Outdoor sports have become a significant trend among China's younger generation, signaling a shift towards a healthier and more socially connected lifestyle. According to an industry development report released in October, individuals born in the 1990s make up the largest group participating in outdoor activities, accounting for 36.1 percent, followed by those born in the 1980s at 32.5 percent.
The first half of 2023 saw a remarkable 79 percent year-on-year increase in outdoor sports-related orders, with a staggering 221 percent surge compared to the same period in 2019. This growth reflects the rising popularity of activities ranging from high-intensity sports like sailing and off-roading to more relaxed pursuits such as camping and city walks. In winter, ice and snow sports have taken center stage.
Platforms like Xiaohongshu and Weibo are abuzz with posts sharing diverse outdoor experiences. The Tianshan Tianchi international ski resort in Fukang City, Xinjiang, has gained popularity by attracting over 2,000 daily visitors, thanks to its mild temperatures and rich nearby tourist resources. Travelers like Li Peiling from Guangdong Province are discovering new destinations through live streams, enhancing their outdoor adventures.
To support this trend, the Ministry of Culture and Tourism has promoted new tourism products featuring outdoor experiences throughout 2023. Additionally, the National Development and Reform Commission and the General Administration of Sport of China have implemented an action plan for 2023-2025 aimed at expanding and improving outdoor sports facilities. This includes optimizing ice and snow sports infrastructure, enhancing camping amenities, and developing trails and parks to make outdoor activities more accessible to the public.
The cycling industry also mirrors this growth, with nearly 60 percent of cyclists aged between 18 and 40. The number of novice cyclists has more than doubled from 5.58 percent in 2021 to 11.33 percent in 2022, indicating a surge in new enthusiasts.
Huang Jin from the General Administration of Sport of China notes a shift from extreme outdoor sports to more leisurely activities, fostering social interactions among young people. Gong Yifei, a 27-year-old internet company employee in Beijing, shares, \"Outdoor sports are not just about staying active; they're also a way to meet new friends. Being out in the open makes connecting with people much easier.\"
Outdoor sports are also strengthening family bonds, with families representing 38.3 percent of participants in 2022, according to Mafengwo. As outdoor activities become a staple in the lives of China's youth, the industry is projected to reach a value of 3 trillion yuan ($422.5 billion) by 2025.
Huang emphasizes, \"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.\"
Reference(s):
Outdoor sports bring China's younger generation back to nature
cgtn.com
