As China’s trade doors open up, are we seeing the first steps in that country’s becoming a major ski market? Visitors to the International Skiing Industry Cooperation Forum in Harbin, northeastern China, in early December found an intense hunger for knowledge and technology, and an appetite for forming alliances to make it happen. One of those attending was Walter Elander, a principal of the consulting firm, SE Group. He arrived prepared to be an exhibitor also, but (fortunately, he says), his booth materials didn’t arrive in time so he concentrated on the conferences, where the action was.
The big interest was in developing tourism. Several inter-governmental agreements were signed between Heilongjiang Province and the countries of Austria and Switzerland for exchange of information and the transfer of knowhow on the development and marketing of tourism. Tourism experts were also there from Germany and Slovenia. Multi-national entrepreneurial activity was afoot for development of new ski areas. “Lots of action; investment sought.” One project being considered would be a showcase development—a laboratory for ski area operations, technology and marketing.
Two days of the Forum were devoted to seminars on 10 subjects. Elander chaired one on Ski Area Equipment & Facilities. Interestingly, conversion is also a problem in China. Lots try skiing; too few are coming back for more. Snowboarding has not yet made the scene.
Where does it all lead? The Chinese government policy is to develop the region for international tourism. In addition to its huge domestic potential, they see their future developments as a focus for Europeans, Japanese, Koreans and other Asians. A tall order, many think, given the somewhat modest terrain.
