The outdoor industry in China is undergoing a significant transformation, moving beyond rapid growth driven by camping and general outdoor activities to a more lifestyle-focused market, said industry experts and executives.

This shift was a key theme at ISPO Beijing 2025, a trade fair for sportswear and outdoor goods, which opened in Beijing on Friday and drew nearly 500 exhibitors showcasing innovations across nine categories, including hiking, trail running, winter sports and cycling.

About 10 percent of the exhibitors were new overseas brands, and over 60 percent were first-time participants — showcasing the fast-evolving market landscape, said the show's operators — Messe Munchen and ISPO Group.

The outdoor market in China has been growing steadily. According to ChinaIRN, China's outdoor equipment market grew from 67.5 billion yuan ($9.21 billion) in 2019 to 87.2 billion yuan in 2023, with projections exceeding 90 billion yuan in 2024 and 100 billion yuan by 2028.

Meanwhile, the General Administration of Sport of China reported that annual per capita spending on outdoor products ranges between 2,000 and 5,000 yuan.

"After the surge in outdoor activities since the end of the pandemic, we are seeing a shift," said Tobias Grober, executive director of consumer goods at Messe Munchen and director of ISPO Group.

"The focus is still outdoor-related, but more toward hiking, trail running and camping activities. While consumers are still enthusiastic about outdoor pursuits, they are now increasingly interested in blending fitness with design, music, fashion and personal wellbeing."

Grober said that the rapid rise of camping, once the centerpiece of China's outdoor boom, has begun to normalize.

Today's consumers are exploring new outdoor destinations. This natural evolution in outdoor lifestyles reflects a desire for more tailored and meaningful experiences, he added.

Industry leaders remain optimistic about the potential of China's outdoor market.

Grober said that China's vast geography and diverse consumer base present unique opportunities for growth.

"With mega-cities and a variety of outdoor destinations, from coastal regions to mountainous areas, brands have room to create highly localized strategies," he said.