Europe rolls out white carpet for Chinese skiers
Winter sports enthusiasts look beyond their own country to get their thrills — and a bit of entertainment
Editor’s note: With the growing trend of Chinese skiing and snowboarding enthusiasts flocking to Europe’s slopes seeking new and exhilarating experiences, this page explores how European ski destinations are tapping into Chinese enthusiasm and positioning themselves as premier destinations for winter fun.
As the popularity of winter sports grows in China, the country’s skiing and snowboarding enthusiasts are increasingly seeking out exotic destinations to get their thrills, and Europe’s ski slopes are proving to be a big drawcard.
Among them, Huang Huihui, 36, from Wenzhou, Zhejiang province, accompanied two Chinese friends to the Swiss ski resort of Davos in January to experience the thrill of skiing in Europe for the first time.
“We chose to travel to Davos because our friend lives in Switzerland and she decided to go there, so we all decided to join her,” Huang said.
Skiing in the Alps was enjoyable, with prices similar to those in China and with large ski areas and numerous slopes, she said.
“In China the emphasis is placed on where to ski, provided one can ski independently. Skiing in a particular location feels more like embarking on a tourist adventure. We make it a point to try skiing in new places, because travel destinations that combine skiing are more likely to be our preferred future vacation spots.”
Huang said it is inevitable that more and more Chinese winter sports enthusiasts will travel to Europe for skiing. However, for most people in China, booking accommodation, ski resorts, lift passes and equipment rentals in Europe can be challenging, she said.
The growth in the number of skiers in China has been largely driven by the government’s efforts to promote winter sports before and since the Winter Olympics in Beijing in 2022.
“It is a fact that the Chinese now belong to the community of winter sports enthusiasts in Europe,” said Emanuel Lehner-Telic, head of Asia-Pacific markets at the Austrian National Tourist Office. “Each year we can observe more and more of our Chinese friends on the alpine slopes.”
According to the latest edition of the China Ski Industry White Book, there were 770 operating ski resorts in China in snow season fiscal 2019-20 (from May 1, 2019, to April 30, 2020), compared with 460 in fiscal 2014-15.
However, the number fell to 697 in 2022-23 because of COVID-19 lockdown measures. Nevertheless, domestic ski resorts recorded 19.83 million visits in 2022-23, 66 percent more than in 2014-15, albeit slightly lower than the 21.54 million visits in 2021-22.
“The Chinese ski market is an incremental market for the world and is growing very fast,” said Wu Bin, author of the white book and deputy director of the Beijing Ski Association. “At present China has more than 20 million skier visits every year. The forecast is that in five years China’s number of annual skier visits will exceed 40 million, and will eventually mirror the numbers in the United States, France and Austria, or even exceed them.”
Christoph Eisinger, managing director of Ski Amade ski region near Salzburg, Austria, said: “In the European alpine ski tourism industry we’ve observed an influx of Chinese visitors lately. I’d describe them as trailblazers; they’re generally experienced skiers who have already explored ski destinations outside China, such as Japan, and now seek to enrich their experiences in alpine resorts.”
Travel preferences among Chinese visitors vary markedly, depending on individual inclinations, Eisinger said.
“Some seize the opportunity to blend skiing with city trips, and others aim to explore numerous ski resorts in one journey. Ultimately they all seek additional experiences.”
He attributes the allure of Europe, particularly the Alps, to the maturity and rich heritage of skiing culture.
“As the number of skiers in China continues to grow and they further engage in the sport, the likelihood of enthusiasts seeking new experiences and destinations increases. This trend mirrors what we observe in other outdoor sports and from other countries. The globalization of travel further fuels this inclination.”
Notable increase
Li Yitao, founder of the German travel agency Mountaineer, which helps Chinese visitors ski in Europe, said there has been a notable increase in Chinese tourists opting for skiing in the continent, which aligns with the bustling ski resorts in Northeast China and Xinjiang during the winter season.
“Chinese tourists skiing in Europe typically possess skiing experience, with some starting to learn skiing upon arrival.”
The availability of good infrastructure and great scenery, as well as the opportunity to experience the classic European skiing lifestyle, are all factors that attract Chinese skiers to Europe, Li said.
“These elements contribute to the appeal of European skiing destinations for Chinese tourists.”
Thomas Koehle, managing director of the Paznaun-Ischgl ski region in Austria, said he has noticed the increasing demand for skiing and winter activities in China since the Beijing Winter Olympics, with a recent rise in guest arrivals and overnight stays by Chinese in the Austrian region of Tyrol.
Paznaun-Ischgl ranks fifth in popularity, boasting nearly 1,000 overnight stays by the end of the 2022-23 winter season, Koehle said. The region had already matched its preCOVID-19 numbers last year and had expected positive results for the winter season just gone, he said.
Acknowledging the significance of the Chinese, he said: “The region is keenly aware of its Chinese guests, especially given the growing winter enthusiasm among them.”
He expressed optimism about the potential for the Chinese market and said he was looking forward to welcoming more guests.
Many Chinese skiers and snowboarders visiting European slopes opt to blend skiing with sightseeing, shopping and other activities.
Alice Liang, from Guangzhou, exemplifies this trend. During Chinese New Year last month she embarked on a two-week holiday that took in the Austrian cities of Vienna, Salzburg and Innsbruck, and Munich in Germany.
“I wanted to explore various parts of Europe, immersing myself in its history, architecture and culture. Additionally, I was eager to experience the slopes of the Alps. So I spent a day skiing in the Stubai Valley, outside Innsbruck.”
To capitalize on this trend the Innsbruck Tourism Board introduced its Ski plus City Pass Stubai Innsbruck in 2019, offering visitors a skiing and sightseeing experience on a single ticket. The pass connects 13 diverse ski areas in the Stubai Valley and Innsbruck region with 23 attractions in and around the city.
Monika Unterholzner, a local guide in Innsbruck, said: “We are seeing a growing number of Chinese visitors in Innsbruck. What’s particularly appealing about skiing or snowboarding in Innsbruck is that they can enjoy the slopes during the day and enjoy a delightful dinner in the city after. Moreover, they have the option to explore museums the following day. I believe this unique offering in Innsbruck fits the preferences of Chinese visitors.”
The rising popularity of ski resorts in Switzerland among Chinese visitors reflects a growing trend among Chinese snow sports enthusiasts.
Daniela Chiani, the Greater China Director at Switzerland Tourism, said winter tourism from China has grown 400 percent over the past 10 years, outpacing growth in other source markets.
However, while more Chinese tourists are visiting Switzerland during the winter season, the number of Chinese skiers or snowboarders on Swiss slopes remains relatively low, Chiani said. Nevertheless, he said, he sees Switzerland as having immense potential, which is why the winter campaign is a top priority for Switzerland Tourism.
Simon Chadwick, a professor of sport and geopolitical economy at Skema Business School in France, said: “As far as winter sports are concerned, the gold standard for many people is still to take holidays in long-established European resorts. It’s a conspicuous consumption choice for many middle-class Chinese consumers.”
Celebrity effect
Skiing and snowboarding have long captivated Chinese billionaires and their entourages. Notable winter sports enthusiasts include Wang Shi, founder and chairman of China Vanke; Lei Jun, founder of the consumer electronics company Xiaomi; and Yu Minhong, founder of New Oriental Education.
Role models and heroes are all important in driving the engagement of consumers with a sport, Chadwick said, and he said the preponderance of Chinese celebrities who ski or snowboard is significant.
As the country aims to become a more dominant sporting force in the Winter Olympics and at other international competitions, Chinese athletes such as Eileen Gu and Su Yiming represent a shift in China’s winter sports scene.
Mark Thomas, managing director of S2M Consulting, a China-focused sports event company in London, said: “Their achievements not only raise the profile of winter sports in China but also inspire younger athletes, driving growth in participation and consumption. Additionally, their success may lead to increased sponsorship, media coverage and grassroots interest in winter sports, benefiting both athletes and the industry as a whole.”
He sees European ski destinations tapping into Chinese enthusiasm, through tailored marketing, improved transportation and partnerships with Chinese tourism organizations, positioning themselves as premier destinations for Chinese travelers seeking winter experiences.
Laurent Vanat, the Switzerlandbased author of the annual International Report on Snow and Mountain Tourism, said: “The impact of Chinese winter sports on the global ski industry has been substantial, as China is a huge market with big potential.”
Overseas ski travel is a niche market and is likely to remain so, he said.
“But of course, given the size of China’s population, a niche in China can be of substantial importance.”