文旅案例 | 赛事经济高质量发展：构建“赛事+”全场景融合生态、构建“以赛兴城”的长效机制

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一、 现状审视 | 赛事经济的“三驾马车”新动能

当前，中国经济正处在服务消费快速扩张的窗口期。作为服务消费的重要组成部分，赛事经济的发展正受到三重力量的驱动。

政策加码：从“高效办赛”到“产业支柱”。2025年以来，国家层面释放了强烈的信号。国务院办公厅印发的《关于释放体育消费潜力进一步推进体育产业高质量发展的意见》（国办发〔2025〕31号）明确提出，到2030年体育产业总规模超过7万亿元，并将“举办体育赛事活动”纳入2026年首批“高效办成一件事”重点事项清单。这意味着，过去困扰办赛主体的审批繁琐问题，将在顶层设计层面得到系统性疏解。同时，政策明确鼓励“商旅文体健”深度融合，赛事经济已不仅仅是体育部门的独角戏，而是上升为撬动区域经济转型的杠杆。

消费嬗变：从“打卡观光”到“情绪价值”。2026年春节假期，国内出游5.96亿人次，花费8034.83亿元，双双创下历史新高。这一数据的背后，是全国政协委员、中国旅游研究院院长戴斌所指出的深刻转变：旅游业正从“功能价值”走向“情绪价值”。游客不再满足于“我来过”，而是追求“我共鸣”。对于赛事经济而言，观众不再仅仅是看客，他们渴望参与、渴望社交、渴望在观赛之余获得具有地域特色的文化沉浸。哈尔滨冰雪大世界的“滑雪+温泉+雪乡”一站式产品、泉州簪花围的沉浸式体验，都证明了只有触动情感的消费，才具有高黏性和高复购率。

数据印证：赛事流量的经济杠杆效应。数据是最有力的证明。2025年，“湘超”带动文旅消费达136.79亿元，“苏超”更是实现了“1元门票带动7.3元消费”的惊人杠杆率。体育总局在7省的监测试点显示，2025年共监测重点赛事1947场，实现带动消费431.28亿元，场均带动消费2215.1万元。这些数字彻底改变了“赛事是财政负担”的刻板印象，证明了赛事是名副其实的“印钞机”。

二、 痛点剖析 | 高速增长下的“成长的烦恼”

在一片繁荣之下，若以高质量发展的标尺来衡量，当前赛事经济仍存在四大发展堵点：

顶层设计“碎片化”：文旅体商分属不同部门，导致赛事审批流程复杂，整体规划失衡。往往赛事办完了，人流也就散了，缺乏将“流量”转化为“留量”的统筹机制。

赛事IP“同质化”：顶级IP匮乏，且对本土文化挖掘较浅。许多地方赛事盲目跟风，缺乏独特的文化内核。数据显示，2024年我国体育竞赛表演业产值占体育产业比重仅2%，远低于发达国家水平。

运营管理“粗放化”：收入结构单一，过度依赖政府补贴和企业赞助。门票经济依然是主流，周边衍生品开发乏力，数字化服务滞后，导致二次消费转化率低。

安全保障“脆弱化”：随着散客化时代的到来，大量游客涌入非传统景区观赛旅游。近期贝加尔湖游客车辆沉湖等事故警示我们，当旅游活动渗透到社会毛细血管时，针对“野景点”、非法运营的安全监管体系尚未完善。

Currently, China's economy is in a period of rapid expansion of service consumption. As an important component of service consumption, the development of event economy is being driven by three forces.

Policy reinforcement: From "efficient hosting of events" to "an industry pillar". Since 2025, the national level has released strong signals. The State Council Information Office issued the "Opinions on Unleashing the Potential of Sports Consumption and Further Promoting the High-Quality Development of the Sports Industry" (Guo Bao Fa [2025] No. 31), clearly stating that by 2030, the total scale of the sports industry will exceed 7 trillion yuan, and "organizing sports events and activities" has been included in the first batch of "Efficiently Achieving One Thing" key matters list for 2026. This means that the cumbersome approval issues that have plagued event organizers in the past will be systematically alleviated at the top-level design. At the same time, the policy clearly encourages the deep integration of "business, travel, culture, sports, and health", and event economy is no longer just a one-man show by the sports department, but has risen to become a lever to drive regional economic transformation.

Consumption transformation: From "checking in for sightseeing" to "emotional value". During the Spring Festival holiday in 2026, there were 596 million domestic tourists and 803.483 billion yuan spent, both reaching historical highs. Behind this data is the profound transformation pointed out by National Committee Member Dai Bin, the director of the China Tourism Academy: Tourism is moving from "functional value" to "emotional value". Tourists are no longer satisfied with "I've been there", but seek "I resonate". For event economy, viewers are no longer just spectators; they desire participation, social interaction, and the acquisition of regional cultural immersion in addition to watching the games. The "one-stop" products of Harbin Ice and Snow World's "skiing + hot spring + snow village", and the immersive experience of Quanzhou Zhenhua Wei, all prove that only emotional-driven consumption has high stickiness and high repeat purchase rate.

Data verification: The economic leverage effect of event traffic. Data is the most powerful proof. In 2025, "Xiang Super League" drove cultural and tourism consumption to 13.679 billion yuan, and "Su Super League" even achieved an astonishing leverage ratio of "1 yuan ticket leading to 7.3 yuan consumption". The monitoring pilot tests conducted by the General Administration of Sport in 7 provinces showed that in 2025, a total of 1,947 key events were monitored, achieving a total consumption of 43.128 billion yuan, with an average per event consumption of 22.151 million yuan. These figures completely changed the stereotype of "events being a financial burden", proving that events are truly a "money-making machine".

三、 突破思路 | 构建“赛事+”全场景融合生态

针对上述痛点，结合2026年全国两会的最新建言与地方实践，未来赛事经济的发展应遵循以下四大战略路径。

空间突破：从“场馆闭环”到“全域场景”。打破体育场馆的围墙，让赛事流动起来。国务院政策吹风会明确指出，要持续开展“体育赛事进景区、进街区、进商圈”。重庆巴南区莲花街道依托华熙LIVE·鱼洞场馆，面对WTT重庆冠军赛及全年超60场赛演，推出了极具创意的“一张门票玩转一座城”模式。观众凭赛演门票，不仅可以在场馆观演，还能在周边的火锅店、农家乐享受折扣，甚至能兑换中坝岛的蔬菜采摘体验。街道通过发放“莲鲤大福袋”、串联“国际赛演的激情”与“江岛田园的静美”，构建了“赛演引流、文旅承接”的10分钟消费圈。这种模式将原本孤立的场馆经济，通过一张票根与城市的餐饮、住宿、农业、零售业进行了全链路打通。文化深植：从“观看比赛”到“精神朝圣”。赛事要有生命力，必须扎根本土的“文化土壤”。在文旅消费追求“情绪价值”的今天，独特的在地文化是区分“村超”与“中超”的关键。贵州三都水族自治县利用丙午马年契机，将传统的水族端节赛马习俗，打造为“贵州村马”IP。这里不仅仅是在赛马，更是在售卖一种文化体验。国家级非遗“马尾绣”传承人将马元素融入文创，开发出挂件、潮玩盲盒、马景民宿等200余种产品，春节期间单是马尾绣销售额就达1.8万元。通过“以奖代补”政策，当地带动马匹养殖存栏量4200匹，并衍生出马公交、马超市等配套服务。这验证了一个逻辑：越是民族的，越是世界的；越是本土的，越是不可替代的。赛事不再是一场孤立的竞技，而成为展示地方文明、增强文化自信的窗口。业态融合：从“单一观赛”到“复合体验”。推动赛事与美食、音乐、展览的混搭，延长游客停留时间，激活夜间经济。在2025-2026年“巴山蜀水·运动川渝”消费季中，四川江油不仅举办了马拉松，还同步举行了“青岛啤酒·江马狂欢之夜”、太白集市、非遗体验和智能体育设备展。体育、文化、旅游、商务、农业在同一时空下实现了“五业融合”。杭州出台的《打造“赛会之城·购物天堂”三年行动计划》，更是将赛事与商业促销同步推进，实现了办一场赛、旺一座城的效果。 数字赋能：从“经验管理”到“智慧治理”。数字化不仅是售票的便捷，更是安全监管和精细化服务的保障。针对散客化趋势下的安全难题，需要利用大数据进行流量预警和科学分流。推广“赛事一码通”平台。将赛事报名、门票购买、酒店预订、景区导览、餐饮优惠集成于一个二维码。同时，利用数字人民币智能合约技术，探索体育预付式消费资金托管，防范“办卡跑路”风险，这已在国办发〔2025〕31号文件中得到明确支持。

III. Breaking Through Thinking | Building a "Events+" Integrated Ecosystem across All ScenariosIn response to the aforementioned pain points, based on the latest suggestions from the 2026 National Two Sessions and local practices, the future development of the event economy should follow the following four strategic paths.

Spatial Breakthrough: From "Closed Venue Loop" to "All-Scenarios Integration". Break the boundaries of sports venues and make the events flow. The policy briefing meeting of the State Council clearly pointed out that we should continuously carry out "Sports Events Entering Scenic Areas, Streets, and Business Districts". The Lianhua Street in Bazhan District, Chongqing, relying on the Huaxi LIVE·Yufeng venue, faced the WTT Chongqing Championship and over 60 other competitions and performances throughout the year, launched a highly creative "One Ticket to Enjoy the City" model. Audiences can not only watch the performances at the venue but also enjoy discounts at nearby hot pot restaurants and rural homestays, and even exchange for a vegetable-picking experience on Zhongba Island. The street, through distributing "Lianli Baifu Bags" and connecting "The Passion of International Competitions" with "The Tranquility of Jiangdao Rural Areas", constructed a 10-minute consumption circle of "Event Promotion, Cultural Tourism Accommodation". This model has seamlessly connected the originally isolated venue economy through a single ticket with the city's catering, accommodation, agriculture, and retail industries.

Cultural Deep Integration: From "Watching the Competition" to "Spiritual Pilgrimage". For events to have vitality, they must be rooted in the "cultural soil" of the local area. In today's pursuit of "emotional value" in cultural tourism consumption, unique local culture is the key to distinguishing "Juechao" from "Super League". The San Du Water County in Guizhou Province took advantage of the opportunity of the Year of the Horse in the Year of the Pig to transform the traditional water ethnic end-game horse racing custom into the "Guizhou Village Horse" IP. This is not just about horse racing, but also about selling a cultural experience. The inheritor of the national intangible cultural heritage "Maijin Embroidery" integrated horse elements into cultural products, developing over 200 products such as wall hangings, trendy blind boxes, and horse-themed homestays. During the Spring Festival, the sales of Maijin Embroidery alone reached 18,000 yuan. Through the "subsidy in lieu of award" policy, the local area increased the number of horse breeding by 4,200 and derived supporting services such as horse buses and horse supermarkets. This verifies a logic: The more ethnic, the more global; the more local, the more irreplaceable. Events are no longer an isolated competition but a window for showcasing local civilization and enhancing cultural confidence.

Business Model Integration: From "Single Viewing" to "Comprehensive Experience". Promote the integration of events with food, music, exhibitions, and more to extend tourists' stay time and activate the night economy. In the "Ba Shan Shu Wu · Sports Chuan Yu" consumption season from 2025 to 2026, Jiangyou in Sichuan Province not only held a marathon but also simultaneously held the "Qingdao Beer · Jiangma Carnival Night", Taibai Market, intangible cultural heritage experience, and intelligent sports equipment exhibition. Sports, culture, tourism, business, and agriculture achieved "Five Industries Integration" in the same time and space. Hangzhou's "Three-Year Action Plan to Build a 'Sports City · Shopping Paradise'" not only promoted events but also advanced commercial promotions simultaneously, achieving the effect of "One Event, One City Boom".

Digital Empowerment: From "Experience Management" to "Smart Governance". Digitalization is not only convenient for ticketing but also a guarantee for safety supervision and refined services. In response to the security challenges brought by the trend of scattered tourists, it is necessary to use big data for traffic warning and scientific diversion. Promote the "Event One-Code Pass" platform. Integrate event registration, ticket purchase, hotel booking, scenic area guidance, and dining discounts into one QR code. At the same time, using the smart contract technology of digital RMB, explore the custody of sports prepaid consumption funds, prevent the risk of "card fraud", which has been clearly supported in the State Office Document [2025] No. 31.

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