Sports, tourism and tech take center stage at trade fair

For sports fans, the appeal of a major sporting event increasingly extends beyond competition to immersive viewing, fan merchandise, outdoor activities, and new ways of experiencing a city.

Those trends will be on display at the sports services section of the 2026 China International Fair for Trade in Services in Beijing, which will bring together sports technology, event operations, intellectual property, and sports tourism this September.

The five-day exhibition will run from Sept 9 to 13 at Hall 6 of Shougang Park, covering 6,600 square meters. More than 60 companies are expected to participate in person, while more than 350 will take part online, including over 40 international organizations and more than 20 leading companies.

For visitors, the section will offer a range of interactive experiences, including laser shooting, immersive digital sports viewing, AI-powered motion capture, and hands-on demonstrations of smart sports venues.

Sports-themed consumer products and outdoor equipment will also be showcased alongside activities such as meet-and-greets with Olympic champions. A dedicated area will highlight the 2027 World Athletics Championships in Beijing, linking major international sporting events with the city's efforts to develop its sports industry.

The exhibition is also designed to showcase how sports services are becoming increasingly international.

At a media briefing in Beijing on Aug 14, Lou Xiaojing, deputy director of the Beijing Municipal Bureau of Sports, said the event will focus on the sports event economy, technology-driven development, industrial integration, and international cooperation.

Fitness equipment maker Shuhua Sports will showcase AI-powered fitness equipment and professional equipment for HYROX, an international fitness racing event. The company says it has more than 500 sports technology patents and serves more than 110 countries.

Technology is also changing how athletes train and compete. Beijing-based Suooter Technology will unveil a digital archery training and competition system that uses optical positioning technology to collect seven types of data, including arrow impact coordinates, aiming trajectories, heart rate, and wind speed.

Meanwhile, All Star Partner's sports IP business illustrates another emerging link between sports and consumption. Its FanTown spaces bring together collectibles, fan events and trophy exhibitions, turning major sporting IPs into entertainment experiences outside traditional stadiums.

The international focus will extend to the exhibition's forums. The main forum, themed on the development of international sports cities and the sports event economy, will bring together representatives of international sports organizations and diplomatic missions.

The sports service section is being held under the theme "Sports City, Connecting the World", reflecting Beijing's efforts to build on its experience as host of both the 2008 Summer Olympics and the 2022 Winter Olympics.

Chinese firms will showcase sports equipment, digital venue solutions, event services, and sports IP, while international organizations and companies will have opportunities to explore cooperation with Chinese counterparts.