Exploring the Intersection of Gaming and Tourism in Guangzhou: The Emergence of Gaming-Tourism Fusion

Guangzhou Embraces Gaming-Tourism Fusion with NetEase Events

August 19, 2025

Guangzhou is rapidly becoming a key destination for a groundbreaking trend: the fusion of gaming and cultural tourism. This innovative approach is attracting a younger demographic and redefining how people experience the city.

Since July, events centered around the popular social adventure game, “Sky: Children of the Light,” developed by NetEase Games, have captivated audiences. These events, anchored at the iconic Canton Tower, showcase a seamless integration of virtual and physical realms.

NetEase’s Innovative Approach

NetEase Games has spearheaded this initiative by creating a “Sky: The Two Embers” themed gallery,meticulously recreating the game’s beloved “Aviary Village” scene. This immersive experience allows visitors to step into the virtual world and interact with familiar elements in a tangible way, injecting a new wave of energy into Guangzhou’s tourism sector.

The integration isn’t limited to a gallery. Events have extended over several weeks, capitalizing on the Canton Tower’s prominence as a landmark location. These activations are designed to attract a younger audience actively engaged in digital entertainment.

Did You Know? The global gaming market is projected to reach $385.44 billion in 2025, marking a significant chance for destinations to leverage gaming tourism. Statista

The Rise of Gaming Tourism

The convergence of gaming and tourism isn’t limited to Guangzhou. Cities worldwide are recognizing the potential of attracting gamers through in-game events, themed attractions, and esports tournaments. This trend is fueled by the increasing popularity of mobile gaming, accessible esports, and the desire for immersive experiences.

according to a recent report by Allied market Research, the global esports market size was valued at $1.19 billion in 2023, and is projected to reach $2.89 billion by 2032. Allied Market Research

Frequently Asked Questions About Gaming Tourism

• What is gaming tourism? Gaming tourism involves traveling to locations that offer gaming-related experiences, such as esports events, gaming conventions, or attractions based on popular video games.
• Why is Guangzhou embracing gaming tourism? Guangzhou recognizes the economic potential of attracting a younger, tech-savvy demographic through innovative tourism initiatives.
• How does NetEase Games contribute to gaming tourism in Guangzhou? NetEase Games has created immersive experiences like the “Sky: Children of the Light” gallery at the Canton Tower, blending the virtual world with real-world landmarks.
• What are the benefits of gaming tourism for cities? Gaming tourism can boost local economies, attract investment, and enhance a city’s image as a forward-thinking destination.
• Is gaming tourism a growing trend? Yes,gaming tourism is experiencing significant growth globally,driven by the increasing popularity of video games and esports.

What other ways do you think cities can leverage gaming to attract tourists? Share your thoughts in the comments below!

Do you think incorporating virtual worlds into real-world travel experiences will become more common in the future?

How can Guangzhou leverage its existing gaming infrastructure to attract a wider range of gaming tourists beyond just esports event attendees?

Guangzhou: A Rising Hub for Gaming and Esports

Guangzhou, a vibrant metropolis in Southern China, is rapidly establishing itself as a notable player in both the gaming industry and the tourism sector. This convergence is giving rise to a fascinating phenomenon: gaming-tourism fusion. This isn’t simply about gamers visiting a city; it’s about designing travel experiences around gaming culture, esports events, and the broader digital entertainment landscape. The city’s proactive government policies, coupled with a large and eager gaming community, are fueling this growth.Key terms driving this trend include esports tourism, gaming travel, and digital entertainment destinations.

The Growth of Esports in Guangzhou & Its Tourism Impact

Guangzhou has actively invested in developing its esports infrastructure. This includes:

Dedicated Esports Venues: The Guangzhou International sports Arena regularly hosts major esports tournaments,attracting both domestic and international spectators.

government Support: Local authorities offer incentives for esports organizations and events, recognizing the economic benefits.

Professional Teams: Guangzhou boasts several prominent esports teams across popular titles like League of Legends, Dota 2, and Honor of Kings.

Streaming & Content Creation: A thriving ecosystem of gaming streamers and content creators further amplifies the city’s gaming profile.

This robust esports scene directly translates into tourism revenue. Spectators attending tournaments require accommodation, transportation, and dining, boosting the local economy. The increasing popularity of live esports events is a major driver. Beyond the events themselves, fans often extend their trips to explore the city, creating a broader tourism impact.

Key Attractions for Gaming Tourists in Guangzhou

Guangzhou offers a diverse range of attractions appealing to gaming enthusiasts:

Esports Arenas & Viewing Centers: Experience the thrill of live competition. Many arenas offer public viewing areas and fan zones.

Gaming Cafes & LAN Centers: A cornerstone of gaming culture, these centers provide access to high-end gaming PCs and a social gaming surroundings. Look for cafes specializing in specific game genres.

VR & AR Experiences: Guangzhou is at the forefront of virtual and augmented reality technology,offering immersive gaming experiences.

Gaming Merchandise Stores: Find exclusive merchandise, collectibles, and gaming peripherals.

Tech & Electronics Markets: Explore markets like the Pacific Computer Market for the latest gaming hardware and accessories.

Cultural Integration: Combining gaming experiences with traditional Cantonese culture – such as, themed events during festivals – adds a unique dimension to the tourism offering.

The Role of Mobile gaming & Local Titles

China is a global leader in mobile gaming, and Guangzhou is no exception. Titles like Honor of Kings and Peacekeeper Elite are immensely popular, and this influences the gaming-tourism landscape.

Mobile Esports Tournaments: Mobile esports are gaining traction, attracting a younger demographic and driving localized tourism.

In-Game Location-Based Events: Developers are increasingly incorporating real-world locations into their games, encouraging players to visit specific places in Guangzhou.

Local Game Development: Guangzhou is home to several game development studios,contributing to the creation of culturally relevant gaming content. This fosters a sense of local pride and attracts players interested in unique gaming experiences.

Benefits of Gaming-Tourism Fusion for Guangzhou

The integration of gaming and tourism offers several benefits:

economic Growth: Increased tourism revenue, job creation in the gaming and hospitality sectors.

Brand Building: Enhances Guangzhou’s image as a modern, innovative, and digitally-savvy city.

Diversification of Tourism: Attracts a new segment of tourists – the gaming community – diversifying the city’s tourism offerings.

Youth Appeal: Positions Guangzhou as a desirable destination for younger travelers.

Technological advancement: Encourages investment in gaming and related technologies.

Practical Tips for Gaming Tourists Visiting Guangzhou

Visa Requirements: ensure you have the necessary visa to enter China.

Language: Mandarin Chinese is the official language. English proficiency is limited outside of major hotels and tourist areas.Consider using a translation app.

Mobile Data: Purchase a local SIM card or use a VPN to access blocked websites and apps.

Payment Methods: Alipay and WeChat Pay are widely used. Credit card acceptance is limited.

Transportation: Guangzhou has an efficient public transportation system, including a metro and buses.

Event Schedules: Check online event calendars for upcoming esports tournaments and gaming events. Websites like Gamers.at (though focused on Austria, it demonstrates the type of resource gamers use) can provide broader industry news.

Accommodation: Book accommodation in advance, especially during major events.

case Study: the Impact of a Major League of Legends Tournament

In late 2023, Guangzhou hosted a significant League of Legends regional tournament. Preliminary data indicated:

Direct Economic Impact: Over 15