Value-chain alliances

Beyond tourism flows, China's policy push is opening opportunities for deeper collaboration across training, infrastructure and services.

Rumler highlighted that cooperation is already underway. Ski instructors from Austria have participated in training programs in China, while the Tyrolean Ski Instructors Association offers certification courses locally. Looking ahead, he sees potential in ski improvement programs, private coaching, training camps and immersive alpine experiences that combine sport, culture and hospitality.

On the infrastructure side, European technology providers are also positioning themselves for long-term engagement in China's expanding market.

Feng Qi, general manager of Doppelmayr China, an Austrian-headquartered global leader in ropeway and cable car systems, said the latest policy signals provide clarity and confidence.

The company supplied all ropeways for the Beijing 2022 Winter Olympics, including nine in Yanqing, a mountainous district in northwest Beijing, and five in Chongli, a ski hub in neighboring Hebei province.

"The ice and snow economy is no longer a niche sector, but a core part of China's consumption upgrade," Feng said, adding that the shift toward higher-quality development is generating demand for both new projects and upgrades to existing facilities.

While competition from local manufacturers is increasing, he noted that international companies still hold advantages in high-end segments. "Our focus is on major ski resorts and core routes within the resorts, where the demand is normally higher in terms of comfort, efficiency and availability," he said.

Yi Li, vice president of Bonski, one of China's leading developer of indoor ski facilities, said policy support has enabled winter sports to expand into regions without natural snow, including through indoor ski facilities and school programs.

"Through the operation of indoor ski resorts in recent years, we have trained a large number of skiers, from complete beginners to intermediate and even advanced levels," he said.

Many of these skiers are now seeking new experiences. "These new skiers will not only fill domestic ski resorts, but will also contribute to demand at major international destinations," Yi added.

Drawing on recent field visits, Yi said his observations of European resorts helped illustrate the gap in experience between China's emerging market and more mature alpine destinations. He cited Soelden as an example of how offerings are structured around a broader mix of activities.

"Soelden has relatively reliable snow conditions due to its glacier terrain, which supports a longer ski season," he said. "Off the slopes, the apres-ski scene is lively and fun, and if you're looking to relax, the Aqua Dome spa is a must — great views, warm thermal pools, and a really unique experience."

He also noted the role of themed attractions and diversified leisure options. "There is a James Bond experience at the mountaintop 007 Elements museum, as well as activities like tobogganing," he said. "These kinds of offerings make the destination suitable not only for more advanced skiers, but also for families and visitors looking for a combination of sport and leisure."