The upcoming World Cup Asian qualifier between China and Australia on March 25 at the Hangzhou Olympic Sports Center Stadium has ignited an economic surge in east China's Hangzhou City, with sold-out tickets, soaring hotel bookings, and specialized fan experiences driving a wave of consumer spending.
Data shows that all 67,000 tickets for the match at the Hangzhou Olympic Sports Center Stadium were sold out within several minutes after going on sale on March 7. Remarkably, around 70 percent of the tickets were purchased by fans from outside the city, underscoring the event's broad appeal.
The ticket revenue for the match is projected to exceed 50 million yuan (approximately 7.2 million U.S. dollars). Beyond that, the game has also driven a surge in flight and hotel bookings in Hangzhou.
According to travel platform Qunar, flight bookings to Hangzhou for March 23 to 25 increased by 1.2 times compared to the previous week. Meanwhile, hotel bookings in the city for March 25 to 27 surged by over 100 percent year on year, data from Ctrip revealed.
Hangzhou has launched exclusive activities for fans of the World Cup Asian qualifiers. In addition to preferential prices, 97 hotels across the city have also launched services such as free midnight snacks and discounted dining options, while restaurants are preparing for a huge influx of diners.
"The volume of business will increase by about 10 times compared to normal, and we will also extend our operating hours to 2 AM on the match day," said Liu Jiahao, a chef at a restaurant in Hangzhou. This football event is part of Hangzhou's broader strategy to leverage sports and entertainment to drive economic growth. The city has previously hosted a series of successful concerts and sporting events that have generated significant foot traffic for surrounding commercial areas.
The city is innovating its consumption patterns by combining sporting events and entertainment to enhance the overall visitor experience. New fan-centric retail offerings have already debuted, including a specialized store at Hangzhou Xiaoshan International Airport's T4 terminal selling merchandise related to the Chinese national football team.
This year, Hangzhou will implement a three-year action plan titled "City of Events, Shopping Paradise," aiming to establish itself as an international sports tourism destination. Experts suggest that enhancing the quantity and quality of events, alongside innovative consumer engagement strategies, will further amplify the economic benefits of hosting major competitions.
"The most significant shift is moving from singular consumption to integrated consumption. By tailoring strategies based on the event, individuals, and groups, and developing specific consumption scenarios, we can achieve a synergistic effect between sporting events and consumer activities," said Wang Wei, an economist at the Zhejiang Provincial Development and Planning Research Institute.
Hangzhou enjoys record ticket sales, booming tourism ahead of World Cup Asian Qualifier
