Analysis of Characteristics in Sanya’s Tourism Market in November 2025

1. Winter getaways and wellness tourism gain popularity. In November, travel to southern destinations for winter escapes gradually increased, with passenger flows from Beijing, Zhejiang, and Shaanxi rising by 21.8%, 25.1%, and 17.1% month-on-month respectively—significantly outpacing the overall 8.4% growth rate. By travel day, domestic passenger volume from Sunday to Thursday increased by 8.1% year-on-year, while Friday and Saturday volumes rose by 6.7%. This indicates more pronounced growth in weekday travel. Beyond concentrated weekend travel periods, wellness-seeking travelers with more flexible schedules are increasingly becoming a key growth driver in the peak season market.

2. Value-for-money appeal of inbound tourism stands out. November marked the peak winter season for tropical island destinations. Market research indicates that 40% of inbound tourists consider local prices and accommodation facilities as core factors influencing their travel decisions. Driven by strong demand for winter escapes and value-for-money advantages, Sanya’s inbound tourism market maintained rapid growth. In November, Sanya received 113,400 overnight international visitors, a 50.75% year-on-year increase. Total spending by international tourists reached $120 million, up 70.36% year-on-year. This demonstrated a higher growth rate in spending than in visitor numbers, with the overall growth rate expanding by 8.86 and 3.86 percentage points respectively compared to the January-October period.

3. Family travel during autumn breaks drives new growth. In November, visitors under 50 years old accounted for 60.6% of Sanya’s inbound travelers, up 1.1 percentage points year-on-year. As some provinces and cities explore implementing spring and autumn breaks for primary and secondary schools, family travel has increased. Zhejiang Province, which has implemented such breaks, saw visitors under 18 years old account for 11.5% of its inbound travelers to Sanya, a 3.1 percentage point increase year-on-year.

Age Distribution of Inbound Passengers at Sanya Airport in November 2025

4. Overnight Tourism Reception Statistics. According to data from Sanya’s Tourism, Culture, Radio, Television, and Sports Bureau, in November 2025, the city received 2.2498 million overnight visitors, comprising: 2.1364 million domestic overnight visitors and 113,400 international overnight visitors. Total spending by overnight visitors reached 8.022 billion yuan, comprising: – Domestic overnight tourism expenditure: 7.175 billion yuan; – Foreign exchange expenditure from overnight tourism: 119.6531 million USD.