Davos conquers Chinese market with its own ski
Published : 26. May 2025
To further strengthen its reputation in the Far East, the Davos Klosters destination is relying on a sleek ambassador: Together with ski manufacturer Elan, it is developing the 'Davos-Ski® by Elan.' The joint agreement was signed today.
A ski exclusively for the Chinese market: The 'Davos-Ski® by Elan' uniquely combines the DNA of the Swiss winter sports resort of Davos with the high-quality craftsmanship of the Slovenian ski manufacturer Elan. A perfect choice for travelers, urban explorers, and Chinese ski enthusiasts seeking both performance and elegance on the slopes. "The 'Davos-Ski® by Elan' is a tangible ambassador that brings our values and the beauty of our region to China," says Albert Kruker, Tourism Director of Davos Klosters.
Snow sports have been booming in China since the 2022 Winter Olympics at the latest. A growing clientele is discovering the joy of carving both outdoors and indoors. Current estimates put the number at around 30 million skiers in China, and the number is rising. "This is an incredibly exciting market for us, which we can reach even better thanks to Davos's reputation as an Alpine destination," says Leon Korošec, Vice President of the Elan Group and Director of the Sports Department, about the collaboration.
Two ski models for all needs
The target audience for the 'Davos-Ski® by Elan' are Chinese travelers who travel independently and for whom skiing and winter holidays in Europe are part of their lifestyle. A dynamic, emotional skiing experience is paramount. This is ensured by the latest Elan technology. The design, in turn, references Davos' long skiing tradition and conveys values such as closeness to nature and enthusiasm for sport. "We combine Alpine heritage with future-oriented technology, thus expanding our brand strategy," explains Leon Korošec.
In addition to a standard carving ski, the world's first foldable all-mountain ski, the 'Elan Voyager,' was designed in the Davos design with the iconic blue and yellow color combination. This model is – as the name suggests – perfect for traveling. "The best thing would, of course, be for Chinese guests to come to Davos to ski here on their 'Davos-Ski® by Elan,'" says Kruker. The two ski models will be presented for the first time at ISPO in Shanghai between July 4 and 6 and are scheduled to be launched in fall 2025. Accommodation and ski school offers in Davos Klosters will also be advertised alongside the skis.