[Updates by TPO Members]​

Six months after the launch of island-wide special customs operations of Hainan Free Trade Port (FTP), Sanya is emerging as a clear winner. With its focus on becoming a premier international tourism and consumption hub, the city has seen inbound tourism surge by 51.5% in visitor numbers and 71.5% in spending (January–May 2026), showcasing the tangible benefits of its opening-up policies.

Air Connectivity Expands Globally

Leveraging visa-free access for 86 countries and liberal air rights, Sanya has significantly expanded its international route network, boosting flight frequencies on key routes including Prague (under seventh-freedom rights), Moscow, Tashkent, Minsk, and Almaty. To cultivate these markets, Sanya has set up 23 overseas tourism liaison offices across Europe and Asia. A major milestone was securing the hosting rights for the 2027 PATA Annual Summit, the first major international tourism event in Hainan since the port’s full operation.

Wellness Tourism: A Key Draw

Sanya’s unique mix of tropical beaches and Traditional Chinese Medicine (TCM) is attracting a diverse international crowd. Russian and Central Asian tourists, in particular, are frequent visitors, with many returning for multi-day TCM retreats involving acupuncture, massage, and herbal therapies. Local travel agencies report a rise in long-stay, customized wellness packages. This growing appeal is backed by global recognition from Lonely Planet, Forbes Travel Guide, and Singapore’s Channel NewsAsia.

Smart Global Communication

Sanya’s “Go China In Sanya” multilingual social media campaigns have gained significant traction. Events like the “Pass The Ball To Sanya” virtual campaign for the Six Asian Beach Games, which engaged 45 countries, and the “Passport Friendly” program, which turns tourists into brand ambassadors, have proven highly effective. Additionally, as the first Chinese city to partner with the Global Sustainable Tourism Council (GSTC), Sanya promotes its eco-friendly initiatives to enhance its global standing.

Innovation Fuels Economic Impact

Sanya has launched a 11-category tourism product system and an innovation competition to tailor experiences for different markets – wellness for Europeans, and adventure sports for Southeast Asians. In the first half of 2026, the “Love Sanya” brand alone generated 1.6 billion RMB in direct sales, indirectly boosting local consumption by 3.3 billion RMB, effectively turning visitor interest into economic growth.

Looking Ahead

With plans to expand routes, host more international familiarization tours, and deepen its focus on wellness and eco-tourism, Sanya is poised for continued growth. Six months in, the city is proving that its mix of open policies, natural beauty, and cultural offerings is a winning formula for the global stage.​ 

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