On February 13, the first leg of the AFC Champions League knockout match between Shandong Taishan team and Japanese team Kawasaki Frontale was played at the Jinan Olympic Sports Center Stadium. More than 40,000 fans "rushed" to Jinan for this purpose, bringing "popularity" to Quancheng and making the travel mode of "following the event" a trend.
The "traffic" of the AFC Champions League, superimposed on the longest Spring Festival holiday in history, the "collision" of the two, what kind of "spark" will Jinan "ignite"?
The amount of "flow" becomes the amount of "retention".
At 18 o'clock on February 13, the 2023-2024 AFC Champions League 1 8 finals were rekindled, and Shandong Taishan sat at home Jinan Olympic Sports Center to face Kawasaki Frontale. With an hour to go before the start of the game, many fans could not contain their excitement and waited outside the stadium.
There was a lot of noise outside the stadium, and fans continued to stream in from the ticket gates, and Zhang Shuaigang from Qingdao, Shandong Province was one of them. "I've been looking forward to this game since the draw for the knockout rounds of the AFC Champions League. Because I was going home for the Chinese New Year, the time was also appropriate, so I planned to come to Jinan early. ”
The AFC Champions League brought tens of thousands of people to Jinan, and according to the live broadcast that night, the number of spectators in this game was 46,273. Among them, some people "came and went" for the competition, and many people chose to stop in Jinan.
It is also very rare for the competition to meet the New Year. Zhang Shuaigang feels that being able to get together with like-minded fans and friends to watch the game can be regarded as a different year. "I've been to Jinan several times before, but it's all for watching football or taking a car for transit, and I haven't had a chance to go around yet. So this time I plan to stay a few more days and have a good look at the attractions, and currently plan to go to the Provincial Expo, Baotu Spring and Daming Lake. ”
Gao Qi, a fan from Qingdao, Shandong Province, also took the opportunity to watch the game and arranged a trip to Jinan for himself. "I'm going to stay until the sixth year of junior high school. Gao Qi said that he had never been to Jinan before, and the AFC Champions League coincided with the holiday, so he could have a fun in Jinan.
Because there is a ball game today, the standard rooms are basically fully booked, and there are still two rooms left. Most people book two or three days in advance. An employee of a hotel about 1 km away from the Jinan Olympic Sports Center Stadium said, "There are also some guests who have booked rooms for two or three days in a row." ”
As of 14 o'clock on February 14, 28 key monitoring scenic spots in Jinan City have received a total of 73 tourists100,000 passengers, an increase of 4 compared to the same period on February 13420,000 person-times; The hotel industry in Jinan City receives 12 licensed accommodation tourists330,000, an increase of 2 compared to the same period on February 13330,000 people.
Sun Jing, a lecturer at the School of Culture and Tourism of the University of Jinan, said that sports events have strong star attributes and eye-catching effects, and are a kind of fan economy, which can influence and motivate fan groups to release huge energy. In addition, this AFC Champions League match is superimposed on the Spring Festival holiday, which is bound to attract more spectators and tourists to Jinan "following the game", thereby driving the consumption of local industries such as cultural tourism, transportation, catering, and entertainment.
"Follow the event" tourism has become a trend
National Swimming Championships, National Gymnastics Championships, China Equestrian Show Jumping Championship Cup, 2023 Jinan (Quancheng) Marathon ......Since 2023, Jinan's sports competition performance industry has been booming, continuing to bring "traffic" to Jinan.
*Originated from the Internet.
At 7:30 on October 29, 2023, the 2023 Jinan (Quancheng) Marathon started at the Daming Lake Scenic Area in Jinan. According to official statistics, the Jinan Marathon attracted about 30,000 runners from Shandong, Hebei, Henan, Anhui, Heilongjiang and other places.
Sun Haiming (pseudonym), a contestant from Weihai, Shandong Province, said in an interview with reporters that while participating in the competition, it was also a trip. "I'm not a professional marathon runner, and it's all about participation. While participating in the competition, it is also a good experience to come to Jinan to have a walk and play. ”
As young people become the main consumers of the new market, they have put forward new requirements for cultural tourism, that is, they pay more attention to experience and participation. The characteristics of sporting events are precisely able to meet such needs. Wang Chenguang, a professor at the School of Economics of Shandong University and president of the Shandong Tourism Association, said that in recent years, national sports events have "bloomed", so that "following the event" to travel has become a new trend. "In addition to the connotation of 'competition' in the traditional sense, when the first-class education activities gradually go out of the venue and become popular, it will help to promote the integrated development of culture, tourism and sports. ”
In 2023, the Asian Games will make Hangzhou, which is already a popular tourist destination, catch up with the "tide" and rank among the top three popular tourist cities in the country; The Universiade has also made Chengdu a popular tourist destination in the summer of 2023, once surpassing Beijing and Shanghai to rank first among the air ticket destinations of a travel platform; According to statistics, 13,360 tourists came to Yangshuo on the day of the 2023 International Rock Climbing Festival, an increase of 3,220 ...... the day before the competition
At the same time, sports events have also driven a new wave of tourism consumption.
Ice and snow tourism is hot, and there is no lack of continuous influence from the Beijing Winter Olympics the year before last, which has made tourists have a higher awareness and acceptance of ice sports. Miao Qing, deputy general manager of Shandong Huana International Travel Service, said that in this year's "northbound" route, the Harbin-Changbai Mountain line is hot.
Tongcheng Travel data shows that the most popular travel theme during the Spring Festival holiday in 2024 is ice and snow travel. Qunar data shows that during the Spring Festival in 2024, the order volume of ice and snow tourism products will increase by more than 10 times year-on-year, and most of the popular destinations are northern cities, including Harbin, Mudanjiang, Changchun, Baishan, Beijing, Urumqi, etc.
The event boosts the city's branding
Wang Chenguang believes that at present, the integrated development model of culture, tourism and sports has become a new feature of the development of tourism in many cities.
Nowadays, many places across the country have enjoyed the dividends brought by the event economy to various industries, and have increased the planning of sports events. Hangzhou will build a "city of international events", and by 2025, it will initially form a competition system with Hangzhou characteristics, successfully hold three top events of international individual sports organizations, hold more than 10 international and domestic high-level events every year, and more than 6 well-known brand events in Hangzhou; By 2025, Chengdu will be built into a world famous event city, hosting more than 50 international and national events every year, and the pulling effect of sports events on related industries will exceed 30 billion yuan......
Jinan is also "not to be outdone". Zhao Chenguang, member of the party group and deputy director of the Jinan Sports Bureau, said at the pre-race press conference held by the 2023 Jinan Marathon Organizing Committee that in the next few years, Jinan will focus on promoting the transformation from holding a single sports competition to bidding for high-end boutique events, cultivating independent brand events, brightening the characteristic business card of "city football", and building a famous event city.
At the same time, in order to give full play to the influence of the AFC Champions League during the Spring Festival this year, Jinan has carefully done a good job in the organization of the event, the drainage of spectators and other service guarantees, with sports as the medium and the competition as the "camp city".
Jinan has unique advantages in building 'culture + tourism + sports'. First, the hardware facilities are relatively perfect, and second, Jinan has a history of 'sports tourism activities'. Wang Chenguang introduced that after the 80s, Jinan built the Shandong Provincial Sports Center, covering a variety of advanced and complete stadiums, equipment and facilities, which can be regarded as the earliest large-scale sports facilities in the country. Since then, Jinan's large-scale sports activities have been at the forefront of the country.
In fact, in the 90s of the 20th century, there was a model of sports tourism in Jinan. Wang Chenguang said, "Jinan has a nationally renowned team and sports organization, and it is also the main stadium of the Shandong football team." At that time, as soon as there was a game, fans from all over the province would come to Jinan to see, so a provincial and cross-regional sports tourism activity was formed. ”
In addition, Sun Jing believes that sports events bring their own traffic, which is an excellent opportunity for the city to create a city business card and update the city's image, "especially with the intervention of short ** and other social **, any little thing can be magnified countless times, so you can use the 'thrust' of social ** to build a city brand." ”
*: Qilu One Point.