Outdoor sports are surging in popularity among China's younger generation, bringing a wave of energy and enthusiasm back to nature. Throughout 2023, outdoor activities became one of the hottest topics in conversations among young Chinese, both online and offline.
According to an industry development report released in October, individuals born in the 1990s lead the charge, making up 36.1% of outdoor sports participants. Those born in the 1980s follow closely with a 32.5% share. The report highlights a remarkable 79% year-on-year increase in outdoor sports-related orders in the first half of 2023, skyrocketing by 221% compared to the same period in 2019.
Platforms like Xiaohongshu and Weibo are buzzing with daily posts showcasing a variety of outdoor experiences. From high-intensity activities like sailing and off-roading to more relaxed pursuits such as camping and city walks, there's something for everyone. Ice and snow sports, in particular, are stealing the spotlight during the winter months.
A shining example is the Tianshan Tianchi international ski resort in Fukang City, Xinjiang Uygur Autonomous Region. Despite not being the most famous ski destination in the region, it recently welcomed over 2,000 visitors daily. Its popularity is attributed to mild temperatures and the abundance of nearby tourist attractions, according to the resort's marketing director.
Li Peiling, 32, traveled all the way from Guangdong Province for her first visit to Xinjiang after discovering the resort through a live stream. Her experience reflects a broader trend of young individuals seeking unique and accessible outdoor adventures.
To support this growing interest, the Ministry of Culture and Tourism has been proactive in promoting new tourism products throughout 2023. Many of these offerings feature outdoor experiences like camping and ice sports, catering to the diverse interests of young enthusiasts.
Additionally, the National Development and Reform Commission and the General Administration of Sport of China have rolled out an action plan aimed at enhancing outdoor sports facilities and services from 2023 to 2025. The plan emphasizes optimizing the layout of ice and snow sports facilities and improving amenities for camping and mountainous outdoor activities.
The action plan also focuses on making outdoor sports more accessible to the public by establishing trails for brisk walking and constructing parks equipped with sports facilities. This initiative encourages integrating outdoor activities into daily life, fostering a healthier and more active society.
The cycling industry mirrors this trend, with a 2022 report showing that nearly 60% of cyclists in China are aged between 18 and 40. Moreover, the number of novice cyclists has more than doubled from 5.58% in 2021 to 11.33% in 2022, indicating a welcoming environment for newcomers.
Huang Jin from the General Administration of Sport of China notes that while outdoor sports were once dominated by extreme activities, there's now a shift towards more leisure-oriented pursuits. This transformation has turned outdoor sports into a vibrant platform for social interactions among young people.
\"To me, outdoor sports are not just about staying active; they're also a way to meet new friends. Being out in the open, surrounded by nature's wide spaces, just makes connecting with people a lot easier,\" said Gong Yifei, 27, who works at an internet company in Beijing. She enjoys joining outdoor sports groups on various platforms to chat about the latest trends and connect with others who share her interests in activities like fishing, hiking, and horseback riding.
Young parents are also embracing outdoor sports as a way to strengthen family bonds. Statistics from Mafengwo, a travel service and social networking platform, reveal that families made up the largest group, accounting for 38.3% of those participating in outdoor sports with companions in 2022.
As outdoor sports become an integral part of the lifestyle for many young Chinese, the industry is poised for significant growth. The action plan targets the industry's value to reach 3 trillion yuan ($422.5 billion) by 2025. Huang summarizes the movement best: \"The development of outdoor sports has transformed 'going outside' into a lifestyle that encapsulates people's commitment to health, pursuit of freedom, and yearning for spiritual solace.\"
