The Asian Video games was held in China’s japanese metropolis of Hangzhou in October this yr, coincided with China’s Nationwide Day that Chinese language residents loved a week-long vacation (Golden Week) for it, which positively contributing to the general enhance in vacation spending, with a major enhance in airfare and lodge bookings to Hangzhou particularly.
Mintel report “Leisure Tendencies – China, 2023” reveals that Chinese language customers’ rising curiosity in bodily and psychological well being and lively life has ignited the general public’s ardour for sports activities and out of doors recreation. On the similar time, sports activities occasions/fashionable sports activities have grow to be a powerful driver of cultural tourism consumption. As well as, knowledge from Mintel’s “China Shopper Month-to-month Tracker – August 2023” reveals that reside performances, sports activities occasions and outbound excursions have demonstrated super progress potential within the total journey and leisure market.
Mintel’s senior journey and leisure analyst Shannon Liu shared her ideas on the preferred journey and leisure experiences through the Asian Video games 2023 in Hangzhou:
Immersive “event-oriented” experiences
Conventional journey merchandise can hardly meet the wants of recent client teams. Right this moment’s customers want a composite immersive expertise. Match impact has given rise to the recognition of the identical sort of sports activities expertise actions – through the China nationwide holidays, the Thousand Islands Lake experience, Fuyang kayaking and different land and water sports activities gross sales elevated sharply year-on-year.
Referred to as “probably the most stunning water Asian Video games venues,” Hangzhou Fuyang Aquatic Sports activities Heart attracted many vacationers who got here to see the surroundings on either side of the Fuchun River by the lens of the sport. Guests can take a cruise on the “Dwelling within the Fuchun Mountains” to expertise the “Dwelling within the Fuchun Mountains” by Huang Gongwang.
Hangzhou Fuyang Water Sports activities Heart (Drone photograph)
Supply: Xinhua Information Company, 2023
Discover the native tradition round you
Embracing conventional tradition has been one of many key drivers of client conduct in China lately, based on Mintel’s G36 client knowledge. “Cultural tourism” has grow to be a scorching development available in the market after the complete liberalization of the epidemic, and journey and leisure locations which are wealthy in conventional Chinese language and native ethnic cultures are particularly in style among the many youthful technology. Cultural tourism manufacturers can capitalize on this chance to construct long-term and deep emotional connections with customers, by always pushing the boundaries across the native tradition and pure atmosphere.
This time, Hangzhou launched 15 traditional Asian Video games-themed itineraries that included not solely venue excursions, but in addition themed routes that explored the encompassing tradition and historical past, attracting many occasion spectators and vacationers to go to the town and expertise the distinctive native Chinese language tradition.
Supply: Xinhua Information Company, photograph by interviewee
Trying forward, manufacturers have the chance to create a wide range of IP packages, corresponding to “journey with large occasions”, in order that extra sports activities occasions or fashionable sports activities can grow to be new eventualities for cultural and tourism consumption.
Based on the report “Sports activities among the many youth – China, 2023”, China’s “sports activities followers” (i.e. customers who’re enthusiastic about watching sports activities occasions or chasing after celeb groups/athletes) are an viewers that deserves manufacturers’ consideration. Amongst them, girls aged 30-39 and followers of high-end sports activities corresponding to tennis, motor racing and golf have a excessive willingness to spend, and they’re passionate about buying sports activities dietary meals, collaborating in brand-organized advertising and marketing (e.g., meet-the-star occasions) and group actions (e.g., sports activities golf equipment), in addition to accumulating peripheral merchandise. For these “sports activities followers”, sports activities isn’t just a leisure exercise, but in addition a strategy to specific their character, values and tastes. Due to this fact, by co-branding/cooperating with the highest athletes of those occasions, cultural tourism manufacturers can even emphasize the distinctive high quality, attraction and affect of their manufacturers.
Below the affect of the development of nationwide sports activities and wholesome and energetic life, offering customers with increased high quality, extra immersive, newer and extra diversified “tourism + sports activities/out of doors sports activities” fusion merchandise and types is extra more likely to shortly seize enterprise alternatives and market increment.
