Following successful visits to Germany and the Czech Republic in early March, Sanya’s tourism promotion efforts in the European market have scored another major victory! From March 8 to 15, commissioned by the Hainan Provincial Department of Tourism and Culture, the Sanya Tourism Development Bureau led a delegation of over 30 Hainan-based tourism enterprises—the largest European promotional delegation of 2026 to date—on a tour of Belarus and Russia, achieving multiple breakthroughs within ten days. From the opening of a new liaison office to appearances at international trade shows, Sanya’s marketing strategy targeting the European market is rapidly expanding.
🌍 Another Move in the European Expansion:
The Belarus Liaison Office Officially Opens
On March 10, the promotional delegation reached a highlight of its visit in Minsk, the capital of Belarus—in partnership with leading local travel agency FUN&SUN BELARUS, it officially established the “Sanya Tourism Overseas Promotion Liaison Office (Belarus).” This marks Sanya’s third liaison office in Europe, following those in Germany and the Czech Republic, and its first in the Russian-speaking region.
The opening of this liaison office stems from the continued growth in popularity following the launch of the direct “Sanya–Minsk” flight route. On October 8, 2025, Belair operated its inaugural flight to Sanya, marking Sanya’s first-ever intercontinental route to Belarus. The popularity of this route has continued to rise: in the fourth quarter of 2025, Sanya welcomed 189% more Belarusian tourists compared to the previous quarter; and in January 2026, the year-over-year increase reached 201%, propelling Belarus to become Sanya’s seventh-largest source market for inbound tourists. According to feedback from FUN&SUN BELARUS, Sanya travel packages sold out immediately upon release during the October 2025 to March 2026 flight season.
🇷🇺 Moscow + Irkutsk: The Russian market is flourishing across multiple destinations
The following day, the promotional delegation made its debut at the 32nd MITT International Tourism and Hospitality Exhibition in Russia. This marked Sanya’s second appearance at a major European trade show this month, following its participation in the ITB Berlin in early March.
At the exhibition, Sanya showcased its tourism resources—including tropical coastal scenery, unique resort offerings, and the 6th Asian Beach Games—to exhibitors from around the world. During promotional seminars, the delegation held in-depth discussions with numerous Russian travel agencies, and the atmosphere on site was lively.
Even more noteworthy is that the promotional delegation also traveled to Irkutsk to conduct market outreach activities, laying the groundwork in advance to attract passengers for the “Sanya–Irkutsk” route, which had just launched on March 8. This marks another key hub city in Sanya’s expansion into the Russian market, signaling that Sanya’s strategic footprint in the Russian-speaking region is accelerating its expansion into a regional network.
📊 Targeted Marketing Yields Results:
Past efforts pay off
The enthusiastic market response confirms the effectiveness of Sanya’s targeted marketing strategy in the European market. Previous sustained efforts laid a solid foundation for this breakthrough: March 2025: Sanya hosted two tourism industry seminars in Moscow; in the two days following the events, orders from Russian tour operators increased by 26% and 43%, respectively, compared to the baseline date. September 2025: A Hainan delegation held a promotional event in Minsk, receiving official support from the Chinese Embassy in Belarus, the Belarusian Tourism Union, and other organizations.
Continuous “going global” efforts combined with targeted marketing have resulted in every new international route becoming an instant hit—this is the secret to Sanya’s overseas promotion.
🌴 Continuously Improving Environment:
Making international tourists want to come back again and again
As the influx of international visitors continues, Sanya is simultaneously enhancing the inbound tourism experience: Hainan’s visa-free policy is being expanded, and the international flight network is constantly improving; convenience measures such as multilingual services, mobile payments, and duty-free shopping for departing travelers are being rolled out; and the range of offerings is becoming more diverse—extending beyond just sun and sand to include cultural experiences and traditional Chinese medicine wellness, allowing international visitors to experience a more multifaceted tropical island lifestyle. In 2025, the number of overnight inbound tourists in Sanya surpassed the one million mark for the first time. In 2026, this figure is expected to continue rising.
🚀 Next Steps: Going Global + Welcoming the World
Helping More People Fall in Love with Sanya
In the future, Sanya will continue to deepen its two-pronged marketing strategy of “going out” and “bringing in.” Building on the expansion of international flight routes and leveraging major festivals and exhibitions, the city will accelerate the integration of “Tourism+” initiatives to contribute to Hainan’s development as an international tourism and consumption hub.
From Berlin to Minsk, and from Moscow to Irkutsk, Sanya’s “circle of friends” in Europe continues to grow. Who could resist embracing Sanya’s warm sunshine in the winter?