Beijing state-owned asset company unveils 2026 culture, sports, tourism plan

Beijing State-owned Assets Management holds its 2026 cultural and sports launch event in Beijing, May 27, 2026. [Photo courtesy of BSAM]

Beijing State-owned Assets Management (BSAM) unveiled its 2026 program for the integrated development of culture, commerce, tourism, sports and exhibitions at a launch event in Beijing on Wednesday, outlining plans to expand venue operations, event offerings and consumer spending.

Speaking at the event, Guo Yonghao, general manager of BSAM, said the company would work with partners to strengthen the combined impact of venue, event and traffic-driven economies as China enters the first year of its 15th Five-Year Plan period (2026-2030).

The company aims to generate stronger cross-sector synergies and unlock new growth momentum through deeper industrial integration, Guo said.

According to BSAM, the company expects to host around 1,800 cultural, commercial, tourism, sports and exhibition events in 2026, including more than 80 large-scale events attracting over 10,000 attendees each. Total visitor numbers are projected to exceed 22 million, generating an estimated 30 billion yuan (about $4.4 billion) in related consumption.

At the event, the National Stadium, a BSAM subsidiary also known as the Bird's Nest, officially launched a group-based development initiative, marking a shift from single-venue operations to a more integrated and industrialized model. 

Wu Haoming, general manager of the National Stadium Company, said the Bird's Nest plans to host more than 65 large-scale sporting and entertainment events this year, including concerts, the Lao She Theater Festival and the Longines Equestrian Beijing Masters. "The venue is expected to receive more than 6 million visits this year," Wu noted.

Another BSAM subsidiary, Beijing Beiao Group Corporation, plans to operate more than 40 sporting events in 2026, aiming to drive coordinated growth in sports, related industries and consumption. 

The group has already hosted events including the World Aquatics Diving World Cup 2026 Super Final and the 2026 Beijing MC Marathon. Liu Hui, general manager of Beiao Group, said preparations are underway for the second World Humanoid Robot Games, scheduled for this August at the National Speed Skating Oval. 

"The event is expected to attract more than 300 teams and over 1,000 robots competing on the same stage," Liu said.

Meanwhile, another BSAM subsidiary, the National Aquatics Center, known as the Water Cube, continues to build proprietary water- and ice-sports events. 

Branded competitions such as the Water Cube Youth Swimming Series and the Ice Cube Curling Cup have gained popularity, helping establish a post-Olympic operational model integrating both water and ice sports.

Pu Jianbo, general manager of the National Aquatics Center, announced that the Water Cube has partnered with the China Puppet Art Theatre to launch a large-scale cartoon stage production, "The Octonauts Adventure at the Water Cube," which will premiere at the venue this year.

Beyond sports venues, the conference also highlighted development achievements in the Longfu Temple area, a cultural-commercial district in Beijing centered on "fu" (good fortune) culture, featuring specialty retail, performing arts, trendy sports, intangible cultural heritage experiences and themed markets.

"The Longfu Trend Market will undergo a major revamp as it launches its summer edition," said Liu Peng, general manager of BSAM subsidiary Beijing Xinlongfu Cultural Investment.

The summer market, expected to run for about three months, will further explore Longfu Temple's cultural heritage while enhancing merchant offerings, affordability and visitor experience, Liu said.

During the event, BSAM and its subsidiaries also signed strategic cooperation agreements with institutions including the Beijing branch of Industrial and Commercial Bank of China and China Unicom Beijing, aimed at supporting the high-quality development of cultural and sports industries and promoting innovative "sports + digital" applications.