As the 2026 Milano-Cortina Winter Games enter their second week, China's winter economy is drawing global attention for its rapid transformation. Domestic tourism revenue from snow and ice activities surpassed ¥650 billion ($90 billion) this season, fueled by infrastructure investments and a cultural shift toward winter leisure.
Wang Guan's panel discussion on The Hub revealed three key drivers: the Chinese mainland's strategic development of 12 new winter sports hubs, partnerships with international resorts like Finland's Suomutunturi Ski Resort, and rising middle-class demand for experiential travel. Kari Tirkkonen noted, "China's ski resort construction now incorporates smart technologies we're adopting in Europe."
Andy Mok highlighted cross-regional economic impacts: "Winter tourism now supports 1.2 million jobs in Northeast China alone, while creating new opportunities in Xinjiang and Inner Mongolia." Paul Dong added that lifestyle trends are reshaping consumption patterns, with winter fashion and equipment sales growing 47% year-on-year.
Looking ahead, analysts predict winter sports participation could reach 500 million annual participants by 2030. However, challenges remain in balancing ecological protection with development needs in sensitive mountain regions.
