Sports tourism China is driving growth this National Day and Mid-Autumn Festival holiday. Fans traveled to attend matches while exploring cities. Consequently, the trend shows how sports tourism China is reshaping tourism, commerce, and local experiences.
Football fan Wang Jixiang traveled over 1,000 kilometers from Liaoning to Nanjing to watch a Su Super League quarterfinal. Moreover, Wang said, “The game was absolutely worth it! It’s our first trip built around football, and it’s unforgettable.” His trip demonstrates how China’s sports-focused travel sector is shaping holiday planning.
Launched this year, the Su Super League is an amateur football tournament featuring 13 cities across Jiangsu. During the eight-day holiday, four knockout matches were scheduled, with the final in November. Notably, Saturday’s quarterfinal drew 61,355 spectators, setting a record for amateur football attendance. In addition, the league has attracted over 2.11 million fans this season, averaging 27,000 per game. These figures highlight the impact of sports tourism China.
The matches also boost local tourism. Many visitors, like Wang, plan itineraries around games. Furthermore, game tickets provide discounts at hotels and scenic spots, encouraging longer stays. As a result, Nanjing welcomed 14.06 million tourists in the first five days, up 13.4 percent from last year. This surge demonstrates the economic role of sports tourism China.
Cities hosting matches integrate sports with commerce. Malls and bars run football-themed promotions and show matches on giant LED screens. Meanwhile, open-air fan zones offer hundreds of seats and large projection screens. In addition, ticket-based promotions allow visitors to enjoy discounts at over 400 shopping centers, further boosting sports tourism China’s impact.
Retail, dining, and hospitality revenues in Nanjing surged to 870 million yuan during Saturday’s quarterfinal, up 6.4 percent year on year. Consequently, experts note that sports tourism China is transforming city experiences, blending leisure, shopping, and cultural exploration.
Beyond football, the holiday included over 80 local matches and 50 sports tourism events nationwide. Major tournaments like the WTT China Grand Smash and China Open also boosted ticket sales. Additionally, Shanghai issued 20 million yuan in sports consumption vouchers. These events highlight how sports tourism China drives nationwide engagement.
Experts say the growth of sports-related spending reflects a broader shift in China’s consumer economy. Ding Xiang, associate professor at Nanjing University, said event-driven experiences reshape travel and consumption. “Fans want to feel the city’s rhythm, not just watch a match,” Ding added. This shows how sports tourism China is becoming more immersive.
Looking ahead, officials expect China’s sports-focused travel sector to continue expanding, supporting local economies, boosting city attractions, and driving nationwide consumption. Consequently, the trend reinforces the connection between sports, tourism, and commerce.
