National Games viewed as window to experience modern China

Tourism boost

Travel agencies in the GBA also banked on the event driving up business.

Guan Jian, a spokesman for GZL International Travel Service, one of the official ticketing agencies of the 15th National Games, told China Daily the agency rolled out 75 spectator-oriented products covering 20 sports events, including group tours and individual travel options.

"The games have given many people — both living in or outside the GBA — a reason to travel in November, a traditional off-peak tourism season," Guan said.

The agency's short-haul travel business has increased by more than 30 percent year-on-year, and the average order value has risen by over 20 percent, he said. "There were tourists from other provinces who traversed three cities during their four-day trip to watch the games," he added.

Guan said the games have had a significant influence on tourism, with a notable influx of family groups eager to experience the atmosphere over the past two weekends. The travel agency boosted the itineraries of visitors from Hong Kong and Macao with elements of Lingnan culture and intangible cultural heritage, enhancing their overall experience.

"The 'sports + tourism' model will be one of our key areas for market exploration, and we believe that it will have a huge market," Guan added.

Yeung Sai-hing, general manager of the culture, sport, and tourism center at China Travel Service — the designated offline ticket seller for Hong Kong events — said the agency introduced GBA tour packages for the games, which combine visiting tourist attractions with eating local cuisine.

In Guangzhou, 32 tourist attractions, seven cultural and museum venues, 12 park areas, Pearl River cruises and 300 public sports facilities are offering nearly 1 million complimentary and discounted tickets.

In Shenzhen, the city's cultural and tourism department has launched multiple themed tourist routes to achieve a seamless integration of watching the events and touring.

Bao'an district rolled out a special bus service this month, connecting sports venues, the Shenzhen International Convention and Exhibition Center, and the commercial district. Tourists can travel on the bus for free.

Timothy Chui Ting-pong, executive director of the Hong Kong Tourism Association, said that the games have inspired some Hong Kong residents to travel north to watch the games and explore mainland cities in the GBA. The event has driven home the message that Guangdong, Hong Kong, and Macao are closely connected and also showcased the allure of the region, he said.

The GBA is a mature cluster of cities with global standing and top-tier infrastructure. The region should participate in more world-class events to accumulate greater experiences, Chui said, expressing hope the GBA can host the Olympic Games in the 2040s, nearly 50 years after Hong Kong's return to the motherland.

International Olympic Committee Honorary President for Life Thomas Bach said the region's tremendous dynamism and potential in hosting mega sports events mean it has the right elements to host the Olympics.

Bach, along with IOC President Kirsty Coventry, attended the opening ceremony of the games in Guangzhou. During his visit, he also toured various sports venues and facilities.

atlasshao@chinadailyhk.com