Skiers carve through fresh powder in the Jungfrau ski region, enjoying a perfect day beneath the towering Alpine peaks. [Photo provided to China Daily]
Scrolling through his social media feed on WeChat, Oliver Hammel has noticed a quiet but telling shift.
Former colleagues from his years in China, many of whom had never set foot on snow before, are now posting photos and videos from ski resorts, documenting their first attempts at skiing and snowboarding.
For 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, at Valais in the Swiss canton of Bern — 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.
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.
At its core, this shift is unfolding on three fronts: the rapid growth of China's domestic ski market, the emergence of cross-border collaboration across the winter sports value chain, and a new generation of Chinese skiers seeking more advanced experiences abroad. Together, these trends are positioning China as an increasingly influential force in the global winter tourism economy.
Yi Li, vice-president of Bonski, China's largest developer of indoor ski facilities, takes in the view at the glacier terrain of Soelden ski resort during a field visit in Tyrol, Austria, in March. [Photo provided to China Daily]
Domestic to global
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.
"We see this as a very positive long-term development," he said. "When a market like China invests strategically in winter sports, it does not only create more first-time skiers — it also builds aspiration, knowledge and demand for iconic alpine destinations."
As domestic skiers gain experience, Rumler expects a growing segment to look for 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.
This progression, from learning on beginner slopes at home to seeking steeper terrain and deeper mountain culture abroad, is seen as a natural evolution of the market.
Hammel echoed this view, noting that China's policy push is reinforcing long-term industry confidence.
"The initiative in China is a good sign for the winter sports industry in general," he said. "It will also help establish a solid foundation for the years to come."
He added that 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. "We welcome more guests who look for experiences, rather than just sightseeing," he added, highlighting activities such as sledging, winter hiking and year-round snow activities.
Reflecting on the WeChat posts that first caught his attention, Hammel said the trend feels both new and inevitable.
"These are individuals who, unlike those in Switzerland, don't grow up with an inherited connection to winter sports. And yet, this development is entirely logical," he said.
Doppelmayr, an Austria-headquartered global leader in ropeway and cable car systems, supplied all ropeways for the Beijing 2022 Winter Olympics, including nine at the Yanqing National Alpine Ski Center in northwest Beijing. [Photo provided to China Daily]
Value-chain alliances
Beyond tourism flows, China's policy push is opening opportunities for deeper collaboration across training, infrastructure and services.
Rumler highlighted that cooperation is already underway. Ski instructors from Austria have participated in training programs in China, while the Tyrolean Ski Instructors Association offers certification courses locally. Looking ahead, he sees potential in ski improvement programs, private coaching, training camps and immersive alpine experiences that combine sport, culture and hospitality.
On the infrastructure side, European technology providers are also positioning themselves for long-term engagement in China's expanding market.
Feng Qi, general manager of Doppelmayr China, an Austrian-headquartered global leader in ropeway and cable car systems, said the latest policy signals provide clarity and confidence.
The company supplied all ropeways for the Beijing 2022 Winter Olympics, including nine in Yanqing, a mountainous district in northwest Beijing, and five in Chongli, a ski hub in neighboring Hebei province.
"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.
While competition from local manufacturers is increasing, he noted that international companies still hold advantages in high-end segments. "Our focus is on major ski resorts and core routes within the resorts, where the demand is normally higher in terms of comfort, efficiency and availability," he said.
Yi Li, vice president of Bonski, one of China's leading developer 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 of these skiers are now seeking new experiences. "These new skiers will not only fill domestic ski resorts, but will 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. "Off the slopes, the apres-ski scene is lively and fun, and if you're looking to relax, the Aqua Dome spa is a must — great views, warm thermal pools, and a really unique experience."
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."
Chinese business investors try out toboggan, a runnerless sled, at Solden ski resort in Tyrol, Austria, in the hope of introducing it to their peers. [Photo provided to China Daily]
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 skiers and snowboarders have 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, often staying longer and choosing premium accommodations. "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. "Many Chinese people learn to ski or snowboard there… But 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 public and private sectors to develop ski resorts, ice rinks and related activities."
He noted that continued backing after the Beijing 2022 Winter Olympics is critical to ensuring long-term impact. "It is therefore very coherent to continue supporting this industry after the significant investments made for the Winter Games, rather than letting their effects fade, as was unfortunately the case in South Korea after the PyeongChang Olympics," he said.
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.
Aqua Dome spa in Soelden, Austria, features alpine views and thermal pools, offering a distinctive spa experience. [Photo provided to China Daily]
