Sports tourism is rapidly emerging as a significant trend among China’s younger generation, reshaping the country’s travel market by combining active participation in sports with exploration. The rise of sports tourism aligns with China’s 14th Five-Year Plan for Sports Development, which aims for the sports industry to achieve an output of 5 trillion RMB ($712 billion) by 2025, promoting a more active and health-conscious society. As young consumers prioritize fitness and wellness, they are shifting away from traditional tourism and seeking experiences that enhance their personal growth. The economic benefits of sports tourism also extend to local economies, boosting demand for related services and creating new business opportunities. In response, travel agencies are developing tailored packages that cater to the needs of active travelers. Overall, sports tourism reflects changing attitudes toward consumption, emphasizing meaningful experiences over material goods, and is likely to continue shaping the future of the tourism industry in China.