TheMK sports Paris 2024 Olympics has embraced contemporary trends by featuring a growing number of niche and emerging sports, thus infusing the Games with youthful energy. As the Paris Olympics comes to a close, the popularity of outdoor sports such as BMX, mountaineering, bouldering, and kayaking continues to rise.

Outdoor enthusiasts brave a high temperature of 38 C to take on a 2-day 60-kilometer hiking challenge in the Gobi Desert in Zhangye, Northwest China's Gansu Province, on June 8, 2024. Photos: VCG

According to data from Meituan, a tech-driven retail company in China, the overall search volume for "outdoor sports" has surged nearly threefold compared to last year. Since July, searches for "bouldering" have increased by 62 percent, and group-buying orders have risen by 104 percent, with consumers aged 20 to 35 becoming the primary drivers of this growth.

Yang Gen, a government official from Chongqing's Development and Reform Commission, told the Global Times that this enthusiasm is reflected in consumer spending and the development of the entire sports industrial chain.

The National Development and Reform Commission and other departments in China recently issued measures to "create new consumption scenarios and cultivate new growth points." These measures include advancing the construction of sports parks and community fitness centers, developing high-quality outdoor sports destinations, and guiding and expanding sports leisure consumption.

Blending elements

New and engaging activities with low entry barriers and strong social elements are attracting many young people.

Data from DianPing, a platform focusing on consumer lifestyles in China, reveals that this summer, at least 400 million instances of participation in outdoor sports have been recorded in China, showing a notable trend toward broader participation and lightweight activities. 

At the Paris Olympics, Chinese freestyle BMX rider Deng Yawen won the gold medal in her sport's debut. This victory has generated significant interest among the younger generation in BMX, a sport known for its visual appeal and fashion elements.

A customer service representative from a BMX club in South China's Guangdong recently shared that their summer enrollment has been excellent, with courses filling up within two weeks of opening. The club is expanding their biking park with new tracks.

"Outdoor sports blend various elements of sports, leisure, entertainment, ecology, and culture, effectively meeting the diverse needs for slow living, experiential, and personalized activities," Yang noted.  

The new measures also include encouraging the organization of rural sports with agricultural themes and promoting activities such as "sports events in scenic areas, street districts, and business circles," "event-oriented travel," and "vibrant outdoor sports" to boost consumption.

"In response to national calls, we continue to offer international marathon events to provide diverse and personalized experiences. This marathon will be one of many upcoming outdoor projects aimed at bringing health and joy to the public," Zhi Luxun, General Manager of China International Trade Center, the initiator of Beijing International Marathon events, told the Global Times.

Surfing's inclusion in the Tokyo 2020 Olympics and its continued presence in Paris 2024 highlight the Olympics' support for emerging sports, significantly boosting surfing's global visibility and interest.

In many coastal cities, tourists have embraced new marine activities, grabbing surfboards and hitting the waves, transitioning from merely "watching the sea" to "playing in the sea" and enjoying the unique charm of this sport.

"The leisure and social attributes of outdoor sports greatly enhance their popularity. From the data, outdoor sports will exhibit trends of diversification and personalization in the coming years," Yang said.

Students at a water sports summer training camp undergo paddleboarding, kayaking and other water sports training in Hangzhou, East China's Zhejiang Province, on August 6, 2024.

Supporting facilities

Camping is a major highlight in outdoor sports. Some regions are enhancing camping base facilities and offering a variety of outdoor sports activities, including mountaineering, hiking, racing, and equestrian sports around the campsites, to improve the consumer experience.

According to Meituan and DianPing, the transaction volume for leisure camping-related categories on their platforms has increased nearly threefold, with keywords like "camping base" and "outdoor camping barbecue" becoming popular.

In the Tengger Desert of Northwest China's Ningxia Hui Autonomous Region, thousands of tents are scattered across the sand, within well-planned and fully equipped desert campsites. These sites offer various activities such as desert off-roading and sandboarding, and young people can relax and enjoy stargazing with friends after their adventures.

"When engaging in outdoor activities, it is better to avoid exercising during the hottest hours of the day, as UV rays are particularly strong at this time and can cause skin burns and even retinal damage," Luo Chaofan, a rehabilitation therapist at the National Health Commission told the Global Times.

Luo reminded that due to high summer temperatures, outdoor exercise causes the body to lose water very fast, thus it is usually recommended to replenish electrolytes and sugar with some sports drinks before and during exercise. "Sudden and extreme weather is prone to occur in these months. When you are outdoors, once the weather changes suddenly, you should stay away from ravines and steep slopes as soon as possible and go to open areas to prevent uncontrollable risks such as thunder, landslides, and falling rocks," Luo added.