On the morning of September 16, over 140 teachers and students gathered at the Grand Hall of Zhanwang Building for a guest lecture titled "One ball, one whole region: Decoding the culture-sports-tourism integration behind the Village Super League." Guest speaker Mr. Peng Xixi, drawing on perspectives spanning sports, culture, tourism, brand management, and data analytics, unpacked the integrated tourism development model behind " Village Super League (Cun Chao)" — the grassroots football tournament that has revitalized a county's cultural tourism industry. The audience included students majoring in Tourism Business Management, Marketing and Brand Management, Hotel Management, and Management and Data Science, with several Dean and Programme Coordinators in attendance.
Organized by Dr. Irene Chan, Dr. Jim Luo and Mr. Lucas Lei, Part-time instructor, the lecture reflected the university's commitment to bridging theory and practice through real-world case studies. In one hour, the lecture condensed three years of a county leveraging football to drive rural revitalization, showing students how the "All-for One Tourism" strategy integrates sports, ethnic minority culture, and tourism into one ecosystem. Mr. Peng attributed the Village Super League's success to unity and whole-community participation — a lesson that may prove the most valuable takeaway for students' future studies and careers.
