World

China’s Snow Tourism Soars: How Government Investment and a Growing Middle Class Are Reshaping the Global Ski Industry

China‘s snow tourism surges! Skiing days up 12.9%, backed by investment & 13.55M skiers, aiming to lead globally.

September 15, 2025, 9:14 AM

Skiers and snowboarders are spread across a snowy ski slope on a clear, sunny day

The Jingyuetan Ski Resort in Changchun, China, is shown with skiers on its slopes under a clear blue sky. By Xiao Wei / Shutterstock.com.

Executive Summary

China is rapidly emerging as a dominant force in global snow tourism, reporting significant increases in skiing days and participants and positioning itself to become the world’s leading destination in the sector.

This boom is driven by substantial government investment, including the catalytic effect of the Beijing 2022 Winter Olympics, a vast expansion of infrastructure to 748 ski resorts (66 indoor), and a burgeoning middle class with increased disposable income.

Despite challenges like maintaining service quality and attracting international tourists, China is well-positioned for continued leadership in the global snow tourism market due to strong government backing and sustained domestic interest.

The Story So Far

China’s rapid rise in global snow tourism is primarily driven by substantial government investment and strategic policy, catalyzed by the Beijing 2022 Winter Olympics and an ambitious goal to engage 300 million people in winter sports. This has led to a dramatic expansion of ski infrastructure, including numerous indoor facilities enabling year-round and nationwide accessibility, while a burgeoning middle class with increased disposable income has transformed skiing into a popular mainstream leisure activity.

Why This Matters

China’s aggressive investment in snow tourism infrastructure, including a significant number of indoor facilities, combined with government-backed initiatives and a growing middle class adopting skiing as a mainstream leisure activity, is rapidly positioning the country to become the world’s leading snow tourism destination, signaling a major shift in global tourism patterns and economic influence within the sector.

Who Thinks What?

China’s government views snow tourism as a strategic sector, making substantial investments in infrastructure and promoting winter sports participation to position the country as a global leader.

The burgeoning Chinese middle class increasingly sees snow sports as a mainstream recreational activity and a symbol of status, driven by increased disposable income and a desire for new leisure pursuits.

Industry observers and data indicate that China’s snow tourism sector is undergoing rapid expansion, with significant growth in skiing days and participant numbers, suggesting it is well-positioned to become the world’s leading destination despite challenges in service quality.

China is rapidly emerging as a dominant force in global snow tourism, driven by substantial government investment, a burgeoning middle class, and a strategic expansion of its ski infrastructure. The 2024-2025 ski season underscored this growth, with the country reporting impressive increases in both skiing days and participant numbers, positioning it to become the world’s leading destination in the sector.

The Rise of China’s Snow Tourism

The latest data from the China Ski Industry White Paper 2024-2025 reveals significant expansion, with the country now boasting 748 ski resorts, including 66 indoor facilities. This infrastructure supported approximately 26.05 million skiing days during the last season, indicating a robust and growing market.

The 2024-2025 season saw a notable 12.9% increase in skiing days and a 5.86% rise in the number of skiers, reaching 13.55 million participants. This growth signifies a shift from skiing as a niche activity to a mainstream recreational pursuit, fueled by increased disposable income within the middle class.

A key driver of this boom is China’s advanced indoor ski resorts, which recorded over 5.6 million visits in the 2024-2025 season, accounting for more than a fifth of national demand. China hosts seven of the world’s ten largest indoor ski facilities, enabling year-round skiing even in major urban centers like Shanghai.

Catalysts for Expansion

The Beijing 2022 Winter Olympics served as a pivotal moment, catalyzing massive government investment in ski resorts, ice rinks, and related tourism infrastructure. The government’s ambitious goal to engage 300 million people in winter sports has also led to the integration of snow sports into school curricula, fostering a new generation of enthusiasts.

China’s ski landscape has transformed dramatically, growing from fewer than ten resorts in 1996 to over 800 today. While the colder northeast traditionally dominated, modern resorts utilizing artificial snow have expanded skiing opportunities nationwide, making it accessible to warmer regions and appealing to families of all skill levels.

Socio-Economic Dynamics and Future Prospects

Economic growth has empowered a larger middle class to invest in new leisure activities, transforming skiing from an exclusive pursuit into a popular family pastime and a symbol of status. Resorts now offer a diverse range of experiences, from beginner slopes to luxury accommodations, often integrating local cultural elements like festivals and cuisine.

Despite its rapid ascent, China’s snow tourism sector faces challenges, including maintaining consistent service quality across its numerous resorts. Attracting international tourists to compete with established destinations like Switzerland and the United States will also require sophisticated marketing and world-class facilities. Nevertheless, with strong government backing, advanced infrastructure, and sustained domestic interest, China is well-positioned to achieve its goal of becoming the leading global snow tourism market.