The Chinese beach resort of Sanya is aiming to lure more international tourists with a new global campaign.
Launched by the Sanya Tourism Development Commission, the ‘Sanya Hearts to Hearts’ online campaign will aim to develop brand awareness and improve the reputation of Sanya among international travellers. The campaign was unveiled in a major ceremony this week, attended by more than 200 local tourism stakeholders and guests.
At the event, Fan Mu, director of Sanya Tourism Development Commission, said he plans to “leverage the power of internet to improve the efficiency of tourism industry and ultimately create its core competitive edge”.
The ‘Sanya Hearts to Hearts’ campaign will run for five months and will lead to the appointment of five “promotion ambassadors” for the destination.
Sanya is the main resort on the Chinese island of Hainan, which the Chinese government is aiming to develop as a major international destination to rival Hawaii, Phuket or Bali. The island welcomed 53 million visitors in 2015, but only a small fraction of these were non-Chinese.
Hainan’s tourism department has set a target of 58.7m visitors in 2016, including 640,000 from overseas, and 80m visitors, including 1.2m international arrivals, by 2020.