The global skiing industry is experiencing a strong upsurge in 2026, fueled by the upcoming Milan-Cortina 2026 Winter Olympics and the rise of tech-empowered ski gear, with China emerging as a key growth driver, industry data and reports show.
Ski mountaineering makes its long-awaited Olympic comeback at Milan 2026, 78 years after its last appearance, featuring three medal events and boosting global interest in the sport. Meanwhile, tech innovations are transforming ski equipment, with Chinese brands launching advanced products like self-adjusting color-changing ski goggles and carbon fiber ski boards, which are lightweight and high-performance.
China’s skiing market has achieved a strong start this season: in the first month of 2025-2026 snow season, national ski resorts received 35 million visitors, a year-on-year increase of 10%, with consumption reaching 36.35 billion yuan. Domestic brands are also accelerating global expansion, with their high-quality, cost-effective ski gear gaining popularity overseas.
International brands are also tapping into China’s huge market potential, with some planning to build R&D and production centers in the country to better cater to local demand. Analysts note that the Milan Olympics and continuous tech innovation will keep driving the skiing industry’s growth this year.