Qi Huan, a Shanghai-based tech worker, recently took an impromptu weeklong trip to Wanning, a coastal city in China’s Hainan province, seeking a break from her demanding work routine. Without a fixed itinerary, she found herself drawn into the emerging "sportcation" trend, combining physical training, leisure, and social interaction into a holistic holiday experience centered around an active lifestyle.
Wanning has become a focal point for this burgeoning travel model, which emphasizes personal physical development alongside traditional vacation activities. Visitors like Qi start their days with running or gym workouts and spend their time surfing, paddleboarding, and rock climbing, enjoying the coastal environment that supports a variety of outdoor sports. The city's mix of gyms, surf clubs, beach volleyball courts, and cafés has fostered a social community around sports tourism.
The sportcation trend has gained significant traction across China, especially among urban youth seeking meaning beyond work and passive leisure. Data from platforms such as Fliggy and Xiaohongshu indicate a surge in sportcation-related searches, with a reported 130 percent increase during the 2026 May Day holiday compared to the previous year. Chinese tourism experts note this shift reflects a growing preference for active, socially engaging vacations.
The influence of international fitness events like Hyrox, a German-initiated race combining running and functional workouts, has further propelled the sportcation movement. Hyrox participation has expanded globally, reaching over 1.5 million competitors this year, with many young Chinese participants embracing the challenge. Locally, Wanning has developed a reputation as a premier destination for surfing, boasting 109 kilometers of coastline, three distinct bays, and approximately 160 surf clubs. Riyue Bay is especially well-regarded for consistent waves almost year-round, attracting over half a million annual visitors.
Despite strong interest, the sportcation industry faces operational challenges. Wang Zhiqiao, founder of the Wet Floor sports park in Wanning, described the difficulty of sustaining profitable facilities outside of peak seasons. His outdoor gym integrating Hyrox training under coconut trees has become popular but has struggled with consistent attendance and financial returns. To diversify revenue, the facility added a bar and restaurant adjacent to the exercise areas.
Wanning received nearly 9.8 million tourists in 2025, with about 70 percent of visitors classified as young and most engaging in sports tourism. Visitors like Fang Fang from Beijing describe their stays as opportunities for lifestyle reflection, adopting permanent changes in diet and exercise routines rooted in their sportcation experience.
However, the growth of tourism and commercialization has raised concerns among original surfing community members. Longtime residents and enthusiasts say the area's transformation has led some veteran surfers to relocate elsewhere, citing increasing commercialization, higher living costs, and logistical challenges associated with island living.
While sportcation has invigorated Wanning’s tourism sector and introduced new dynamics to travel and leisure in China, stakeholders note the need for sustainable development to balance economic growth with preserving the destination’s unique characteristics and community spirit.