Shandong Province, China – Once a tranquil township nestled in Shandong’s Boshan district, Shima township has emerged as a vibrant tourist destination, thanks to the burgeoning popularity of outdoor sports.
Despite its scenic landscapes and rich cultural heritage, Shima struggled for years to translate its assets into economic prosperity. However, the recent surge in outdoor sports has catalyzed a sweeping rural revitalization effort in the area.
Over the past few years, Shima township has successfully hosted more than 10 sporting events, solidifying its reputation as a hub for sports and leisure activities. The local government has also invested heavily in upgrading infrastructure to support outdoor sports, transforming the township into a renowned sports and leisure destination.
The Wuyang Lake sports and culture industrial park alone attracts over 14,000 athletes from provincial and municipal sports teams annually, along with more than 300,000 tourists. This influx has created employment opportunities for over 200 rural residents, according to Zhang Kun, the township’s Party chief.
Recently, Shima township hosted a major sports carnival, strategically leveraging outdoor sports competitions to stimulate local consumption in sectors such as hospitality, retail, and cultural tourism, thus boosting the township’s economic growth.
The impact of outdoor sports extends beyond Shima township, resonating across Shandong Province. Local governments throughout the region are harnessing natural resources to develop outdoor sports venues, aiming to invigorate rural economies.
Official data underscores the economic benefits of these initiatives. For instance, the 2023 World Triathlon Cup in Huancui district, Weihai city, generated significant direct economic benefits totaling 47 million yuan ($6.46 million), with an additional 400 million yuan in brand value, showcasing the multiplier effect of rural outdoor events and cultural tourism.
In the first half of this year, Dezhou city launched an outdoor sports carnival to synergize sports and tourism sectors, further advancing comprehensive rural revitalization efforts.
Looking ahead, Shandong’s commitment to rural revitalization through outdoor sports remains steadfast. Fifteen provincial departments, including the Shandong Administration of Sports, have jointly issued an implementation plan spanning 2023 to 2027. This plan aims to amplify the role of sports in rural revitalization, with a focus on activities such as mountaineering, cycling, water sports, air sports, and camping.
According to Wang Qiang, deputy head of the Shandong Administration of Sports, the province aims to cultivate unique rural outdoor sports experiences while deepening integration with sectors like agriculture, commerce, tourism, healthcare, elderly care, and education.