Blossoming Chinese Affection for Winter Sports Could Yield Financial Riches for Winter Olympics in Italy
China's skiing industry is experiencing a remarkable growth spurt, particularly in the wake of hosting the 2022 Beijing Winter Olympics. This event has catalysed a surge in winter sports interest across the nation.
China
Market Size and Growth
The Chinese ice and snow sector is projected to surpass one trillion yuan by 2025, up from 600 billion yuan in 2020. Skiing, the most popular winter sport, has a market value of $8.1 billion in 2023.
Infrastructure Development
Notable developments include the upcoming Huafa Ice and Snow World in Shenzhen, China's largest indoor ski resort. This trend reflects a broader push to make winter sports more accessible year-round.
Popularity and Participation
The government aims to involve 300 million people in winter sports by 2025. Indoor skiing has become increasingly popular, especially in southern cities, as a way to escape the summer heat.
Italy
Italy boasts a well-established skiing industry, with several world-class ski resorts like Cortina d'Ampezzo and the Dolomites. However, specific current trends or statistics on the Italian skiing market were not provided.
Business Opportunities and Relations
China-Italy Relations in Winter Sports
The growth of China's winter sports sector presents opportunities for international brands to invest in equipment, apparel, and tourism. Italian companies could leverage their expertise in ski resort management and equipment to capitalize on China's expanding market.
Cultural Exchange
Increased interest in winter sports can foster cultural and educational exchanges between Italy and China, potentially leading to collaborations in sports tourism and infrastructure development.
Market Diversification
Italian businesses might explore partnerships with Chinese companies to expand their reach into the Asian market, particularly in the high-end ski apparel and equipment sectors.
Chinese corporate sponsors to the 2026 Winter Olympics in Italy include Alibaba, Mengniu, and TCL. Lorenzo Riccardi, chairman of the China-Italy Chamber of Commerce, believes the 2026 Winter Olympics presents a significant opportunity for Italian businesses. TechnoAlpin, an Italian company, had a notable presence at the 2022 Winter Olympics in China as a supplier of artificial snow.
Italian firms consider partnership with Chinese groups as an avenue for expansion into the Chinese market. Luxury and fashion brands like Prada and Georgio Armani are now focusing on winter sports and the mountain economy as a new niche market. The China-Italy Chamber of Commerce will focus on the Olympics, winter sports, and culture at its annual gathering in Beijing, "Notte Italiana," in November.
Italian companies believe it is necessary to have a long-term and stable presence in the Chinese market, often involving one or more local partners. Italian companies see industrial innovation as an opportunity to showcase "Made in Italy" technology.
The number of ski resorts open to the public in China for the 2023-2024 season is 719. China's ski market is one of the fastest-growing in the world, with 23 million skier visits from May 2023 to April 2024. China has 60 UNESCO World Heritage sites, ranking second. Italy has the most UNESCO World Heritage sites, with 61. Italy is set to host the 2026 Winter Olympics in Milano Cortina from Feb. 6-22.
Two-way trade between Italy and the EU was $36 billion in the first half of 2025. The 2022 Winter Olympics in China generated new trends in the Chinese market and consumer experience. Italian businesses are looking to new markets and emerging regions, particularly in the Far East, to offset the impact of new U.S. tariffs of 15% on most imports from Europe. These tariffs are impacting the Italian economy and "Made in Italy" exports to the U.S.
Italy had 32 million ski visits last year, ranking No. 4 in the world. New U.S. tariffs of 15% on most imports from Europe are impacting the Italian economy and "Made in Italy" exports to the U.S.
Cultural heritage between Italy and China is considered very relevant for companies even today.
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