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Sanya celebrates the sixth anniversary of the establishment of the Hainan FTP with a promise to expand global tourism influence

SANYA, China, May 20, 2024 /PRNewswire/ — As Sanya celebrates the sixth anniversary of the Hainan Free Trade Port (Hainan FTP), the city reflects on its significant growth and pledges its commitment to continued transformation. With a view to becoming a leading international tourist destination and a globally influential tourism consumption center, Sanya is central to the strategic vision for the development of the Hainan FTP. Over the past six years, Sanya’s tourism sector has experienced impressive growth. Income from tourism increased enormously 51.473 billion yuan in 2018 to 89.664 billion yuan in 2023, while the number of overnight visitors increased from 18.31 million to more than 25 million. This remarkable progress underlines the city’s success in improving and expanding its tourism services.

Strive to build an international tourism consumption center

For years, Sanya has continued to improve tourism infrastructure, introduced a series of supporting policies to vigorously promote the transformation and modernization of tourism, and has given strong impetus to building the city as an international tourism consumption center.

Sanya has seized the opportunities of the times by innovating with a ‘Tourism+’ strategy, creating a diverse industrial integration. The city has focused on developing twelve key tourism-related sectors, including culture and sports, cruise ships and yachts, duty-free shopping, and medical and healthcare. By differentiating its development path, Sanya strives to meet the deep-rooted and individual needs of its visitors, maintaining a fresh tourism experience.

An example of this strategy is the “Tourism+Culture” initiative. Sanya emphasizes the mutual improvement of culture and travel, promoting the deep integration of both sectors. Through prestigious events such as the Hainan Island International Film Festival, the Boating Sanya & Sanya International Wine and Spirits Fair 2023, Sanya is showcasing the unique charm of its cultural and tourism mix to the world, drawing global attention to its new charms beyond the natural landscape.

As Sanya continues to innovate in tourism, yacht tourism has emerged as a standout attraction. In April, Sanya Serenity Marina received its third International Platinum Gold Anchor Accreditation, highlighting the city’s thriving yachting industry. Furthermore, the number of yachts in Sanya increased from 641 in 2020 to 1,367 in 2023, cementing Sanya’s status as a ‘yacht city’ and revitalizing the luxury consumer market.

Another exciting development is the growth of night-time tourism. Sanya has developed its night-time economy, with Luhuitou Park leading the way. The park is now bustling with activity and attracts more than 1.13 million visitors 30 million yuan of turnover in the first five months of 2024, which represents an increase of 25% and 39% respectively compared to 2023.

Driven by a strong tax-free policy, Sanya’s tax-free shopping has achieved impressive results and has become a crucial part in the development of an international tourism consumption center. In 2023, Sanya saw total offshore tax-free sales increase 17.7% year-on-year 28.5 billion yuan. This increase attracted numerous international luxury brands, underscoring the magnetic appeal of the duty-free policy.

In addition, Sanya has focused on improving overall service quality. By introducing a no entry fee policy to the three national nature reserves, Sanya has seen a significant increase in the number of tourists. This approach also provided these areas with opportunities for various business activities to increase both economic and social benefits.

Meanwhile, Sanya is improving the consumer experience through several new approaches. In April 2023Sanya launched an enhanced service platform with a pre-compensation system for tourism complaints, guaranteeing visitors a safe, reliable and enjoyable experience. In addition, to enhance the experience of international visitors, Sanya has introduced the Hainan Trust Pay App, which makes it easy for international tourists to pay in Sanya.

To provide tourists from around the world with convenient travel options to Sanya, Sanya has expanded its transportation network to connect more cities around the world. In 2023, the cruise ship Resorts World One started its Hong Kong-Sanya route. In late 2023, the inauguration of the Phnom Penh-Sanya-Singapore passenger flight, equipped with the fifth freedom of air rights, significantly improved Sanya’s air connectivity. By means of May 2024Sanya Phoenix International Airport has resumed international operations with 18 international routes launched.

In line with the development of the Hainan FTP, the Sanya Tourism Board (STB) has been crucial in bringing Sanya to a wider audience. Since its founding, STB has expanded its influence by offering distinctive tourism experiences that reflect a modern, vibrant image. It increases Sanya’s visibility and appeal on a global scale through strategic marketing and collaboration with travel companies.

Sanya (PRNewsfoto/Sanya Tourism Board)

Innovative products to fuel the passion for inbound tourism

If Chinas The inbound tourism market is fully recovering and Sanya is emerging as a top global destination. Sanya is prioritizing the development of inbound tourism and expanding its international appeal by tailoring experiences to diverse tourist preferences, launching initiatives to grow its market and expanding its international tourism network.

To showcase Sanya’s unique charms, STB collaborated with the Dubai Department of Economy and Tourism, Atlantis Dubai and Atlantis Sanya to kick off the “5.19 China Tourism Day” theme month campaign with the “Sanya&Dubai Twin Cities Food Festival ” as part of the campaign. The campaign is intended to tap emerging markets Abu Dhabi And Dohastrengthening Sanya’s tourism sector and promoting long-term partnerships.

Out among tourists Japan, South Koreaand other East Asian countries, Sanya is known for its breathtaking natural landscapes and innovative tourism. Combining picturesque seashores and green rainforests, Sanya has developed a unique “Tourism+Sports” model, focusing on leisure, sightseeing and, above all, golf. The courses, rich in tropical flair, allow visitors to immerse themselves in nature in a playful way. In 2023, Sanya increased its tourism appeal by introducing the AJGA International Pathway Series, a platform that combines competitive golf with leisure tourism, putting Sanya’s golf tourism in the global spotlight.

Tourists out Russia, Kazakhstan, Mongolia, and more people are drawn to Sanya for traditional Chinese medicine. Sanya embraces “Tourism+Wellness” and benefits from the fantastic climate, fresh air, clean seawater and natural hot springs. In addition to its scenic allure, Sanya features well-equipped wellness centers that combine leisure, traditional Chinese medicine and cuisine, and provide a holistic service to meet the wellness tourism demands of visitors around the world.

For Southeast Asian tourists, Sanya has launched a range of customized tourism products with a hometown theme. These offerings, including family visits and heritage exploration tours, leverage shared cultural heritage and strengthen cultural ties between Sanya and Southeast Asian tourists. They not only promote a warm sense of cultural connection among visitors, but also enrich Sanya’s tourism with deeper cultural and emotional meaning.

Sanya also taps into European and American tourists’ interest in cultural exploration by tapping into its rich intangible cultural heritage. Through a “Tourism+Culture” model, it offers unique experiences including exhibitions, workshops and traditional performances that highlight the island’s diverse culture, from Li brocade weaving to ancient fishing songs and boating traditions. This approach not only deepens visitors’ understanding of Chinese culture, but also promotes international cultural exchanges, demonstrating Sanya’s commitment to combining cultural promotion with tourism innovation.

By taking advantage of the extensive opportunities of the visa-free policy of the 59 countries on the island and the development of Hainan FTP, Sanya is increasing the attractiveness of international tourism as an international tourism consumption center. Through innovative integration and development strategies, Sanya is strengthening its internal momentum and contributing significantly to her country’s high-quality progress Chinas inbound tourism.

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SOURCE Sanya Tourism Bureau