China's recreation market enjoys a natural boom

Outdoor recreation has gone mainstream across China. By the end of 2025, participants in such activities in China had reached more than 500 million, with related industries valued at an estimated 3.17 trillion yuan ($475.18 billion), according to the newly published China Outdoor Sports Industry Development Report (2025–2026).

Young and middle-aged Chinese are the main driving force. No longer confined to wilderness getaways, outdoor consumption is seeping into daily routines such as commuting, leisure and short-distance travel, a sign of its rising status as an everyday pastime.

The report shows that people aged 19–49 account for 76.16 percent of the total participants. At the same time, the consumption potential of lower-tier markets is being unleashed: In 2025, third — and fourth-tier cities together accounted for 42 percent of outdoor sports consumption.

The data also show that urban commuting and outfit-related use, at 68 percent, has become the largest consumption segment, followed by light hiking and trekking at 60 percent, and cycling, camping and other activities.

"These figures mark the official arrival of a golden age of nationwide participation in outdoor sports, making the sector a new growth area with enormous potential in the national economy," said Hao Xiaocen, director of the School of Recreation and Community Sport at Capital University of Physical Education and Sports.

"The outdoor sports industry is upgrading from functional consumption to immersive and quality-value consumption, and people are moving from merely participating in sports to embracing an outdoor lifestyle," she noted.

The report further notes that, in recent years, China has placed great importance on developing its outdoor sports industry. It has set a clear direction for the industry in its medium — and long-term plans and backed this up with supportive policies, while the building and development of high-quality outdoor sports facilities and destinations is moving forward steadily.

Hao sees the core aim as fostering an outdoor sports culture, which can be done in four ways: developing the cultural side of outdoor event IPs; turning natural sites into destinations that people feel connected to; getting as many young people as possible involved in building outdoor sports communities; and bringing in top international events to learn from their operating standards and service systems, while working to take Chinese outdoor IPs such as the Chongli 168 Ultra Trail Race to the global stage.

Since the first list of high-quality outdoor sports destination areas was announced in October 2025, the 49 destinations selected have generally enjoyed a solid foundation for outdoor sports development, and some have already shown strong visitor appeal and cross-regional traffic. According to China Unicom data, for instance, the Moganshan International Tourism Resort in Zhejiang province recorded about 3.57 million visitors last year, up 20 percent year-on-year, with out-of-province visitors accounting for 55.14 percent.

Yangshuo county in Guilin city, Guangxi Zhuang autonomous region, on that first list of key destinations, has seen its outdoor sports industry receive more than 2 million visitors since last year, directly creating more than 15,000 jobs and driving sustained growth in tourist numbers, according to Zhang Hao, director of the sports economy division of the region's sports bureau.

Zhang said Yangshuo's tourism is being transformed from a sightseeing destination into a place where visitors can actively enjoy the mountains and rivers. The county's largely karst terrain is home to more than 70 independent climbing sites and over 1,200 climbing routes, while natural waters such as the Li River and the Yulong River host kayaking, paddleboarding and other water sports, alongside premium hiking and cycling trails. Visitors can also choose from low-altitude airborne experiences, such as helicopters, paragliders and hot-air balloons.

He added that the county continues to host trail races, triathlons, mountain workshops and climbing festivals, working with local businesses to turn event traffic into spending on accommodation, dining and cultural products at scenic spots. It is also bringing in professional event operators and campsite managers, as well as helping local businesses expand into outdoor services.

Zhang said: "A vibrant market and busy events are drawing enthusiasts from home and abroad to live and invest in Yangshuo, deepening the integration of sports with culture, tourism and rural vitalization. I have always believed that a successful outdoor sports destination ultimately depends not on how good its natural resources are, but on whether it can cultivate a series of attractive event IPs and whether it has a group of operators willing to put down long-term roots there."

Wang Zhaohong, a professor at the College of Physical Education and Sports at Beijing Normal University, said China does not lack consumer demand for outdoor activities, but lacks efficient supply in talent and standardized services, such as course systems, insurance and rescue, as well as nearby venues and facilities.

"In terms of talent, especially instructors, it is still common for ski resorts in China to be unable to accommodate same-day bookings," Wang said, adding that there is still a shortage of workers in the ice and snow industry.

She also stressed that outdoor venues and facilities should be brought into cities and communities so that people can take part in outdoor activities right on their doorstep. She added that an industry is not judged by its trendiness, but by whether it truly benefits local people, creates jobs and tax revenue, and sustains a healthy ecosystem.