From the South China Sea to the Mediterranean: Sanya Partners with the Italian National Tourism Board; Silk Road Station Unveiled Today

On the morning of April 18, 2026, Sanya—a key coastal city within the Hainan Free Trade Port—hosted a landmark international cultural and tourism event.

With the official establishment of the China International Cultural Exchange Center’s “Silk Road Friendship Ambassador Station” in Sanya—the first such station to be established along the Maritime Silk Road—a grand ceremony aimed at deepening the integration of Chinese and international culture and tourism and expanding two-way tourist markets was held at the COFCO (Sanya) International Trade Center.

As the key driving force and organizer of this international exchange event, the Sanya Tourism Development Bureau seized this opportunity to sign a trilateral strategic cooperation memorandum with the Italian National Tourism Board and the China International Cultural Exchange Center. During the event, the Italian National Tourism Board was officially designated as a “Sanya Tourism Promotion Partner (Italy).”

This marks not merely the presentation of a plaque, but a pivotal step in Sanya’s transformation from a “tropical resort island” to a “cultural hub along the Silk Road.”

A Powerhouse Partnership: Silk Road Station Establishes a New Hub for International Cooperation

Against the backdrop of the full-island customs clearance operations in the Hainan Free Trade Port and the full realization of the benefits of the visa-free policy for 86 countries, the inauguration of the first “Silk Road Friendship Ambassador Station” along the Maritime Silk Road has been imbued with national-level significance for cultural exchange, transcending the scope of a local event.

Endorsed by a top-tier lineup, this initiative has opened official channels.

At the ceremony, leaders from the Sanya Municipal People’s Government, the China International Cultural Exchange Center, and the People’s Daily Global People magazine delivered speeches, while Cristiano Varotti, the representative of the Italian National Tourism Board in China, and the representative of Azerbaijan to China attended in person. Leveraging the “national-level” resources of the China International Cultural Exchange Center, Sanya has successfully established, through the “Silk Road Station” platform, a regular, high-level channel for cultural and tourism dialogue connecting countries along the Mediterranean coast, Central and Eastern Europe, and Southeast Asia.

Awarding a Plaque to Empower, Upgrading Mechanisms.

During the event, the Sanya Tourism Development Bureau presented the Italian National Tourism Board with a plaque designating it as a “Sanya Tourism Promotion Partner.” This move signifies that both parties have moved beyond traditional, isolated promotional models to formally establish an officially recognized, jointly managed promotional partnership. Targeting the high-end European source market, this collaboration will directly open a “golden channel” for Sanya’s message to reach the heart of Europe, providing strategic support for future efforts to increase flight frequencies and develop customized products.

From the South China Sea to the Mediterranean: Four Key Dimensions Drive Two-Way Tourism Flow Between China and Europe

Under the framework of the “Silk Road Stations,” this signing and designation ceremony with Italy elevates the scope of cooperation from simply exchanging tourists to a strategic level involving joint mechanism development, brand co-creation, and market expansion. In accordance with the plans outlined in the tripartite Memorandum of Understanding on Strategic Cooperation, the two sides will engage in in-depth collaboration across four key dimensions, focusing on high-potential tourist groups in China and Europe:

At the institutional level, we will establish a dedicated liaison team to create a “direct channel” for intergovernmental tourism cooperation, ensuring that Sanya’s message reaches the heart of Europe and achieving seamless coordination in policy communication and resource allocation.

At the channel level, we will plan joint marketing initiatives such as co-creating social media content and mutual visits, leveraging mainstream international social media circles and travel exhibitions to precisely target potential audiences with the “Sanya Story,” using Italian official channels as a springboard to reach the entire European market.

At the product level, we will focus on leisure vacations and cultural experiences to facilitate in-depth collaboration between tourism enterprises in both regions. This will allow inbound tourists to immerse themselves in Li and Miao cultures and the allure of tropical wellness, while also upgrading and customizing premium itineraries for high-end domestic tourists traveling to Italy, thereby creating mutual value for both tourist flows.

Regarding air routes, we will coordinate with the resumption and increased frequency of flights from Sanya to Prague and other European destinations. Leveraging official cooperation to ensure precise alignment between flight capacity, products, and passenger demand, we will lay the groundwork and build a passenger base for future direct flights to the Italian market.

This strategic planning across these four dimensions signifies that Sanya’s expansion into the European market has moved from concept to implementation, and from isolated breakthroughs to systematic, in-depth development.

On-Site Insights: Cultural Resonance Writes a New Chapter of Openness

The unveiling and award ceremony held that day vividly demonstrated the integrated promotional approach of “culture + tourism + trade.”

The event program not only featured high-profile signing ceremonies and plaque unveilings but also incorporated visually striking fashion shows and ethnic cultural performances. This harmonious blend of formality and flair vividly conveyed to the Chinese and international guests in attendance the depth of Sanya’s cultural heritage and its capacity for international hospitality.

In addition, projects launched during the same period—such as Dahe Guanshan’s “Silk Road Sets Sail Global Tour,” Guo Hongyang’s “Integrated Green Economic Development System,” and Zhai Mo’s “Integration of the Yacht Industry and Maritime Culture”—have all infused the station’s future regular operations with rich cultural significance. As the first station along the Maritime Silk Road, it is no longer a static exhibition hall, but rather a “meeting place” where international ideas and business opportunities continue to flow.

From the shores of the South China Sea to the Mediterranean, the establishment of the “Silk Road Friendship Ambassador Station” and the official designation by the Italian National Tourism Board mark a significant shift in Sanya’s international tourism promotion—from showcasing resources to building official partnerships. With culture as the connecting thread and the station as the fulcrum, Sanya is accelerating the development of a dense global cooperation network, taking a solid step forward in its journey to become a world-class coastal tourism and resort city.