Raising the nation's game

Tapping potential

Despite regularly topping the medal tables at major international events, China remains a novice in the development of the sports industry, with untapped potential in event ticketing, sports equipment manufacturing, fitness services, and outdoor and leisure sports, according to experts.

To stimulate greater consumption, the government should work closely with the private sector to provide more accessible and affordable sports venues, exercise facilities and fitness guidance for the public to enjoy sports whenever and wherever they want, said Bao Mingxiao, director of the China Sports Policy Research Institute at Beijing Sport University.

"We are not fully developed yet as a strong sporting nation in the sense that our public service for sports activities remains insufficient," said Bao, a member of the country's top political advisory body.

More grassroots events, such as city marathons and amateur skiing competitions, could be introduced as local tourist attractions across the country to draw more consumers during public holidays, Bao added.

The past Chinese New Year holiday has witnessed an explosion in demand for winter sports and related leisure activities, with record numbers of visitors and revenue reported across major destinations in North China.

According to the GASC, 26 national-level ski resorts reported year-on-year revenue increases of 50 percent during Spring Festival, while the total consumption in sports activities and tourism in the host cities of last year's major events — Chengdu (Universiade), Hangzhou (Asian Games), Nanning (National Youth Games) and Hulunbuir (National Winter Games) exceeded 130 billion yuan ($18 billion).

Still, the numbers do not reflect the true market value as the public interest in emerging pastime choices, such as snowboarding, hiking, surfing and paddleboarding, is still on the rise.

"The development of the sports industry is shifting from traditional manufacturing of sporting goods to a variety of new businesses in the service sector. So, we are heading in the right direction," said Gao.

sunxiaochen@chinadaily.com.cn