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“马拉松热潮”涌现 旅行社纷纷切入撬开流量入口

2017-09-20 08:07:10   央广网

人民网北京9月19日电 (田虎)近几年来,“路跑人群”日渐庞大,马拉松开始成为中国人度周末的首选方式之一,而近日的“北马”也带动了新一波“跑马”热潮。记者了解到,目前不少旅行社已经开始发力国内外丰富的马拉松赛事,来为跑友提供诸多选择,也为体育旅游市场增添新的亮点。

马拉松赛事愈发受到游客关注

从年初到年底,几乎每个周末、假日节点,都会听到举办马拉松赛事的消息。据统计,仅2016年一年,在国内参加马拉松赛事的人次达280万,而2013年这一数字仅仅是75万人次,预计到2020年参赛人次将超过1000万,“马拉松热潮”涌现,甚至出现了像北京马拉松、波士顿马拉松这样得靠抽签碰运气的现象。驴妈妈旅游网相关负责人表示,9月17日北京马拉松前后四天,驴妈妈平台北京景区门票、酒店和往返大交通预订人次(非北京居民),环比9月上旬及下旬增幅均在24%左右。从预订人群来看,多数为25~40岁的白领上班族,情侣、朋友同行为主,通过拼假参加“北马”同时,顺便错开国庆高峰游北京。

由此可见,包括马拉松在内的体育旅游市场,对相关目的地的旅游拉动能起到非常明显的作用。众信旅游李梦然表示,马拉松产品现在还是季节性比较明显,北半球赛事基本上在春夏秋三季,冬天主要集中在澳洲马拉松赛事。目前众信旅游马拉松产品基本覆盖全球各大马拉松赛事,主要受众人群还是集中在马拉松及跑步爱好者,“因为马拉松整体入门技术较低,所以人群覆盖还是比较广泛的,加上全民健身热潮,有半马或者迷你马拉松项目的赛事更加受到国人的广泛青睐。”

产品细分化已成趋势

当马拉松越来越普及,其中一部分人表现出向更高端、更另类挑战的强烈需求。旅游企业也仿佛看到了新的蓝海,积极尝试提供以马拉松赛事为核心的旅游服务,将创新体验与马拉松文化融入产品。凯撒旅游近日便推出了“以色列埃拉特沙漠马拉松之旅”和“牙买加雷鬼马拉松之旅”,邀请孙英杰、吴敏霞夫妇等体育明星以及资深跑友KOL同跑,为马拉松爱好者提供与众不同的特色奔跑体验。凯撒旅游相关负责人介绍说,目前凯撒旅游利用掌控的境外旅游资源优势,推出了“畅跑全球”系列马拉松产品,还围绕新加坡日落马拉松、泰国象岛榴莲马拉松、日本那霸马拉松等特色赛事,向跑友提供“参赛资格+机酒+旅游”的一系列服务,收到良好的市场反响。

而驴妈妈旅游网相关负责人表示,驴妈妈目前也和马拉松达人、马拉松跑团等进行过多次合作。“达人负责赛前赛后训练恢复,旅行社负责组织行程,将马拉松和当地轻度旅游结合,推出特色线路定制化开发,如2016年火鲁奴奴马拉松比赛期间,相关产品的销售便相当不错。”

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