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.