BEIJING -- At the 2023 China International Fair for Trade in Services, attendees were captivated by advanced fitness equipment that replicated outdoor sporting experiences.

These devices, using digital screens, displayed real-time riding and rowing metrics, offering users an immersive environment. This innovation emerged as a significant highlight during the sports service exhibition segment of the event.

"The facilities are almost the same as what we use at the gym, but the digital system here makes people enjoy the competition," said exhibitor Li Yize. "Fitness competitions online, driven by digital technologies, will become a major developing direction for the sports industry."

Held at Shougang Park in Beijing, the event, which commenced on Saturday, drew the participation of over 100 global enterprises and organizations.

Zhao Wen, director of the Beijing Municipal Bureau of Sports, commented, "CIFTIS provided a platform for exchanges between the demand and supply sides of sports services, spanning fields like digital sports, public fitness, and sports equipment manufacturing."

In the exhibition area, a diet management system, designed to curate personalized diet plans based on individual health metrics, was presented by a Beijing-based sports science and technology company.

"Science-based nutrition is conducive to a healthy life. The system has been applied among athletes and promoted to the public," said Zhu Yu, the general manager of the company's professional sports business department.

"This is our fourth time at CIFTIS, a venue where Chinese enterprises showcase their prowess in sports innovation, acquaint themselves with international sports industry trends, and foster global partnerships," Zhu added.

Since its launch in 2012, CIFTIS has grown to be a leading platform in China for bolstering international collaboration, attracting over 600,000 exhibitors from 196 countries and regions over the years.

British Extreme International Limited made its debut at CIFTIS this year. Liang Mengke, overseeing the company's Chinese business development, shared, "An increasing number of people now prioritize sustainable and eco-friendly exercise and travel. We see vast potential for expanding the extreme sports market in China."

"We aim to collaborate with Chinese partners to design, develop, and operate top-tier extreme sports destinations," Liang said.

As the guest country of honor for the 2023 CIFTIS, Britain dispatched its most substantial delegation yet. Tom Duke, the British trade commissioner for China, articulated, "The UK and China are pivotal players in global services trade. There's vast potential for collaboration across sectors like sports, education, healthcare, and financial services."

A notable announcement on Saturday was the partnership between China's "Cun Chao" village football tournament in Guizhou province and the English Premier League, focusing on training programs and potential friendly matches.

"I hope this will be a new starting point for the UK and Guizhou's collaboration on trade and football," he remarked.

During CIFTIS, Nico Schiettekatte, the counselor for health, welfare, and sports at the Netherlands' embassy in China, imparted the Dutch approach to sports facility development. He underscored the importance of sustainable sports development, aiming for universal enjoyment and well-being.

China's national fitness program (2021-25) envisions an enhanced national fitness service system by 2025, facilitating public participation in sports. The program anticipates the nation's sports industry to be valued at 5 trillion yuan ($0.68 trillion) by then.

"The sports industry embodies hope, health, and happiness. China's future in sports venue development, high-caliber event organization, and talent cultivation remains promising," concluded Yang Xuedong, director of the Sports Economy Bureau at the General Administration of Sport of China.