Abstract: In recent years, Yunnan sports tourism has a strong development momentum and a vigorous industrial atmosphere. It has gradually formed four types of business, i.e. high-quality sports tourism routes, sports tourism destinations, sports tourism events and sports tourism standard scenic spots, which basically cover the four aspects of water surface, land, mountain and sky. However, according to Porter's five forces model, Yunnan sports tourism industry also faces five competitive forces: the competitiveness of competitors in neighboring provinces, the threat of entrants in other industries, the substitution of other tourism formats, the bargaining power of product suppliers and tourists. They are interrelated and interactive, which together determine the competitive situation and potential profit space of Yunnan sports tourism industry. Therefore, only by adopting the three development strategies of cost leading strategy, differentiation strategy and brand management strategy can Yunnan sports tourism industry continuously improve its competitiveness, maintain its competitive advantage in the new round of tourism competition and realize the sustainable prosperity of Yunnan tourism industry.

Key words: sports tourism, competitiveness, five forces model, yunnan