Chinese football fans contribute to World Cup boon in Russia, at home
CGTN
["china"]
The 2018 World Cup is expecting 100,000 Chinese to cheer for their favorite team from the stadiums in Russia, shelling out an estimated three billion yuan, and giving a strong boost to the country's tourism industry.
The appeal of the football's showpiece event, coupled with a visa-free policy, is easily convincing Chinese fans to pay.
According to FIFA statistics, Chinese fans had bought over 40,000 tickets a week before the kick-off. 
An industry report by Shanghai-based travel service platform Ctrip predicted that the number of Chinese tourists heading for the matches in Russia may exceed 100,000.
Ctrip recorded 5,000 Chinese people who had signed up for group tours, and customized tours, as well as individual trips.
Chinese phone maker Vivo in Russia. /VCG Photo

Chinese phone maker Vivo in Russia. /VCG Photo

With hundreds of thousands flocking to Russia for the sporting event, prices are going up. The price hike in hotels is contributing to a 50-percent spending increase for Chinese travelers, according to Xiao Yinyuan, the head of outbound travel services at Ctrip.
The World Cup is serving as a stage for footballers to flex their athletic muscles, and businesses to showcase their marketing skills. Chinese companies such as Mengniu, Wanda, Hisense and Vivo are keeping up with the advertising trends in an effort to promote their brands in Russia.
But the World Cup is not just a boon for Russia. It's also bringing business opportunities for China.
Even though the Chinese national football team is not taking part in the event in Russia, Chinese fans all fired up.
Snacks like beer and potato chips are expected to be in high demand, and sports-related items like jerseys and mascots are also forecast to see a surge in sales.
Heineken has already anticipated the football fever in China, rolling out 12 beer products based on the competing national teams.
An employee monitors Heineken beer bottles on a conveyor at the Heineken NV brewery in Zoeterwoude, the Netherlands. /VCG Photo

An employee monitors Heineken beer bottles on a conveyor at the Heineken NV brewery in Zoeterwoude, the Netherlands. /VCG Photo

Lin Deyang, president of Heineken China, said young people aged 18-30 are the main consumer groups of beer. They not only pay attention to the quality of the goods, but also care about popular consumer behaviors. In this case, "Beer plus Football" is a classic marketing choice.
Ready to cash in?
Russia has become a magnet for Chinese holidaymakers.
According to data released by Trip Advisor, the number of Chinese tourists between January and May increased by 38 percent year on year. May alone saw a 73-percent annual surge in outbound Chinese travelers.
The top three Russian destinations for Chinese tourists are Moscow, St. Petersburg and Sochi.
Some Chinese tourists are saving up some money and opting to visit the neighboring country either before the World Cup traveling peak or after it.
Data collected by Ctrip shows for example that two-leg tours to Moscow and St. Petersburg in mid-July and August have already seen a month-on-month increase of over 100 percent.