Elan and Davos strengthen presence in China with the tailored Ski Project

Elan and the destination Davos Klosters are launching a sleek ambassador to further boost their recognition in the Far East: they have developed the Davos Ski® by Elan.

A ski made exclusively for the Chinese market: the ‘Davos Ski® by Elan’ uniquely blends the DNA of the Swiss winter sports destination Davos with the high-quality craftsmanship of Slovenian ski maker Elan. It is the perfect choice for travellers, urban adventurers, and Chinese ski enthusiasts who seek both performance and elegance on the slopes. “The ‘Davos Ski® by Elan’ is a tangible ambassador that carries our values and the beauty of our region to China,” says Albert Kruker, Tourism Director of Davos Klosters.

Winter sports have been booming in China, especially since the 2022 Winter Olympics. Whether outdoors or in indoor ski halls, a growing clientele is discovering the joy of skiing. Current estimates suggest that there are around 30 million skiers in China, with numbers continuing to rise. “Elan has been handcrafting skis in the Slovenian Alps for 80 years, with a legacy rooted in innovation and a passion for mountain life. Partnering with Davos to create a ski for China represents a meaningful extension of our market approach—uniting Alpine heritage with forward-thinking design. The Chinese market holds growing importance for us, and we’re proud to introduce this ski to further strengthen Elan’s presence and relevance in the region.”, says Leon Korošec, Vice President of the Elan Group and Director of the Sports Division.

Two Ski Models to Suit All Needs

The target audience for the ‘Davos Ski® by Elan’ project is Chinese skiers for whom skiing and winter holidays are part of their lifestyle. A dynamic, emotionally engaging skiing experience is the priority. This is ensured through Elan’s latest technology. The design reflects Davos’s long skiing tradition and conveys values such as a connection to nature and a passion for sports.

In addition to a standard carving ski, the world’s first foldable all-mountain ski—the ‘Elan Voyager’—has been designed in the Davos style, featuring its iconic blue-yellow colour scheme. As the name suggests, this model is ideal for travel. “Of course, the best-case scenario would be if our Chinese guests came to Davos to ski here with their ‘Davos Ski® by Elan’,” adds Kruker.

The two ski models will debut at the ISPO trade fair in Shanghai from July 4 to 6 and are set to hit the market in fall 2025. Alongside the skis, accommodation and ski school packages in Davos Klosters will also be promoted.