As the Milano Cortina 2026 Winter Olympics enter their second week, China's winter sports sector is demonstrating lasting economic momentum beyond the global sporting event. Industry analysts report a fundamental shift from temporary event-driven enthusiasm to sustained market development, with domestic participation in winter activities reaching record levels this season.
"The cold economy is no longer just about Olympic medals," explains Beijing-based sports economist Dr. Li Wei. "Ski resorts across the Chinese mainland are seeing 40% more visitors compared to pre-pandemic levels, while winter tourism revenue has doubled since 2022."
Three key trends are driving growth:
Consumer Upgrade: Rising middle-class demand for premium experiences, from high-end ski gear to ice hotel stays
Industrial Expansion: Domestic manufacturers now supply 65% of China's winter sports equipment
Regional Development: Northeast provinces are revitalizing through snow tourism infrastructure projects
The transformation aligns with China's 2021-2025 winter sports development plan, which aims to create a 1 trillion yuan ($140 billion) industry by 2025. Cross-border collaborations with Alpine nations and technological innovations in artificial snow production are further strengthening sector resilience.
