On a sunny November afternoon, a group of children chased a soccer ball across a centuries-old garden square as boisterous basketball fans-turned-tourists, still buzzing from the thrill of a high-octane match, snapped happy selfies against a historic backdrop.

This scene played out recently near Macao's Tap Seac Multisports Pavilion, which is hosting some of the 15th National Games' five-on-five basketball matches. The main entrance of the sports complex opens directly onto the Jardim de Vasco da Gama, a garden that has been around since 1898.

The excitement outside Tap Seac offers a snapshot of the city's broader ambition to pair cultural heritage with major sporting events for the integrated development of culture, sports and tourism, an endeavor that comes at just the right time. This year, the city is marking the twin milestones of the 20th anniversary of the UNESCO listing of its heritage quarter and its first shot at co-hosting the National Games, the country's top sports gala.

"Historic architecture and sites hold an inherent appeal. But sustaining their relevance and popularity long term requires more than static displays, necessitating a cultural-heritage-plus, cross-sector model," said Ieng Weng-fat, a member of the Cultural Development Consultative Committee of the Macao Special Administrative Region.

Macao's approach to the National Games attests to the viability and potential of "cultural-heritage-plus-sports" to breathe new life into cultural heritage, Ieng said.

According to him, the torch relay — a ceremonial event with relatively fewer venue needs — had proved to be especially suited for incorporating heritage sites.

"Macao's relay route had included numerous historic spots of the city, which turned out to be a success that brought Macao's world heritage into the national spotlight," he said.

Additionally, the competition venue layout represents a thoughtful strategy to create a seamless "event-and-sightseeing" experience.

Games venues in Macao include public facilities like the Tap Seac pavilion, the Macao Forum — situated near many of Macao Peninsula's World Heritage sites — and Cotai's integrated resorts, which are adept at handling large-scale events and tourist flows.

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This allows spectators to easily explore nearby historical sites after a sports event, and also gives tourists a chance to catch an event, which they could stumble upon while sightseeing, Ieng said.

For a frequent traveler from Guangzhou, the capital of Guangdong province, surnamed Zhao, her short trip to Macao this time had indeed been different from all previous ones because of the additional element of the ongoing games.

The vibe of the games was inescapable, Zhao said, recalling crossing the boundary alongside "eye-catchingly tall" athletes, with the games becoming "the one and only" talking point among her travel companions.

The "cultural-heritage-plus-sports" blend has also moved beyond just the sports competitions to more creative expressions on the sidelines.

Ma Guangpu, who is working as a games volunteer at Tap Seac, said the co-branded blind boxes merging the games' mascot with heritage themes have proved to be huge hits, selling out the fastest everywhere.

While the games are primarily a domestic event, Ieng, from the Cultural Development Consultative Committee, said the added element of World Heritage sites is likely to be key in attracting an international audience, which has always been fascinated by the city's historical significance.

Ma said it is common to see tourists exploring World Heritage sites stumbling upon ongoing matches by accident. "Many, upon seeing the (posters and signs of) basketball games, immediately head to the ticket center to check for last-minute availability."

Among those initially unaware of the games were two Italian visitors who made an unplanned trip to Macao while on a business visit to the Hong Kong Special Administrative Region.

Setting out to explore the city's heritage sites with a paper map, Lorenzo expressed surprise when told that some sports fixtures were being held near their planned route. When asked if they would attend a table tennis competition given the chance, he replied: "We would love to."

In the long run, a "heritage-plus-sports" tourism pitch could present an untapped opportunity to put across China's cultural narrative and foster cross-cultural wisdom, Ieng said.

To ensure the model's enduring relevance, Macao must move beyond just venue proximity or tangible co-branded trinkets, Ieng said. One way, according to him, would be to discover the stories behind the World Heritage sites to find clues that reflect the shared or distinct evolution of Eastern and Western sports culture and values.

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It will be a cultural strategy that will not only bolster the allure of Macao's heritage but also solidify its role in championing cultural interactions and conveying to the world a more multidimensional story of the country, Ieng said.

Contact the writers at wanqing@chinadailyhk.com