Hainan's latest international campaign, "Cool Hainan," has successfully drawn global attention to the island, attracting international travellers since its launch earlier this year. The campaign, orchestrated by the Department of Tourism, Culture, Radio, Television, and Sports of Hainan Province, utilised social media to publish 56 travel-themed pieces, amassing over 16 million exposures and reaching more than 52 million followers worldwide.
The campaign strategically targeted major inbound tourist markets, including Russian-speaking regions, Southeast Asia, Europe, and North America, using multilingual content in Russian, Thai, Indonesian, French, Spanish, and Portuguese. It broke away from traditional promotional methods by releasing seven themed series, featuring practical travel guides and immersive experiences. These themes ranged from luxury getaways and ethnic festivals to surfing, aerospace tours, and marine tourism routes, with one post alone achieving over 26 million impressions.
The content highlighted Hainan's diverse offerings, such as bays, rainforests, and cultural heritage, whilst providing practical travel information like visa-free policies for 86 countries and duty-free shopping. The campaign has sparked significant interest among global social media users, with many expressing plans to visit Hainan.
An official from Hainan's Department of Tourism emphasised the island's unique tropical coastal resources and its potential as a world-class resort destination. The campaign aims to bolster Hainan's image as an international tourism hub, leveraging the Free Trade Port's advantages to enhance tourism services and foster a globally competitive tourism environment.
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