Sanya’s global network joins forces!
As Korean tourists stroll through Busan’s Yongdusan Park,
attend exhibitions at the Busan Exhibition & Convention Center,
or even visit City Hall for business,
a familiar scene quietly unfolds before their eyes.
Sanya’s sunshine, beaches, coconut groves, and iconic landmarks
are showcasing the unique charm of this tropical coastal city
to over 1.55 million visitors
through these core urban public spaces.
This is no coincidence—
it represents Sanya’s strategic move
on the international tourism stage.
Amidst the profound shift in global tourism from “sightseeing-based” to “experience-based” travel, Sanya is forging a systematic framework for international communication and market expansion through deep collaboration with global organizations such as the Tourism Promotion Organizations (TPO) and the Pacific Asia Travel Association (PATA). This initiative strategically positions Sanya’s image as an “International Tourism Consumption Hub” within the mainstream awareness of key source markets.
PART.01
From “Projecting Screens” to “Touching Hearts”
Sanya’s Rising Profile on the International Stage
Jakarta Tourism Board Official Instagram Account
PATA Official Website
2025 Tropical Coastal Cities Exchange Event Venue
As a collaborative platform for international organizations, Sanya has gained a “city showcase” that transcends geographical boundaries. Under the TPO framework, Sanya has not only intensively deployed outdoor promotional displays in key South Korean cities like Busan but also actively participated in the “City Voyage with TPO” radio program. Through continuous contributions of original content to TPO’s tourism information exchange initiatives, Sanya vividly shares its “tourism-plus” narrative—from pristine ecosystems and distinctive attractions to enticing cuisine—with Asian and global audiences via multilingual platforms including Korean and English.
City Voyage with TPO
Korean-English Broadcast Program
TPO Newsletter
This growing influence has gradually translated into authoritative recognition within the international tourism industry. From delivering keynote speeches at TPO General Assemblies on “Hainan Free Trade Port Policies and the Future of Sanya Tourism,” to winning the “TPO Best Award” (Travel Media Award) and the “Honorary Commendation” for its large-scale international events and global communication impact, Sanya has evolved from an ‘participant’ on the international stage to a “co-creator of rules” and “narrative leader.”
More notably, Sanya is transforming international organizational platforms into global hubs for promoting sustainable tourism concepts. In 2024, Sanya successfully hosted the 9th TPO Forum, gathering representatives from cities worldwide and organizations like the UNWTO to jointly release the Sanya Declaration on Sustainable Tourism. For two consecutive years, it has partnered with PATA to organize exchange activities for tropical coastal cities, inviting industry representatives from 37 global destinations to engage in on-site dialogues in Sanya on topics like ecological restoration and experiential upgrades. Sanya’s sustainable practices are being transformed into shareable “urban solutions” through international networks.
PART.02
Multi-dimensional Engagement
From “Joint Promotion” to “Experiential Resonance”
On-site at the Joint Promotion Event for the Vietnam Ho Chi Minh City Tourism Exhibition (ITE)
2024 Busan International Tourism Expo
2025 Guangzhou International Tourism Fair (GITF) On-Site
2025 Guangzhou International Tourism Fair (GITF) On-Site
Deepening international cooperation has driven a systematic upgrade of marketing models. Leveraging TPO and PATA as pivotal platforms, Sanya has established a multidimensional outreach system integrating “regional conferences + joint promotions + international exhibitions”:
Participating in regional conferences in Malaysia and elsewhere to deepen regional collaboration;
Conducting joint promotions at platforms like the International Travel Expo Ho Chi Minh City (ITE HCMC), Guangzhou International Travel Fair (GITF), and Busan International Travel Fair to expand trade channels;
Breaking communication barriers through integrated media approaches like “radio + YouTube livestreaming,” making Sanya’s resources visible, audible, and tangible.
This combination of “online precision outreach + offline experiential engagement” elevates Sanya’s tourism narrative beyond superficial postcard-style promotion to a deeper level of “experiential resonance.” As global delegates explore Sanya in small groups, discussing sustainable tourism and cultural heritage preservation on the ground, Sanya’s story transforms from a distant slogan into a tangible, interactive reality.
PART.03
Achievements and Outlook
The “Sanya Path” Behind Inbound Tourism Recovery
The effectiveness of this series of international collaborations is clearly reflected in visitor flow data: In 2025, Sanya welcomed 1.0614 million overnight international visitors, marking a 41.38% year-on-year increase. This represents not only market recovery but also a substantial expansion of the city’s international brand influence.
Sanya’s practice reveals a clear path: in today’s increasingly competitive global tourism landscape, single-city promotion alone is insufficient to achieve breakthroughs. By deeply integrating into international organization networks such as TPO and PATA, Sanya has elevated its positioning from a “tourism destination” to a “co-creator of global tourism agendas,” an “exporter of sustainable experiences,” and an “initiator of international industry dialogues.”
From projecting its vision in Busan to declaring its mission in Sanya, from welcoming visitors to hosting forums, Sanya is using international organizations as its “amplifier” and “connector” to tell the world a multidimensional and authentic story—not merely a sun-and-sand paradise, but a thoughtful and proactive advocate for smart, green, and sustainable tourism.
