China's 2026–2027 Ski Season Begins: Rising Winter Tourism Interest Creates New Industry Opportunities

Ski Resorts Welcome the New Winter Season

According to reports by Xinhua News Agency and China Tourism News, Koktokay International Ski Resort in Xinjiang officially opened on October 20, while Wanlong Ski Resort in Chongli, Hebei, welcomed skiers later in October.

In November, major destinations including Yabuli in Heilongjiang and Beidahu in Jilin began their new-season activities, attracting further attention to China's winter tourism market.

Resorts have also been upgrading equipment, improving lift facilities, expanding night skiing options, and introducing experiences for families and beginners.

Growing Consumer Interest Supports the Winter Sports Economy

According to a November 6 report by Securities Daily, Meituan recorded a 125% year-on-year increase in searches for "skiing" between the beginning of October and October 28, 2026.

This growing interest highlights the expanding appeal of winter sports as part of leisure and travel experiences.

Beyond lift tickets and equipment purchases, ski tourism generates demand for accommodation, dining, transportation, lessons, and holiday packages.

These developments create potential opportunities for ski equipment manufacturers, performance apparel brands, resort operators, and tourism service providers.

Winter Tourism Opens New Opportunities for Industry Cooperation

Ski resorts are increasingly combining skiing with wellness, cultural activities, family entertainment, and holiday experiences.

At the same time, interest in technical ski equipment, protective gear, performance apparel, and quality travel services provides opportunities for brands to introduce new products and develop customer relationships.

For international ski brands and overseas winter tourism destinations seeking to reach Chinese consumers, partnerships with local retailers, travel agencies, and industry professionals may play an important role in market development.

SRT SHOW Shanghai 2027 Connects the Winter Sports Industry

Against the backdrop of China's evolving winter sports and tourism market, SRT SHOW 2027 (Ski Resort Travel Expo) will take place from May 14–16, 2027, at the Shanghai World Expo Exhibition & Convention Center.

The exhibition aims to connect ski equipment manufacturers, winter apparel brands, ski resorts, tourism destinations, travel agencies, and outdoor recreation businesses.

Through product showcases, brand promotion, and business networking, SRT SHOW seeks to help companies explore China's winter sports market, develop distribution relationships, and identify new partnership opportunities.

Exhibition Information

SRT SHOW Shanghai 2027
Date: May 14–16, 2027
Venue: Shanghai World Expo Exhibition & Convention Center (SWEECC)
Official Website: https://www.asiaskiexpo.com/