Ranked! Ranked! Ranked! Sanya dominates domestic rankings!

The Year of the Horse has just passed, yet the lingering warmth of Sanya’s Spring Festival remains palpable. As the first Lunar New Year since Hainan Free Trade Port implemented island-wide customs clearance operations, this holiday holds extraordinary significance for Sanya and the entire island.

Data from major platforms has been released in succession—from the “explosive growth” in inbound tourism, to its continued dominance as a top domestic winter escape destination, to record-breaking duty-free shopping—Sanya showcased the vibrant openness of the Hainan Free Trade Port and the fresh appeal of the Chinese New Year to the world with a “steaming hot” Spring Festival.

Year One of the Border Closure: The World Flocks Here

This Spring Festival, strolling through Sanya’s streets might give you a strange illusion: Blond-haired, blue-eyed tourists bask on Dadonghai Beach, Russian friends smoothly settle bills in rubles, and British backpackers join Lunar New Year activities at the Ends of the Earth.

Data confirms this bustling scene: As the first Spring Festival following the closure of border checkpoints, Sanya witnessed an explosive surge in inbound tourism. Qunar Travel data shows that the number of non-Chinese passport holders flying to Sanya during the holiday period surged over threefold year-on-year. Fliggy data also indicates that outbound travel orders from Hainan residents nearly doubled during the Spring Festival, reflecting prosperity in both inbound and outbound tourism.

At Sanya Phoenix International Airport, passengers disembarking from a flight arriving from Kazan, Russia, were immediately greeted by a local Hainan band and a bamboo dance performance. At Phoenix Island International Cruise Port, the “Navigator Star” docked with over 1,800 passengers aboard, becoming the first international cruise ship to arrive in Sanya during the Year of the Horse.

Leveraging its visa-free entry policy for nationals from 86 countries and over 40 international flight routes, coupled with enhanced service details—such as Russian-language menus available at over 90% of restaurants in Dadonghai, multi-currency card payments accepted at scenic spots, and multilingual smart translation terminals at information centers—Sanya is emerging as a barrier-free, welcoming international destination, serving as a window for the world to experience the Chinese New Year.

Winter Escape Hotspot: The Dominant Force on Domestic Travel Lists

Turning our attention back to China, Sanya remains the undisputed top destination during the Spring Festival. Its name appears everywhere on the lists of major online travel agencies (OTAs).

According to Tuniu’s “2026 Spring Festival Travel Spending Review,” Sanya ranked among the top 10 domestic travel destinations for the holiday. It also placed in the top five for popular independent travel destinations and among the leading spots for road trip getaways.

Data from Tongcheng Travel shows that hotel booking demand across Hainan Island has surged by over 70% year-on-year. According to Ctrip data, Sanya ranked among the top ten most popular domestic destinations during this Spring Festival. AirTravel’s big data reveals that over 1.76 million domestic air passengers traveled to and from Hainan during the holiday period, representing an average daily increase of approximately 7% compared to last year.

Meituan Travel data shows that ticket demand for Wuzhizhou Island Tourism Area surged 43% year-on-year, while Atlantis Water World tickets saw a 37% increase. Nanshan Cultural Tourism Area, Wuzhizhou Island, and Tianya Haijiao ranked among the top attractions. As snow still fell in the north, Sanya offered warm sunshine, coconut breezes, and ocean waves, becoming the warmest haven for Chinese travelers seeking respite from the cold.

 Tax-Free Shopping: A Powerhouse for Monetizing Traffic

During the first Spring Festival following the closure of the border, “duty-free shopping” emerged as another trump card for Sanya in attracting global tourists. The combined release of three major policy benefits—off-island duty-free shopping, departure tax refunds, and duty-free daily necessities for island residents—alongside Sanya’s coordinated distribution of 37 million yuan in consumption vouchers, ignited shopping enthusiasm.

From February 15 to February 22, the city’s four duty-free stores recorded total sales of 1.734 billion yuan, marking a 184.7% year-on-year increase. Notably, on February 17 (Chinese New Year’s Day), sales reached 204 million yuan—setting a new record for the holiday. This figure represents more than just numbers; it reflects global consumers’ genuine endorsement of Hainan Free Trade Port’s shopping convenience.

Cultural Tourism Integration: An International Flair Amidst Traditional New Year Celebrations

Sanya’s Spring Festival offers more than just sunshine and sandy beaches—it’s a profound collision of culture and immersive experiences. From the “Good Fortune at the End of the Earth, Blessings and Joy Galore” New Year carnival at Tianya Haijiao to the “Lucky Pink Horse” narrative on Wuzhizhou Island and Atlantis’s magical Spring Festival dinner show… every corner is filled with laughter and joy.

At the Yulin Station in Jiyang District, Russian and Thai friends pasted “Fu” characters, made dumplings, and listened to the story of how “hanging the ‘Fu’ character upside down signifies good fortune arriving.” At the traditional Chinese medicine clinic, British tourists experienced cupping therapy. Smiling faces of different skin tones collectively embodied the Chinese New Year’s essence: “Where the heart finds peace, there is home.”

Warm-hearted services offer not just warmth, but genuine care.

Facing a surge in tourist traffic, Sanya demonstrates the confidence of an international tourist destination through meticulous services. All 87 bus routes are fully operational, with 536 buses on standby at any given time. The city has opened 110 free parking lots to the public, innovatively establishing its 111th free parking facility at Beijing Daxing International Airport. Travelers with round-trip tickets can reserve up to 120 hours of complimentary parking, extending this thoughtful service to the very first stop of their journey.

Meanwhile, Sanya has mandated that hotel rates shall not exceed the highest levels recorded during the same period in the past two years. The city has implemented a complaint mechanism featuring “3-minute processing, 30-minute advance compensation, and resolution within 1 day.” Airports and high-speed rail stations feature “Warm Welcome Service Stations,” offering daily New Year cultural gift packs and fresh green coconuts. The “Easy Travel Sanya” luggage storage service covers 121 hotels and 2 scenic areas, with 5 dedicated delivery routes ensuring luggage can be shipped anytime. Through meticulous efforts, we safeguard the affection of every visitor.

This Spring Festival, Sanya not only demonstrated the appeal of its free trade port with a more than threefold increase in inbound tourism, but also consistently topped the charts on major platforms like Tuniu, Ctrip, Tongcheng, Qunar, Meituan, Fliggy, and AirTravel. This solidified its status as a premier winter getaway. Through the window of Sanya, the world witnessed a vibrant, open, and dynamic Hainan.

Though the Spring Festival has passed, Sanya’s warm breeze lingers on. Now is the perfect time for off-peak travel. We await you in the Deer City for a rendezvous with sunshine and the sea. 🌴