Jiangsu's city soccer league sparks tourism boom, boost economy

In a thrilling finale witnessed by 62,329 passionate fans at the Nanjing Olympic Sports Center and countless online spectators, the Taizhou soccer team claimed the golden trophy of the 2025 Jiangsu Football City League on Saturday night.

After a tense 90 minutes, the final match between Nantong and Taizhou ended in a 0-0 draw. In a dramatic penalty shootout, Taizhou, considered the underdog, edged out Nantong 4-3, handing the previously undefeated team its first and most painful loss of the season.

The victory sparked celebrations throughout Taizhou, Jiangsu province, with fireworks and firecrackers lighting up the city. Residents poured out into the streets, creating a festive atmosphere reminiscent of New Year's Day celebrations.

Social media was abuzz with users sharing videos and photos of the fireworks and expressing their excitement.

Li Xing, a Taizhou resident who lives in the same neighborhood as Taizhou head coach Zhou Gaoping, said she was overwhelmed with joy.

"The neighbors welcomed her like a hero returning home, holding up celebratory banners and eagerly taking photos with her," she said with a smile.

Following the team's triumph, Taizhou's tourist attractions offered significant discounts to mark the victory. The city's cultural and tourism department rolled out a generous package, with several popular scenic spots offering free admission during specific times of the year to both domestic and international tourists.

This summer's "phenomenal" event, dubbed the "Jiangsu Super League" or "Suchao," attracted nearly 30,000 spectators per game on average. The league featured players ranging from 16-year-olds to 40-year-old veterans, with more than 60 percent being amateur players.

Tickets for the "Suchao" final drew over 2.2 million online applicants, with a success rate as low as 1 percent, underscoring the league's enduring popularity. The record crowd of 62,329 set a new standard for amateur soccer events in China.

According to Jiangsu's department of commerce, from the league's kickoff on May 10 to the conclusion of the quarterfinals on Oct 8, key monitored enterprises saw sales reach 10.89 billion yuan ($1.53 billion), a 34 percent increase year-on-year, with foot traffic up 31.9 percent.

From January to August, the province's total retail sales of consumer goods reached 3.098 trillion yuan, up 4.1 percent year-on-year, maintaining its position as the largest nationwide.

Tourism in the province also thrived. By the day of the final, host cities had welcomed about 24 million visitors to key attractions on match days, a 17.7 percent increase from the previous year. Out-of-town tourists spent 13.96 billion yuan on cultural and leisure activities via UnionPay transactions, up 26.5 percent year-on-year.

Inspired by the success of "Suchao," more than 10 provinces and municipalities across China have launched similar city leagues.

In mid-October, during the semifinals, the newly appointed governor of Jiangsu, Liu Xiaotao, emphasized the importance of "Suchao" during his first provincial government executive meeting.

He stressed the need to continuously expand the league's positive effects, increase the supply of high-quality sports events, cultivate events with significant social influence and recognition, and promote the integration of sports events with consumption.

On the same day, the meeting reviewed a plan to boost sports and leisure consumption by enhancing the event economy. The proposal emphasizes enriching popular sports events and aims to host 200 major sports events by 2027 while developing innovative sports consumption scenarios.