Sanya’s joint live broadcast with CCTV garnered over 13.5 million views across all platforms, reaching an audience of 114 million people!

Turquoise Seas and Azure Skies Meet China’s Crimson Splendor

Global Perspectives Meet Sanya’s Local Charm

On February 11th, Southern China’s Little New Year Eve

Sanya and China Media Group’s Mandarin Center Present

“Head to Sanya for a Warm Chinese New Year” Spring Festival Special Edition

“Embrace the Warmth, Shine in Sanya”

Global Travelers Program Multimedia

6-Hour Live Broadcast Successfully Concluded

Unparalleled Coverage, Global Attention

As of 22:10 on February 11, the live broadcast was streamed simultaneously across 20 accounts on over ten new media platforms. The cumulative real-time viewership exceeded 13.5 million, reaching an audience of 114 million and generating a multi-dimensional media impact. Key news programs including China News, Hainan News Network, South China Sea Voice, and Hainan News Radio provided intensive coverage of the event. Mainstream new media platforms including CCTV Video, CCTV.com, CCTV Video App, CNR.org, Hainan Radio and Television Station, and Hainan Online Radio and Television Station collectively released program content. Government accounts such as Sanya Municipal Government Website, Sanya Release, Hainan Release, Haitang Release, Tianya Release, and Ancient Charm Yazhou simultaneously streamed the broadcast and participated in content distribution. Local mainstream media including Hainan Daily, Henan Daily, Yue TV App, Sanya Daily, and Vitality Jiyang participated extensively; CCTV’s “Know” and “Know & Act” Facebook accounts, along with “Explore China” and “Global Chinese” YouTube channels, simultaneously pushed content overseas, continuously distributing live-streamed short videos to achieve comprehensive global coverage.

Dual-track approach, authoritative interpretation

This live broadcast revolves around the co-creation concept of “Global Travelers,” innovatively establishing a dual-track program structure featuring “studio analysis + on-site visits.” The “Island Observation Group” comprises Huang Xing, Party Secretary and Director of Sanya Municipal Tourism, Culture, Radio, Television, and Sports Bureau, as well as Party Secretary of the Municipal Tourism Development Bureau; renowned host Chen Ming (BBKing from Season 5 of “Strange Talk”); and He Xi, Professor at the School of Humanities, Hainan University. They provide authoritative analysis and in-depth discussions on Sanya’s new developments in cultural tourism from multiple perspectives, including policy environment, cultural integration, and travel experiences.
Simultaneously, a “Global Travel Group” comprising CCTV on-camera reporters and four international bloggers embarked on immersive journeys through Sanya’s urban districts, coastal spaces, cultural sites, and emerging consumer zones. American blogger Kevin Gu experienced Sanya’s vibrant tropical energy through diverse “land, sea, and air” activities like yachting, golfing, and dining at sky-high restaurants; Russian blogger Valerie Rabbit Lily savored tropical delicacies and local cuisine, appreciating the unique blend of Eastern and Western flavors; Italian Jacob explored a 400-year-old coral stone village, delving into the culture of the Tanka people and the “living fossil of the textile world” Li brocade, experiencing the beauty of intangible cultural heritage; Zina from the Czech Republic strolls through urban green islands, immersing herself in the natural healing and eco-wellness atmosphere. The program crafts four distinctive itineraries: “Vibrant Warm Winter,” “Culinary Fusion,” “Cultural Exploration,” and “Healthy Living,” presenting Sanya’s diverse, open, and international character through immersive experiences and international perspectives.

Join the “Global Travel Group” and Experience Sanya’s Spring Festival

Experience the festive spirit amidst coconut groves, immerse yourself in intangible cultural heritage, and rediscover your rhythm amidst mountains and seas. The “Global Travelers”—Kevin Gu, Valerie Rabbit Lily, Jacob, and Zina—a group of foreign bloggers from the United States, Russia, Italy, and the Czech Republic, delved into the streets and alleys of Sanya, embarking on a marvelous journey of exploration and embracing the Spring Festival in Sanya!

① Vibrant Sanya Route Embrace the Ocean, Unleash Your Passion

Sanya, with its dazzling sunshine and gentle waves, is a paradise for water sports. @Gu Kevin couldn’t wait to dive in, experiencing the thrill of playing in the sea. Riding the waves, he savored the exhilaration of connecting with the ocean and embraced the allure of marine sports.

② Culinary Delights in Sanya A Taste of Hainan, A Feast for the Palate

Culinary delights serve as a vital window into Sanya’s food culture. @RabbitToothLily has embarked on a culinary journey through Sanya. Let’s explore Sanya’s food culture together and help more people discover its delicious offerings.

As an international tourist city, Sanya attracts visitors from around the world, bringing with them diverse culinary traditions. Here, they savor fusion dishes while also experiencing the unique charm of Hainan’s local specialty, rice wine vinegar. Every bite is brimming with rich local flavor.

③ Cultural Sanya: Discover Intangible Heritage and Immerse Yourself in Cultural Depth

Sanya boasts not only stunning natural landscapes but also a rich history and diverse intangible cultural heritage. Through displays of traditional Li crafts such as Li brocade, Li pottery, and coconut carvings, visitors can experience the ingenuity and creativity of the Li people.

④ Healthy Sanya Savor the slow life, embrace wellness

This Spring Festival special program
serves as an exquisite calling card for Sanya,
showcasing the city’s unique charm to global audiences.

If you’re inspired to visit,
why not make this Spring Festival
your chance to “head straight to Sanya and experience a warm Chinese New Year”?