THE CHINESE WHITE GOLD
Winter sports Wild East
Chinese new middle class can now enjoy a sport they knew nothing about until recently : skiing. And they love it! This is not about trying some daredevil manoeuvres on the runs; so far skiing remains a quiet family experience. However, this craze has led to a shortage of adequate facilities.
With their long experience of winter sports, some westerners are targeting this growing market. Paul Bojarski crisscrosses the most remote parts of China on horseback in search of the right spots to build ski resorts
Like in other areas, the Chinese see big and are quick to invest in this white gold, to learn how to manage the tourists and even to implement stringent safety rules. As of now, skiing is only for a passionate handfull of several thousands. But 10 years from now, they should be 20 millions.