A ZheBA match takes place in Jiaxing. [Photo/Tide News]

A wave of sports events is boosting tourism and consumption in Jiaxing, Zhejiang province, as basketball and soccer competitions attract visitors and engage local businesses, scenic spots, and cultural activities.

The city's Zhejiang Provincial City Basketball League qualifiers, also known as ZheBA, have drawn widespread attention, with the champion scheduled to be decided on Aug 9. Meanwhile, the 2026 "Hongchuan Cup" Football Super League has brought fans to Wangjiangjing town, where matches are combined with tourism and local shopping experiences.

Event tickets have become a gateway to discounts at restaurants, hotels, and attractions. During the ZheBA games, Jiaxing launched cultural tourism fairs around venues, offering local products and food. The Hongchuan Cup also provided ticket holders with benefits at nearby scenic spots and businesses.

The events have encouraged visitors to extend their stays. Some soccer fans who initially planned only to watch matches ended up spending weekends exploring Wangjiangjing’s ancient bridges, local cuisine, and attractions.

Since its trial operation in November last year, the Grand Canal Sports and Culture Park in Wangjiangjing has hosted over 20 major events, boosting cultural and tourism consumption in Wangjiangjing by more than 10 million yuan ($1.48 million).

By turning sporting events into citywide tourism experiences, Jiaxing is building new consumption scenarios and strengthening the connection between sports development and urban renewal.