China's Exponential Ascent Solidifies as Ski Giant

When one thinks of major ski destinations, Swiss Alps or Canadian Rockies likely come to mind. But recent figures paint a different picture. With 26 million ski days recorded in the 2024-2025 season, China is not just climbing the ranks; it's rewriting the rules of the game.

According to the "2024-2025 China Ski Industry White Paper," compiled by influential consultant Benny Wu, the ski industry in the Asian giant is experiencing a boom as rapid as it is unstoppable. The 748 active resorts (including 66 indoor centers) reflect not only quantity but also a clear evolution in quality and diversity of offerings.

Growth that defies logic

In a country with over 1.4 billion inhabitants, the 13.55 million registered skiers might seem modest. But what is truly revealing is the progression. In just one year, the number of skier-days has increased by 12.9%, while the number of unique skiers has grown by 5.86%. Furthermore, the average frequency per skier rose from 1.80 to 1.92 days, increasing public loyalty.

In the words of Laurent Vanat, a global expert in the field: "China is the only country in the world where ski days grow year after year." And for good reason. Because what is happening there is not a trend; it is a national strategy.

The indoor skiing phenomenon

Perhaps the most surprising part of Wu's report is the success of indoor resorts. In 2025, these facilities recorded more than 5.6 million visits, equivalent to 21.6% of the country's total attendance. These dizzying figures position China as the undisputed leader in indoor skiing, housing seven of the ten largest indoor centers globally.

One of them, Wintastar in Shanghai, boasts 65,000 m² of artificial snow available year-round. Because in China, mountains are no longer a prerequisite for skiing. This total accessibility is democratizing the sport and, simultaneously, opening up a range of possibilities for those who never imagined being able to glide down a slope.

Modernization and specialization

Regions such as Jilin, Heilongjiang, Hebei, or Xinjiang concentrate a large part of the traffic and investments, thanks to their favorable climate or the legacy of Beijing 2022. And although not all resorts are on par with the Alps, technical progress is evident. In 2025, 181 resorts with mechanical lifts were counted, including 41 state-of-the-art ones. And they continue to grow: in the previous season alone, 30 new lifts were installed.

China aims to play in the first division, not just in quantity but also in quality.

New skiers, diverse audiences

For years, skiing in China was largely a novice's domain. But that is also changing. Today, a clear segmentation of audiences is emerging:

• Occasional skiers who experience it as part of a trip or getaway.
• Urban users who learn in indoor centers close to home.
• Loyal enthusiasts who already choose destinations and complete stays at mountain resorts.

However, the challenge remains significant: up to 70% of new skiers do not return the following year. The lack of quality lessons, pricing, and the still nascent "ski culture" are the major challenges to overcome. The solution? More education, more rewarding experiences, and more loyalty models designed from the ground up.

The future is already here

Since 2015, when China set out to train 300 million new winter sports enthusiasts, the journey has been meteoric. Investments are in the multi-billions. Resorts, ice rinks, and indoor centers are being built. School programs are being implemented. New destinations and Nordic activities are being promoted. And all under an ambitious vision: to position itself as the world's leading ski market.

But the true leap will be cultural. Because a country doesn't become a ski leader with just fast lifts and long slopes. It requires passion. It requires education. It requires training an entire generation to ski not just because it's fashionable, but out of a love for the mountains, the snow, and that unique feeling of gliding downhill, feeling, for a moment, that you are flying.