Among the top-tier county-level marathon events in China, the Ren Shou Half Marathon holds a prominent position. On March 15, the 2026 National Half Marathon Championships and the 9th Xinli Meishan Ren Shou Half Marathon kicked off. By March 17, data revealed that as the sole National Half Marathon Championship event this year, the competition attracted 142,000 visitors, achieving 100% hotel occupancy in the urban area. The event also boosted accommodation spending in surrounding towns and districts by over 70%, increased table turnover rates at restaurants to 80%, and raised the county's catering revenue by 15% year-on-year.
Starting as a local county race, the Ren Shou Half Marathon has risen to become one of only two World Athletics Platinum Label half marathons in China. How did it achieve equal status with events in Xiamen and Shanghai? What strategies did Ren Shou implement to successfully host a major event that benefits a small city?
The "fastest course" attracted 250,000 applicants. In recent years, marathons have become a popular tool for cities to attract visitors. Statistics show that in 2024, China hosted 749 road running events with 7.0486 million participants. Between November and December 2025 alone, 116 events were held nationwide. Beyond major cities like Shenzhen and Zhuhai, county-level regions such as Jiangsu’s Xishan, Guangdong’s Xinxing, and Sichuan’s Zhongjiang have also joined the trend, drawn by the substantial visitor numbers marathons can generate.
This year’s Ren Shou Marathon had a capacity of 20,000 runners, but pre-registrations exceeded 256,000, including 131 participants from 27 countries and over 170,000 from outside Sichuan. These figures, shared by He Yongqi, executive general manager of event operator Bojie Sports, highlight the event’s popularity. In contrast, the inaugural 2017 edition had only 5,000 participants, with local organizations even recruiting staff to fill slots. Nine years later, despite a 4.68% selection rate, the event draws hundreds of thousands of applicants, largely due to its 21.0975-kilometer course.
Dubbed the "best course for breaking personal records" by runners, the route features an average elevation of 406 meters, 99.5% straight paths, and minimal slope variation. This year’s "large waterdrop" design increased turning diameters from 8 to 16 meters, emphasizing minimal inclines, fewer turns, and efficient routing for optimal performance.
The World Athletics scoring system evaluates marathon events based on "performance points" and "participation points." Higher rankings and faster times yield greater scores. In 2025, the Ren Shou Half Marathon achieved 9,496 performance points, 220 participation points, and a total of 9,716 points, ranking first among Chinese half marathons and second only to the Shanghai Marathon nationally. The course has helped elevate China’s men’s half marathon record to 1:01:46, the women’s record to 1:07:55, and overall domestic bests to 59:28 for men and 1:06:28 for women. This year, the event scored 9,579 points. Chip timing data showed 4,626 runners finished under 1 hour 30 minutes, an increase of 924 from the previous year. Jia E Renjia, winner of the Chinese men’s division, also set a personal best on this course. Both elite and amateur runners find the route highly appealing.
He Wugu, who placed second in the Chinese women’s division this year, has participated three times and notes continuous improvements in both the course and overall atmosphere.
However, hosting a successful marathon requires more than just a fast route. It demands comprehensive city branding and long-term strategy. The World Athletics Platinum Label certification serves as a strong endorsement. Since 2018, the Ren Shou Half Marathon progressed from a Chinese Athletics Association bronze and silver label event to becoming Sichuan’s first World Athletics label race in 2021, and finally China’s first Platinum Label half marathon in 2025. Over eight years, it transformed from a local contest into an international event.
Growing recognition attracted more sponsors. While the first edition had only a few sponsors due to limited fame, this year saw around 30 sponsors, reflecting the event’s rising professionalism and reputation.
Calculating event revenue as visitor numbers multiplied by spending per capita, a Platinum Label marathon maximizes long-tail economic effects. In 2025, Meishan was designated a national pilot city for sports consumption and event economy development. That year, the Ren Shou Marathon generated 320 million yuan in consumer spending for the county, creating a significant economic "butterfly effect."
This year, the event hosted 142,000 tourists, including 60,000 from outside the area. Urban hotels reached full occupancy, while restaurant turnover rates and catering revenue rose. Local authorities employed smart strategies to amplify spending, distributing 1.5 million yuan in consumption vouchers for dining, accommodation, retail, entertainment, and tourism. A "ticket economy" model offered discounts to participants, partnering with over 400 businesses to convert race credentials into spending power. The event venue featured 53 themed exhibition zones, live broadcasts by local influencers, and attracted over 100,000 visitors to experience areas, with e-commerce livestreams exceeding 150,000 views.
Additional activities, such as the "Follow the Race, Tour Sichuan" initiative, linked the marathon to attractions like Heilongtan and Sansu Temple. An expo, secondary viewing sites in commercial districts, a "Ren Shou Food Map," and a "Breakfast Run" engaged hundreds of merchants, creating integrated sports-tourism consumption scenarios.
Despite high expectations for marathons to boost tourism, spending, and city branding, many county-level events struggle with profitability. Wang Yanfa, general manager of Chengdu Shangpao Sports Culture Communication, noted that loss-making marathons are common in small counties. Some events fail to attract enough participants; for example, a 2024 western China marathon anticipated 6,000 full and 10,000 half marathon runners but drew only 1,703 and 7,615, respectively.
Wang attributed this to盲目跟风 (blindly following trends) and inadequate localization of event planning, leading to poorly executed races and difficulty securing sponsors. A successful marathon, he emphasized, requires distinct features and broad public engagement. The Ren Shou Marathon’s appeal lies in its record-friendly course and community warmth, such as residents offering lodging to runners, enhancing the city’s image.
To avoid losses, counties must identify their unique positioning and implement strategic "additions and subtractions," according to Li Houqiang, vice chair of the Sichuan Provincial Party Committee and Government Decision-Making Advisory Committee. This involves subtracting盲目攀比 (blind comparisons) and vanity projects while adding local characteristics and practical services. Regions should select event types and scales based on their resources, prioritizing specialization over size.
Events should also extend into related industries like hospitality and dining to maximize added value. Governments should focus on guidance and services, allowing market entities to lead operations. Community involvement is crucial for creating a shared, participatory environment that improves the experience for all.
Li further recommended involving professionals in planning, execution, and oversight. Integrating events into long-term urban development strategies ensures they become sustainable components of city growth. While the Ren Shou Marathon has achieved notable success, challenges remain, including enhancing reception capacity, managing prices, balancing competitive rigor with public accessibility, and refining management as the event expands.