With the 2022 Winter Olympics set to take place in Beijing, AS/COA's Vice President Eric Farnsworth explained what it will mean for the Chinese and international markets. "Asia really is the growth market for winter sports as well as sports generally," Farnsworth told CCTV. "If China brings 300 million new entrants to winter sports as leisure participants, that's almost the entire population of the United States."

The legacy of the massive event will be another important aspect, Farnsworth added, and the $3.9 billion project will require the support and commitment of the overall community.