How do Chinese ski tourists behave? © AdobeStock

Management & Tourism

How do Americans and Chinese behave on an alpine ski holiday?

According to the latest studies by Austrian National Tourist Office (Österreich Werbung) on winter guests from the USA and China, 60 percent of surveyed American winter sports enthusiasts are already interested in a ski holiday in Europe. Among the Chinese respondents, a similar outlook for the future is emerging. Here are the details.

Thomas Surrer

14. January 2026

USA

In September 2025, ÖW Tourism Research surveyed a total of 1,000 American winter sports enthusiasts via an online panel. The aim of the USA winter sports study was to gain a solid understanding of the potential of American guests for trips to Europe – especially to

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