Global visitors experience traditional crafts in Fenghuang town, Zhangjiagang. [Photo/WeChat account: zhangjiagangfabu365]
The 2025 Jiangsu Outstanding Cases of Sports-Tourism Integration were recently announced, with Fenghuang Mountain Scenic Area in Zhangjiagang standing out among numerous submissions. Its innovative model of combining sports with culture and tourism to drive rural vitalization earned it a spot on the prestigious list.
Fenghuang town has adopted a "tourism-plus" strategy in recent years, using its rich natural and cultural resources to launch a variety of sports-tourism products, accelerating the integrated development of the two sectors.
In recent years, Fenghuang town has built on its unique cultural brands — including intangible cultural heritage items, peach culture, and the "Beibei" brand — to host events such as the Peach Blossom Festival, Peach Life Festival, and Beibei Race, significantly boosting cultural and tourism consumption.
By merging sporting events with cultural tourism, the town has developed themed routes centered around the "Beibei" brand, featuring competitions like the Beibei Race and youth triathlons, injecting strong momentum into the local sports economy.
The scenic area also offers experiences such as flower viewing, science education, farm activities, and cultural exploration, promoting its "Four Seasons Fenghuang" brand — spring for blossoms, summer for fruits, autumn for culture, and winter for hot springs. This has helped create distinctive cycling routes for rural leisure, sparking new growth in the local tourism industry.
Looking ahead, Zhangjiagang plans to continue exploring new scenarios, experiences, and activities, using sports events to stimulate tourism consumption while deepening the integration of culture, tourism, and sports to create a dynamic model for high-quality development.