Interest in sport tourism hits new highs in China

Outdoor enthusiasts from around China are flocking to scenic destinations like Chang'an Avenue for night cycling in Beijing, Qiandao Lake for water activities in Hangzhou, Zhejiang province, and the rainforests of Yunnan province for hiking adventures, said the report.

Different demographic groups are fueling the rise of sport tourism in unique ways.

First-tier city residents, including those in Beijing and Shanghai, tend to prefer more intense activities such as ice and snow sports or extreme outdoor adventures.

On the other hand, residents of second-tier cities favor activities like hiking and marathons, balancing their desire for fitness with socialization.

Smaller cities are not being left behind, as more travelers from third-tier cities are venturing abroad to witness sports events firsthand, with bookings more than doubling compared to 2023.

Interestingly, gender plays a role in sport tourism preferences.

The majority of those interested in watching live sporting events are male, accounting for 53 percent of the total. Female travelers, however, are dominating the experience-based sports travel segment, making up 58 percent of the market.

According to Tongcheng Travel, China's most sought-after sports-related destinations include the iconic Bird's Nest and Water Cube in Beijing. Cycling tours around Hangzhou's West Lake, and diving in Sanya, Hainan province are other popular activities.

As demand for both spectator and experiential sport tourism grows, businesses in the travel sector are capitalizing on this momentum.

The report said that cities like Shanghai, Beijing, and Shenzhen are seeing higher per capita expenditures on sports travel, with residents willing to invest in more frequent and premium sport tourism experiences.

With more international sporting events on the horizon and an increasing number of consumers embracing outdoor fitness, the sport tourism market is poised for continued growth, said the report.