Sports tourism is rapidly becoming a key driver of consumer spending and a popular trend among young Chinese travelers.
by sportswriter He Leijing
NANJING, Oct. 5 (Xinhua) -- Wang Lin's National Day holiday began with an adrenaline-fueled adventure: rock climbing at an extreme sports center in the morning, kayaking in the afternoon, and indoor swimming in the evening - all packed into just one day of her week-long break.
"There's so much more than just sports - camping, fruit picking, and breathtaking scenery!" said the 28-year-old sports enthusiast, who traveled roughly 160 kilometers from Wuxi to Lishui District in Nanjing, Jiangsu Province, to enjoy the region's unique sports tourism experiences.
"The fusion of sports and travel is perfect! Young people prefer personalized travel experiences, and it has become a trend to either follow sporting events or engage in sports activities while traveling," Wang added.
Wang's exhilarating holiday experiences were part of 18 sports tourism routes curated by Jiangsu's sports department for the National Day holiday, covering a wide range of activities including rock climbing, golf, football, and winter sports - all of which have attracted tourists nationwide.
TRAVEL FOR THRILL
Traveling to a city specifically for sports has become a defining trend among China's younger generation. This has prompted many cities to introduce sports-themed tourism packages, offering fitness enthusiasts and vacationers a diverse array of options.
Two major international events - the 2024 China Open tennis tournament and the World Table Tennis (WTT) China Smash - are underway in Beijing during this year's National Day holiday, drawing top athletes like Zheng Qinwen, Sun Yingsha, and Ma Long to the courts, adding to the capital's appeal for sports fans.
Meanwhile, the tropical province of Hainan hosted the Spartan Race, attracting around 4,500 global competitors during the holiday. Hainan has also enhanced its outdoor offerings with mountain trail runs and rural games, adding to its allure as a sought-after tourist destination.
The Paris Olympics has further spurred interest in both spectator sports and outdoor recreational activities, with Chinese audiences showing a growing passion for international events.
According to Tongcheng Travel, the drive to witness sports events firsthand has become a new tourism catalyst. The Olympics has also sparked domestic interest in outdoor activities like cycling and hiking, offering adventure seekers opportunities for fitness and exploration.
The travel platform's latest report showed a staggering 87 percent year-on-year increase in sports tourism searches from January to July this year. From fitness pursuits to social gatherings, sports tourism has breathed fresh life into immersive travel experiences.
"The paddleboarding event along the ancient canal was fantastic. The water is clear, and the traditional riverside scenery adds a special touch," said Hang Difeng, who recently participated in a paddleboarding competition in Wuxi. Around 300 competitors navigated the city's ancient canals, drawing cheering crowds along the riverbanks.
"This was the first time Wuxi's canal hosted such a sporting event. Bringing sports into scenic spots not only promotes tourism but also boosts consumption in sectors like accommodation, dining, and transportation," noted Xu Dan, an official from Wuxi's tourism department.
CATALYST FOR CONSUMPTION
The rise of sports tourism is not just influencing travel patterns but is also emerging as a significant driver of consumer spending, injecting new momentum into China's economy amidst global economic challenges.
The China Open saw tickets sold out within seconds this year, with sales reaching over 43 million yuan (about 6.1 million U.S. dollars) by September 26 - doubling the revenue from the same period in 2023.
Several Chinese cities have already benefited from the sports tourism boom. For instance, the counties of Taijiang and Rongjiang in Guizhou Province gained fame through grassroots basketball and football tournaments. Rongjiang alone attracted nearly 12 million visitors between mid-May and late June last year, generating over 13 billion yuan in tourism revenue.
China's State Council has issued guidelines to promote high-quality development in service consumption, including expanding sports facilities, encouraging diverse sporting events, and deepening pilot projects to stimulate sports-related spending.
From January to June this year, Jiangsu hosted 273 sports events across scenic spots, urban streets, and commercial zones, attracting around 451,000 participants and 3.85 million visitors. Among the 143 events with recorded consumption data, over 2.36 billion yuan was generated in customer spending. The province aims to host 150 travel-related sports events by the end of the year.
In Xi'an, Shaanxi Province, the local government has partnered with 600 fitness centers and 16 major sports retailers to distribute consumer vouchers. Meanwhile, Shanghai has issued 27 million yuan in sports vouchers, usable at over 700 sports venues.
According to China's 14th Five-Year Plan for Sports Development, the total output of the sports industry is projected to reach 5 trillion yuan by 2025, with individual sports-related consumption expected to exceed 2.8 trillion yuan.
"Sports tourism has become a new frontier in the consumer market, with immense potential to cater to the diverse demands of consumers seeking health, entertainment, and cultural experiences," said Luo Zibo, an expert in the tourism sector.
"To ensure the sustainable development of sports tourism, it's crucial to focus on distinctive and differentiated experiences that are engaging, exciting, and highly immersive, backed by top-tier services," Luo added. ■
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