From reuterspictures: Images from the 2022 Winter Olympics venues as China aims to build a thriving winter sports ecosystem
"This is such a physical activity, it relieves the pressure for me," Shi said while taking a break from snowboarding at Thaiwoo Ski Resort in Zhangjiakou, not far from where several Winter Olympics events will be held in February.
China hopes hosting the Games will springboard the country towards becoming a winter sports destination and will help deliver on a target set by President Xi Jinping to get 300 million Chinese involved in winter sports, with an aim to build a 1 trillion yuan industry. The country has more than 700 ski areas but the industry is highly fragmented and most are tiny. Only about 20 would be considered destination resorts, including Thaiwoo and the nearby Genting Resort Secret Garden, which will host the Olympic freestyle skiing and snowboarding competitions.
Justin Downes, president of Axis Leisure and an adviser to the Games organisers, said the Chinese ski industry is unrecognisable from when he arrived in 2007. Before COVID-19 jolted the industry, skier visits in China doubled from 10.3 million in 2014, the year before Beijing was awarded the Games, to a peak of 20.9 million in 2019.
Chinese private equity firm Hillhouse Capital, whose founder Zhang Lei is an avid snowboarder, owns half of the Chinese business of Vermont-based Burton Snowboards, the industry pioneer.
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