|Changbaishan (CBS) ski resort 8|
As part of the bidding procedure, the International Olympic Committee carried out a five-day inspection of Beijing which was slated for the skating sports. They also checked out the Nordic skiing potential in the county of Chongli – located in the mountains near the Great Wall - as well as Genting Resort, China’s largest ski resort, which would host the snowboarding and freestyle events. Also on the itinerary was the ski resort at Yanqing where bobsled, skeleton, luge and other Alpine events were planned. Just before the IOC arrived, billboards were erected along the route, depicting skiers and snowboarders “Sharing the China Dream”.
|Wanlong Ski Resort, China|
|Changbaishan ski resort, China|
Chinese Ski Tourism
|Ski School at Whistler Blackcomb: Photo by Toshi Kawano|
|Niseko in Hokkaido region, Japan|
|Whistler Blackcomb by Blake Jorgenson - http://blakejorgenson.com/|
|Snowmaking at Wanlong Ski Resort, China|
|Aspen Snowmass Ski Simulator|
|Aspen Skiing Company in China|
Aspen Snowmass's strategies focus on high touch events including VIP on hill and dry slope clinics with top instructors. And brand awareness is at the forefront of all these activities. "We actively seek promotional opportunities in traditional and social media channels," she explains. "Our current following on Weibo boasts 56,000 and is growing at a rapid pace. At the same time, we also have a heavy focus on building booking channels and connections in country that enable guests to make reservations."
|Promo billboards during Aspen Snowmass China sales mission|
|FAM trip to Aspen Snowmass in December|
For more on the origins of skiing in China and an overview of China's contemporary ski-sphere, check out Jordan Manley's evocative film: https://vimeo.com/175629655.
And to read about the Canadian perspective on this subject, please check out my article in the Calgary Herald: http://calgaryherald.com/health/diet-fitness/winter-sports-fast-becoming-part-of-chinese-travel-dream