Ice-Cold Revolution: China’s Winter Sports Boom

China’s winter sports story is one of the most dramatic shifts in Asian tourism in recent years. The 2022 Beijing Winter Olympics lit the fuse. What’s happened since has gone well beyond what anyone predicted.

According to People’s Daily, China’s winter sports participation reached over 346 million people in the 2024-2025 season, smashing the government’s original target of 300 million by 2025. Ski resort revenues grew by over 30% in the same period. And travel bookings tied to winter sports destinations on Ctrip were up 55% year-over-year in early 2025. This is not a fad. It’s a structural change in how Chinese travelers spend their leisure time and money.

From the Olympics to Everyday: China’s Winter Sports Boom

The Beijing 2022 Winter Olympics did more than showcase China’s organizational ability. It introduced millions of Chinese viewers to sports they had never considered trying. Freestyle skiing, short track speed skating, biathlon, ice hockey: these became household conversations overnight. The government followed up with infrastructure investment, school programs, and promotional campaigns that kept momentum going long after the closing ceremony.

Today, ski resorts across northern China are booked out during peak season. Domestic brands like Anta and Li-Ning have expanded their winter sports lines. And Chinese ski influencers on Douyin regularly hit millions of views with content ranging from beginner tips to expert powder runs.

Eileen Gu and the New Face of Chinese Skiing

Eileen Gu’s decision to represent China in freestyle skiing changed the cultural story around winter sports for an entire generation. Her three medals at Beijing 2022 and her media presence across Douyin, Xiaohongshu, and mainstream Chinese TV made her the most visible sports personality in China. More importantly, she made skiing aspirational for young Chinese women in a way no marketing campaign could have achieved.

The effect on ski school enrollment and outbound ski tourism has been measurable. Destinations in Japan, Switzerland, and Canada that targeted Chinese skiers after 2022 saw meaningful upticks in bookings from this demographic. Eileen Gu’s influence is still active in 2025 through her ongoing brand partnerships and social media presence.

Ice Hockey, Speed Skating, and Beyond

Ice hockey has grown steadily in China since Beijing 2022. The Kunlun Red Star team in the KHL has developed a Chinese fan base, and youth hockey programs are expanding in major cities. Speed skating and figure skating draw strong viewership and have produced several new Chinese stars who are active on Douyin and Xiaohongshu.

For destinations that host international winter sports events, the Chinese audience is watching. And Chinese travelers who are passionate about these sports are interested in visiting the venues where their heroes compete.

Sports Tourism as a Growth Engine

Sports and tourism are merging in China in a way that creates real opportunities for destination marketers. The Hangzhou Asian Games in 2023 showed what sports events can do for local tourism: Keqiao district attracted tens of thousands of spectators and generated significant hotel and F&B revenue in a short window. Smaller events are replicating this on a regional scale.

Destinations that position themselves around specific sports, whether skiing, ice hockey, or outdoor winter activities, and communicate that positioning clearly on Chinese digital channels, are the ones capturing this audience.

Why Your Chinese Digital Presence Matters

Chinese winter sports tourists plan their trips online, on Chinese platforms. Here’s where you need to be visible:

• Chinese website with ICP license: Hosted on Alibaba Cloud or Tencent Cloud, loading fast inside China. No ICP license means no reliable access from Chinese consumers.
• Douyin: Ski content, snow conditions, resort videos, athlete features. Douyin is where Chinese winter sports fans spend their time and where travel decisions start.
• Xiaohongshu (RED): Real traveler reviews and ski destination guides. Chinese travelers check RED when researching where to ski abroad.
• Baidu: SEO and PPC for searches like “best ski resorts for Chinese tourists” or “ski holidays from China.” Show up when they’re actively looking.
• WeChat: Keep past guests informed about new seasons, early-bird deals, and resort updates. Loyalty is built through consistent WeChat communication.

Our team at Chinese Tourist Agency helps ski resorts and winter sports destinations build their Chinese audience. See our Douyin marketing services and full service offerings.

For industry data, Xinhua News Agency covers China’s winter sports industry growth in detail, including government participation targets and investment figures that are useful for destination planners.

Frequently Asked Questions

Is ski tourism from China a real market for international resorts?

Yes, and it’s growing. Japan’s Hokkaido resorts have been reporting Chinese skier numbers as a major share of their international arrivals since 2023. Canada, Switzerland, and Austria are all seeing similar trends. Chinese skiers tend to spend well: ski school, equipment rental, quality accommodation, and good dining are all priorities. The profile is typically urban, educated, and in the 25-45 age range. This is a high-value traveler segment worth pursuing seriously.

How did the Beijing 2022 Olympics change Chinese ski culture?

The effect was significant and lasting. Before 2022, skiing was seen as an activity for the wealthy elite. The Olympics put it on national television for weeks, made Chinese athletes into heroes, and triggered a wave of government and private investment in ski infrastructure. School programs were introduced. Ski rental became affordable at new resorts. The number of ski visits in China more than doubled between 2021 and 2025. Eileen Gu’s personal popularity made it aspirational for a younger, broader demographic.

What do Chinese ski tourists want from an international resort?

Mandarin-speaking instructors or at least bilingual ski school support is the top practical request. Beyond that: Alipay and WeChat Pay acceptance, Chinese food options on the mountain, good photo spots (Chinese skiers are prolific Douyin and RED content creators), and reliable high-speed internet in accommodation. Resorts that tick these boxes consistently receive strong Chinese social media coverage and word-of-mouth referrals from their Chinese guests.

Which international ski destinations are most popular with Chinese tourists?

Japan leads by a significant margin, primarily because of its proximity to China, the quality of its snow in Hokkaido, and the broader cultural appeal of Japan among Chinese travelers. Switzerland and France are popular for the Alps experience, particularly among higher-spending travelers. Canada and the US are growing. Within Asia, Chinese ski tourists also visit South Korea and increasingly explore domestic options in northeastern China, Inner Mongolia, and the Xinjiang resorts.

Get Your Resort in Front of Chinese Skiers

The Chinese winter sports market is active, spending, and looking for great experiences abroad. Resorts that build their Chinese digital presence now will be the ones in Chinese travelers’ plans for next season and beyond. Visit our services page to start building yours.

Marcus Zhan is a digital strategist at CTA with over 10 years of experience helping international brands grow in China. He specializes in Douyin, Xiaohongshu, and Chinese SEO.