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The Asian Video games was held in China’s jap metropolis of Hangzhou in October this 12 months, 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 specifically.
Mintel report “Leisure Tendencies – China, 2023” reveals that Chinese language customers’ rising curiosity in bodily and psychological well being and energetic existence has ignited the general public’s ardour for sports activities and out of doors recreation. On the similar time, sports activities occasions/stylish sports activities have turn into a robust driver of cultural tourism consumption. As well as, knowledge from Mintel’s “China Client Month-to-month Tracker – August 2023” exhibits that stay performances, sports activities occasions and outbound excursions have demonstrated great development potential within the total journey and leisure market.
Mintel’s senior journey and leisure analyst Shannon Liu shared her ideas on the most well-liked 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 shopper teams. At this time’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 journey, Fuyang kayaking and different land and water sports activities gross sales elevated sharply year-on-year.
Often called “probably the most stunning water Asian Video games venues,” Hangzhou Fuyang Aquatic Sports activities Middle attracted many vacationers who got here to see the surroundings on each 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 Middle (Drone photograph)
Supply: Xinhua Information Company, 2023
Discover the native tradition round you
Embracing conventional tradition has been one of many key drivers of shopper habits in China in recent times, in line with Mintel’s G36 shopper knowledge. “Cultural tourism” has turn into a sizzling pattern available in the market after the total liberalization of the epidemic, and journey and leisure locations which are wealthy in conventional Chinese language and native ethnic cultures are particularly widespread among the many youthful technology. Cultural tourism manufacturers can capitalize on this chance to construct long-term and deep emotional connections with customers, by consistently pushing the boundaries across the native tradition and pure setting.
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 encircling tradition and historical past, attracting many occasion spectators and vacationers to go to town and expertise the distinctive native Chinese language tradition.
Supply: Xinhua Information Company, photograph by interviewee
Wanting forward, manufacturers have the chance to create quite a lot of IP packages, reminiscent of “journey with huge occasions”, in order that extra sports activities occasions or stylish sports activities can turn into new eventualities for cultural and tourism consumption.
In keeping with 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, ladies aged 30-39 and followers of high-end sports activities reminiscent of tennis, motor racing and golf have a excessive willingness to spend, and they’re captivated with buying sports activities dietary meals, taking part 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 is not only a leisure exercise, but in addition a option to categorical their persona, values and tastes. Subsequently, by co-branding/cooperating with the highest athletes of those occasions, cultural tourism manufacturers also can emphasize the distinctive high quality, allure and affect of their manufacturers.
Underneath the affect of the pattern of nationwide sports activities and wholesome and energetic life, offering customers with larger 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.
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