How does the traffic become "reserved"?The sports tourism market is promising

China Commercial Daily (Reporter Ji Yuxing) In the upsurge of national fitness, "sports tourism" became the focus of attention to the China International Service Trade Fair (hereinafter referred to as the service and trade association) in 2022. China Commercial Daily reporters have learned that the current sports tourism market is developing rapidly, but how to keep traffic in the sports tourism market has become a hot topic in the industry's discussion.

The policy escort market develops rapidly

my country's sports tourism market has developed rapidly. According to the "Prospective: Prospective: The Development Trend Report of China's Sports Tourism Industry in 2021" released by the Shanghai Sports Tourism Research Center, the current average annual growth rate of the global sports tourism industry is about 15%, which is the fastest growing market segment in the tourism industry. The Chinese sports tourism market is growing rapidly at a rate of 30%-40%, which is much higher than the average annual growth rate of the global sports tourism market.

It is worth noting that in recent years, my country has introduced a number of policies to promote the development of the sports tourism industry. In 2019, the "Outline of Sports Power Construction" issued by the General Office of the State Council first proposed the goal of promoting the sports industry to become a pillar industry of the national economy from the national policy level; The "National Fitness Plan (2021-2025)" clearly uses sports tourism as an important area for the development of national fitness.

Jiang Yiyi, deputy dean, professor, and doctoral supervisor of the School of Sports and Leisure and Tourism of Beijing Sports University, said that sports tourism has entered a new stage. "From the perspective of related policies, sports with culture, education, and talents are tied together to become one of the four major powers; sports and education, education and training, medical health, pension education, cultural tourism, etc., have become consumer fields that need to be improved. "

Jiang Yiyi believes that it is necessary to accelerate the construction of a new development pattern with domestic large cycles as the main body and domestic and international dual cycles. Domestic tourism is the main force of "internal circulation", while sports tourism is an important part of domestic tourism.

"Sports+" expansion traffic becomes "reserved"

At this year's service and trade meeting, many people in the industry believe that the public's willingness to travel has not weakened, but how to transform huge traffic into "retention" and enhance the "re -travel rate" is a subject that requires key research.

Some people in the industry said that "sports+red tourism" is currently a major way to improve the "heavy travel rate". In recent years, many revolutionary old districts have deeply dug red cultural resources, and have embarked on the road of getting rich by eating "tourist rice". The report of "Red Tourism Big Data in the First Half of 2022" released by Ctrip shows that in the "red+" integration of tourism formats, the popularity of tourists is "red+film and television", "red+sports", "red+anime & game" The total proportion of the three is 40%.

"Sports+Ice Snow Tourism" is also a good sports tourism model for people in the industry. At the International Sports Cultural Tourism Industry Development Forum, Yao Yu, deputy general manager of Beijing Xuexue Snow Industry Management Co., Ltd. and general manager of Badaling Ski Resort, believes that under the influence of the successful hosting and a series of favorable policies in the Beijing Winter Olympics, China ice and snow The development of the tourism industry has entered the fast lane, and sports activities have become an important form of improving the participation of ice and snow tourism and the "re -travel rate".

It is worth noting that "sports+ice and snow tourism" is changing to the sustainable operation of the four seasons, and more and more ski resort operators gradually change the business model into "spring sightseeing, summer vacation, autumn sightseeing, winter ski" combination. " The four seasons business models, such as operating off -road mountain vehicles and live CS projects in the Snowy Season, transformed into a balanced resort tourist destination of the four seasons.

In addition, "sports+cities, suburbs, sports and leisure tours" are also considered a new way to improve the "re -travel rate". Wang Li, the operator of the camping venue in Jiaxing, Zhejiang, told the China Business Daily reporter that "sports+urban, suburban sports and leisure tour" in recent years is very popular. During the National Day and Labor Day and during the summer vacation, the camping venue is in short supply. "Camping projects mainly based on parent -child tourism and corporate group construction have become an important source of income for our company, and many tourists and companies become 'mature customers'."

Do a good job of planning to promote the integration of various industrial chains

How to continue to make the "cake" of strong sports tourism market? Qi Dong, managing director of MLB (American Professional Baseball), said that the event is a big IP that can effectively drive the development of the tourism industry.

Qi Dong believes that the new MLB of China in 2023, Home Run Derby X (HRDX), will attract more sports entertainment fans and partners. "This model will drive the local area to the local area Tourism services, catering accommodation, transportation, etc. The development of a series of industries. "

Jiang Yiyi believes that sports tourism should take the initiative to integrate into the new development pattern, and use young groups, women's groups, and elderly groups as key consumer groups for sports tourism to drive the growth of demand; focus on sports+diversified business tourism models Essence In addition, we must use the “Belt and Road” as the main market and the breakthrough of ice and snow tourism as the main product to achieve market expansion and product upgrades of entry tourism.

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