Original title: Turn event traffic into development potential
The 2024 China Tennis Open, WTT Grand Slam, Guizhou “Village Super League” football friendly match, Yunnan Sailing Open… In recent times, there has been a surge of sports events in various places, which not only enriches people’s lives, but also injects economic development into Full of energy.
Sports events bring their own traffic and contain huge economic value. More and more places regard hosting events as an important means of stimulating economic growth, using attractions to attract events, events to promote tourism, and events to build cities. However, there are also some places that lack experience in organizing competitions and have a certain degree of blindness in leading competitions, resulting in too many competitions but not enough quality. How to make sports events unique and high-level?
Build the event brand. After years of cultivation and development, our country has formed a sports event system with Chinese characteristics with national individual events as the main body and professional events as the supplement. The influence of independent brand international sports events such as the China Tennis Open, the International Road Cycling Race around Qinghai Lake, and the Beijing Marathon is growing. It is necessary to continue to polish the brands of these events, continuously improve the international operation and management level of the events, gradually make them become more globally influential brand events, and further enhance the commercial value of the events.
Highlight local characteristics. In addition to national brand events, each region can launch local characteristic events based on its own geographical advantages, resource endowments and cultural traditions. Learn from the successful experience of local sports events such as “Village BA” and “Village Super League”, and use local ethnic sports or natural landscapes to organize innovative sports events that meet event standards and have national characteristics, thereby enhancing the attraction of the event and raising public attention. and participation.
Promote integrated development. Sports events have a strong radiation effect and can effectively promote the development of venue operations, sports training, fitness and leisure, tourism and culture and other industries. When organizing competitions, various localities should make integrated articles, plan “events + education”, “events + tourism” and other activities, and release sports events to “hold games in one day, stay for many days, one person participates, many people consume, and one place holds games, Support multiple places” function. Only by continuously innovating around the needs of the people can we fully leverage the diverse value of sports events and transform the “flow” of events into consumption “energy” and economic “increment.” (Jiang Tianjiao)
