Heating up the ice and snow sector

Popular Beijing expo returns to chart way forward for fast-growing industry

Even with the thrills and chills of Beijing 2022 now part of history, business operators and promoters from home and abroad remain bullish on the robust growth of the winter sports industry in China.

Citing the country's remaining untapped potential in winter sports consumption, exhibitors, governmental officials and business representatives set to participate in the 2023 World Winter Sports (Beijing) Expo next month have pledged to keep investing, building and promoting the sector in the post-Olympic era.

Inspired by the home delegation's best ever Winter Olympic campaign of nine gold medals in Beijing and co-host Zhangjiakou, Hebei province, 346 million Chinese people enjoyed ice and snow sports competitions and relevant leisure activities last year — and it's hoped that's just the beginning for the world's fastest-growing market.

"I think we could all feel the increased interest in winter sports right across the country and the sector's growth commercially even after Beijing 2022," said Zhang Li, executive vice-president of Asia Digital Group (ADG), a co-organizer of the annual expo.

"The growing demand for ice and snow activities taps into a wide variety of business subdivisions, including tourism, education, fitness, accommodation and training."

Launched by the Beijing Olympic City Development Association and ADG in 2016, the expo has developed into one of the biggest showcases of its kind with world-class winter sports equipment, technologies, services and operational expertise on display, online and offline.

This year's expo, the eighth edition of the event, will take place at Shougang Industrial Park next month. The expo has attracted at least 500 brands from over 20 countries and regions, according to organizers. Visitor numbers are expected to reach 40,000, twice as many as last year with the pandemic no longer an issue.

The expo will provide visitors with immersive experiences at two main halls, where artificial rinks, dry-surface skiing simulators, figure skating performances and VR resort tours will be presented.

With China aiming to develop a winter sports market worth 1 trillion yuan ($138 billion) by 2025, as outlined in the country's 14th Five-Year Plan (2021-25) for social and economic development, drawing on the know-how of major international powerhouses will be key.

"Of course China is one of the fastest growing markets for us. In the last 10 years, the Chinese winter market for Switzerland has grown 400 percent, more than any other source markets," said Daniela Chiani, Greater China director at Switzerland Tourism.

"That's an incredible amount. And there's a huge potential, especially after the Beijing Olympics. So our wish is to see more and more Chinese guests ski on our slopes in Switzerland."

To develop sustainable and profitable businesses around winter sports in regions such as the Alps, accessibility plays an instrumental role, Chiani reckons.

Manuela Sandler, deputy director of the Austrian Embassy's commercial section, echoed that sentiment.

"We're happy to see that the Olympics are only the starting point of the great winter sports industry here. There is still growing interest after the Olympics," she said at the launch of this year's expo in Beijing last week.

Already engaged in extensive collaboration with Chinese partners, Sandler said the Austrian winter sports sector has a lot to offer at this year's expo.

"If you come you will get a pass and you can have a trial experience in a gondola chair, it will be almost like a short visit to a ski resort (in Austria)," she said.

sunxiaochen@chinadaily.com.cn