With the booming development of the sports industry in the Guangdong-Hong Kong-Macao Greater Bay Area (GBA), leveraging sports events to revitalise communities and deepen regional cultural exchange has become a key focus of attention within the industry. Jointly organised by the Macao University of Tourism (UTM) and the School of Tourism Management at Sun Yat-sen University, and supported by the academic journal Event Management, the “3rd Research Symposium on Event Studies: Sport Events in Communities” was held on 30 June 2026, at the conference room of Pousada de Mong-Há, Mong-Há Campus of UTM.
The symposium brought together scholars and industry experts to delve into topics such as the role of events for a destination’s tourism portfolio, the governance effectiveness of community sports, and sports event research in the Greater Bay Area. Together, they envisioned the potential of sports events in promoting social harmony and sustainable economic development.
Balancing Elite Competition and Mass Participation: The Social Value of Community Sports
Mr. Song Hongfei, Secretary-General of the Organising Committee of the China Pickleball Series and Adviser to the Hebi Pickleball Association in Henan Province, pointed out in his speech that a city’s sports development lies not only in the height of its competitive sports but also in the depth and breadth of mass sports. He emphasised that community sports involve much more than just venue construction; they serve as a core vehicle for promoting social harmony and public interaction, playing an “irreplaceable cornerstone” role in national fitness.
Addressing Macao’s unique urban characteristic of “premium space where every inch counts”, Mr. Song Hongfei proposed a development path focused on “lightweight events”. Using pickleball as an example, he suggested that introducing sports with flexible spatial requirements and high venue compatibility can unlock a “multiplicative” growth in facility efficiency. This approach can effectively activate underutilised spaces in communities, enterprises, and schools, thereby boosting overall urban vitality. Furthermore, he particularly pointed out that pickleball combines the technical rigor of tennis rules with a lower intensity of exercise, making it widely popular across all age groups. Especially in tackling the challenges of an ageing community, it serves as a highly social and safe athletic medium, offering an effective solution to promote healthy lifestyles among seniors and foster family interaction.
The Profound Integration of Traditional Culture and Modern Events
Master Philip Hoi, an inheritor of the intangible cultural heritage of Wing Chun, Vice President of the Federation of Macau Sport General Associations, and Vice President of the Greater Bay Area Wushu Alliance (Macao), shared unique insights from the perspective of cultural inheritance. He stated that the value of traditional martial arts, such as Wing Chun, within the community has long transcended mere physical fitness. Through the cultivation of values like “respecting the master and honouring the way” and “patriotism”, it has become a crucial bond for fostering a sense of community identity and spreading traditional Chinese culture.
Master Philip Hoi emphasised that promoting the widespread inheritance and popularisation of traditional martial arts techniques relies on multi-dimensional collaborative support across society. He suggested that government departments and large enterprises should launch more martial arts programmes within communities, corporations, and public spaces to synergistically build a stable talent development system. In addition, he noted that future efforts should leverage Hengqin’s connecting role within the Greater Bay Area to collaboratively establish a unified martial arts event platform with Hong Kong, Macao, and mainland cities, thereby driving sports and cultural exchanges in the Greater Bay Area to a deeper level.
Higher Education as a Catalyst for the Seamless Convergence of Sports and Communities
To increase the engagement of the younger generation in community sports, Master Philip Hoi proposed an innovative concept of “Martial Arts + Academic Credits”. He suggested that universities encourage students to earn elective credits by independently planning and organising martial arts promotion activities. This approach would transform young students from “passive participants” into “active torchbearers of heritage”, further rooting cultural traditions and techniques within the community.
In parallel, Mr. Song Hongfei also expressed a strong willingness to cooperate with higher education institutions. He looks forward to introducing national-level pickleball events to Macao in the future, leveraging them as a catalyst to enhance sports interaction between Macao and the mainland, and jointly exploring in-depth training models for sports event management and community service talent.
The symposium drew to a successful close amidst an inspiring collision of multidimensional perspectives. Bringing together higher education institutions from Mainland China and Macao, with the support and participation of the renowned international academic journal Event Management, the symposium fully highlighted UTM’s unique role as an academic and industry bridge connecting China and the world, while fostering exchange and cooperation between Chinese and international scholarly communities.
The event not only showcased the potential of sports events to enhance the effectiveness of community governance but also provided valuable insights for academic institutions like UTM in promoting the integration of industry and education, as well as boosting regional soft power. Looking ahead, UTM will continue to deepen regional cooperation through its links to internatioinal entities, drive the profound integration of sports events with the cultural tourism industry, and inject sustained academic momentum into the high-quality development of the economy and society through education and different engagement with the global community.