During the National Day holiday, Beijing's "Dual Olympic City" showcased how high-profile sports events can be leveraged to stimulate urban economies and create immersive consumer experiences. The China Open tennis tournament, which concluded on October 6 with Novak Djokovic securing his seventh title after opponent Alex de Minaur retired injured in the final, served as a centerpiece of this strategy. Beyond the matches, the event transformed the National Tennis Center into a vibrant hub where big-screen viewings, officially licensed merchandise, and bustling food and beverage outlets blended competitive passion with the city's relaxed holiday atmosphere.
The economic impact was tangible. According to Yin Xufei, head of the China Open officially licensed merchandise store, the two stores at the National Tennis Center each welcomed over 10,000 visitors daily during the holiday, offering nearly a thousand products that give fans a tangible connection to their tournament memories. This "second venue" concept extended the event's reach far beyond the court, creating a diverse viewing and shopping experience that catered to both sports enthusiasts and casual visitors.
Simultaneously, Shougang Park in Shijingshan hosted the World Table Tennis (WTT) China Grand Smash for the third consecutive year, echoing the China Open and cementing the National Day period as a "Golden Week of Sports Events." The industrial-style park became a destination where fans like Gao Yize from Xinjiang could spend an entire day dining, exploring markets, and soaking in the festive blend of table tennis—China's national sport—and holiday celebrations. The WTT official licensed store introduced a tournament-themed T-shirt that doubles as a "walking ticket stub," granting wearers exclusive discounts at hundreds of partner merchants across Shougang Park, Yongdingheji, Moshikou Historical and Cultural Street, and other locations. This innovative approach to the "ticket stub economy" encourages visitors to explore the wider city, driving spending in dining, accommodation, and sightseeing.
The ripple effects were felt citywide. The Beijing Yizhuang GT World Challenge attracted over 26,000 spectators, with its automobile-themed carnival integrating race viewing, car culture, and technology interaction, spurring significant growth in surrounding dining, retail, and accommodation spending. In Miyun, the China Men's 3x3 Basketball League Championship linked cultural tourism resources and key commercial districts, opening the "Chao San" Market that brought together over 30 merchants offering local specialties like Miyun's Three Roasts and intangible cultural heritage "loufen" starch noodles. Fans could enjoy food and purchase local products after games, further extending the event experience.
As reported by Media OutReach Newswire, Beijing's strategy of making holiday cultural tourism scenarios a standard feature of sports events has expanded event consumption scenarios and enhanced the overall experience. This integration demonstrates the enormous potential of the sports event economy, turning athletic competitions into catalysts for urban vitality and economic growth. By embedding events within the fabric of the city—from tennis courts to industrial parks to lakeside race tracks—the Dual Olympic City has created a model where sports, tourism, and local commerce thrive together, offering a blueprint for other cities seeking to harness the power of major events.
