Hunan Launches Xiangchao Football-Culture Tourism Consumption Campaign
On September 19, the 2026 Xiangchao football-culture tourism consumption campaign "Chasing Xiangchao with Passion, Enjoying Hunan" launched at Changsha Binjiang Cultural Park, co-hosted by the Hunan Provincial Department of Culture and Tourism, Hunan Culture, Sports and Tourism Industry Group, the Hunan Football Association and relevant municipal governments. Centered on the Changsha-Zhuzhou-Xiangtan "Xiangchao Night" consumption theme, the campaign builds "second venue" fan zones linking fan streets, official licensed-product markets, consumption-scene releases, cultural tourism benefit policies and city-level match viewing. It released the Xiangchao second venue, signed official licensed-…
Impact and considerations
Using football match traffic to drive accommodation, dining and surrounding-trip spending exemplifies binding sports events to tourism consumption scenarios, offering reference value for destination marketing, ticket-stub economics and licensed-merchandise operations.
Key points
- On September 19, the 2026 Xiangchao football-culture tourism consumption campaign launched at Changsha Binjiang Cultural Park.
- The campaign is co-hosted by the Hunan Provincial Department of Culture and Tourism, Hunan Culture, Sports and Tourism Industry Group, the Hunan Football Association and relevant municipal governments.
- It is organized around "second venue" development, linking fan-street openings, official licensed-product markets, consumption-scene releases, cultural tourism benefit policies and city-level match viewing.
- It released the Changsha-Zhuzhou-Xiangtan "Xiangchao" second venue, signed official licensed-product authorization and launched a demonstration flagship store.
- The "Xiangdongdong Takes You Around Hunan" send-off ceremony was held simultaneously, promoting cultural tourism resources and discounts from 14 cities.
- The series will run for months across Hunan, converting event traffic into retained tourism consumption.
Sources and time
- Primary source
- 中国旅游新闻网
- Other sources
- 0
- First source publication
- 21 Sept 2026, 08:00
- Page published
- 21 Sept 2026, 12:08
- Last updated
- 21 Sept 2026, 08:00
- Original links
- China Tourism News：湖南启动湘超文旅促消费系列活动-中国旅游新闻网Document (opens in a new tab)Primary source · zh · Published 21 Sept 2026, 08:00