China Aims to Boost Winter Sports Industry
They’re hitting the slopes. Four years ahead of the 2022 Winter Olympics in Beijing — the first city to host Summer and Winter Games — China is planning another massive achievement. It wants to develop 300 million new winter sports enthusiasts before 2020, pushing the market to $144.5 billion in just a few years. That means increasing China’s current crop of 12.1 million skiers and snowboarders to 120 million, which is just shy of the current global number of skiers. The challenge, though, will be keeping them on domestic slopes.