On November 9th, the 15th National Games (hereinafter referred to as the "Games") opened in Guangzhou. This National Games is the largest in history, with the longest duration and the largest number of host cities. It is hosted by 17 cities in Guangdong, including Guangzhou and Shenzhen, as well as Hong Kong and Macau in China. Zhu Keli, founding director of the National Research Institute for New Economy, told reporters that the joint hosting of the National Games by Guangdong, Hong Kong, and Macao has broken the traditional single point mode of sports events and opened up a new path for the integration of "sports+culture and tourism". This event ignited the enthusiasm of the cultural and tourism market. According to data from Tongcheng Travel, as of November 3rd, the comprehensive search volume for hotels, air tickets, train tickets, and attractions related to the National Games has increased nearly fourfold compared to the previous month. In order to fully unleash the comprehensive benefits of the competition, Guangdong Province has built a "full sports+" consumer ecology around the full process needs of participants and spectators in terms of "food, accommodation, transportation, travel, shopping, and entertainment". In the dimension of "tourism", the joint cultural and tourism department has launched the "National Games+" urban tourism route, integrating the full process services of "events+transportation+hotels+scenic spots", and deeply linking event viewing with scenic spot sightseeing and cultural experience. In the dimension of "purchase", we vigorously develop the "ticket economy", and through the "one card (ticket, code) connection", we connect the viewing tickets, participation certificates and various consumption scenarios. Guangzhou, Shenzhen and other competition areas have launched preferential policies such as reducing scenic spot tickets and bus tickets with full transport tickets. Taking the National Games as an opportunity, the Guangdong Provincial Sports Bureau launched the "Follow the National Games to Guangdong" activity, creating the "Fitness Guangdong" brand. Through the deep integration of "competition, exhibition, festival, and tourism" models, the "traffic dividend" of large-scale events is transformed into a "substantial increment" of urban consumption and regional development, enabling the benefits of the National Games to go beyond the arena and empower the whole region. Various cities and regions have also simultaneously increased consumption incentives, activating consumption potential through measures such as issuing sports consumption vouchers, launching consumption discounts, and redeeming points. At the same time, a national sports consumption cluster area will be set up around the event venues, encouraging merchants to extend their nighttime business hours appropriately, and optimizing supporting services such as transportation and urban management to ensure that the consumption needs of spectators are immediately released, forming a virtuous cycle of "watching+consumption". The relevant person in charge of Tongcheng Research Institute told reporters that with the holding of various events in the National Games and the release of demand for winter winter travel, the tourism heat of major cities in the Guangdong Hong Kong Macao Greater Bay Area such as Guangzhou, Shenzhen, Hong Kong, and Macao is expected to increase significantly this winter. In addition, the relevant consumption vouchers issued during the "Guangdong Enjoys Warm Winter and Enjoys Guangdong" consumption season, which officially launched in November, are expected to further ignite winter cultural and tourism consumption in Guangdong. Guo Tao, Deputy Director of the China E-commerce Expert Service Center, told reporters that various regions should promote the transformation of event venues into normalized cultural and tourism landmarks, and develop diverse scenarios; Design composite tourism routes to extend tourists' stay and consumption; And using digital technology to build a smart tourism platform, through the linkage of scene innovation, brand building, and service optimization, the popularity of sports events is precipitated into a "long tail effect" of cultural and tourism consumption, continuously amplifying its long-term value. (New Society)