Closing Borders to Empower, Sanya Opens Wider!
Vast seas see a thousand sails race, Tides surge at the free trade port. Today, Hainan Free Trade Port officially launches island-wide customs clearance. This is a symphony of openness and inclusivity, A dialogue between dreams and reality. Full of hope, Hainan now welcomes the world’s gaze with renewed vigor. Sanya will embrace greater openness— An openness of innovation, an openness of dreams. Let every visitor from afar feel Sanya’s openness and inclusivity, Together weaving Sanya’s splendid chapters.
Today, our new promotional video arrives with the rhythm and romance of Sanya. Overseas social media platforms have taken on a fresh look, building emotional bridges that transcend borders. The upgrade of our official website is like opening a brighter window onto Sanya, while the release of the Sanya Daily special edition unfolds like a delicate painting, narrating our story with grace. Let us step into this captivating and hopeful Sanya together, embracing the boundless possibilities that openness brings.
New Promotional Video Released—Live into Sanya Rhythm
Looking for a rhythm on the road? Sanya waits. Fast or slow, every pace feels right. Days move with music, wind, and waves, shaping a way of life that flows gently, freely, and true to your rhythm, the Sanya rhythm.
Overseas Social Media Refresh
Follow “visit sanya” on six major overseas social media platforms—Facebook, X, Instagram, YouTube, TikTok, and Pinterest—to unlock the ultimate Sanya guide! Discover practical tips for exploring Sanya’s four major bay areas and island adventures, plus essential travel intel like visa-free policies and flight routes.
Beyond water sports, Li brocade culture, and local cuisine, enjoy platform-wide interactive activities, prize draws, and exclusive fan perks. Discover endless ways to enjoy this sunny island paradise!
Official Website Upgrade
The upgraded version of Sanya Tourism Development Bureau’s official website officially launched today.
Offering services in eight languages including Chinese, English, and Russian, global travelers can easily access the latest travel information about Sanya here. Utilize AI-powered customer service for real-time assistance, explore bays, neighborhoods, and attractions via interactive maps, view event calendars, and plan personalized itineraries. The site consolidates practical information on visas, transportation, duty-free shopping, and more, with one-click sharing to international social media platforms. Come here to embark on your immersive preview journey to this sunny island paradise!
Website: https://www.visitsanya.com
Sanya Daily Special Edition Released
Supporting Hainan Free Trade Port Development with Comprehensive Targeted Marketing
Enhancing Sanya’s International Reputation
Sanya Tourism Development Bureau: Building on Five Years of Momentum to Embark on a New Journey, Pioneering New Chapters at the Forefront of Openness
December 18, 2025, a day destined to be etched in history. The grand commencement of Hainan Free Trade Port’s island-wide customs clearance operation unfolds like an era’s brushstroke, sketching an unprecedented blueprint of openness upon this fertile land. This marks not only a resolute response to national strategy but also a historic leap for Sanya in its ascent to a world-class tourism destination. With mission in hand and opportunity ahead, Sanya’s cultural and tourism professionals are fully committed to this grand journey, driven by a spirit of bold exploration and the wisdom to execute with excellence.
Translating blueprints into reality demands meticulous execution. Since its establishment in 2020, the Sanya Tourism Development Bureau (hereinafter referred to as the “Bureau”) has leveraged Party-building as its guiding principle and innovation-driven openness as its engine. This approach has propelled Sanya’s tourism sector to transcend conventional metrics—shifting focus from mere “traffic” to sustained “retention,” from sheer ‘scale’ to refined “quality,” and from being a regional hotspot to becoming an international benchmark. Over the past five years, it has garnered over 50 honors, including being recognized as a model case for tourism promotion by the Ministry of Culture and Tourism. From 2021 to 2024, the average annual growth rates for inbound tourist arrivals and spending reached 74.2% and 116.0%, respectively. From January to November 2025, Sanya welcomed 924,600 inbound tourists, a 42.92% year-on-year increase, with projections indicating annual arrivals will surpass one million. Behind these soaring figures lies Sanya’s increasingly prominent voice on the global tourism stage.
(I) Building Bridges Through Openness: Forging New Networks Connecting Asia and Europe
Amidst azure seas and skies, silver eagles soar, weaving tighter bonds between the southernmost city and the world. Within a single week in November, routes from Sanya to Cheongju and Vientiane were successively launched. A hundred-strong Russian travel agent delegation and a tropical coastal city exchange event gathering representatives from 27 countries arrived in quick succession… An open Sanya pulsates with vitality.
“In the past, charter flights were the main option for traveling from Moscow to Sanya. Now, regular flights operate frequently every week, and you can feel the thoughtful Russian-language services as soon as you land,” said Anna, a tourism professional who frequently travels between China and Russia. She has witnessed the transformation of Sanya’s international routes from “sporadic connections” to a “dense network.”
During the 14th Five-Year Plan period, the Municipal Tourism Development Bureau leveraged policy support to drive the transition from “charter dependency” to a normalized network of “airline-operated routes.” Since 2023, 40 international passenger routes have been successively launched, connecting 31 cities worldwide. From guiding the launch of Hainan’s first airline-operated direct international route—“Sanya=Moscow” by Aeroflot—to breaking through with the “Phnom Penh=Sanya=Singapore” fifth freedom route, and further expanding into medium-to-long-haul routes like “Sanya=Bangkok=Frankfurt” and “Ulaanbaatar=Sanya=Ulan-Ude” that penetrate deep into Europe, the aviation blueprint of “connecting Asia and Europe, radiating globally” is gradually becoming a reality.
Where routes extend, cooperation deepens. The Municipal Tourism Development Bureau adheres to the principle of “marketing wherever routes reach,” precisely promoting distinctive “tourism plus” products in over 20 key source markets including the broader Russian-speaking region, Southeast Asia, Central Asia, and North America. Joint marketing mechanisms have been established with leading international tour operators like Hana Tour in South Korea and ASA in Singapore. Cooperation has deepened with over 20 airlines, and memorandums of understanding have been signed with tourism agencies across multiple countries, weaving an increasingly dense global network of partnerships. From key agreements at the 2025 Berlin International Tourism Exchange to the exemplary collaboration during the “China-Cambodia Tourism Year” praised by the Chinese Embassy in Cambodia, Sanya’s “international circle of friends” continues to expand.
As aircraft pierce through the clouds, they bring not only passenger flows but also business opportunities. Leveraging its existing international flight routes as a “golden compass,” Sanya has activated the market potential of its inbound tourism sector by adhering to the principle of “connecting routes and achieving marketing success.” It is reported that since 2024, Sanya has welcomed large-scale tour groups from Italy, South Korea, and Vietnam, each exceeding 1,000 visitors, as well as mid-sized groups from Malaysia, Singapore, and KDB Corporation, each comprising over 100 travelers. These arrivals have significantly boosted both the volume of inbound tourists and tourism spending.
Moreover, leveraging conferences as a platform, Sanya has captured global attention. Adhering to the pioneering approach of “going global and attracting inbound,” the Municipal Tourism Development Bureau has proactively embraced the international stage. It successfully hosted the 9th TPO Forum and consecutively organized the Tropical Coastal Cities Exchange, striving to take center stage on the world stage. At the 2025 Tropical Coastal Cities Exchange, the Pacific Asia Travel Association released the “Global Case Study Report on Sustainable Development of Tropical Coastal Cities,” listing Sanya as a global model case. In 2024, through overseas tourism market development, the bureau facilitated service trade imports and exports totaling 2.832 billion yuan, contributing a remarkable 66.4% to the city’s overall service trade growth. These tangible cooperative achievements demonstrate the magnetic appeal of an open Sanya.
(II) Events Drive Traffic, Sparking Vibrant New Momentum in Consumption
“Catch screenings at the Daytime Sea Film Festival, capture memorable moments on the ‘Director’s Chair’ at Dadonghai Beach, sing along at G.E.M.’s nighttime concert, and enjoy duty-free surprises before departure—this is the Sanya that makes you reluctant to leave!” Chengdu tourist Li Ran’s vlog captures the richness and appeal of Sanya’s current cultural tourism experience.
This vividly illustrates the Sanya Tourism Development Bureau’s transformation of cultural tourism events from “traditional and monotonous” to “trendy and diverse”—retaining visitors through immersive experiences and fostering natural consumption amid memorable moments.
Over the past five years, a series of iconic cultural tourism IPs have flourished: the Sanya PUBG Mobile Carnival, the “In Sanya Fun肆Go” themed market, the Strawberry Music Festival, the Worry-Free Mountain and Sea Carnival, the Sunny Run Beach Jog, the Sanya Children’s Theater Carnival, the “Warm Chinese New Year” series of events, the Sanya International Youth Sports Carnival, and more than 20 other large-scale events. These have collectively attracted over one million offline visitors. fostering a strong atmosphere of shared enjoyment for locals and visitors alike. High-end exhibitions like the China Night Economy Forum and the Sanya International Yacht Show & International Wine Exhibition have consistently drawn high-net-worth clientele. The city’s proprietary brand, “New Youth Wonder Island,” was selected as a model case by the Ministry of Culture and Tourism for its promotional effectiveness, becoming a must-visit destination for young travelers. The “Sanya City Tourism Festival,” held for four consecutive years, has driven over 1 billion yuan in online consumption. The “Fall in Love with Sanya” tourism promotion brand launched in 2025 generated over 2 billion yuan in comprehensive consumption within six months, serving as a powerful engine for economic revitalization.
Cross-industry integration unlocks the “traffic code.” Leveraging blockbuster concerts like Jay Chou’s, the collaboration with “Fantasy” to launch a themed pop-up store drove sales exceeding 3 million yuan and boosted surrounding commercial district foot traffic by 65%, demonstrating the potent impact of IP partnerships. The “DIMOO Sanya Nature Journey” exhibition, co-hosted with Pop Mart and CDF Sanya International Duty-Free City, not only generated over 1.1 million yuan in pop-up store revenue but also helped the duty-free city achieve over 100 million yuan in single-day sales during National Day. Collaborating with top fashion media ELLE to host the Style Awards, it gathered nearly 400 celebrities and garnered exposure worth billions… The boundless potential of “tourism+” unleashes surging consumer momentum.
Culture as the soul, empowering tourism depth. Li and Miao intangible cultural heritage and traditional festivals deeply integrate with tourism experiences. The “Snake Festival Celebrates Sanya · Warm Chinese New Year” event received multiple CCTV reports, allowing over 500 million people nationwide to experience Sanya’s festive atmosphere. Innovative activities like the Children’s Theater Carnival, International Family Electronic Music Festival, and “New Youth Wellness Bureau” ignited niche markets such as family travel and wellness tourism. From tradition to trend, from sightseeing to immersion, Sanya is emerging as an irresistible consumer destination.
“These initiatives not only directly stimulated secondary consumption but also strengthened the city’s emotional connection with young audiences through social media dissemination. They effectively converted event attendance into city brand affinity and consumer loyalty, significantly enhancing Sanya’s appeal and word-of-mouth influence among younger demographics.” The head of the Municipal Tourism Development Bureau stated that the bureau will lead efforts to intensify recruitment of major events, exhibitions, and performances. Building on the successful introduction of large-scale events like Pop Mart, the ELLE Style Awards, TF Family Concert, and Wang Leehom Concert, the bureau will further enhance the systematic and professional approach to recruitment. This will integrate “tourism + exhibitions/performances” and “tourism + competitions,” continuously boosting Sanya’s cultural tourism appeal and consumption levels.
(3) Innovative Branding Shines New Light on International Image
This October, cultural and tourism influencers from 16 countries gathered in Sanya to showcase the island’s beauty across global social media platforms. This vividly illustrates the city’s tourism bureau shifting its marketing strategy from “advertising campaigns” to “trend creation.”
Domestic Promotion: Precision Targeting Over 50 immersive promotional events were held in key source cities like Beijing, Chengdu, and Changsha, generating over 1 billion total impressions. Heartwarming campaigns such as “Warm Chinese New Year” and “Explore Sanya with Hua Hua” consistently went viral, cementing Sanya’s reputation as a “tropical winter escape” and “family paradise.” In 2025 cross-regional marketing, the “Lucky Coconut” city IP integrated Asian Beach Games elements, reaching over 2.8 million people offline. Eleven trending topics—including #WuhanResidentsEnjoySanya’sCoolAirConditioning—garnered nearly 500 million impressions, successfully positioning “Sanya’s summer coolness” as a national focal point.
Online dissemination achieved “breakthrough success.” Series like “New Youth Wonder Island” and “Foreigners’ Fun in Sanya” garnered over 800 million views, radiating youthful energy. Capitalizing on visa-free access for 59 countries, the viral topic #ForeignersFlockToSanya reinforced Sanya’s open, inclusive international image. Creative short videos, collaborations with food bloggers, and airline reviews delivered Sanya’s charm globally through mobile screens.
Media Matrix Achieves “Comprehensive Coverage.” A full-media network linking domestic and international channels, online and offline platforms, was established. Multilingual social media accounts, with a combined following exceeding 2.24 million, were operated. Reports like “Expanding the ‘Air Silk Road’ with Innovative Business Models” were reposted by over 10 international media outlets, including Reference News and the Associated Press. CCTV’s CGTN coverage of Sanya’s flight routes reached 125 million viewers. Simultaneously, the Municipal Tourism Development Bureau integrated multi-platform resources to empower the high-quality development of Sanya’s tourism economy from brand promotion to sales conversion. It partnered with the China Tourism Academy to establish the “Destination Tourism Innovation Development Laboratory,” enabling smarter decision-making and more precise promotion.
(IV) Closing the Borders to Embark on a New Journey, Charting a World-Class Blueprint
With the South China Sea surging and the east wind blowing strong, the historic closure of the border has opened a new global channel for Sanya’s cultural and tourism industry. Standing at the pivotal juncture between the conclusion of the 14th Five-Year Plan and the launch of the 15th Five-Year Plan, the Sanya Tourism Development Bureau’s path forward is clear and resolute.
“Looking back over these five years, we have answered the tourism challenges of the new era with a pioneering spirit, innovative drive, and pragmatic approach,” stated the bureau’s principal leader. “Past achievements belong to history; the closure of the border is a larger stage. We will continue to translate the General Secretary’s guidance and the opportunities presented by the free trade port into concrete actions that propel the high-quality development of our cultural and tourism industry.”
With favorable developments unfolding one after another, progress continues unabated. On December 21, China’s first seventh freedom route—Sanya-Prague—will commence operations. This marks not only a landmark implementation of the free trade port’s open policies but also establishes a direct aerial link between Sanya and Europe, creating a more convenient bridge for cultural, tourism, economic, trade, and people-to-people exchanges between China and Europe.
Amid the surge in inbound and outbound tourism, every visitor becomes a “grassroots ambassador” traversing mountains and seas, personally witnessing and promoting the achievements of the free trade port.
“We will harness the power of tourism to let the world experience the development accomplishments of Hainan Free Trade Port!” declared a representative from the Municipal Tourism Development Bureau with conviction. “After the border closure, our stage will be world-class. We will continuously expand our international flight network, fully leverage the favorable policies of the free trade port, innovate tourism product offerings, and optimize travel experiences. Every visitor will become an ‘experience ambassador’ and ‘spokesperson’ for the free trade port.”
The future is here, and the blueprint is set. Guided by strategic documents like the Sanya Tourism Promotion Plan (2025-2030), the bureau will leverage Party-building leadership and data-driven insights as dual engines to propel tourism marketing toward paradigm innovation. During the 15th Five-Year Plan period, it will elevate the “Fall in Love with Sanya” brand, deepen “tourism+” integration, and build a global communication network, aiming to double overnight international visitor arrivals by 2030.
Border Opening Empowers, Future Holds Promise. As zero-tariff benefits continue to unfold, the core zone of the International Tourism Consumption Center accelerates its formation, and cooperation between Hainan and Hong Kong deepens, Sanya embraces the world with greater openness and vigor. This vibrant land, blessed with the natural beauty of coconut palms and ocean breezes and enriched by policy and institutional innovations, is poised to write a brilliant new chapter in high-quality cultural and tourism development.
“Development Highlights in Numbers”
I. Tourism Market: Inbound Tourism Grows in Volume and Value
From January to November this year, Sanya welcomed 924,600 inbound tourists, a 42.92% year-on-year increase. Total spending by inbound tourists reached $811 million, up 67.11% year-on-year. It is projected that annual inbound tourist arrivals will exceed one million by 2025.
II. Transportation Infrastructure: Global Aviation Network Expansion
By November, Sanya International Airport surpassed 20 million passenger throughput for 2025. It now operates 40 international passenger routes connecting 31 destinations, establishing an aviation network that “reaches Asia and Europe while radiating globally.”
III. Industrial Contribution: Service Trade Driving Growth
In 2024, the Municipal Tourism Development Bureau drove service trade imports and exports to reach 2.832 billion yuan through overseas market expansion. This contributed 66.4% to the city’s overall service trade growth, accounting for 33.5% of total service trade volume—ranking first citywide and exceeding annual targets. From January to November 2025, travel service imports and exports exceeded RMB 5.991 billion, surging over 100% year-on-year and surpassing the annual target.
IV. Brand Events: Dual Success in Boosting Consumption and Strengthening Cooperation
The “Fall in Love with Sanya” tourism promotion brand launched in March 2025 drove comprehensive consumption exceeding 2 billion yuan in Sanya and surrounding areas. Leveraging high-profile concerts featuring Jay Chou and others, it collaborated with “Fantasy” to open themed pop-up stores, generating over 3 million yuan in sales and boosting visitor traffic in associated commercial districts by 65%. The “DIMOO Sanya Nature Journey” exhibition, co-hosted with Pop Mart and CDF Sanya International Duty Free City, not only generated over 1.1 million yuan in pop-up store revenue but also helped the duty-free city achieve record-breaking daily sales exceeding 100 million yuan during the National Day holiday.