Winter Olympics offer stage for self-promotion

Promoting its national image is an important aspect of a country's diplomacy, and sports have long been a part of the effort. Having wowed the world with the 2008 Beijing Olympic Games, China is now looking to repeat that success by hosting the Winter Olympics; Beijing and Zhangjiakou city in Hebei province having submitted a joint bid to host the 2022 event.

As one of the most influential sporting events globally, the Winter Olympics is always a treasured opportunity for the host nation to polish its national image. Hosting the Winter Olympics not only brings business gains, but also displays the host country's comprehensive capabilities to the world.

According to data from the International Olympic Committee, the 2014 session in Sochi, Russia, not only welcomed over 5,000 competitors, it also attracted a record-breaking worldwide audience. More than 460 TV channels broadcast the Sochi Winter Olympics.