The picture shows the competition venue of the 2025–2026 season of the NBL (Xiangyang Competition Zone in Hubei Province).

The picture shows tourists playing in the Xiangyang Overseas Chinese Town Fantasy Resort.

Peng Yiwei, the Journalist

In March, Xiangyang in Hubei Province brimmed with vibrant energy on the court, as regional collaboration and diverse highlights enlivened its scenic attractions and residential neighborhoods. From the National Basketball League (NBL) igniting public enthusiasm for live sports viewing, to the joint promotion of premium cultural tourism routes by Hubei and Henan provinces, to intangible cultural heritage parades staged across scenic areas and the emergence of nationally inspired performing arts in communities, Xiangyang is consistently revitalizing its ancient city charm and stimulating consumer market activity through cross-sector integration of culture, sports, tourism, and commerce.

Sports Events Boost Consumption

On March 19, the Xiangyang Sports Gymnasium hosted a game in the 2025–2026 season of the NBL (Xiangyang Competition Zone in Hubei Province) between the Hubei Cultural Tourism team and the Zhangjiakou Sports, Culture, and Tourism team.

The arena was brightly lit, with giant posters of star players prominently displayed. Spectators who had completed ticket checks entered one after another. Ticket prices ranged from 58 yuan to 128 yuan for seats on the first, second, and third floors. The courtside area was divided into VVIP and VIP sections. In addition to comfortable sofa seating and excellent viewing angles, VVIP spectators could enjoy refreshments and receive a team jersey and a basketball signed by players from the Hubei Cultural Tourism team.

After a lively cheerleading warm-up performance, the whistle blew, and the game began. Skillful passes, decisive interceptions, and spectacular three-point shots kept the crowd fully engaged… Spectators alternated between punching the air in excitement and applauding.

Resident Huang Zishuo watched the entire game with his child from a soft sofa seat in the VVIP section. The excellent viewing experience left a deep impression on both. Huang said, “The original price of the VVIP seat was 588 yuan, but the limited early-bird tickets were discounted by 40 percent, the same as other ticket categories. After the discount, it cost 353 yuan. Considering the basketball and jersey included, it’s worth it for a die-hard fan like me.”

For the Xiangyang Sports Gymnasium, adding VVIP seating and bundling tickets with basketball-related merchandise represents an innovative attempt to expand the sports-event economy.

The economic benefits of the event extend beyond the arena. Fans can enjoy free entry to eight scenic spots with their game ticket stubs. In addition, several attractions — including the Longzhong Scenic Area, Prince Zhaoming Tower, the Huangjiawan Scenic Area, Lumen Mountain, Mi Gong Temple, and King Xiang Residence — have launched exclusive discounts for spectators. Meanwhile, the Xiangyang Gift Store at Prince Zhaoming Tower offers a 10 percent discount (excluding special-price items), allowing fans to shop for souvenirs after enjoying the game.

Hubei and Henan Provinces Expand the Market Together

On March 23, the event titled “Zhiyin Hubei with Blossoms Along the Way: 2026 Hubei Cultural Tourism Flower Viewing Season Promotion in Nanyang” was held in Nanyang, Henan Province.

Hosted by the Hubei Provincial Department of Culture and Tourism and organized by the Xiangyang Municipal Bureau of Culture and Tourism, the event also brought together cultural tourism departments from Nanyang, Yichang, Shiyan, Jingzhou, Jingmen, Xiaogan, Suizhou, and Xiantao. Among the highlights were four boutique travel routes jointly launched by Xiangyang and Nanyang.

Attractions such as the Wolonggang Scenic Spot, Xixia Dinosaur Relics Park, Nanyang Ancient Prefecture Office, and the White River National Urban Wetland Park in Xinye County, where millions of tulips are in bloom, have been linked with the Longzhong Scenic Area, the Tangcheng Scenic Area, the Fantasy Valley, and the 10,000-mu peach flower garden in Zaoyang. These attractions together form distinctive tourism routes featuring A-level scenic spots, theme parks, and flower-viewing destinations.

Online, many netizens applauded the cooperation between the two regions’ cultural tourism sectors. One user commented, “Come to Nanyang to see tulips and roses, then head to Xiangyang for beef noodles and yellow wine.” Another wrote, “They’re neighbors in the same basin — cooperation is the right way forward.”

Local travel agencies are also confident about the collaboration. Wang Shangli, General Manager of Nanyang Haixia Travel Agency, said, “Government departments from both cities have created a platform for enterprise cooperation, enabling tourism businesses to work together. We hope to see more events like this.” Li Hua, Secretary-General of the Xiangyang Travel Agency Association, said: “Xiangyang and Nanyang are important tourist source markets for each other, and closer cooperation between government departments and enterprises will have a far-reaching impact on cultural and in-depth tourism in both cities.”

Integrated Scenarios Unleash New Vitality

At the same time, scenic areas and cultural tourism leisure districts are attracting attention through coordinated innovation. On March 22, in the Tangcheng Scenic Area, a spectacular performance of Yingge Dance from the Chaoshan region took place in front of magnificent Tang-style architecture. Characters such as “Shi Qian” and “Li Kui” from the classic novel “Heroes of the Marshes” burst onto the stage, wielding Yingge sticks, their thunderous shouts echoing with the rhythm of the drums. Meanwhile, legendary heroines like Hua Mulan and Mu Guiying displayed valiant and graceful movements that blended strength with elegance.

The vibrant performance attracted many visitors who stopped to watch and take photos. “I had only seen Yingge Dance online before and knew it was a national-level intangible cultural heritage popular in the Chaoshan region. Seeing it lives in the Tangcheng Scenic Area was amazing — the magnificent costumes and striking makeup were truly impressive,” said tourist Mr. Zhou.

Meanwhile, Xiangshui Street ignited consumer enthusiasm with a concert of traditional-style pop songs. On March 20, Wang Ziyu (LIAN), lead singer of interestingcn, a music group, performed on the Xiangshui Grand Stage. Songs such as “Hong Zhao Yuan,” “Awakening of Insects‌,” and “Night Banquet Controversy” echoed through pavilions and waterside terraces, perfectly blending traditional-style music with the lively atmosphere of the street.

From the passionate cheers inside sports arenas to the leisurely exploration of scenic attractions and the bustling atmosphere of urban cultural districts, Xiangyang is leveraging sports to energize culture and tourism. By transforming event traffic and tourist flows into tangible consumer growth, the city is forging a new path of deep integration among culture, sports, tourism, and commerce.