Snowsports Industries America (SIA) on Thursday announced its next Educational Trade Mission for U.S.-based winter/outdoor businesses that want to learn about expanding to China.

China’s central government has announced plans to “create” 300 million new winter sports enthusiasts out of the country’s billion-plus population before 2022, and it is estimated that the total market size of the winter sports industry in China will reach $87 billion by 2020

As the host of the 2022 Winter Olympics and a rapidly developing winter market, China offers significant opportunities for companies in the winter industry.

SGB in 2018 published an in-depth look at SIA’s inaugural trade mission to China.

SIA, in conjunction with the U.S. Commercial Service (USCS) of the U.S. Embassy in Beijing and the U.S. Consulate in Shenyang, is offering this opportunity to learn more about the Chinese winter market.

U.S. companies will learn about developments in the Chinese winter market from U.S. officials; meet one-on-one with Chinese resort owners, retailers and distributors; visit local specialty retail; gain a better understanding of the luxury market; see consumers participating in winter sports on and off snow; and experience local winter resorts and dry slopes first-hand in Beijing, Chongli and Jilin.

The trade mission is open to U.S.-based suppliers, resorts, retailers or other businesses either exploring expansion in China or simply wanting a better understanding of the Chinese winter sports market.

The next trade mission is March 1-7, 2020. For more information, contact Maria McNulty at