CTC sponsors mogul championship in Nanshan to cement Canada’s position as go-to destination for winter experiences.
There ain’t no mountain high enough for Chinese ski fans, but the China office of the Canadian Tourism Commission (CTC) has taken up the challenge. Building off the success of last year, CTC-China and Destination British Columbia were the headline sponsors at the highly reputed 8th Canada Nanshan Ski Mogul Slope Championship Feb. 14. Nanshan is a favourite resort of Chinese skiers that’s one hour from Beijing.
Winter sports are a rapidly growing travel market in China and destinations are moving away from the bunny slopes to black-diamond marketing. According to a recent article in The Economist, the Chinese Ski Association estimates there are 20 million active skiers in the country, a far cry from the 10,000 in 1996.
CTC-China is also building awareness and excitement for skiing in Canada through its CTCTV channel. Featured programs have covered skiing, snowboarding and winter activities in British Columbia, Alberta, Ontario and Quebec.
Since the channel launched, more than 22 million Chinese consumers have tuned in, mainly via iQiyi, China's leading advertising-supported online TV and movie portal. Looking ahead, Godfrey Gao, a leading Taiwanese actor and model, recently signed up to be the channel’s face for 2015. His first focus will be on urban adventures, filming in Toronto, ON, plus Vancouver, Whistler and Richmond, BC.
There’s no slowing the increased appetite for Canadian travel experiences in the China market. According to CTC’s latest Tourism Snapshot, in the first 11 months of 2014, more than 425,000 Chinese consumers chose a trip to Canada, a 29% year-on-year surge.