Beyond the Slopes: China’s Ski Economy Is Expanding Across the Travel Journey

China’s 2025–2026 snow season is demonstrating that skiing is no longer a stand-alone on-slope activity. According to figures released by the General Administration of Sport of China, ski resorts nationwide recorded 118 million visits between 1 November 2025 and 31 January 2026. Resort and surrounding-area spending reached RMB 69.15 billion across 890 million transactions. Inbound visits reached 1.255 million, up 89.2% year on year.

Those numbers matter because they describe a wider commercial system. A ski visit can begin long before a guest reaches a lift: with destination discovery, travel planning, transport, booking, equipment selection and instruction. It continues after the ski day through accommodation, food, retail, events and the memory of the destination. The growth in transactions around resorts shows that value is being created throughout the journey, not by a single product category alone.

For resorts and destinations, this shifts the operating question from “How do we sell more slope access?” to “How do we make the whole trip easier, more valuable and worth repeating?” Better transport connections, rental systems, beginner-friendly services, destination content and coordinated visitor information can affect the experience as much as the snow itself. The same is true for travel companies that package winter routes and for brands that need to be present at the moments when guests are planning or learning.

The change is especially relevant for businesses serving new and occasional participants. A first-time skier may need clothing, equipment advice, lessons, insurance, transport and a clear itinerary. An experienced visitor may be looking for a different destination, specialist equipment or a longer winter holiday. These are different audiences, but both create opportunities for the companies that help remove friction and add confidence.

The market is also becoming more international. The 1.255 million inbound ski-resort visits reported for the period point to a visitor economy that is increasingly connected to cross-border travel. That makes local service quality, multilingual communication, booking flows and reliable commercial partnerships more important. For suppliers, distributors and destination operators, the issue is not simply visibility; it is whether their offer can work across a complete visitor journey.

Why a growing market needs stronger industry connection

A larger market does not automatically create better partnerships. Resorts need products and services that suit their terrain, climate, guest mix and operating model. Brands need direct feedback from buyers, instructors, rental operators and end users. Travel businesses need dependable destination information and partners who can support guests on the ground. Technology, equipment, training, hospitality and content therefore need places where they can meet as one industry rather than in isolation.

This is where a specialist B2B platform becomes practical. SRT SHOW brings skiing, resort operations, travel, equipment and outdoor-lifestyle businesses into the same conversation. It is designed for companies that want to understand how demand is changing, identify market-entry partners, discuss distribution and build relationships that can continue after the exhibition.

For 2027, SRT SHOW will take place in two major market-facing editions: SRT SHOW Shanghai, 14–16 May at Shanghai World Expo Exhibition & Convention Center, Hall 3; and SRT SHOW Beijing, 16–18 July at China National Convention Center. The two editions provide a route to engage different regional networks while presenting products, services and destination propositions to industry visitors.

Exhibiting at SRT SHOW

If your organisation serves skiers, snow resorts, winter-travel audiences or the wider ice-and-snow value chain, an exhibition presence can help move conversations beyond digital reach. Use SRT SHOW to introduce a product, meet channel partners, discuss destination cooperation or build a stronger understanding of the market’s next needs. To discuss exhibiting, submit an exhibitor enquiry. The SRT SHOW sales team will follow up directly.

Sources
General Administration of Sport of China, Mass Ice and Snow Consumption Market Research Report (2025–2026 Snow Season).
Xinhua report on the season figures