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.