A natural opportunity for growth

This year's outdoor sports conference, its third edition since being launched in the Dali Bai autonomous prefecture in 2023, featured four major sections — themed forums, shows and performances, resource promotions and competitions, which included a cycling race around Erhai Lake in Dali, a sailing regatta and a hiking competition.

Including the host prefecture, 49 such lakeside resorts, mountain parks and natural campsites were announced at the conference as the first batch of China's national high-quality outdoor sports destinations.

Owners and operators of the listed destinations will receive funding support and preferential policies from relevant government departments for facility upgrades, infrastructure renovation, emergency rescue deployment and, most importantly, preservation and protection of natural resources, according to a guideline issued in July by the GASC and the National Development and Reform Commission, China's economic planning body.

Facilitated by such strong backing, the outdoor sports sector's market value is expected to continue growing at a faster pace than indoor sports businesses, estimated Yang, and will significantly contribute to the national target of propelling the total scale of a full-fledged sports industry to 7 trillion yuan ($986 billion) by 2030.

Experts believe the move will lower barriers to participation and, in turn, attract more people to outdoor fitness.

Guo Jianjun, a professor of sports and medicine integrative innovation at Capital University of Physical Education and Sports, said the development of high-quality outdoor destinations, by making natural attractions more accessible to urban enthusiasts, will help bring more customers and revenue.

"High-standard facilities and beautiful environments, backed up by more convenient and more affordable access, will lower the barriers to participation, thereby attracting more people to engage in outdoor sports," Guo said.