Number of ski resorts in China. (CHINA DAILY)
"The fact that Beijing is the venue for the 2022 Winter Olympics is also a major reason Chinese are so enthusiastic about winter sports. It's a development we can clearly see," she added.
Few Chinese had previously demonstrated their limited skiing prowess to foreigners on Alpine slopes, so catering to their specific needs is one focus for European destinations.
Switzerland Tourism has innovated in many different ways to offer more convenience to Chinese guests in winter, including direct flights to Zurich from Beijing, Shanghai and Hong Kong, and the availability of the Swiss Travel Pass-a ticket that offers travel throughout the country.
As Chinese are mostly beginners, or do not ski at all, the organization has made more efforts to increase nonsporting winter activities.
Batiste Pilet, promotions manager for China at Switzerland Tourism, said, "Switzerland now offers Chinese-speaking ski instructors in 13 resorts and 'First Ski Experience' one-stop-shop offers at 19 resorts, providing ski passes, ski rentals and ski instructors."
"First Ski Experience" was initially designed to meet Chinese skiers' specific needs. As a result, hotels in Alpine regions have become more flexible on bookings of less than one week.
Wolfgang Arlt, director of the China Outbound Tourism Research Institute, said destinations should not try to change their customers, but alter what they offer.
"For instance, you can have a nice experience with snowshoe-walking, which requires no special skills and can be done for a certain amount of time," he said.
"Putting Chinese beginners together with European children in the beginners' class on an 'idiot's slope' will not attract Chinese. Destinations should also emphasize the clear, fresh, healthy air and night skies full of stars," he added.
Li Cong, founder of the travel agency Mountaineer in Germany, which helps Chinese skiers arrange trips to Europe, said China's successful bid for the 2022 Winter Olympics has given unprecedented impetus to the nation's winter sports industry.
An increasing number of independent ski travellers from China have visited over the past three years, but Li said the challenge is whether this interest will be sustained beyond the enthusiasm created by the Winter Olympics.
