ski market is not directly tied to economic growth. Even during economic downturns, skiing remains a popular leisure activity. In regions like Xinjiang and Jilin, there’s still significant room for expansion and growth in the market.”
Indeed, places like Xinjiang have seen a surge in skiers, with facilities overwhelmed by demand. This indicates that there is still much potential to tap into across the country, particularly in smaller regions that have not yet fully embraced winter sports.
The Untapped Potential of China’s Ski Industry
While more than 12 million Chinese people took to the slopes last winter, this still represents a small fraction of the country’s over 1.4 billion population. The rapid growth in participation suggests that there are enormous opportunities ahead for the ski industry, with even more people set to discover the thrill of winter sports in the years to come.
Chen Mengfei, Chongli, Hebei Province:
“The number of skiers in China has been growing rapidly, but we’re still only scratching the surface. With a population of over 1 billion, the potential for growth is massive.”
As China continues to invest in infrastructure and foster a greater love for winter sports, the industry’s prospects appear brighter than ever, positioning the nation to become a global leader in winter sports by the end of the decade.
