A herdsman from Emin county in the north of the Xinjiang Uygur Autonomous Region instructs students at a local ski resort on February 3, 2026. Photo: VCG

Editor's Note:

With the conclusion of the 2026 Milan-Cortina Winter Olympics, the Chinese delegation achieved its best-ever medal tally at an overseas Games. Once again, global attention has turned to China's winter sports and its rapidly growing ice and snow tourism. In recent years, China has experienced a surge of enthusiasm for winter sports and related industries. In 2025, the scale of the country's ice and snow economy exceeded 1 trillion yuan, attracting not only domestic participants but also a growing number of international visitors. What draws foreign tourists to experience China's winter tourism? From perspectives of international observers, what is the development potential of China's ice and snow tourism? The Global Times interviewed Tao Kreibich, an Austrian freeride pro-skier with two years on the Freeride World Tour, who traveled to China to experience its winter sports scene firsthand. The following is Kreibich's views. 

As a freeride skier raised in the Austrian Alps, I've always been driven by a passion for traveling to explore new zones and ride deep powder around the globe. Last November, I spent one week at Jikepulin Ski Resort in Hemu, Xinjiang. What I found was a ski destination with super cool terrain, good natural snow and some of the warmest hospitality I've experienced anywhere in the world.

In many places in China, artificial snow still plays a big role. What makes Hemu special is that it has a lot of good natural snow. The slopes are steeper, the runs are longer and there are plenty of off-piste possibilities and breaks. I found playful terrain with rocks to jump off and natural features that make freeriding exciting. The human experience also stood out. My friend and I were among the only Europeans there at the time, and we don't speak Chinese. Locals helped us order food, buy ski tickets and communicate using translation apps. We had funny and friendly conversations about skiing in Europe and China in the gondolas and cable cars. One evening, a group of local skiers invited us to dinner, which became one of the best meals I've ever had in my life - an unforgettable feast of Xinjiang lamb and hotpot. That night I experienced an open, generous and curious side of China.

Since the 2022 Winter Olympics, I've observed clear momentum in China's winter sports scene. More people in China are getting into skiing and snowboarding. In the past, those who wanted to try these sports often had to travel to Europe or North America. Today, with more resorts being built and more destinations emerging as hubs of the ice and snow tourism across the country, winter sports are becoming increasingly accessible and popular. At the same time, the global skiing community has begun to notice that there are good skiing opportunities in China. International competitions, freestyle events and social media exposure have helped showcase that China has serious mountains and real potential. As a result, more riders from around the world are becoming curious and coming to see for themselves.

Looking at the bigger picture, I see huge potential in China's ice and snow tourism. In Austria, winter sports are a major pillar of the national economy. China is much larger and more diverse, but winter tourism can still play an important role. People love to combine travel with sport. Skiing is not just an activity; it's an experience that connects nature, culture and community. For me, China's ice and snow economy is no longer a hidden story. It is developing quickly, and I truly hope to come back soon - to explore more mountains and witness this growth firsthand.