People participate in an activity at Baolong Square in Zhoushan. [Photo/Tide News]

Zhoushan in East China's Zhejiang province is transforming sports events into engines of cultural tourism and economic vitality. 

At the recently concluded Donghai Greenway Cup Zhoushan Island Championship, 130 teams competed on the pitch. Concurrently, families explored the islands. The event generated nearly 2 million yuan (about $278,838) in local spending within a week. Hotels reported full occupancy, a rare sight in past years.

Leveraging its island resources, Zhoushan has developed a model combining sports, culture, and tourism, attracting visitors who extend their stay beyond the competitions and become repeat tourists. From January to July, Zhoushan received around 14 million visits, up 13.9 percent year-on-year. Retail sales of consumer goods rose by 5.7 percent, and retail sales by enterprises above a designated size increased by 11.6 percent, among the highest in the province.

This summer, sailing regattas, beach soccer leagues, and other events boosted sports tourism in Zhoushan. Supporting activities included sports gear exhibitions, family camping, and seafood night markets, with over 20 million yuan in vouchers issued, boosting accommodation and dining sales by 25 percent in the first week of summer.

More than 20 themed markets, beer festivals, outdoor concerts, and night-time economy projects have further diversified consumer experiences. Backed by targeted subsidies and streamlined policies, Zhoushan has staged around 100 promotional events this year. Local officials said sports-driven tourism is becoming a new lifestyle, and Zhoushan will continue to create new consumption scenes to fuel high-quality development.