Embracing branding

A broad consensus has been reached in China that a marathon is a good way to promote cities. The Wuhan Marathon coincides with cherry blossom season, and organizers enhanced the course with flower displays and scenic spots.

"The cherry blossom-lined roads were stunning," said Li Zhengyue from Fujian province. "The scenery, together with the cheers from spectators, kept me going, and the experience left me with a great impression of the city."

For many runners, marathons also mean travel opportunities. "I've always wanted to see Wuhan's cherry blossoms. Since the event offers discounts on accommodation and sightseeing, I brought my family along. We'll stay two more days after the race to enjoy the city," said Chen.

Chinese cities have embraced this concept by designing marathon routes with their landmarks. For example, the Beijing Marathon starts at Tian'anmen Square and passes the National Centre for the Performing Arts and Olympic venues. Meanwhile, Chongqing's race includes the Yangtze River Cableway and the Hongya Cave.

According to a report released by the General Administration of Sport of China, a single large-scale marathon, such as the 2023 Shanghai Marathon, can generate economic benefits of 6 to 7 billion yuan. Even mid-sized marathons contribute significantly — like the 2023 Zhengzhou Marathon, which boosted the local cultural, sports and tourism industries by 1.46 billion yuan.

"Cities should tailor marathon events to their own strengths rather than creating similar experiences; it would be better if smaller cities can develop a sustainable and unique race culture," Chen said.

Xinhua