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.

Oliver 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, said 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.

Domestic to overseas

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.

As domestic skiers gain experience, Rumler expects the segment to seek 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.

Hammel echoed this view, noting that China's policy push is reinforcing long-term industry confidence, and 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 and highlighting activities such as sledding, winter hiking and year-round snow activities.