This article is adapted from China Playbook, our subscription-based strategy hub for decision-makers navigating China’s ever-shifting consumer landscape.
China is set to establish a network of high-quality outdoor sports destinations and supporting infrastructure by 2027, aiming to drive industry growth, boost regional economies and promote national fitness levels.
The strategy leverages regional advantages to tailor sports offerings. The north will lean into long snow seasons with ice and snow sports; the east and south will unlock their rivers and coastlines for sailing, kayaking and open-water swimming; and the mountainous west will host climbing, canyoning, rafting and more.
This isn’t simply about sports facilities. The government’s blueprint includes upgraded public transport, expanded medical support, professional coaching, event hosting and even insurance services. The policy push signals that outdoor recreation is being positioned as both a lifestyle shift and an economic growth engine.
The business opportunity is hard to ignore:
Capitalise on China’s booming sports market – Sales in sports and outdoor reached $35 billion in 2024, up 17% year-on-year. With state investment accelerating development, brands entering now could ride a long-term wave.
Adopt a regional strategy – Move beyond Beijing and Shanghai. Geography drives sports preferences, meaning the right sport in the right place can unlock untapped audiences.
Leverage travel-driven demand – Seasonal hubs like Harbin have already proven valuable for brands such as Canada Goose, which rapidly expanded there after establishing itself in major cities.
Tap into niche sports communities – The most engaged consumers are often the most specialised. Whether it’s ultra-marathons, freediving or bouldering, passion-driven sports offer fresh entry points for brands.
China’s outdoor economy is not just growing — it’s diversifying. And in a market where consumer engagement is increasingly experience-led, this shift could open new lanes for collaboration, branding, and regional dominance.
Are you ready to unlock your unfair advantage in China?
This article is adapted from our subscription-based strategy hub, China Playbook. Read the full article here with insights and takeaways from our senior strategist, or click the button below to subscribe for full access.
Cover image via VCG