Sanya Deepens Tourism Cooperation in Hong Kong to Reach More International Visitors
As the Guangdong-Hong Kong-Macao Greater Bay Area and the Hainan Free Trade Port grow closer, Hong Kong remains a key gateway for Sanya's international tourism outreach. Short flights, frequent services, cultural familiarity, strong consumer demand and global connections make it a natural partner for promoting Sanya abroad.
From June 10 to 14, the Sanya Tourism Board led a group of local tourism businesses to Hong Kong. The delegation exhibited at the 40th International Travel Expo Hong Kong (ITE) and visited leading travel companies and destination marketing organizations. The trip showcased Sanya's range as an international holiday destination while advancing practical cooperation between Hainan and Hong Kong.
A Strong Presence at an Asian Travel Expo
One of Asia's longest-running and largest travel events, the 40th International Travel Expo Hong Kong brought together more than 500 exhibitors from over 60 countries and regions. Ahead of the event, organizers expected more than 7,000 trade buyers and 70,000 affluent independent travelers. The Hainan stand drew attention with tropical visuals and immersive activities.
Together with representatives of major Sanya tourism businesses, the Sanya Tourism Board presented five core areas to international buyers: premium holidays, sports, meetings and events (MICE), wellness stays, and family travel with educational activities. The delegation also met travel sellers and airlines from Hong Kong and other markets. The conversations raised Sanya's profile and generated strong interest in future cooperation.
Working with Travel Industry Partners
During the visit, the delegation met Wing On Travel and the Hong Kong Tourism Board, as well as overseas travel sellers and airlines. Discussions with Wing On Travel focused on joint international marketing, combining tourism resources and refreshing travel products. The two sides reached a number of shared understandings on future cooperation.
They plan to build on Wing On Travel's established local sales network and operations to develop Sanya travel products that better match market demand. Their aim is to connect targeted marketing with quality service throughout the visitor journey, turning interest into bookings and visits.
Planning Joint Promotion with the Hong Kong Tourism Board
The Sanya Tourism Board and the Hong Kong Tourism Board also held productive talks as destination marketing partners. Both saw potential in multi-destination travel. By combining Hong Kong's international reach with Sanya's resort offerings, they hope to promote new “Hong Kong + Sanya” journeys to travelers worldwide, strengthen both destinations' visibility and lay the groundwork for deeper cooperation.
From Hong Kong to the World
The visit came as the second quarter of 2026 drew to a close. Through its combination of exhibition participation and industry meetings, Sanya displayed the breadth of its international resort offerings and formed closer working relationships with Hong Kong's tourism sector.
With the summer peak approaching, Sanya is preparing promotions for the Hong Kong and Macao markets and continuing to improve its travel products. The connections made in Hong Kong can help bring more visitors to Sanya and extend the city's reach worldwide. Using Hong Kong as an international gateway, Sanya is inviting a wider global audience to discover its coast, culture and hospitality.