appears part reaction to stringent pan- demic lockdowns and part government initiative, with the country’s burgeoning outdoor sports sector earmarked as a new economic growth driver to be supported with planning, construction, and incen- tives. “People are engaging with not just sport and outdoor lifestyle, but they’re being incentivized to get into sport train- ing, to have a better diet, to stop smok- ing, drink less, tone their bodies, and these types of things,” said Downes. As a result, he said, “Thirty years ago, biking in China was a form of transporta- tion. Now, it’s a status symbol; everybody wants to get into it. Yoga and culinary tours are also very powerful in China. “I think most people actually are choosing their destinations in Asia now based on what type of culinary experi- ences they can have,” he added. Arival data show that food is among the fastest growing travel-drivers globally. Another shift: while in the past peo- ple in China “mostly went on group tours,” said Downes, FIT (free indepen- dent travel) now leads the tourism mar- ket, with more travelers curating their own multi‑stop, multi‑interest itinerar- ies. “People are really looking for their own experiences—based on sport or another interest,” he said. In Japan , “everything has a wellness /onsen, hiking, cultural, and culinary component,” Downes said, with tour- ism programming evolving from what Downes frames as a cultural preoccupa- tion with personal growth. For example, Hanazono’s guided winter backcountry
offerings have inspired summer off‑pis- te hiking programs that pair gym con- ditioning and nutrition coaching with multi‑day, overnight treks. Activities such as agritourism (think fruit‑picking) and photography classes also add layers to the Niseko region’s outdoor recreation offerings. “Asian culture is very interested in learning about how to improve and how to look after oneself,” Downes said. “These (e.g., camping, nutrition, pho- tography) aren’t things people learn in school, so now they’re looking to get into an experience and want to do it at the highest level.” The demand for learning experienc- es, said Downes, means that an Asian family might seek out a destination that offers a variety of activities with an edu- cational component, be it ecology, ani- mal husbandry, art, language, cultural heritage, skill development, or foodways. Families at OK Mountains in Germany/Austria can enjoy an outdoor walk while the kids are enter- tained by the ball-track adventure along the trail.
The Nordwandsteig steel catwalk on the summit of Nebelhorn at OK Mountains in Germany/Austria is a popular, free sightseeing attraction.
choosing the activity or theme they love and then booking a trip to the place that delivers it. That reframes the hierarchy of travel, with flights, accommodation, and transport playing supporting roles, while experiences like tours, activities, and attractions are the lead actors. For mountain destinations, this shift represents a chance to reach trav- elers earlier in their decision-making process—before they’ve chosen a spe- cific place—by positioning themselves around the passions that drive travel choices, like biking, hiking, or wellness.
REGIONAL LENSES
Asia: Wellness, Learning, and FIT
Europe: Food, Family, and Authenticity
Downes, who has been instrumental in the planning, development, and opera- tion of more than 30 mountain resorts and indoor ski facilities in Asia, has seen the trend evidenced in both China and Japan. In China, a post‑Covid push toward health, sport, and time off is accelerat- ing participation in outdoor activities domestically and abroad. The growth
At European mountain destinations, Covid was also an outdoor recreation accelerator. “Tourism is becoming even more important now, and we consider ourselves not as a ski resort but as an all- year operator,” said Volpert. Climate change is causing a shift as well, driving more tourists away from the sunny beaches of southern Europe into the mountains for a cooler summer
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