China's winter economy heating up rapidly

China's ski resorts cater to various customer groups, from casual tourists seeking unique experiences to enthusiasts pursuing destination vacations, said the white paper.

Among the 719 operational resorts, 29 are classified as destination vacation resorts, known for their comprehensive offerings, including skiing, accommodation, and entertainment. These resorts attracted 6.6 million skier visits during the recent season, a 52.87 percent year-on-year increase, according to the report.

Infrastructure plays a pivotal role in the efficiency and appeal of ski resorts, said the white paper. As of April 30, 2024, there were 355 aerial ropeways across 176 ski resorts nationwide, with 114 of these being detachable aerial ropeways, spanning 39 resorts. However, growth in other key areas, such as new magic carpets, has slowed slightly, with 110 new installations covering 18,000 meters.

Snow grooming and snowmaking equipment are also expanding, with about 60 imported snow groomers added this season and an estimated 1,200 new snowmaking machines deployed across the country.

However, ski resorts report a significant surge in demand for snowboards, highlighting a critical shortage in rental equipment to meet the needs of eager visitors, said the report.

China's ice and snow equipment industry is making strides, with domestic brands emerging as key players in both competitive sports and field equipment.

Taishan Sports Industry Group Co Ltd, a supplier for the Olympic Games, is an example of this growth.

The company has developed innovations, including a big data ski simulator, polymer ice boards, and mobile ski facilities.

Despite its rapid expansion, the winter sports industry faces challenges.

Liu Simin, vice-president of the tourism unit of the China Society for Futures Studies, highlights the high entry barriers for ice and snow sports, including costs, physical fitness, technical skills, and infrastructure.

"The construction of facilities needs to be strengthened, service levels improved, and consumer products diversified. At the same time, consumers' purchasing power must keep pace to sustain the industry's growth," Liu said.

"At present, there are very few Chinese enterprises with the technological innovation capabilities to compete at the forefront of the industry," said Song Kun, marketing head of Taishan Sports.

The government's strong support for the industry is helping address these challenges. Policies promoting winter tourism, coupled with the legacy of the 2022 Winter Olympics, have created a solid foundation for growth, Wu added.

The State Council, China's Cabinet, recently issued a circular on measures to stimulate the vitality of the ice and snow economy to promote the sector as a new growth point.

By 2027, the total scale of the ice and snow economy will reach 1.2 trillion yuan, and by 2030, the total scale of the ice and snow economy will reach 1.5 trillion yuan, it said.