Throughout 2023, outdoor sports have surged in popularity among young Chinese, becoming one of the most discussed topics both online and offline. This trend reflects a growing desire among the younger generation to reconnect with nature and embrace a more active lifestyle.
According to a recent industry development report on China’s outdoor sports released in October, individuals born in the 1990s have become the largest group participating in outdoor activities, accounting for 36.1 percent. They are closely followed by those born in the 1980s, who make up 32.5 percent.
The report also highlights a remarkable year-on-year increase of 79 percent in outdoor sports-related orders in the first half of 2023. Compared to the same period in 2019, there has been a staggering surge of 221 percent, indicating a robust growth in the sector.
On lifestyle-sharing platforms such as Xiaohongshu and Weibo, countless daily posts share diverse experiences related to outdoor sports. Activities range from high-intensity pursuits like sailing and off-roading to more relaxed endeavors such as camping and city walks. During the winter months, ice and snow sports take center stage.
In northwest China’s Xinjiang Uygur Autonomous Region, the Tianshan Tianchi International Ski Resort in Fukang City has recently attracted over 2,000 visitors daily. Despite not being the most well-known ski destination in the region, its relatively mild temperatures and rich nearby tourist resources have boosted its popularity.
Traveling from south China’s Guangdong Province, 32-year-old Li Peiling visited Xinjiang for the first time after learning about the resort through a live stream. “The experience here is incredible. The natural scenery and the facilities exceeded my expectations,” she said.
To meet the growing demand for outdoor sports, the Ministry of Culture and Tourism has actively promoted new tourism products in 2023, many of which feature outdoor experiences such as camping and ice and snow activities. Additionally, the National Development and Reform Commission and the General Administration of Sport of China have issued an action plan outlining measures to enhance facilities and services for outdoor sports from 2023 to 2025.
The plan includes optimizing the layout of ice and snow sports facilities, improving amenities for camping and mountainous outdoor sports, and strengthening outdoor sports facilities closer to urban areas. This involves establishing trails for brisk walking and constructing parks with sports facilities, enabling the public to integrate outdoor activities into their daily lives.
Cycling has also witnessed a significant upswing. According to a 2022 annual report on China’s cycling industry, individuals aged between 18 and 40 constitute nearly 60 percent of China’s cycling demographic. The percentage of cyclists with less than one year of experience increased from 5.58 percent in 2021 to 11.33 percent in 2022, indicating that more novice enthusiasts are joining the community.
“The growing popularity of activities like running and cycling signifies the development of China’s infrastructure for sports, which provides more space for outdoor activities,” said Huang Jin with the General Administration of Sport of China. Huang noted that while outdoor sports were once characterized by extreme elements, there is now a shift toward leisure and enjoyment.
This transformation has turned outdoor sports into a platform for social interactions among young people. “To me, outdoor sports are not just about staying active; they’re also a way to meet new friends,” said 27-year-old Gong Yifei, who works at an internet company in Beijing. “Being out in the open, surrounded by nature, makes connecting with people a lot easier.”
Gong has joined outdoor sports groups on multiple platforms, where she chats about the latest trends and connects with others who share similar interests, whether it’s fishing, hiking, or horseback riding.
Young parents also view outdoor sports as a way to strengthen family bonds. Statistics from Mafengwo, a travel service and social networking platform, show that families accounted for 38.3 percent of those participating in outdoor sports with companions in 2022—the highest proportion among all groups.
As outdoor sports evolve into a lifestyle choice for many Chinese, especially the younger generation, the industry is poised for further growth. According to the action plan, the industry’s value is targeted to reach 3 trillion yuan (about 422.5 billion U.S. dollars) by 2025.
“The development of outdoor sports has transformed ‘going outside’ into a lifestyle that encapsulates people’s commitment to health, pursuit of freedom, and yearning for spiritual solace,” Huang Jin remarked.
