Dalian chases soccer carnival goal

As sports tourism gains momentum worldwide, Chinese cities are not lagging behind, with many cities trying to become sports and competition-themed tourist destinations.

Dalian, a coastal city in Northeast China's Liaoning province, is one such place, trying to position itself as a first choice destination for soccer enthusiasts.

"Sports tourism has become a new engine to drive high-quality development in the tourism sector, shape the city's image, and boost the local economy," said Shan Meina, head of the Dalian Municipal Bureau of Culture and Tourism.

"This year, our focus is on the 30 home games of Dalian Yingbo Football Club and Dalian K'un City Football Club in the Chinese Super League and China League One, alongside the booming grassroots soccer matches, all aimed at nurturing the 'Dalian soccer carnival' brand," she said.

On March 29, Dalian Yingbo team's first home game in the new CSL season attracted 60,126 spectators, the second-highest in the league's history.

Before the match, the Dalian soccer Carnival's inauguration took place right outside the Dalian Suoyuwan Football Stadium, the only professional soccer stadium in China surrounded by the sea on three sides.

During the event, six themed areas came up around the stadium, offering a variety of activities for fans and tourists, including interactions with commentators, buying mementos sold at the thematic market, watching street performances, having interactive experiences, and shopping at a nearby commercial complex.

Additionally, the outdoor plaza featured live band performances and a fan photo area, while local businesses offered discounts for dining, shopping, accommodation, and other consumer services.

"We aim to showcase the beauty, cuisine, and hospitality of this beautiful coastal city through soccer fans and tourists engaging in soccer festivities," Shan said.

The activities, guided by the city's publicity department and jointly launched by the city's bureaus of culture and tourism, commerce, and sports, seek to leverage Dalian's identity as a "soccer city" to promote the integrated development of culture, sports, tourism, and commerce.

Over the next two years, Dalian plans to develop diverse themed consumption sections to build the "Dalian soccer carnival" brand.

This will entail the creation of soccer and marine-themed cultural and creative products, offering fans and tourists a dynamic soccer experience and pre — and post-match consumer activities at any time and location.