From amateur football leagues to scenic mountain trail races and seasonal themed runs, grassroots sporting events across China have more than just ignited athletic passion, but also become powerful engines for cultural and tourism consumption.
On Sunday night, the eight-month-long inaugural Chongqing City Football Super League, also known as Yuchao, culminated in a thrilling final at the Chongqing Olympic Sports Center. With tickets priced at just 10 yuan (about 1.46 U.S. dollars) each, the match sold out within 30 seconds when sales opened on April 7.
Finally, Liangjiang Linkong FC clinched the championship with a 2-1 victory over Jiangjin Runtong Power FC, drawing a record-breaking crowd of 54,260 spectators, the largest attendance ever for an amateur football league match in Chongqing and for the venue since its opening.
Since kicking off last September, Yuchao has hosted matches every weekend, attracting 2.05 million spectators in total and surpassing 120 million online views.
"Every match day, I buy my tickets in advance just to be here," said Li Wei, a football fan.
"We come to every game. We love it, and so does our kid, who is now learning to play football," said Li Ping, another fan.
Local authorities have capitalized on the momentum by launching fan markets, "ticket-stub tourism" discounts, and special offers for visiting supporters.
During league periods, hotel occupancy rates in host cities rose by an average of 40 percent, restaurant revenues more than doubled, and indirect consumption spurred by the events approached 12.3 billion yuan (about 1.8 billion U.S. dollars).
On Saturday, the 2026 Jiangsu Football City League, also known as Suchao, opened in Changzhou City, drawing fans from across Jiangsu Province and beyond. The first round of four matches in Changzhou, Wuxi, Lianyungang and Yangzhou attracted over 120,000 spectators in total.
"I came all the way from Shanghai. At first, I didn't know anything about Suchao, but then I started seeing various short videos on online platforms. It looked really fun," said Gu Bin, a fan.
"What draws me most is the raw passion. It's so real to me," said Lu Zhen, another fan.
This year, Suchao extended its schedule by one month, increasing the total matches to 91 to boost tourism spending. Outside the Changzhou Olympic Sports Center, themed markets drew crowds of residents and tourists who couldn't secure match tickets, turning game day into a full-day shopping spree.
From Friday to Saturday, the 2026 Village Super League (Cunchao) Gansu Provincial Qualifiers took place in Liangdang County, Longnan City. Winning teams will advance to represent Gansu at the second national Cunchao finals in Rongjiang County, southwest China's Guizhou Province.
In a creative twist, all 37 participating teams from Gansu showcased representative local agricultural products during the opening ceremony parade.
"To promote our local agricultural products and help them reach broader, more promising markets, we brought them to the Village Super League to showcase them to everyone," said Wang Duihong, a local village official.
Beyond football, adventure sports are also driving rural tourism. On Sunday, a mountain trail challenge in Huixian County of Longnan City drew over 4,000 trail runners from China and abroad. The course wound through picturesque farmland, traditional villages and natural landmarks like Qingni Ridge and the Jialing River Gorges.
"It was my first time here, so I chose the 25-kilometer race. After actually completing the run, I can say the scenery was truly stunning. However, in order to maintain my pace, I didn't stop to take photos of some of the beautiful views along the way, which is a bit regrettable. I hope to come back again in the future," said Chen Jingshu, a runner.
After the race, participants could visit local cultural tourism streets to purchase regional specialties. Organizers offered discounts for those showing their race bibs, with options for direct home delivery of purchases.
In Qujing City, southwest China's Yunnan Province, a year-round calendar of themed running events keeps visitors engaged. At the recent spring trail race in Luoping County, over 700 runners participated, mostly from outside the region.
The course connected multiple core scenic areas, offering both competitive categories for serious athletes and leisurely family-friendly options. Prizes included locally raised pork, live chickens, and geese.
Upon finishing, participants were welcomed with a traditional long-table banquet featuring regional cuisine, effectively transforming "a day of racing" into "a week of travel."
Grassroots sports events fuel tourism spending across China
