Grassroots football tournaments in Chinese villages have become an unexpected tourism sensation, drawing millions of visitors and injecting hundreds of millions of yuan into the local economy.
The Guizhou Village Super League, a small football festival that has grown in popularity in China, has evolved from a local sporting event into a cultural phenomenon since its debut in May 2023.
According to Wang Yonggui, deputy director of the Village Super League organizing committee, the tournament has significantly boosted visitor numbers.
In its first year, Rongjiang welcomed over 7.5 million tourists, generating 8.3 billion yuan in revenue. By 2024, arrivals surged to 9.4 million, with tourism income reaching 10.8 billion yuan. More than 30 percent of visitors come from overseas, Hong Kong, Macau, and Taiwan, said Wang.
"The Village Super League is not just about football," Wang explained. "It’s a carnival that combines sport with Guizhou’s diverse ethnic cultures and local cuisine, creating a unique experience that attracts travelers."
The tournament has also become a source of pride for the community. Players—ranging from students and factory workers to street vendors and farmers—compete not for cash prizes but for livestock such as cattle, sheep, and poultry, reflecting the region’s rural traditions.
What started with 20 teams in 2023 has now expanded to 108 teams, with the competition currently in its "Top 20" phase. The finals, set for July, are expected to draw even larger crowds.
Fans and players alike say the event has strengthened community bonds and boosted confidence.
"We want to show the best of Rongjiang and Guizhou to the world," one player said.
With its mix of sport, culture, and grassroots enthusiasm, the Village Super League has proven that even small-town events can have a big impact—turning a rural corner of China into an unlikely tourist hotspot.
(Marco Lam)
