AS tourists are embracing winter sports amid the icy weather of northern China, in the southernmost island province of Hainan, travelers are invited to ride the waves in the sunny coastal towns. The various regions of China offer a diverse array of tourism options, but a shared trend has emerged: a growing number of Chinese tourists now prefer travel experiences that blend sightseeing, sports and culture. In recent years, Chen Yan, a tourist from Beijing, has prioritized outdoor activities during his holidays in Hainan, which he visits most years. “Surfing and kayaking create a strong connection with the sea, and cycling in the mountains in central Hainan allows a unique experience of tropical rainforests and ethnic cultures,” said Chen, adding that immersive outdoor activities offer him a close encounter with nature. According to a recent report on the development of the outdoor sports industry in China, outdoor activities such as winter sports, road running, cycling and off-roading saw explosive growth in 2022 and 2023, with many surpassing pre-pandemic levels. Data from travel platform Ctrip show that bookings related to outdoor sports during the first half of 2023 jumped 79% year on year and soared 221% from 2019. At the 2023 Boao Forum for Entrepreneurs held recently in Hainan, Chinese entrepreneurs and experts discussed the rising tendency of integrating sports and culture into China’s tourism industry. “The successful hosting of the Beijing 2022 Winter Olympics has ignited a surge of enthusiasm during the winter,” said Zhao Yinggang, deputy director of the Beijing 2022 Sustainability Advisory Commission. Zhao said that large sports events have prompted a trend of incorporating physical activities into travel plans and seeking destinations with fitness-friendly amenities. The hosting of high-level sports competitions has led to growth of the tourism industry in some cities. Keqiao in Zhejiang Province hosted 25 events during the Hangzhou Asian Games in September, bringing in about 24,000 spectators. The local government also arranged Asian Games-themed cultural and tourism activities，drawing 84,000 tourists and generating more than 66 million yuan (US$9.28 million) in tourism revenue. Beyond internationally acclaimed sports events, various small-scale sports competitions have turned previously little-known places into popular tourist destinations. The Village Super League, dubbed “Cun Chao” by Chinese netizens, gained nationwide fame as a grassroots soccer tournament organized and played by local villagers in Rongjiang, southwestern China’s Guizhou. The “Cun Chao” soon went viral and brought substantial economic benefits to Rong- jiang. During the tournament, local agricultural product sales hit 401 million yuan and nighttime consumption saw a 362.5% year-on-year increase, reaching 309 million yuan. (Xinhua) | 