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Sanya, China leverages ‘influencers’ to grow tourism
China's Sanya has witnessed a rapid expansion of its international air routes recently. On October 8, a Belavia Airlines flight landed at Sanya Phoenix International Airport, marking the inaugural flight of the "Sanya-Minsk" route. Subsequently, two more international routes, "Ulaanbaatar ⇄ Sanya ⇄ Ulan-Ude" and "Sanya ⇄ Kuala Lumpur," have also been launched. The launch of three international routes within four days marks a strategic move by Sanya to expand its reach into Central Asian, European, and Southeast Asian markets. To date, Sanya has launched 38 international flight routes, connecting the city to destinations such as Bangkok, Frankfurt, Seoul, and St. Petersburg, covering 29 overseas cities in total. International tourists engage in immersive experiences in China’s Sanya. During the recent summer season, while much of the Northern Hemisphere endured scorching heat, Sanya stood out with its unique maritime climate, forest coverage exceeding 70%, and pleasant average temperatures of 26°C (78.8°F). "The breeze in Sanya feels like nature's air conditioning!" exclaimed German tourist Mark as he stepped out of airport. His travel inspiration came from the "Frankfurt-Bangkok-Sanya" flight route trending on Instagram. For the first Fifth Freedom scheduled passenger flight linking Hainan Free Trade Port with Europe, Sanya collaborated with top aviation influencers to create travel content. The campaign achieved viral success with over 10 million impressions by August, trending worldwide on social media platforms. This is not the only example of drawing visitors with air routes. Centering on the "Sanya-Minsk" route, Sanya has participated for two consecutive years in the tourism promotion conferences held in Minsk to showcase tourism offerings to the Belarusian market, enhancing Sanya's global visibility. In fact, thanks to the strategy that links route expansion with destination marketing, Sanya is fast emerging as a world-class tourist destination. According to official statistics, Sanya received over 700,000 international overnight visitors in the first three quarters of this year, setting a new historical record for the same period. Sanya has developed customized marketing strategies for each connected flight region: targeting the domestic market, Sanya collaborated with China's leading e-commerce platform Meituan to launch tourism promotion campaigns, offering thousands of discounted travel packages and achieving more than 500 million online impressions. For Hong Kong, China, tailor-made tourism products such as "1.5 Hours to Paradise" are launched on the Klook platform, driving a year-on-year increase of 87.47% in the number of Hong Kong visitors during the first seven months. For South Korea, travel agencies, media, and associations are invited to visit Sanya to pinpoint tourists' preferences. For Cambodia, an MoU was signed in early September in this Cambodia-China Tourism Year 2025 between the Sanya Tourism Board and the Cambodia Tourism Board, and Minea Kim, CEO of the latter, called this move a "commitment to friendship and long-term collaboration." This "precision matching" strategy proved effective during summer tourism. Teens enjoyed coastal sports at the International Junior Sports Carnival, while families experienced child-friendly events at the Children's Drama Festival. Health-conscious visitors queued for TCM (traditional Chinese medicine)-inspired drinks at Dadonghai Beach, and trendy consumers engaged with Pop Mart's DIMOO immersive art campaign. Tourism momentum has directly fueled spending growth. In the first three quarters of 2025, overnight international visitors spent more than $600 million in Sanya. In addition to the core advantages of duty-free shopping, details such as multilingual services and fusion cuisines also make visitors' journeys smooth and pleasant. "Sanya is a great city for travel, where warmth and friendliness can be felt everywhere," praised Yerkebulan Tynymov, a Russian tourist who visited the city for the first time. At present, Sanya Phoenix International Airport is accelerating the third-phase expansion, expected to be completed by year-end, boosting annual passenger capacity to 30 million upon operation. According to an official of the Sanya Tourism Board, the city will introduce more diverse tourism products and consumption experiences to accommodate the preferences of global visitors.
Sanya International Wine and Spirits Fair to be held from 13-17 April
Themed ‘Sailing from Sanya, Cheers to the World’, the 2023 Boating Sanya & Sanya International Wine and Spirits Fair is set to welcome global wine and spirit enthusiasts and industry professionals from 13-17 April. The event will see the 2023 Sanya International Wine and Spirits Fair ("the Fair") join hands with Shanghai International Wine Challenge (SIWC), Concours Mondial de Bruxelles (CMB) and CNSC Sanya International Duty-Free Plaza, to host a five-day extravaganza of tasting of wines and spirits from all around the world. Various side events throughout the duration of the Fair will be held for attendees, including after-parties. 2023 Sanya International Wine and Spirits Fair One of China's top annual events for the wine and spirits industry, the Fair will focus on building an international and professional platform for wine and spirits exhibition, trade, and wine culture interaction. It will team up with the SIWC, one of the top three international wine-tasting competitions in Asia, to hold master classes at the CNSC Sanya International Duty-Free Plaza. Famous wine educators Julien Boulard MW, Leon Liang, and Dai Xiaoqun will share some of their expertise in wine-tasting with the global wine professionals and enthusiasts in attendance. Meanwhile, SIWC will introduce a wide range of wines, including Enoteca, Duc de Fugue Cognac and other prominent brands, among which some award-winning brands will be exhibited for the first time. Sanya Tourism Promotion Board (STPB) and Concours Mondial de Bruxelles (CMB) will jointly host an award ceremony to provide an opportunity for wine and spirits companies, regional industry associations, industry experts, and media to gather, share information, and exchange ideas. Held for the first time in 1994, Spirits Selection by CMB now has become one of the most prestigious international events for awarding spirit drinks from all over the world. This award ceremony will be its first event to be held in Sanya, with the idyllic, tropical surroundings providing the awards ceremony with the perfect ambience. In addition, STPB and CNSC Sanya International Duty-Free Plaza will co-host a series of "Tasting Tours", creating a Sanya-style experience of wine testing, sailing, and duty-free shopping for the Fair attendees. Located on the southern tip of China's Hainan Island, which has recently resumed its visa-free travel policy covering tourists from 59 countries, Sanya is a perfect location for work, travel, and play. The city is a natural first stop for global travelers to explore China with its warm weather, spectacular scenery, wealth of natural resources, and diverse experiences to be had. Sanya has implemented many measures in recent years to increase its appeal to global tourists, with the goal of becoming a global premium travel destination. The city is seeing an increase in the number of high-end international wine and spirits brands, with many having chosen Sanya to launch their new products thanks to the Hainan Free Trade Port's duty-free policy. In Sanya, wine and spirits have become one of the most popular product categories for consumers to buy in the duty-free stores. Against this backdrop, the 2023 Sanya International Wine and Spirits Fair will serve as a platform and bridge for high-end wine and spirits brands and merchants to collaborate in this fast-developing market. Following the Fair, the STPB will team up with Neal Digital to host an exhibition to create a technology-driven immersive art experience for global visitors from April 20 to May 4. The exhibition will see the Asian debut of the contemporary digital artist Krista Kim's latest work "Mirror of the Mind".
Trip.com hosts first annual event in Sanya, China
Trip.com Group hosted its inaugural International Travelers’ Forum combining a partner forum during the day and a Travelers’ Night event focusing on Ctrip Community users in Hainan, Sanya. The event took Trip.com Group platform’s Community users, which gathers travel inspirations online, offline with a music festival and lifestyle fair to bring together 1,500 avid travellers who are starved of wanderlust. The event is designed for influencers and travellers to exchange ideas and insights, and to be inspired for future trips. The event united travellers, industry influencers, and consumer leaders for an offline celebration inspiring travel Anticipating the ever-changing travel industry and customers’ needs, Ctrip Community is a content hub for inspiration and the event reflects this concept. Several online and offline activities took place with users able to experience and rejoice in a music festival and lifestyle fair as well as learn more about the Future Travelers Awards Ceremony. With more than 300 million users and 24,000 destinations all over the world, the Community is a valuable consumer tool. It integrates differentiated content and gathers travellers, influencers, bloggers and celebrities, who all have one passion in common – travelling. “Face to face gatherings are a luxury we have missed over the past year. Our Travelers’ Night event has brought together our users in the offline world in the wonderful location of Hainan,” commented Bo Sun, CMO of Trip.com Group. In addition, the platform offers users comprehensive products to help meet the evolving needs of post-pandemic travellers and anticipates the way the industry will change and adapt to these unprecedented times. It is often said that travelling connects people through experience, and this exactly what the Trip.com Group Community represents.
JW Marriott Sanya Haitang Bay debuts on China’s holiday island
JW Marriott has welcomed the opening of JW Marriott Sanya Haitang Bay, located on the Haitang Bay, China. The property marks the group's second resort on Hainan and eighteenth hotel in Greater China, seamlessly blending in with the lush landscape of the bay and illustrating the beguiling charm of the entire coast. A 40-minute drive from Sanya Phoenix International Airport, the area is home to numerous tourist attractions including Wuzhizhou Island, Sanya Haichang Fantasy Town, Nanshan Temple and the Wanda International Cinema, among others. The hotel is located on a 21.8-kilometre-long shoreline, providing a luxury escape for travellers. “We are delighted to continue to expand our brand portfolio in Sanya, China,” said Mitzi Gaskins, global brand leader of JW Marriott. The property’s 142 guestrooms and 18 villas feature private balconies and combine modern designs with genuine aesthetics to create the optimum sense of relaxation. “The increase and transformation of the tourism market within China and specifically Hainan is significant, with the island now housing 23 hotels, covering different lifestyle needs,” said Henry Lee, president of Marriott International in Greater China.
The Sanya EDITION unveils summer art camp
Cashing in on the summer holiday season, the Sanya EDITION, located on China’s super-luxe Hainan island, is offering unique family getaways this summer. The hotel which is home to a kids club, Playland, will host the Artemis Summer Camp in July and August for parents travelling with their children. In addition, the hotel offers parents a luxurious holiday destination where they are able to enjoy the 20,000 square metre private ocean, world-class spa and restaurants while knowing their kids are having a great time. Launching for summer 2019, Artemis Summer Camp is an art-based summer camp that will run from 20 July-21 August to nurture children’s creativity with a programme of activities, including watercolour, clay and painting workshops as well as getting kids to learn and talk about Western and Chinese art. In addition, Playland is a truly unique, immersive family experience at The Sanya EDITION, providing multi-generational entertainment experiences to grandparents, parents and children. Throughout the property, specialty restaurants celebrate culinary innovation and creative design. Xian Hai, Jade Egret and Barbacoa at The Sanya EDITION all offer extensive kid’s menus to satisfy even the fussiest of eaters.
Sanya welcomes Russian tourists with “a sense of belonging”
Sanya, Hainan Island, China The Sanya Tourism, Culture, Radio, Television and Sports Bureau has sent a tourism promotion delegation to attend Intourmarket-2019, an international travel fair which took place in Moscow from 9 to 11 March 2019. At the event, the delegation talked about Sanya's many advantages as a holiday and tourism destination. The delegation included performers who put on a singing and dancing performance from the ethnic groups of Sanya and its immediate area. The bureau highlighted the visa-free policy, the non-stop air services and the unique tropical seaside vacation offerings, in a move to attract more Russian tourists. Around 204,000 Russian tourists visited Sanya in 2018, making Russia the largest source of inbound tourists to the city. Atlantis Sanya The Sanya and Russian tourism authorities have already established exchanges and cooperation mechanisms to ensure the safety of Russian travellers. Sanya has also rolled out a series of tourism offerings, including the Atlantis Sanya luxury resort, Haichang Fantasy Town, multiple hot springs, and traditional Chinese medicine-based physical therapy services. Furthermore, it aims to spread Russian signages in and around Sanya, provide Russian menus at some hotels, and welcome Russian tourists with a sense of belonging.
Kempinski Sanya
Kempinski Hotel Haitang Bay Sanya Parking Lot, Haitang North Road, Haitangwanzhen, Haitang, Sanya, Hainan, China
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