When Sanya Meets Berlin and Prague: A “First Spring Visit” That Ignites Europe’s Travel Scene
In March 2026, Sanya’s first overseas visit of the new year to Germany and the Czech Republic repositioned the city on Europe’s tourism map.
A Hainan tourism delegation, jointly organized by the Sanya Tourism Development Bureau and the Hainan Provincial Department of Culture and Tourism, made a systematic international debut at the 60th ITB Berlin and a dedicated promotional event in Prague. Four strategic agreements, the inauguration of two overseas promotion liaison offices, a deep partnership with a world-class travel IP, and the launch of a Central and Eastern Europe “invitation-in” inspection program demonstrated to the world that Sanya is accelerating its transformation from a traditional tropical coastal resort destination into a core hub of international tourism consumption. This time, Sanya has become a top-tier destination in Europe.
##1 Global Media Coverage Floods Screens
Sanya’s “First Spring Visit” Captures Worldwide Attention
Sanya has recently launched sustained promotional campaigns in Europe, attracting continuous attention from the European cultural and tourism sectors. The city’s image has seen a significant boost in key European cities such as Berlin and Prague. Sanya’s positive tourism profile has also garnered attention and endorsement from the Chinese Embassy in Germany and the Chinese Embassy in the Czech Republic.
Authoritative voices are sharing Sanya’s story across Europe. Major international media outlets including AFP’s German-language site, the Associated Press, and the Daily Mirror have all featured coverage. This represents not only recognition for Sanya but also a vivid testament to the city’s tourism industry reaching the global stage.
Travel and Tour World (TTW), the world’s leading B2B e-magazine and professional information platform for the tourism industry, also reported on Sanya’s significant achievements at the 60th ITB Berlin.
##2 ✈️ “The Ultimate Salesperson”
From “flying over” to “walking in”
At the 2026 ITB Berlin International Tourism Trade Fair, Mr. Huang Xing, Party Secretary and Director of the Sanya Municipal Tourism, Culture, Radio, Television, and Sports Bureau, and Party Secretary of the Sanya Tourism Development Bureau, jointly unveiled the plaque with Mr. Peter Gerber, CEO of Sunwing Airlines, announcing the official establishment of the first “Sanya Tourism Overseas Promotion (Germany) Liaison Office” at Sunwing Airlines in Germany.
Simultaneously, at the Prague-specific promotion event, the Sanya Tourism (Prague) Overseas Promotion Liaison Office was also unveiled, bringing exciting news: starting April 2, the “Sanya ⇌ Prague” seventh freedom route will increase to one flight each on Thursdays and Sundays! More friends from Central and Eastern Europe can now conveniently explore Sanya’s tropical charm.
3 ✍️ Expanding the “Circle of Friends”
More than just signing agreements—it’s about building connections.
Of course, the gains from this trip extend far beyond that. From Berlin to Prague, Sanya’s “international circle of friends” is growing longer and increasingly global. At the Hainan (Berlin) Tourism and Culture Promotion Event, Sanya partnered with multiple local enterprises including Sanya Phoenix International Airport and Hainan Sai’ao Fei International Travel Agency to sign agreements with several major partners in one fell swoop:
Air Network Expansion: Signed strategic cooperation memorandums with Kazakhstan’s Scat Airlines, Latvia’s Riga Airport, and Uzbekistan’s Samarkand Airlines to enhance Sanya’s air network connectivity to Central Asia and Central and Eastern Europe.
Channel Resource Integration: Formally signed cooperation memorandums with EASY BOOKING, a leading Central and Eastern European OTA platform, and an online tourism digital cooperation memorandum.
The implementation of these partnerships not only continues to expand Sanya’s international tourism network but also provides more convenient services and richer options for two-way travel between China and Europe.
4 🤝 Brand Value Leap
From “Being Seen” to “Being Defined”
Centered on “content co-creation” and “global dissemination,” this collaboration will leverage Lonely Planet’s professional perspective to position Sanya as a “must-visit destination” for global travelers. Even more excitingly, both parties will deeply integrate the 2026 Sixth Asian Beach Games into their collaboration. Through the powerful combination of “sports IP + tourism IP,” they will share Sanya’s story of coastal lifestyle and sustainable development with the world.
5 🎬 “Inviting In”
Enabling global creators to tell Sanya’s story through their lenses
In Berlin, we officially launched the “Bringing in” inspection program for Central and Eastern Europe. The inaugural event, spearheaded by the “PHOTO SANYA 2026” global photography influencer initiative, will specifically recruit high-quality travel agencies, mainstream media outlets, and top travel influencers from the region. They will visit Sanya in late May for an immersive experience of our diverse offerings, including hotel clusters, core scenic areas, wellness and medical tourism, and duty-free shopping on offshore islands.
🌊 🌊 🌊 🌊
From the Berlin International Tourism Exchange to Prague’s dedicated promotional events, from authoritative coverage by AFP’s German-language site to TTW’s globally leading travel industry reporting, from launching the “Invite-In” inspection program to the upcoming global creators’ lens on Sanya—this tropical coastal city is telling its own “Free Trade Port story” to the world in the most international language.