Sports are part of the city's culture, the embodiment of the vitality of the community, and the bridge of people's emotional exchange. While sports events bring a large number of tourists to the venue of the event, they also force local governments to improve the level of public services, innovate the form of tourism products, enrich the tourism connotation, attract tourists to stay, and turn "flow" into "retention".
The General Office of the General Administration of Sports of the People's Republic of China, the General Office of the Ministry of Commerce, and the General Office of the Ministry of Culture and Tourism jointly issued a notice to carry out the activity of "sports events into scenic spots, neighborhoods, and business districts", encouraging all localities to hold sports events around the masses and integrate them with scenic spots, neighborhoods, and business districts.
In the increasingly active urban business district, the integration of sports events has brought unprecedented opportunities for national fitness. The business district is not only a gathering place for business, but also a stage for healthy life, table tennis, roller skating, rock climbing, swimming, aviation sports, etc., these sports events not only enrich the lives of citizens, but also provide a new path for the development of national fitness.
Picture: Sports Events丨Source: Internet Disclosure
The rise of "entering the business circle" has promoted the improvement of national fitness awareness, made more people realize the importance of sports, and promoted the popularization of healthy life.
At the same time, it has also injected new impetus into the development of the sports industry, promoted the deep integration of sports and commerce, and become an important symbol of urban progress.
The integration of culture, sports and tourism is a new trend in the development of tourism, and it is also an important path to promote the upgrading of tourism consumption.
The government, enterprises and consumers should work together to promote the in-depth integration of culture, sports and tourism, inject new vitality into the development of tourism, and then improve the quality and level of tourism consumption and achieve sustainable development of tourism economy.
1. Sports events into the city's business district,
The "traffic" of the event is turned into the "retention" of the business district
The urban business district is gradually becoming a popular place for sports events, and sports events have also become the new favorite of the business district, which not only broadens the coverage radius of national fitness, injects new vitality into the business district, but also promotes the sustainable development of the city's social economy.
Picture: Sports Events丨Source: Internet Disclosure
(1) The new favorite of the business district:
Sporting events ignite the city's vitality
Recently, at the Huaxi LIVE Plaza in Wukesong, Beijing, a wonderful street dance performance kicked off the prelude to the activity of "sports events into scenic spots, neighborhoods, and business districts".
Beijing then released this year's "three-in" plan, planning to hold 116 events in major scenic spots, neighborhoods and business districts, including 14 in business districts.
At the ceremony, the China Open, Beijing Marathon, Boiling Snow World Cup, WTT China Grand Slam, FIBA OPEN 3×3 Basketball Open and other key events in Beijing this year were showcased.
Picture: Beijing Sports Conference丨Source: Internet public
The event focuses on the integrated development of culture, sports, business, tourism and health and the creation of new consumption scenarios, and encourages all localities to shift sports events from traditional venues to new scenarios such as shopping malls, pedestrian streets, and shopping malls according to local, time, and demand conditions, so as to transform the flow of sports events into an increase in economic development.
It is understood that the next step of the "three-in" activity will be in Shanghai, Tianjin, Guangzhou, and Chongqing, setting off a wave of sports events across the country.
(2) Transformation and compatibility:
The perfect combination of sports events and business districts
The "entry of sports events into business circles" is an inevitable trend in the transformation of urban sports consumption patterns.
With the deepening of the concept of national fitness and the continuous advancement of consumption upgrading, the traditional sports consumption model has been difficult to meet the growing fitness needs of citizens.
As an important carrier of urban consumption, the business district not only enriches the consumption content, but also improves the consumption experience and satisfies the citizens' pursuit of high-quality life through the introduction of sports events.
The relevant person in charge of the Economic Department of the General Administration of Sports of the People's Republic of China said: "In this way, we hope to increase the 'fireworks' of the event, bring the 'full popularity' of traditional offline consumption places, stimulate the 'vitality' of the scenic spots, amplify the economic benefits of sports activities, and bring new experiences to the masses to participate in related consumption." ”
Picture: Sports Events丨Source: Internet Disclosure
The comprehensive shopping environment of the business district and the compatibility of sports formats provide a strong guarantee for the success of sports events. Numerous shopping complexes with large areas and strong compatibility provide good venues for sports events.
These shopping malls not only have comprehensive facilities and services, but also can form a complementary effect with sports events and attract more citizens to participate.
The relevant person in charge of Beijing China Open Tennis Promotion Co., Ltd. said: "Participating in sports events has long become the choice of many pan-sports fans and even ordinary tourists for holiday leisure. ”
(3) New experience for citizens:
Enjoy a sports feast in the business district
The abundant commercial resources and popularity of the business district have also brought a steady stream of spectators and participants to the sports events.
Holding sports events in the business district can not only attract the attention of surrounding residents, but also attract a large number of tourists to visit and consume. This not only brings more foot traffic to the business district, but also injects new vitality into the development of the city's tourism industry.
Picture: Chongqing's first business district football carnival丨Source: Internet pictures
Watching the game in the business district can not only feel the passion of the game, but also enjoy the fun of shopping, killing two birds with one stone. By participating in sports activities, citizens not only exercise, but also meet like-minded friends.
The entry of sports events into the business district makes full use of the comprehensive shopping environment of the business district and the compatibility of sports formats, as well as the rich commercial resources and popularity in the business district, which is in line with the inevitable trend of the transformation of the city's sports consumption model.
Second, the integration of culture, sports and tourism ignites a new engine and new fashion of consumption
Sports are an important way to improve people's health and an important driving force for economic and social development. Many places have taken sports events as an opportunity to integrate cultural and tourism resources and launch special activities to promote the integrated development of culture, sports and tourism, and ignite a new engine for consumption growth.
(1) Enrich product supply
Guizhou is one of the first provinces to create a national sports tourism demonstration zone, with rich mountain tourism resources, superior natural ecological environment, and good foundation for outdoor sports, which can be engaged in outdoor sports for more than 300 days a year.
The "Guizhou Provincial National Sports Tourism Demonstration Zone Master Plan (2019-2035)" proposes to build six sports tourism development belts, including the Karst Extreme Sports Tourism Belt, the Red Expansion Sports Tourism Belt, the National Sports Tourism Belt, and the Wujiang Water Sports Tourism Belt.
Picture: Guizhou Mountain Tourism丨Source: Internet Disclosure
In recent years, Shandong Qingdao Cultural Tourism has continued to show new paths and new ways of playing, and increased supply from the top-level design.
In the "Several Policies and Measures of Qingdao City on Further Boosting Consumer Confidence and Stimulating Consumption Vitality", cruise tourism, large-scale tourism and performing arts, large-scale cultural tourism projects, and nighttime cultural tourism consumption are clearly supported.
The "Several Measures of Qingdao City on Promoting the Deep Integration of Culture and Tourism to Promote the High-quality Development of Tourism" proposes to support the development of integrated formats such as "sports + tourism" and "performance + tourism", transform the flow of tourists into the retention of tourism consumption, further enhance the confidence of cultural and tourism enterprises, and stimulate the enthusiasm of citizens and tourists.
Picture: Qingdao Olympic Sailing Center National Sports Tourism Demonstration Base丨Source: Internet picture
The Bureau of Tourism, Culture, Radio, Television and Sports of Haikou City, Hainan Province recently issued an announcement, proposing that Haikou will further enrich the supply of high-quality tourism, culture and sports this year, continue to build Haikou as a "city of performing arts", deepen the brand of a vibrant sports city, and actively cultivate new forms of consumption and new hot spots.
Focusing on rural tourism, cruise yachts, sports events, cultural performances and other key areas to carry out investment attraction, accelerate the construction of provincial art museums, provincial art center projects and other provincial capital city public cultural facilities, improve the quality of urban functions, etc.
(2) Highlight regional characteristics
Qianxinan Prefecture in Guizhou Province is the permanent host of the only international summit on the theme of mountain tourism in mainland China - the International Mountain Tourism and Outdoor Sports Conference, and the local area has taken this opportunity to continuously hold marathon, gliding, rafting and other mountain tourism events, and actively promote the integrated development of cultural tourism, health tourism, sports tourism, agricultural tourism and other formats, so that domestic and foreign tourists can feel the natural beauty and humanistic charm, and has become a mountain tourism destination with high visibility.
Picture: Guizhou Mountain Bottom Characteristic Flight Scenic Area丨Source: Internet Pictures
Since the beginning of spring, Qingdao has planned and held spring characteristic cultural and tourism consumption promotion activities such as the Flower God Parade, Hanfu dress-up experience, and tea cooking around the hearth, giving full play to the effect of promoting consumption through activities and stimulating the potential of cultural and tourism consumption; Carried out the activity of "Qingming Festival to Qingdao", and held a total of 225 cultural tourism and consumption promotion activities.
Launched a one-month Qingdao spring flower-appreciating consumption season, and held more than 110 spring characteristic cultural, sports and tourism activities such as "Come to Qingdao with spring flowers and travel with the festival" and "cherry blossom party". Launched the spring limited edition "Sea Cherry Blossom Bus", relying on New Oriental Cultural Tourism to create new research and consumption products such as "Sailing Qingdao", "Youth and the Sea" and "Medal of Glory".
In recent years, Haikou City has increased its support for high-quality literary and artistic creation, encouraged local performing arts companies and Haikou Qiong Opera Troupe to deeply cultivate the fertile cultural soil of Haikou, and a number of high-quality masterpieces have been created and staged in turn. Introduce all kinds of high-quality theatrical performances to meet the diverse needs of the audience.
At the same time, we will promote the creation of sports tourism demonstration zones in a scientific and orderly manner, introduce traffic sports events, cultivate and develop local brand events, and innovate the combination of interactive experience, tourism and leisure, folk culture, etc., so as to continuously broaden the participation and experience of tourists.
(3) Unleash consumption potential
Guizhou Province has deeply excavated mountain outdoor sports and ethnic cultural resources, promoted the combination of natural resource endowment, ethnic culture, mountain culture, Gaoqiao culture and mountain outdoor sports, and launched the top ten provincial independent IP events such as "Colorful Guizhou", "Running Guizhou" and "Soaring Guizhou", as well as sports tourism promotion season activities, and initially formed a brand event matrix with great influence.
By the end of last year, Guizhou had completed the construction of 34 urban sports tourism demonstration bases, 32 scenic sports tourism demonstration bases, 12 provincial sports characteristic towns, and launched 11 characteristic sports tourism gold routes. Last year, the province received 1.284 billion tourists, and the total tourism income was about 1.46 trillion yuan, ranking among the top in the country.
Picture: Guizhou Outdoor Sports Tourism丨Source: Internet Disclosure
Qingdao continues to promote the integrated development of culture, sports and tourism, and creates three integrated brands of culture, sports and tourism: "travel with the festival", "travel with the event" and "travel with the performance", and promote the continuous expansion of cultural, sports and tourism consumption.
According to Sun Zhan, Secretary of the Party Leadership Group of Qingdao Jiaozhou Municipal Bureau of Culture and Tourism, the 2023 SCO Chess Team Tournament and the SCO Demonstration Zone (Qingdao) Marathon have attracted sports enthusiasts from all over the country and SCO countries to participate, driving an increase in the income of surrounding industries such as accommodation, catering, and tourism.
Haikou City has performed well in the process of promoting the integration of culture, sports and tourism. Last year, 15 large-scale commercial performances of more than 10,000 people were held, receiving a total of about 379,900 visitors, driving tourism revenue of about 1.778 billion yuan, and achieving the goal of having a high-quality large-scale commercial performance every month.
Picture: Haikou held a 10,000-person bamboo pole dance performance丨Source: Internet public
The Haikou Municipal Bureau of Tourism, Culture and Sports also linked up with the Municipal Bureau of Commerce during the performance to actively guide the city's scenic spots, hotels, business districts, duty-free shops, etc. to carry out joint promotional activities to effectively promote the development of the tourism economy.
Haikou Bay Performing Arts Center introduced 224 high-quality theatrical performances and received more than 200,000 audiences, an increase of 34.94% and 53.85% year-on-year respectively.
3. Promote the in-depth integration of culture, sports and tourism,
Create new scenarios and new formats
(1) Pay close attention to the trend of consumption upgrading,
Actively cultivate new forms of culture, sports and tourism
The new format of integration of culture, sports and tourism can better comply with the trend of consumption upgrading and stimulate the development of related industries.
With the continuous change of people's concept of tourism, a single traditional form of tourism has been difficult to meet the diversified consumer demand.
The integration of technology, culture, sports, music and countryside and tourism is constantly creating new consumption scenarios, providing rich products and diversified choices to meet the people's growing needs for a better life.
Picture: Water Sports丨Source: Internet DisclosureTherefore, we should pay close attention to the changes in consumer demand, and launch products and services that are in line with the trend of consumption upgrading, such as cultural tourism scripts that cleverly integrate sports competition elements, rural sports events that experience the cultural customs of ethnic minorities, and digital music festivals that highlight the tradition of sports intangible cultural heritage.
For example, the recently held Jiangyin Pegasus Music Festival integrates multiple sections such as trendy brand market, special food market, creative market, and Harley exhibition, and invites famous artists to create original customized digital art products.
Jiangyin Pegasus Water City has given the festival a new consumption scene with a new model of sports and tourism integration, which is widely loved by consumers, and the three-day event attracts about 100,000 visitors.
Picture: Sports Competitive Activities丨Source: Internet Disclosure
(2) Effectively strengthen the support of relevant technical elements,
Pay attention to the IP protection of new forms of culture, sports and tourism
To promote the construction of a scientific and technological innovation system for culture, sports and tourism, it is also necessary to strengthen cooperation with science and technology enterprises and colleges and universities.
Increase R&D investment in key technologies, core technologies and cutting-edge technologies, and promote their promotion in practical applications, so as to consolidate the foundation for the high-quality integrated development of culture, sports and tourism.
For example, we can promote the national cultural, sports and tourism IP mining and protection project, deeply cultivate and create cultural elements, sports events, tourist attractions, etc. with the characteristics of the times, regional characteristics, and cultural characteristics, so as to form cultural, sports and tourism IP with local characteristics and commercial value, and avoid the waste of resources caused by homogeneous competition in various regions.
In addition, it is also necessary to focus on the cultivation and maintenance of long-term brand value of IP. Only by protecting the rights and interests of original IP owners can we better stimulate new ideas.
Strengthen the legal protection of new forms of IP and the force of cracking down on infringement, and establish industry standards and norms, and promote the formation of a joint force among governments, enterprises, and social organizations to participate in IP protection efforts.
(3) Firmly establish the concept of overall planning,
Integrate the development of sports intangible cultural heritage and leisure tourism
The Outline of the 14th Five-Year Plan for National Economic and Social Development of the People's Republic of China proposes to strengthen the systematic protection of important cultural and natural heritage and intangible cultural heritage, and promote the creative transformation and innovative development of China's excellent traditional culture.
It is necessary to promote the integration of multiple plans, promote the integrated development of culture, sports and tourism with the concept of overall planning, formulate policies and measures applicable to the development of culture, sports and tourism, revise relevant laws and regulations, and coordinate the basic elements between industries.
At present, the sports and leisure tourism market is mostly homogeneous mountain outdoor, water and ice and snow sports, and the deep integration of sports intangible cultural heritage and leisure tourism can further enhance the cultural connotation of sports and leisure tourism.
The actors' skillful bow and horse skills in the movie "Fengshen Part 1: Chao Song Fengyun" aroused the interest of the audience. As one of the most important items in the sports intangible cultural heritage, "Shooting and Royal" in the Western Six Arts is worthy of vigorous promotion and dissemination.
For example, sports intangible cultural heritage tourism festivals can be held, amateur competitions and experience activities can be carried out in the festival, so as to drive tourists to participate in and experience sports intangible cultural heritage, and show the beauty of traditional sports through performances and ceremonial celebrations.
Picture: Construction of urban culture, sports and tourism丨Source: Internet disclosure
(4) Effectively optimize the utilization of cultural, sports and tourism resources,
Build a security system in an all-round way
Further break down industry barriers and pay attention to the integration and utilization of resources. Enhance the development momentum with actual carriers, such as relying on large-scale sports events such as the Winter Olympics, Asian Games and Universiade, to help the orderly operation of resources within the market, promote the integrated development of various elements, and enhance the ability of integrated development of culture, sports and tourism.
Rock climbing, paragliding, rafting, kayaking, all-terrain vehicles, ferratas, outdoor development and other emerging sports tourism formats have a high risk, various cultural festivals and events are prone to accidents due to the huge flow of people, the relevant management departments must implement full regulatory responsibilities, and punish and rectify enterprises that do not meet the standards or have potential safety hazards. Improve the emergency response plan for all kinds of emergencies, strengthen the anti-risk ability of cultural, sports and tourism activities and scenic spots, and firmly guard the bottom line of culture, sports and tourism safety.
IV. Afterword
The integration of culture, sports and tourism is a new trend in the development of tourism, and it is also an important path to promote the upgrading of tourism consumption.
The joint efforts of the government, enterprises and consumers to promote the in-depth integration of culture, sports and tourism will inject new vitality into the development of the tourism industry, thereby improving the quality and level of tourism consumption and realizing the sustainable development of the tourism economy.
In recent years, the mainland tourism market has continued to heat up, with new products and new formats emerging, and the integration of culture, sports and tourism has become one of the highlights.
The "Work Plan on Restoring and Expanding Sports Consumption" recently issued by the General Office of the General Administration of Sports of the People's Republic of China proposes to encourage all localities to create new business formats for the integrated development of outdoor sports and rural areas, culture and tourism according to local conditions, and create a new scene of digital sports consumption with immersion, experience and interaction.