As consumers shift toward more health-conscious experiences; cycling, hiking and running emerge as top choices
Jia Xiaomeng, the owner and manager of Beijing-based tourist property 5Lmeet, completed her first triathlon recently in the nation's capital city, where she swam, biked and ran all the way to the finish line.
For Jia, triathlons are just one of the many athletic pursuits, as she also participates avidly in marathons and cycling races around the world.
"These sports events are recreational hobbies for me," Jia said. "They've enriched my free time, improved my fitness, and helped me make new friends."
This year, she's noticed a growing trend among peers, as more urban people embrace running, cycling, and other sports to stay active and unwind.
"Nowadays, people are focusing more on their personal well-being, and sports have become the answer," Jia said.
"Rather than working overtime in the office to earn more, many people are shifting their priorities toward health and quality of life."
Her observations mirror a rise seen in the sport tourism market this year.
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According to an industry report released on Aug 16 by Tongcheng Travel and Gudong app, there has been an 87 percent increase in sport tourism-related searches from January to July.
The surge has been driven by both the popularity of spectator events and the increased demand for outdoor participatory activities.
A major catalyst for this growth has been the 2024 Paris Olympics.
The international sporting event not only sparked excitement for global games, but also drove a 225 percent increase in group tour bookings to France.
Tongcheng Travel data showed that the desire to witness sports in person was a key driver for many tourists.
Additionally, the Olympics fueled an interest in domestic outdoor sports, with cycling and hiking emerging as top choices for those seeking both adventure and fitness.
Beyond the thrill of competition, outdoor sports have gained significant traction, said the report.
The Gudong app reported a 19 percent year-on-year rise in outdoor sports participants in the first half.
Cycling saw a 38.7 percent growth in participation, especially among the younger generation born after the year 2000, whose numbers have surged by 53.5 percent.
The buzzword "city ride" has propelled the sales of cycling equipment such as bicycles and watches, and other products including shoes, clothing, socks and helmets.
According to the latest data from the China Bicycle Industry Association, the production of bicycles worth over 1,000 yuan ($140.4) in China will reach 12.15 million units in 2023, a year-on-year increase of 15.1 percent. Sales of high-end sports bicycles are expected to grow by over 10 percent.
Jia, who owns a bicycle from British brand Brompton, said bike riders are into the speed and thrill generated through biking, plus the outdoor views and a sense of community.
Duan Xu, general manager of Brompton China, said earlier this year, "We are not selling a bicycle, we are delivering a lifestyle. The penetration requires the power of the community and bike riders."
This increase in demand for outdoor activities reflects a broader consumer shift toward health-conscious and nature-focused experiences.
Running, cycling, and walking are the most popular sports, with Tongcheng Travel users embracing hiking, marathons and water activities.
According to short-video platform Douyin, in the first six months of 2024, the key word search for running surged 142.5 percent, suggesting a strong demand from viewers to learn and understand the nuances of running.
This year has also seen a marathon craze, with cities across China attracting long-distance running enthusiasts.
Beijing tops the list of marathon participants, with popular running routes within Olympic Forest Park and Chaoyang Park. Other cities, such as Chengdu, Sichuan province, Shanghai, and Shenzhen of Guangdong province, are also seeing increased interest in sport tourism, particularly in cycling and running.
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.
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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.
