BEIJING: As more travelers head to the mountains for hiking, climbing and other adventures, China is seeking to turn growing enthusiasm for outdoor activities into a sustainable tourism industry, experts said at a forum on mountain outdoor sports on Sunday.
Social media and sporting events are introducing outdoor activities to a wider audience, particularly younger generations. On Chinese social media platform Xiaohongshu, the hiking hashtag has attracted more than 5 billion views.
Speaking on the sidelines of the 2026 International Conference of Mountain Tourism and Outdoor Sports in Xingyi, Guizhou province, Serge Koenig, a member of the expert committee of the International Mountain Tourism Alliance and an experienced mountaineer, described China as entering “the golden age of its outdoor tourism”. Participants in outdoor sports can spend two to five times as much as conventional tourists, he said, creating opportunities for local businesses and rural development.
Guizhou is seeking to capitalize on its mountainous terrain and growing calendar of outdoor sporting events. Yang Long, vice-president of industrial development at outdoor brand Kailas, cited a triathlon and a trail-running event in the Qiannan Bouyei and Miao autonomous prefecture as examples of how sporting events can draw visitors.
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The key, Yang said, is to make competitions part of a broader travel experience.
“Outdoor sports should not just be about competition. They are also a way of socializing,” he said. “We hope that after a trip or an event, people will still look forward to setting off again.” However, turning the outdoor boom into a sustainable industry will require better access to destinations and greater attention to safety, he added.
Social media is encouraging more young people to try outdoor activities, but some underestimate the skills and preparation required, Yang said.
“Many outdoor enthusiasts have enthusiasm, but lack a sense of awe toward the outdoors,” he said.
Despite its abundant mountain resources, many sites in China suitable for outdoor activities remain underdeveloped or inaccessible to the public. Yang said China’s outdoor sports sector, which began developing in the 1980s, could learn from Europe’s Alpine region, where mountain sports have a history spanning more than 200 years. He called for more systematic training to help beginners gain experience before attempting more challenging activities.
Swiss destinations such as Zermatt and Davos have developed year-round tourism offerings, promoting hiking, mountain biking and climbing alongside winter skiing. Such diversification is becoming increasingly important as climate change makes snow conditions less predictable, said Peter Marty, a lecturer at Zurich University of Applied Sciences.
However, extending the tourism season must go hand in hand with environmental protection, Marty cautioned, as growing visitor numbers can put pressure on fragile mountain ecosystems.
Benjamin Billet, chairman of the European Network of Outdoor Sports, said younger generations should also have a stronger voice in shaping the sector’s future.
“Young people love connection. They want to make friends, they want to engage with nature,” he said.
As China develops more mountain destinations, the industry’s long-term success will depend not only on attracting visitors, but also on ensuring their safety, sharing economic benefits with local communities and protecting the natural environment, Billet said.
