Recently, the General Administration of Sport of China and the National Tourism Administration signed the Cooperation Agreement on Promoting the Integrated Development of Sports Tourism. The two sides will set up a National Sports tourism Leading group and its office, jointly organize and develop the National Sports Tourism Development Outline, and start the selection of national sports tourism demonstration bases and sports tourism projects. Explore the establishment of statistical index system and standard system of sports tourism. Since then, from the end of the market wind surging, known as a new piece of blue ocean sports tourism finally hit the "customs clearance", obtained from the policy to the industry, enterprise support.
It is an important measure to invigorate tourism resources with sports elements. It has to be said that the "Sports City" created by Chongqing Wansheng and Ogilvy Health is at the forefront of industry exploration. The integrated development of sports industry and tourism industry has not yet formed a fixed pattern. On the one hand, it shows that practitioners have not found the best business model in line with the law of sports tourism. On the other hand, it also shows that there is still a lot of room for innovation in this industry. What to play and how to play still need to be explored. Therefore, innovation is crucial in attracting consumers with different characteristics and needs.
Chongqing Wansheng Economic Development Zone, as one of the demonstration cities (counties and districts) for the development of the National Fitness Plan (2016-2020) determined by the State General Administration of Sport, has taken the lead in announcing on April 23 that Wansheng is building the first "Sports City" focusing on the combination of sports industry and tourism industry for national fitness. And signed a contract with Ogilvy Health to jointly build an innovative national fitness sports tourism demonstration base featuring "physical fitness test".
If sports tourism wants to do well, it cannot leave the intervention and guidance of the local government and tourism bureau. At the same time, from the cultural perspective, sports tourism is carried out in combination with the local traditional characteristics, so that the uniqueness and exclusivity of the experience are the prerequisite for the refinement and optimization of resources. In addition to the hardware matching and upgrading, the user demand and experience in sports tourism is the key to victory. Chongqing Wansheng sports tourism planning, from the very beginning to achieve these points.
On April 23, the "National Fitness · Sports Industry Symposium & Sports City · Health Wansheng Signing Ceremony" was jointly promoted by Wansheng Sports Bureau and Tourism Bureau. Yang Xiaoyun, deputy secretary-general of Chongqing Municipal Committee of the Communist Party of China and secretary of the Party Working Committee of Wansheng Economic Development District, said at the meeting that Wansheng should be built into a "national fitness demonstration zone".
Wansheng is a national famous base for training badminton players and coaches, known as the "hometown of badminton", the city has a strong sports atmosphere. At the same time, it also has 5A scenic spots such as Black Valley and Longlean-Shihai with distinctive characteristics. In the infrastructure construction of Black Valley, the demand for combining with sports has been fully taken into account, and a 7km long plastic track has been built, which is not only suitable for cycling, but also for brisk walking and running.
Xu Junhua, general manager of Ogilvy Health, came up with the idea of creating the Wansheng Sports City after visiting the Black Valley scenic spot: "The first thing is to design the combination of sports and tourism according to local conditions. Ogilvy and Mather will work with Mansun to build 'wellness cabins,' some of which will be located in the Black Valley scenic area. As a domestic enterprise that has been engaged in health and physical fitness research for more than ten years, we envisage that we can ask consumers to do a health and physical fitness test before the ticket sale or during the tour. For example, there is an indicator of 'balance ability' in the test, and citizens are given a balance index before visiting. There are many suspension Bridges and suspension Bridges in the Black Valley scenic spot. According to the balance ability index of citizens, the difficulty level of each route is informed. If it is rainy day, the difficulty level will be increased by a star. The bridge head can tell visitors in a graphic way that they can lower their center of gravity to maintain balance and so on. For another example, nutritious meals can be designed and used in the scenic spot to remind tourists coming from different directions that you consume different physical strength and supplement different energy. On both sides of the road, a lot of science knowledge about sports, nutrition and local specialty publicity can be added, so that tourists have the idea of consumption, combining sports with tourism."
According to the different needs of consumers, sports tourism can be divided into spectator tourism and sports leisure tourism. Compared with spectator Tours, sports leisure Tours are more popular than spectator Tours because they are more participatory. Such as marathon, hiking, hiking, fishing, diving, skiing, golf and other products are more popular sports tourism projects in the world. In cooperation with Ogilvy Health, on the basis of traditional outdoor leisure projects, the innovative experience content of "physical fitness test" is added, which makes it more interesting, practical, healthy and scientific, and will certainly stand out in the blue sea of sports tourism in China.
