The sports-tourism integration leads to tourists to “stay” as well as “remain” in the Mountain area. By YU Ying

​On May 28th, the 2023 Anji Shanchuan “Two Mountains Cup” Mountain Outdoor Sports Competition started. Around 1,500 participants from all over the world, together they enjoyed the competition in the magnificent natural environment. The competition was designed in three groups: the pilot group (42km), the adventure group (21km), and the discovery group (21km + paddle board racing + outdoor orienteering).

“Racing within a given time was full of passion. The Shanchuan sports competition has been held for years. And this is my second time participating in it. I enjoyed it greatly. Many friends with the same interest all recommended me to try this runway, for its professional organisation of competitions and unique scenery. By the way, we can also bring our family to pay a visit here.” commented Qiu Zhijiang, a participant from Shanghai.

The year 2023 is the fifth year of the Anji Shanchuan “Two Mountains Cup” Mountain Outdoor Sports Competition--a provincial brand competition. The scale and influence of the competition continue to expand. According to Ruan Yue, the deputy head of Shanchuan Township, “For the past two years, we have carried out commercial operation of the competition. On the day before this year’s event, we also held supporting events at the Cultural Hall of Shanchuan Village, the parking lot and the Cultural Hall of Dali Village to showcase the mountain culture and enrich the event experience, through events such as technology sharing, camping, food and sports market.”

Shanchuan Township is located in the hilly area of the northwest of Zhejiang Province, with the mountainous area accounting for more than 90%. Limited to the landscape, the township is short of production factors hence a slow development. In recent years, the township actively excavates the mountain resources, enlarges the ecological advantages, and has successfully explored an integrated development path of sports and tourism industries by taking sports as the core and mountain resources as the characteristics.

At present, the developmental layout of a sports-tourism industry has been established in Shanchuan-- “One Mountain, One Loop, One Valley, One Complex”. The four ONEs represent one SkyLand Park, one mountain sports loop, one vitality valley in Jingkongli Gorge, and one outdoor sports complex in Dali. Taking alpine skiing as the main highlight, the mountain area has formed a sports-tourism industrial ecology with diverse forms and distinguished characteristics, covering “canyoning, rock climbing and stream-trekking, mountain cycling, outward bound, brand events, and so on”.

The holdings of events such as the “Two Mountains Cup” Mountain Outdoor Sports Competition, the National Public Ice and Snow Season, the Zhejiang Ecological Game, the Frisbee Challenge, have further enhanced the popularity of Shanchuan. At present, the township has 13 sports-tourism integrated projects and a total investment of more than 3 billion yuan. Shanchuan Township has won the provincial contribution award for revitalizing rural areas through sports, been selected as the province's first-batch pilot unit of the mountain leisure resort development and the provincial cluster area of the rural tourism industry. At the beginning of this year, the township successfully became the provincial sports and leisure township.

There are large projects as well as the “small but fine” ones. Over the years, Shanchuan has conducted “micro renovation and fine improvement” to build a sports-tourism integrated space, add sports facilities and extend sports space. Meanwhile, it has completed more than 80 “micro renovation and fine improvement” projects, including the Sky Ski Resort, Sports Cheering Station, and Lake Walking Path. “We did not have major renovation or construction programs. With minor ornaments and renovations, we could enjoy all kinds of courts, gyms, fitness trails, etc. We can now access free exercise at home, living a healthy and happy life in Shanchuan.” Said Chen Lifang, a villager of Majianong Village, Shanchuan Township. Local people also gain a sense of fulfilment for their increased income. The integration of sports and tourism, the development of the competition economy, and the improvement of micro-refinement have brought rich business forms to Shanchuan. The restaurants, cafes, bars and so on are increasing day by day, leading the tourists to “stay” as well as “remain” in the Mountain area. Tong Feng, the manager of Feng Sheng San Shi B&B told the reporter, “There are nearly 300 B&Bs in the township, with more than 5,000 beds. All the rooms are almost fully booked throughout the year. Before and after the brand event, it is hardly possible to book a room. During the peak tourism season, the guest may not be able to book a room even a month earlier.”

“By adhering to the 'sports + tourism' approach, we have broadened the road of rural revitalization, improved the environment, enriched the countryside and increased the income of our people.” Wang Mengtian, secretary of the Party committee of Shanchuan Township said. The number of tourists reached 1.8 million last year, with revenues exceeding 700 million yuan. The collective operating income of the whole township was 2.705 million yuan, an increase of 112.2% over that of five years ago, of which the income from sports and tourism accounted for 59.2%. The per capita disposable income of farmers was 53,800 yuan, an increase of 48.2% over that of five years ago, of which the per capita income from sports and tourism accounted for 68%. There are 1,600 people engaged in sports and tourism, accounting for 43% of the resident population.