深耕“文体旅”消费场景，工商银行为大湾区融合发展添活力

Core Viewpoint - Industrial and Commercial Bank of China (ICBC) leverages the 15th National Games to enhance cultural, sports, and tourism consumption, integrating financial services into the entire event and tourism chain to invigorate the Guangdong-Hong Kong-Macao Greater Bay Area [1] Group 1: Consumption Service Ecosystem - ICBC focuses on the "Greater Bay Area" theme of the National Games, extending its "cultural, sports, and tourism" service radius to create a comprehensive service ecosystem that includes event attraction, consumer engagement, and service retention [3] - The bank has developed 52 themed travel routes covering popular locations such as Guangzhou Tower, Macau cultural landmarks, and Hong Kong shopping districts, while establishing a "National Games Consumption Alliance" with 1,000 quality merchants [3] Group 2: Innovative Products and Services - ICBC has launched a "National Games Commemorative Edition Guangdong-Hong Kong-Macao Bay Area Credit Card," featuring event mascots, combining collectible value with trendy appeal [4] - The bank has optimized the "Card Code Pass" service for residents of Hong Kong and Macau, facilitating convenient cross-border payments at various locations [4] - A tiered discount system has been created for the entire event experience, including ticket discounts, travel and accommodation offers, and local consumption incentives [4] Group 3: Online and Offline Service Enhancement - ICBC has introduced a dedicated section for the National Games on its mobile banking platform, integrating event information, quizzes, and promotional activities [4] - The bank is enhancing service layouts in key areas such as popular shopping districts and event venues, increasing discounts for nearby dining and shopping merchants to convert event enthusiasm into consumer spending [4] - Approximately 1,500 branches in the Greater Bay Area have established "National Games Service Green Channels" to provide supportive services for volunteers, citizens, and spectators [5]