浙江体旅融合打出新玩法 赛事激情点燃消费热情 中新网杭州1月6日电(张煜欢 陈素琴)2026年的第一个小长假已经结束，多个旅游第三方平台相继发布元 旦假期旅行消费报告。大数据显示，浙江2026年开局就呈现出强劲的复苏势头与鲜明的消费新趋势，体 育消费凭借独特体验感成为消费的新亮点。 浙BA带动文旅"新玩法" "生意特别好，光腐乳一天就能卖几十瓶，很多球迷特意买回去送朋友。"1月4日，绍兴市奥体中心浙 BA主题市集的一位摊主说。当晚，60余个特色摊位一字排开，本土老字号、网红潮食、文创好物与农 副产品齐聚一堂，为观赛球迷与市民奉上了一场兼具烟火气与越地风情的消费盛宴。 覆盖元旦假期的浙BA赛事持续点燃全省观赛热情。"2026苍南浙BA元旦嘉年华"吸引了大批球迷游客， 白天体育中心广场的嘉年华市集开放，热场演出提前烘托出欢快氛围；夜晚场内场外同步开启"观赛模 式"，并有门票抽奖福利加码。 记者从浙江省体育局了解到，2025年12月28日至2026年1月3日，浙BA城市争霸赛共完成相关赛事10 场，设置多场场外主题市集，发放消费券6386.72万元，带动文商旅体消费1.28亿元。 "浙BA"城市嘉年华在浙江杭州拱墅 ...

26日，浙江省城市篮球联赛（简称"浙BA"）迎来焦点对决，在拱墅运河体育公园，A组前两名温州队和 杭州队狭路相逢。场内，球员为城市荣耀奋力拼杀；场外，浓缩全省11地市风物的美食购物嘉年华热火 朝天。 这是2025年"浙BA"经典的一幕，也是赛事从流量迈向"留量"的缩影。组委会提供的数据显示，截至目 前，这项草根篮球盛宴累计销售门票超80万张，直接拉动文化、旅游、商业、体育等综合消费超29.18 亿元，成为浙江积极推动商文旅体深度融合，以赛事促消费的成功实践。 票根为钥 消费为链 作为浙江规模最大、水平最高的群众篮球赛事，"浙BA"创办之初便锚定全民嘉年华的核心目标。"一杯 奶茶钱"的亲民票价，也让赛事全民可及。 在顶层设计上，"浙BA"紧紧围绕推动消费转型升级，按照"一场赛事盛会、一场文旅盛宴、一场展销集 市、一场美食大赏、一个科技窗口"的要求，积极打造"赛事+"全链条消费场景。在此背景下，各赛区充 分发挥主动性，让"票根经济"呈现出百花齐放的形态。 在杭州，全市160余个景区、近300家店铺凭票根可享受优惠，同时联动线上平台上万个商家推出折扣活 动，实现"一票享多惠"；在宁波，市、县两级联动发放超千万元消费 ...

新华社杭州12月26日电（记者夏亮）26日，浙江省城市篮球联赛（简称"浙BA"）迎来焦点对决，在拱墅运河体育公园，A组前两名温州队和杭州 队狭路相逢。场内，球员为城市荣耀奋力拼杀；场外，浓缩全省11地市风物的美食购物嘉年华热火朝天。 这是2025年"浙BA"经典的一幕，也是赛事从流量迈向"留量"的缩影。组委会提供的数据显示，截至目前，这项草根篮球盛宴累计销售门票超80万 张，直接拉动文化、旅游、商业、体育等综合消费超29.18亿元，成为浙江积极推动商文旅体深度融合，以赛事促消费的成功实践。 一名球迷展示杭台高铁"浙BA"球迷车厢纪念车票（9月10日摄）。新华社记者 黄宗治 摄 浙江省城市篮球联赛绍兴市预选赛决赛现场（7月19日摄）。新华社发（郭斌 摄） 票根为钥 消费为链 作为浙江规模最大、水平最高的群众篮球赛事，"浙BA"创办之初便锚定全民嘉年华的核心目标。"一杯奶茶钱"的亲民票价，也让赛事全民可及。 在顶层设计上，"浙BA"紧紧围绕推动消费转型升级，按照"一场赛事盛会、一场文旅盛宴、一场展销集市、一场美食大赏、一个科技窗口"的要 求，积极打造"赛事+"全链条消费场景。在此背景下，各赛区充分发挥主动性，让" ...

近日，省文化广电和旅游厅公布第一批2025年度文旅创新创优案例， 庆元县报送的《打好"浙BA+文旅"组合拳 驱动山区小县消费提振》，成功入选 15个 文旅促消费优秀案例。这一认可，标志着庆元县探索的山区县消费提振新模式，为全省文体旅融合与消费升级提供了具有借鉴意义的实践样板。 庆元县在2025年紧紧抓住浙BA赛事举办契机，以"场内打精神、场外打精彩"为总体思路，突破区位制约，创新性地 将体育赛事、地方文化与消费提振深 度融合，成功实现县域消费能级的跨越式提升。案例显示，赛事期间全县接待游客 31万余人次，同比增长超14%，带动综合消费3200余万元； 国庆中秋 假期游客量同比增长37.4%，创历史新高，住宿、餐饮业营业额增速位居丽水市前列。 庆元县将赛事球队"菇勇者"的称谓巧妙升华为地域文化符号，通过改编流行歌曲、创作 AI短视频、主动为对手城市加油等新颖方式，引发全网情感共 鸣，相关话题传播量超15亿次。同时，把 廊桥、香菇、竹编等非遗文化植入赛事场景，推动线上流量向线下体验转化。在消费转化环节，创新推出"一城 一品"乡土礼物互赠、打造主题市集、实施"票根抵现"及专项消费券等政策，构建了 "观赛－逛集－消费 ...

Group 1 - The "Zhe BA" city championship has become a significant driver for the integration of sports and tourism in Fuyang, with local attractions offering various discounts and promotions to attract visitors [1][2] - Fuyang has prepared special packages for visiting fans, including 50% off tickets to local attractions and discounts at over 70 participating businesses, enhancing the overall visitor experience [1][2] - The number of viewing spaces has increased from 65 to over 100, with many businesses voluntarily participating, creating a vibrant atmosphere for both sports and local commerce [2] Group 2 - From October 1 to 5, Fuyang received approximately 930,000 visitors, marking a significant year-on-year increase of over two digits, indicating the successful conversion of event traffic into overnight stays [2]

Core Insights - The article highlights the transformation of urban night life, emphasizing the integration of cultural, entertainment, and recreational activities into the night economy, moving beyond traditional dining and shopping [4][8][9] Group 1: Night Economy Development - The State Council has issued measures to cultivate new growth points and promote cultural and tourism consumption, focusing on developing night-time cultural tourism economies [4] - Urban night life is evolving to include diverse activities such as night schools, 24-hour libraries, and cultural events, enriching citizens' nighttime options and expanding cultural consumption scenarios [4][6] Group 2: 24-Hour Libraries and Learning Spaces - 24-hour libraries are becoming popular in cities like Beijing and Shanghai, providing a comfortable environment for night reading and study, catering to various age groups and professional needs [5][6] - In Shanghai, the Peace Academy serves as the first 24-hour park library, attracting over 100 visitors daily, blending cultural and ecological experiences [6] - The number of 24-hour public reading spaces in Shenzhen has increased to nearly 40, with full coverage in the Futian District [6] Group 3: Night Schools and Educational Opportunities - Night schools are gaining traction, offering over 1,500 courses in Shanghai, with high demand reflected in rapid enrollment [10] - In Jinan, the 'YEAH Returnee' night school offers over 180 courses, catering to young people's learning needs across 38 teaching points [11] - Community centers in Chengdu have transformed into night school classrooms, providing diverse courses at affordable prices, attracting thousands of participants [11] Group 4: Cultural and Sports Events - Events like the Zhejiang Urban Basketball League are driving consumer engagement, linking sports with cultural tourism and enhancing the night economy [7] - Historical and cultural sites are becoming new night-time consumption venues, enriching the night economy while promoting local culture [7][9]

Group 1 - The core theme of the "Zhejiang Summer of Passionate Consumption" campaign aims to host over 2000 promotional consumption activities in Zhejiang province during the summer of 2025, targeting to exceed 160 million tourists, a year-on-year increase of 8%, and drive a 5% growth in retail sales of consumer goods [1][2] - The "Zhejiang Basketball Association" (referred to as "Zhejiang BA") is becoming a new pillar for guiding consumption upgrades and stimulating urban vitality through various initiatives [1][2] - The integration of sports events with consumption scenarios is being actively explored across various districts, with initiatives such as offering multiple benefits for ticket holders in Hangzhou, including dining and shopping discounts [4][6] Group 2 - In Hangzhou's Linping District, a "sports + market" model has gained popularity, with 1 million yuan worth of consumption vouchers issued for use in local markets and shopping areas, enhancing nighttime consumption [4][6] - The Zhoushan district has introduced a unique "ticket stub blind box" activity, combining lottery tickets with consumption vouchers to attract fans and create an integrated experience of watching games, participating in lotteries, and shopping [4][6] - The "Zhejiang BA" has reached its 100th match, transforming each game into a consumption festival and a city celebration, with plans to continue hosting key events and expand cross-industry collaborations [8]

Group 1: Tourism and Consumer Experience - Yunnan's Xishuangbanna has launched diverse activities this summer, creating new consumption scenarios like "Camping + Research" to attract tourists for immersive experiences in tropical rainforests [1][3] - The "Starry Camp" in the Mengyuan Wonderland scenic area, consisting of 10 triangular firefly camping houses, has become a popular product, drawing numerous family and research groups [3] - Tourists can explore the rainforest at night, guided by experts, to observe fireflies and other wildlife, enhancing the adventure with educational elements [6] Group 2: Night Economy and Cultural Activities - In Jiangsu, various cultural and consumer districts have introduced a series of nighttime activities to attract visitors, even without major sports events [6][10] - The "Wangling Wonderful Night" event at the Lion Mountain Chu King Tomb features traditional performances and interactive storytelling, enhancing visitor engagement [8] - In Lianyungang, the Salt River Ancient Alley hosts themed activities like street performances and foam water battles, contributing to a 25% increase in average visitor stay since July [10] Group 3: Sports and Local Consumption - The "Zhe BA" basketball league in Zhejiang has gained popularity, promoting local consumption and tourism through community engagement [11][13] - Local specialties are showcased during the games, with interactive experiences for fans, such as tasting local foods and cultural products [13][15] - Special offers, like free entry to local attractions with game tickets, encourage tourists to incorporate sports events into their travel plans [15]

Group 1 - The "Su Super" league has set a new attendance record for amateur football events in China, with 60,396 fans attending the match between Nanjing and Suzhou [1] - The league's innovative model of "events + culture + consumption" is driving deep integration of economic and cultural development in Jiangsu, serving as a national example for sports IP empowering urban development [3] - The popularity of "Su Super" is leading to a chain reaction, with other provincial leagues following suit, indicating a shift from "single-point breakthroughs" to "cluster development" in local sports events [4] Group 2 - The match between Nanjing and Suzhou has significantly boosted local consumption, with 254,000 viewers at 66 live viewing locations, generating a total foot traffic of 1.425 million and sales of 340 million yuan, alongside a 33.2% increase in local hospitality and dining revenue [5] - Jiangsu is integrating commercial, tourism, and cultural resources around event venues to create diverse and immersive consumption experiences, with a 305% increase in scenic area bookings and over 10 million yuan in sales of event-related products [6] - The total retail sales in Jiangsu reached 1.98839 trillion yuan from January to May 2025, marking a 5.6% year-on-year growth, with Suzhou and Nanjing leading the province [6] Group 3 - "Su Super" has evolved into a platform for regional cultural display, with matches incorporating local historical and culinary themes, enhancing audience engagement and regional pride [7][8] - The interaction between brands and the league has become a highlight, with numerous sponsors joining, increasing from 6 to 27 in a short period, indicating a growing commercial interest in the league [9][10] - The competition for sponsorships is intensifying, with brands eager to secure partnerships, reflecting a healthy competitive environment despite some uncertainties in sponsorship terms and conditions [11]

Group 1 - The 2025 Zhejiang Province Urban Basketball League ("Zhe BA") is the largest grassroots basketball event in Zhejiang, running from July 2025 to February 2026, involving 11 cities and 90 counties [1] - The league consists of two phases: a preliminary round in July to determine 11 champion teams, and a city championship from August 8, 2025, to February 2026, featuring 22 teams [1] - The event aims to boost consumption and integrate sports with cultural and tourism sectors, with local governments actively preparing to leverage the event for economic growth [3][5] Group 2 - Zhejiang media highlights the need for the province to learn from Jiangsu's successful sports events, indicating a potential for transformation in Zhejiang's sports landscape [2] - The "Zhe BA" requires participants to be non-professional players, aiming to engage grassroots talent and enhance community involvement [2] - Local governments are implementing strategies to convert event attendance into economic benefits, including promotional packages and enhancing service consumption [5] Group 3 - The event is seen as a catalyst for increasing retail sales, with Zhejiang's retail sales reaching 1.55 trillion yuan in the first five months of the year, a 5.3% increase [5] - The integration of sports with cultural and tourism initiatives is emphasized as a way to create a festive atmosphere and drive local economies [2][3]