The World Winter Sports (Beijing) Expo 2021 was recently held at the China National Convention Center and Shougang Industrial Park, with over 500 brand exhibitors from about 20 countries and regions showcasing their rich resources in winter sports.

Italy, which will host the Winter Olympics in 2026 after previous turns in 1956 and 2006, was invited to serve as the expo's honored guest country, and has displayed booths from the Italian National Tourist Board as well as Italian corporations in the winter sports industry.

Gianpaolo Bruno, director of the Beijing Office of the Italian Trade Agency, said the agency is very optimistic about the potential of the Chinese ice and snow market after the 2022 Winter Olympics in Beijing.

He said many companies in the manufacturing industry for Italian ice and snow sports have cooperation with China in areas ranging from venues, equipment and gear, to clothing and accessories. Most Italian brands at the expo have been in China for many years, and also have partnerships with the 2022 Winter Olympics.

He believes the expo also offers an opportunity for the Italian ice and snow sports industry to promote their good quality products in the Chinese market, and the event provides exposure for other Italian industries such as catering and tourism.

He said mountain resorts in Italy can entertain tourists with a variety of cultural and outdoor activities according to the seasons. The agency will launch the program "Fun Italian Mountain Life" next year in major Chinese cities to promote Italy's mountain culture as well as Italian lifestyles.