China’s First "Duty-Free Commerce" 4A-Level Scenic Area Unveiled in Sanya

On the morning of April 29, the unveiling ceremony of the National AAAA-Level Tourist Attraction—Sanya International Duty-Free City Tourism Zone—was held at the Cloud Ring Plaza within the scenic area. As the first national-level tourist attraction in China centered on duty-free commerce, this milestone signifies a new step in Hainan’s cultural and tourism innovation, injecting fresh vitality into the province’s goal of becoming an international consumption hub. Attendees included Huang Shenggao (Third-Level Researcher of the Resource Development Department, Hainan Provincial Department of Tourism and Culture), Lu Zhenglan (Secretary of Haitang District Committee, Sanya), Huang Xing (Director of Sanya Tourism and Culture Bureau), Wu Xiaolin (Party Secretary of Sanya Tourism Development Bureau), Sun Qidong (Fourth-Level Researcher of Sanya Commerce Bureau), and Zhou Lingjun (Party Secretary and General Manager of China Tourism Group Hainan Regional Headquarters, and Deputy General Manager of China Tourism Group Duty-Free Corporation Limited), who jointly inaugurated the site. Over a hundred guests, including representatives from Hainan Tourism Attractions Association, local tourism associations, tourism enterprises, merchants, and media, witnessed the event.

Government-Enterprise Collaboration Drives Integration of Duty-Free and Cultural Tourism

At the ceremony, Zhou Lingjun emphasized that Sanya International Duty-Free City, as a pioneer in Hainan’s off-island duty-free industry, has consistently fulfilled its mission by transforming traditional commercial spaces into immersive cultural-tourism platforms through world-class architecture, international fashion exhibitions, and diverse consumption scenarios.

Looking ahead, Zhou stated that with strong guidance from Hainan’s provincial and municipal governments and support from all sectors, the tourism zone will pioneer a "commerce + cultural tourism" integration model. Aligned with the vision of blending culture, commerce, sports, tourism, and wellness, it aims to create diversified, differentiated, distinctive, and high-quality consumption experiences.

Located in the core area of Sanya’s Haitang Bay National Coast, the tourism zone connects three main architectural clusters and the landmark "Cloud Ring Bridge." Centered on "architectural aesthetics," it merges luxury shopping with cultural tourism to create a unique consumer magnet. As a key hub for Hainan’s off-island duty-free policy, the zone leverages the synergy of "people, goods, and spaces." Since its opening in 2014, it has welcomed over 92 million visitors. Moving forward, it will enhance its appeal through cultural empowerment, innovative formats, and resource coordination, solidifying its status as a vibrant island destination.

May Day Launch: Diverse Scenes Fuel "Holiday Economy"

To celebrate its first major holiday post-upgrade, Sanya International Duty-Free City Tourism Zone will host themed events during May Day, featuring exclusive perks, creative shopping scenarios, and interactive activities.

From now until May 5, selected brands across all categories offer 5x loyalty points, beauty brands provide multi-purchase discounts, and additional perks like points rewards, instant discounts, and gifts for spending thresholds are available. Sanya’s government-issued duty-free consumption vouchers (six tiers of discounts) can also be applied. Collaborating with Estée Lauder Group, a "Star Night" pop-up store will debut, alongside tropical-themed laser shows, limited-time performances, and a "One-Night Store Manager" interactive experience, blending shopping with immersive entertainment.

For shopping experiences, Zone C Plaza transforms into an "Outdoor Sports Block," launching a three-month "CDF Sports Carnival" themed campaign. Centered on a "Hawaiian Tennis Arena," it features 11 premium outdoor brands, interactive activities, cocktail parties, and parades, offering trendy and healthy holiday options.

Concurrently, the "CDF Global Joy Season" kicks off during May Day. The "Floral Garden" offers traditional Chinese makeup and photography services, blending heritage with modern aesthetics. The AB Zone’s third-floor corridor becomes a "Fluffy Market," featuring immersive role-play, limited-edition IP merchandise, Hainan-themed plush toys, and treasure hunts, creating a whimsical shopping atmosphere.

Evolving from a "shopping landmark" to a "cultural-tourism magnet," Sanya International Duty-Free City Tourism Zone has redefined traditional retail boundaries through immersive scene-building, setting a "Hainan model" for nationwide integration of culture, commerce, sports, and tourism. As May Day approaches, this newly minted 4A-level attraction will embrace the surge in consumption demand with elevated services, richer formats, and innovative experiences.