From the muddy community pitches of Taixing to the modern stands of Nanjing, Jiangsu Province's Su Chao grassroots football league is turning matchdays into mini tourism festivals. On-field rivalries are drawing waves of fans to host cities, sparking a surge in hotel bookings, restaurant reservations and visits to local attractions.
According to the Jiangsu Provincial Sports Bureau, Su Chao has welcomed more than 180,000 spectators this season. These crowds have translated into tangible economic spillover: local businesses report double-digit increases in foot traffic, with restaurants near stadiums seeing a 25% uptick in weekend sales and boutique hotels booking out rooms full of traveling supporters.
Beyond the numbers, Su Chao fosters community pride and intercultural exchange. Young entrepreneurs are launching fan-driven pop-up shops and digital platforms to share real-time stats and highlight local tourist spots. For many digital nomads and sports fans from across the Chinese mainland, these matches offer a fresh lens on Jiangsu's heritage cities and scenic landscapes.
Looking ahead, organizers plan to rotate finals across different cities, aiming to spread the tourism boost evenly. By packaging football with cultural tours and sustainable travel experiences, Su Chao could become a model for other regions seeking to blend sports, innovation and local development.
As grassroots football steps into the global spotlight, Jiangsu's strategy shows the power of sport to unite fans, fuel economies, and spark cross-cultural journeys – one goal at a time.
Reference(s):
cgtn.com
