With a liaison office and a memorandum of understanding, Sanya is actively expanding its tourist market in Kazakhstan and establishing a comprehensive marketing and promotion network across Central Asia.

From May 17 to 20, the Sanya Tourism Development Bureau and Hainan Airport Group jointly visited Kazakhstan, carrying out a series of practical cooperative initiatives in the southern hub city of Shymkent. This marks a crucial step for Sanya in proactively “going global” and seizing opportunities for the development of inbound tourism, as well as a vivid demonstration of the Hainan Free Trade Port’s efforts to deepen cultural and tourism exchanges with Central Asia.

✈ The Shymkent Initiative:
One Liaison Office, One Roadmap

At Shymkent Airport, the “Sanya Tourism Overseas Promotion Liaison Office (Kazakhstan·Shymkent)” was officially inaugurated. This marks the successful implementation of the marketing strategy of “prioritizing market promotion and cultivating tourist sources in advance” in Central Asia. In the future, local tourists will be able to access authoritative and timely information about Sanya tourism right on their doorstep, without having to travel all the way to China, thereby precisely building up potential tourist demand for the subsequent launch of direct flights.

Simultaneously, the Sanya Tourism Development Bureau signed a Memorandum of Understanding (MOU) with representatives of local Kazakhstani airlines and travel agencies to promote the launch of direct flights between Sanya and Shymkent. Both parties agreed to share resources, maintain regular communication, and collaborate on preparatory work for the route’s launch. The goal is to establish direct flights from the steppes to the sea as soon as possible, enabling more Kazakhstani citizens to conveniently reach Sanya and experience its tropical coastal charm.

🌍 Why Focus on Kazakhstan?

Kazakhstan has long ranked among the top source countries for inbound tourists to Sanya. As the tourism market continues to recover, demand for sun, wellness, and seaside vacations in the Central Asian market is rapidly growing. This visit is closely aligned with the goals of “air route connectivity, mutual promotion of tourist flows, and win-win cooperation.” Through a combined strategy of “launching a representative office and signing a Memorandum of Understanding (MOU),” the initiative first builds awareness and then establishes transportation links, significantly enhancing Sanya’s accessibility and appeal in the Kazakhstani market.

“Wherever the flight routes go, marketing follows”—this philosophy is turning from a blueprint into reality.

🏝️ Free Trade Port Perspective:
Sanya Is More Than Just a Tourist Destination

As the core area of Hainan Free Trade Port’s International Tourism and Consumption Center, Sanya has partnered with Hainan Airport Group to create a model of “aviation + tourism” industrial synergy: the Airport Group provides route operation expertise, while the Tourism Development Bureau contributes destination marketing capabilities, with both parties working together to enhance the efficiency of international cooperation.

From a broader perspective, the cultural and tourism collaboration between Sanya and Kazakhstan also serves as a vivid example of people-to-people connectivity under the “Belt and Road” initiative. A liaison office and a Memorandum of Understanding (MOU) have bridged not only geographical distances but also fostered mutual understanding and recognition between different cultures, injecting new momentum of openness into the development of the Hainan Free Trade Port.

🔜 Next Steps: From “Connecting Air Routes” to “Connecting Hearts”

Moving forward, the Sanya Tourism Development Bureau will leverage the Shymkent Overseas Promotion Liaison Office to accelerate the launch of new flight routes and the targeted development of tourist markets. It will continue to optimize international flight schedules, enhance services for inbound travelers, and diversify tourism products, ensuring that more Kazakhstani visitors “come back for more.”

The cultural and tourism partnership between Sanya and Kazakhstan is transforming from a blueprint into reality.