IT'S A SLAM DUNK

Ahigh-speed train specially chartered for basketball fans arrived in Taizhou from Hangzhou in Zhejiang province last month, part of a joint initiative by rail and tourism authorities to stimulate regional economic activity through sport.

More than 60 fans boarded the dedicated train to attend a provincial league game, with passengers donning team jerseys and carrying banners. The carriage was decorated with flags and motivational slogans in anticipation of the evening match between Taizhou and Jiaxing.

The initiative highlights how local governments are trying to boost consumption.

The project was organized by the railway operator, local cultural and tourism bureaus, and transport groups. The journey aims to establish a direct consumer link between two cities, using a sporting event to stimulate travel, hospitality, and dining revenue.

Since the line began operations in January 2022, it has carried over 70 million passengers, reinforcing the one-hour travel connection between Hangzhou and Taizhou. This efficiency was evident when the train arrived in Taizhou in just 74 minutes.

"The atmosphere is incredible. It feels so ritualistic to head to the game with a group of like-minded fans," says a passenger surnamed Zhang on the train.

"The efficiency of the line makes attending games easier and in turn, boosts both the popularity of the game and passenger numbers," says Zhang Jianping, deputy director of the operation's management department.

He says that there has been a 14.2 percent year-on-year growth in passenger volume during the summer travel period, with trains often fully booked during basketball season.

Since the ZheBA, or the Zhejiang Provincial City Basketball League, began in July, demand for high-speed rail, cross-city spectating and tourism consumption has surged, offering a new model for integrated regional development. Running through February, this grassroots event, initiated by Zhejiang authorities, aims to tap into the potential of community-level basketball.

To capitalize on this influx of fans, Taizhou's tourism department has offered discounts to over a dozen local attractions, nearly 30 hotels, and multiple restaurants. A special market outside the sports venue has promoted local products and offered chances to win tickets to regional tourist spots. Officials have framed the event as a strategic model for economic stimulus.

"We are boosting consumption, enhancing our brand, and transforming a basketball event into a cultural tourism economy," says Chen Qiaoqiao, an official from Taizhou's culture, radio, television, tourism and sports bureau.

This model exemplifies how local governments are blending sporting events with transportation infrastructure to create new consumption chains.

The fan train in Zhejiang offers an example of how sporting events can serve as multifaceted economic drivers.

By combining sports passion with travel convenience and cultural experiences, cities can attract broader audiences and create sustainable consumption chains.