The Rise of Equestrian Sports in China: New Opportunities for Italy in the Equestrian Sector
This article was originally published in Italian in Panorama on 20th August 2025.
Please note that this is a courtesy translation of the Italian language article originally published in the Panorama Magazine Issue at: https://www.panorama.it/attualita/economia/lascesa-dellequitazione-in-cina-nuove-opportunita-nel-settore-equestre-per-litalia
Equestrian sports have experienced extraordinary growth in China over the past decade. Once considered a niche practice, horseback riding has rapidly gained popularity among younger generations and the expanding middle class. Riding clubs have proliferated in cities such as Beijing, Shanghai, and Chengdu, while equestrian schools—often in collaboration with foreign instructors—are training a new generation of Chinese riders.
A milestone moment for the sector came at the Tokyo 2020 Olympics, when China fielded a national equestrian team for the first time, successfully competing in show jumping and eventing. This historic debut was the result of significant investments and the development of national equestrian infrastructure. The Olympic achievement also raised expectations for stronger international partnerships, with particular focus on training, breeding, and competition logistics—areas in which Italy enjoys longstanding expertise and remarkable know-how.
China: An Emerging Star in International Equestrian Sports
In May 2024, Shanghai once again hosted one of the flagship events on the global equestrian calendar: the Longines Global Champions Tour.
Recognized as one of the world’s most prestigious show jumping events, the Longines Championship brought together elite riders from Europe, the Americas, and Asia. Against the futuristic skyline of Lujiazui, world-class equestrian sport met Chinese ambition, underscoring the country’s growing prominence on the international equestrian scene.
More than just a competition, the Longines Championship symbolizes prestige, tradition, and elite athleticism—an increasingly important crossroads for Chinese stakeholders. Its return to Shanghai in 2024, after the Covid-19 pandemic, reaffirmed China’s growing role both as a host country and as a competitor, while also highlighting areas in which the country is seeking further international collaboration.
Europe’s Contribution to China’s Growth: The Role of Italy
Italian equestrian culture extends far beyond sport. It is deeply rooted in the country’s history and traditions. From the centuries-old Palio di Siena, which still embodies Italian cultural identity today, to Italy’s prestigious stables, horses have long represented prestige, community, and artistry in Italian culture.
Italy has historically produced some of the world’s most celebrated equestrian champions, such as Raimondo and Piero D’Inzeo, multiple Olympic medalists, and Lorenzo De Luca, one of today’s top international show jumpers. Building on this legacy, Italian riders continue to shine on international stages.
Italy is also home to renowned horse breeds such as the Murgese, the Sella Italiano, and the Anglo-Arab of Sardinia, all valued for performance and tradition.
According to data compiled by the Italian Equestrian Sports Federation (FISE), Luiss Business School, and Nomisma, the overall value of the Italian equestrian industry is estimated at around €3 billion, encompassing sporting activities, breeding, tourism, training, and related services. The training and recreational riding segment alone generates approximately €1.7 billion annually. In 2023, Italy counted over 135,000 FISE members, about 314,000 active horses, and a total of 3.6 million practitioners—a 20% increase compared to 2018—with more than 7,500 active equestrian facilities nationwide. This vibrant sector supports not only breeders, riders, and trainers, but also a wide range of industries, from saddlery to luxury fashion and high-end tourism, contributing significantly to Italy’s GDP.
On the Chinese side, according to the China Equestrian Association, the overall value of the Chinese equestrian industry grew from RMB 90.9 billion in 2016 to RMB 138.3 billion in 2019 (about €17.5 billion), with training alone reaching RMB 13.83 billion (€1.7 billion). During the same period, the number of registered clubs rose to 2,160, with about 420,000 practitioners. The Chinese equestrian equipment market is projected at USD 234 million (about €200.3 million) in 2024, with an average annual growth rate of 5.7%.
This explosive growth underscores both the urgency and the potential for Italy to engage more strategically with China in this sector.
Despite its historic tradition and economic strength, Italy remains underrepresented in one of the world’s fastest-growing equestrian markets: China.
The question is pressing: why is Italy not at the forefront of the Chinese equestrian scene?
Countries like Germany, France, and the Netherlands have built a strong presence in China through partnerships, exports, and collaboration with elite riders and trainers. Italy, however, appears absent from this expanding global market.
Is this a matter of lacking strategic investment, or simply a missed opportunity?
In reality, the issue is not about capability, but rather regulatory alignment. Countries such as France and the Netherlands have adopted strategic measures to build strong partnerships with China in the equestrian sector. Through proactive investments in bilateral relations, they have signed veterinary agreements with Chinese authorities, allowing for the direct export of live horses for sport and breeding. These agreements also streamline quarantine procedures, making the entire process more efficient and commercially sustainable.
The benefits extend far beyond horse trade. These agreements have created an entire ecosystem supporting breeders, facilitating the arrival of riders and trainers in China, and opening the market to luxury equestrian brands. The result is a robust and mutually beneficial flow of commercial and cultural exchange.
Italy, by contrast, has not yet signed a bilateral veterinary protocol between its Ministry of Health and China’s General Administration of Customs (GACC), in coordination with the Ministry of Agriculture and Rural Affairs (MARA). This regulatory gap results in lengthy and complex quarantine procedures (over six months), representing a significant barrier to entry.
Thus, Italy’s considerable strengths in breeding and equestrian sport remain underutilized in one of the world’s most dynamic markets.
From MoUs to Targeted Government Action
Encouragingly, a first step in this direction has just been taken. The signing of a Memorandum of Understanding (MoU) in Rome last July between the Italian Equestrian Sports Federation (FISE) and the Jiangsu Equestrian Association (JEA), one of the largest in China, signals a shared commitment to strengthening ties.
This MoU lays the foundation for an institutional dialogue between Italian and Chinese stakeholders in the equestrian world, marking an important milestone.
In this context, FISE Secretary General Dr. Simone Pirelli stated:
"We are excited to have started a path of cooperation with JEA. Export opportunities for our breeders, technical training at the Federal Equestrian Center, and cultural and commercial exchanges represent significant opportunities for the Italian equestrian sport movement."
JEA President Dr. Frank Shen Houfeng added:
"Italy is not only a globally recognized equestrian power, but also the ‘starting point’ for Jiangsu’s equestrian sector to engage with the global market."
He recalled that Jiangsu province has a special connection with Italian equestrianism, as riders Bao Yingfeng and Sun Huadong both achieved their Olympic qualification (MER) in Italy, enabling them to represent China for the first time at the Tokyo Olympics.
He further emphasized:
"This signing is not just the beginning of a simple collaboration but represents the ‘restart’ of Jiangsu equestrianism after gaining international experience, marking a new stage of our development."
Avv. Matteo Zhi, Senior Partner at D’Andrea & Partners Legal Counsel, who assisted JEA in drafting the MoU, stressed that a private-sector MoU is only a starting point:
"We are very pleased with the signing of this MoU. However, it is clear that a binding veterinary protocol at the governmental level remains the missing piece for Italy to gain real access to the Chinese market. Such an agreement would not only support Italian breeders and trainers, but also provide a significant boost to Italian SMEs in the sector. Moreover, we are delighted to see the commitment of FISE, the Italian Embassy in China, and the Italian Ministry of Health in supporting this process, as well as the Jiangsu Equestrian Association, which will actively engage with the Chinese authorities."
Italy is widely recognized as a world leader in high-end saddlery and leather craftsmanship for equestrian use, trusted by Olympic riders, top-level trainers, and prestigious stables worldwide, reinforced by Italy’s leading role in the global fashion industry. Brands such as Prestige Italia, Selleria Equipe, Pariani, and Cavalleria Toscana are all renowned for their premium quality, combining artisanal tradition with innovation.
Furthermore, a forward-looking strategy should also include strengthening the presence of Fiera Verona SpA in the Chinese equestrian circuit. As the organizer of one of the world’s leading international trade fairs, Fiera Cavalli, its expansion into China has been constrained by regulatory uncertainties surrounding the import and exhibition of live horses and related veterinary controls.
Shaping a Future Strategic Cooperation Between Italy and China in the Equestrian World
The Shanghai Longines Championship is not only a showcase of athletic excellence, but also a powerful example of how equestrian sport can serve as a bridge for cooperation—crossing borders and uniting nations through a shared passion for horsemanship.
With the signing of the MoU between FISE and JEA as a starting point, the path toward fruitful collaboration between the two federations has been set. The next step is a bilateral government agreement that would turn this alliance into reality and lay the foundation for genuine shared growth.
With two millennia-old cultures working side by side, there is a unique opportunity for Italian excellence in equestrian sport, heritage, and innovation to enter China in a structured way—from elite riders to Italian horse breeds, to high-end equipment.
Such an agreement between the two countries would act as a catalyst to grow the equestrian industry, uniting the strengths of both nations.
A final reflection brings us back to history: Marco Polo, the famous Italian explorer and merchant, author of The Travels of Marco Polo (Il Milione), was one of the first to establish direct ties between Italy and China. The recent commemoration of the 700th anniversary of his death reminds us that the link between the two nations has deep roots, strengthened over centuries, even through the equestrian world. History tells us that Marco Polo arrived in China on horseback—perhaps even on an Italian horse—a powerful symbol of how equestrian culture has long contributed to uniting peoples. Today, that historical bond is ready to evolve into a new era of international cooperation.
By: Avv. Carlo D’Andrea, National Vice President of the European Union Chamber of Commerce in China and Chairman of the Board of the Shanghai Chapter, Founder and Managing Partner of D’Andrea & Partners Legal Counsel
