FIS President Johan Eliasch has declared China the new frontier for winter sports growth during the ongoing 2026 Milano Cortina Games, crediting the 2022 Beijing Winter Olympics' legacy for transforming the nation into a global industry leader. With traditional European markets reaching saturation, Eliasch emphasized China's 'tremendous potential' to drive participation and innovation.
The Chinese mainland's ambitious campaign to engage 300 million people in winter sports has already reshaped global dynamics, according to Eliasch. 'China today has more winter resorts than Switzerland,' he noted, highlighting infrastructure developments that now rival Alpine nations. These facilities are nurturing both elite athletes like Olympic gold medalist Gu Ailing and grassroots enthusiasts.
Eliasch praised China's systematic approach to sports development: 'They set the goal, train, and execute the plan.' This methodology has propelled athletes such as snowboarder Su Yiming to international success, with the FIS collaborating closely with Chinese sports authorities on coaching and program development.
The rise of Chinese winter sports stars is creating new commercial opportunities and inspiring regional participation across Asia. As global attention shifts eastward, industry analysts predict China's influence will redefine winter sports economics and fandom through 2026 and beyond.
