The Winter Olympics in Milano Cortina 2026 is more than just a sports spectacle for Italy — it’s a golden chance to tap into China’s booming passion for skiing and snowboarding. As China’s interest in winter sports surges post-Beijing 2022, Italian businesses are gearing up to ride this wave, hoping it turns into a lasting economic win.
China’s Ski Boom: A Rapid Rise to the Slopes
China’s winter sports scene has exploded recently. Before 2022, skiing was a niche activity there. Now, after hosting the Beijing Winter Olympics, it’s gone mainstream. From May 2023 to April 2024, Chinese ski resorts welcomed 23 million skier visits — that’s a 16% jump in just a year. To put it in perspective, skier visits have more than doubled compared to a decade ago. Even the number of public ski resorts jumped to 719, with 22 new ones opening last season.
This surge is more than numbers; it’s a lifestyle shift. Social media buzz, young athletes winning medals, and government backing have all made winter sports sexy in China. Suddenly, skiing and snowboarding aren’t just cold-weather pastimes — they’re trendy, aspirational activities.
Italy’s Long Game: From Alpine Tradition to Olympic Spotlight
Italy, with its alpine heritage, is no stranger to winter sports. It ranks No. 4 worldwide with 32 million ski visits in 2024, a figure that dwarfs many countries. Hosting the 2026 Winter Olympics in Milano Cortina is Italy’s way of spotlighting its mountains and winter culture. But there’s a bigger play — luring China’s rising winter sports crowd to Italian slopes and businesses.
Lorenzo Riccardi, chair of the China-Italy Chamber of Commerce, pointed out that the 2026 Games offer a “very important opportunity” to boost tourism and trade with China. The Chamber, based in Beijing and boasting 800 members, is already plotting ways to connect Italian brands with Chinese consumers. It’s about more than just skis and snowboards — think luxury goods, hospitality, and regional development.
Trade Winds Shift: Italy Looks East Amid Western Tariffs
With new U.S. tariffs on European imports rattling the Italian economy, the government is eyeing new markets. China and the Far East are front and center. Italian companies that have been in China for years are less rattled by these trade shocks — they’ve adjusted supply chains and shifted focus to the Asian market rather than the U.S.
Trade between Italy and the EU with China remains steady, clocking in at $36 billion in the first half of 2025. High-profile visits, like Deputy Premier Matteo Salvini’s July trip to China, reinforce these ties. Salvini praised China as an “innovation giant” and showcased Italy’s own strengths, including its speedy rail network.
Sports, Luxury, and Lifestyle: A New Niche Emerges
China’s Winter Olympics success in 2022 sparked more than medals. It ignited interest from brands previously distant from sports, like Prada and Giorgio Armani, now targeting winter sports consumers. That’s a big shift.
Italy’s know-how in winter sports isn’t just about competitions. It’s about the whole ecosystem — tourism, hospitality, and lifestyle. Italian firms are experts at turning mountains into money-makers. TechnoAlpin, a company specializing in artificial snow, was a key player at Beijing 2022, exemplifying Italian tech in winter sports.
The China-Italy Chamber plans to spotlight these industries at its November “Notte Italiana” event in Beijing, showcasing the growing partnership. Chinese sponsors like Alibaba, Mengniu, and TCL are already backing the 2026 Games.
Challenges on the Horizon, But Plenty of Promise
Business in China isn’t a cakewalk. Competition is fierce, and geopolitical tensions add complexity. Italian firms face rising costs, supply chain hiccups, and tariff uncertainties. Still, China’s 5% GDP growth is a bright spot, fueling demand for quality “Made in Italy” products.
A recent Chamber survey found Italian companies see industrial innovation and the rising Chinese middle class as major opportunities. The key? Long-term, stable partnerships with local firms. Italy’s business roots in China go deep — dating back to 1903 — and cultural ties remain strong.
Here’s a quick snapshot of trade and business figures to keep in mind:
| Indicator | Figure | Context |
|---|---|---|
| China skier visits (2023-24) | 23 million | 16% YoY increase |
| Public ski resorts in China | 719 | 22 more than previous year |
| Italy ski visits (2024) | 32 million | Ranked 4th globally |
| Italy-China trade (H1 2025) | $36 billion | EU’s trade with China largely steady |
| China GDP growth (2025 forecast) | ~5% | Among world’s fastest |
Italy’s bet on China’s winter sports fever could pay off big time — bringing tourists, business deals, and cultural exchange in one cold-weather package. Milano Cortina 2026 won’t just be about medals; it’s a chance to build lasting bridges between two ancient cultures with new shared passions.
