马拉松赛事拉动旅游经济　成流量新入口

马拉松赛事带热相关体育产业上下游的同时，也正成为一个旅游流量的入口。9月17日，2017北京马拉松在天安门广场起跑，来自33个国家和地区的3万名跑友前来参赛。今年北马再次以近10万人报名、低于30%的中签率刷新国内马拉松相关纪录。业内人士表示，人数庞大的中国跑者参与，形成了规模上亿的“马拉松旅游经济”，中国马拉松品牌的聚合效应，不仅会带动马拉松举办地的旅游经济，同时也将促进马拉松旅游产品的发展。

与往年不同，作为中国马拉松大满贯的首站，北京马拉松的开跑同时意味着中国马拉松大满贯首赛季也将拉开帷幕。今年8月23日，由中国田径协会创建并主办、北京环奥体育发展有限公司独家运营的“中国马拉松大满贯”正式成立，北京马拉松则成为首家签约的成员赛事，此外广州马拉松赛、重庆国际马拉松赛和武汉马拉松赛也相继加入。“大满贯”能够将单个赛事联合起来，打造出一个新的超级品牌，提升赛事的声誉。国际上包含了波士顿马拉松、纽约马拉松、芝加哥马拉松、伦敦马拉松、柏林马拉松以及东京马拉松在内的世界马拉松大满贯，不仅让跑者热衷于集齐六枚勋章，也吸引不少赞助商上门。

一些专业人士非常看好马拉松市场，尤其是对旅游市场的推动。《2016中国马拉松传播报告》称，在互联网传播中与“马拉松”联系最紧密的群体是游客，说明马拉松与旅游之间正发生紧密联系。去年通过某大型OTA平台报名马拉松参赛、观赛跟团游自由行线路的游客同比去年增长200%以上，一些高端跑者在一年内花费数十万元赴海外参与马拉松赛事，而一人参赛、全家助威扩大了马拉松赛事的经济效应。

在市场需求下，已经有多家旅企涉足马拉松旅游产品，其中不乏马拉松联盟城市的线路。据北京商报记者了解，凯撒旅游的“全球跑”系列产品中，包含了金泽马拉松之旅、新加坡马拉松之旅以及东京马拉松大满贯之旅等，并且同时提供免抽签直接参赛的服务。2015年，众信旅游推出子品牌众信体育，随后在2016年投资来跑吧，作为渠道方主推境外马拉松旅游，同时成立众信来跑吧开发“景区+马拉松”旅游项目。

有专家分析，国内马拉松大满贯推出后，综合影响力也将有量级的飞跃。这对于各地旅游经济将产生更大的推动作用，尤其是四大赛事地点分据四方、各有特色，跑道设置在地域特点鲜明的区域，城市可以借此打造“马拉松名片”，通过联盟化的包装与宣传，拉动城市体育旅游经济的进一步提升。不过，中青旅遨游网首席品牌官徐晓磊也指出，马拉松的确能促使赛事所在地相应的体育旅游产品提高丰富度，加强当地的旅游营销，但国内马拉松打包产品的出现还需时日，因为国内赛事的参赛门槛相对较低，且国外跑者对于到中国跑步也还比较陌生，可以说，当下中国马拉松旅游市场还不成熟。

The marathon, along with the upstream and downstream sports related industries, is also becoming the gateway to a tourist flow. In September 17th, the 2017 Beijing marathon started at Tiananmen square, and 30 thousand runners from 33 countries and regions came to the competition. This year, North horse again nearly 100 thousand people sign up, less than 30% of the success rate, refresh domestic marathon related records. Insiders said that a large number of Chinese runners participate, formed the scale of millions of “ tourism economy &rdquo marathon, marathon; the effect of polymerization China brand, will not only boost the marathon held in the tourism economy, and will also promote the development of tourism products in the marathon.

Unlike in previous years, as the first stop China Grand Slam marathon, Beijing marathon run means China marathon first Grand Slam season will be kicked off. In August 23rd this year, created by Chinese Athletic Association and organized by Beijing Sports Development Co. Ltd. exclusive operation ring “ Chinese marathon Grand Slam ” the formal establishment of the Beijing marathon will become the first member of the signing events, in addition to the Guangzhou marathon, Chongqing International Marathon and Wuhan marathon have joined. &ldquo: Grand Slam ” able to combine individual events, create a new super brand, and enhance the reputation of the event. The world contains the Boston marathon, New York marathon, Chicago marathon and the London Marathon, Berlin marathon, Tokyo marathon, marathon world grand slam, not only make the runner keen to collect Liumei medal, but also attract a lot of sponsors home.

Some professionals are very bullish on the marathon market, especially the travel market. "2016 China Marathon communication report", said in the Internet communication and “ marathon ” the most closely linked groups are tourists, indicating that marathon and tourism is closely related. Last year by a large OTA platform for marathon competition, spectators tour free line of tourists an increase of 200% over last year, some high-end runners in a year spent hundreds of thousands of dollars to overseas to participate in marathon races, and contestants, family cheer and expand economic effect in the marathon.

In the market demand, there have been a number of travel enterprises involved in marathon tourism products, including many of the marathon alliance city line. According to the Beijing Daily reporter, Kaiser tourism “ global run ” series of products, including the Jinze marathon, marathon trip to Singapore and Tokyo marathon Grand Slam tour, and at the same time to provide free services directly participating in the lottery. In 2015, UTour launched a sub brand of UTS sports, then run to invest in 2016, as the main channel of the marathon push overseas tourism, also set up to run the development of UTS &ldquo + &rdquo marathon; scenic tourism projects.

Expert analysis, the domestic marathon Grand Slam launched, the overall influence will also have a leap in magnitude. The tourism economy will have a greater role in promoting, especially the four place according to the Quartet, the runway is set in the distinct regional characteristics of regional, city to build &ldquo marathon, ” name card; through the packaging and publicity of the alliance, led to further enhance the sports tourism economic city. However, CYTS travel network CEO Xu Xiaolei also pointed out that the marathon can indeed improve the location of events corresponding to the richness of sports tourism products, strengthen the local tourism marketing, but the domestic marathon package also takes time, because the domestic competition participation threshold is relatively low, and foreign runners to Chinese it is also relatively unfamiliar, it can be said that the current Chinese marathon tourism market is not mature.