Destinations encouraged

Experts are confident that the increased Chinese interest in and demand for ice and snow sports, sparked by Beijing 2022, will also benefit international destinations, including those in Europe, and provide a good opportunity for traditional skiing regions.

Winkler, from SnowHowChina, said the 2022 Winter Olympics are highly likely to result in rising numbers of Chinese tourists visiting international ski resorts.

He said that on the one hand, Alpine countries are facing challenges in encouraging visitors, especially younger target groups. But on the other hand, "there is China, the world's most populous nation, and soon-to-be the biggest sports market with millions of consumers eager for experience. This represents a one-time opportunity to use more than 100 years of winter sports know-how and competence."

Emanuel Lehner-Telic, Asia regional manager at the Austrian National Tourist Office in Beijing, said, "Once traveling from and to China becomes easier again, European skiing destinations, including those in Austria, will certainly benefit from the increased Chinese demand.

"Before the pandemic, we saw a significant rise in the number of Chinese winter tourists to Austria. Our Chinese guests were interested in all winter-related pursuits－visiting romantic villages, strolling through markets, walking in a winter wonderland and, of course, skiing," he said. "Beijing 2022 is certainly a milestone in the world winter sports industry and its related fields."

Markus Berger, spokesman for Switzerland Tourism, said the 2022 Winter Olympics and the Chinese government's initiatives to promote winter sports "will have a positive impact on our efforts and will help increase the desire to visit Switzerland as a winter destination."