Sanya Tourism Board drives Hainan FTP's success

Sanya, a vibrant city in China, is marking the sixth anniversary of the Hainan Free Trade Port (Hainan FTP) with a focus on its impressive development and ongoing progress. Positioned as a top international tourist destination and a key hub for tourism consumption, Sanya plays a crucial role in driving the strategic vision for the advancement of the Hainan FTP.

Over the past six years, Sanya's tourism sector has witnessed remarkable growth. Tourism revenue has soared from 51.473 billion yuan in 2018 to 89.664 billion yuan in 2023, accompanied by a rise in overnight visitor numbers from 18.31 million to over 25 million. This expansion underscores Sanya's success in enriching and diversifying its tourism offerings.

Sanya has actively improved its tourism infrastructure and implemented supportive policies to propel the transformation and upgrade of its tourism industry. Through a 'Tourism+' strategy, Sanya has integrated various industries to cater to the diverse needs of visitors. The city has focused on developing 12 key tourism sectors, including culture, sports, cruise ships, duty-free shopping, and medical tourism.

An innovative initiative by Sanya is the 'Tourism+Culture' program, which highlights the fusion of culture and travel. Events like the Hainan Island International Film Festival and the Boating Sanya & Sanya International Wine and Spirits Fair showcase Sanya's unique cultural and tourism blend to a global audience.

Yacht tourism has become a prominent attraction in Sanya, with the city's Serenity Marina gaining international acclaim. The increase in the number of yachts in Sanya solidifies its reputation as a 'yacht city' and boosts the high-end consumer market.

Sanya's focus on developing nighttime tourism, exemplified by Luhuitou Park, has been successful in attracting visitors and boosting revenue. The city's duty-free shopping sector has experienced significant growth, with total offshore duty-free sales surging in 2023.

By enhancing service quality and introducing innovative initiatives like a pre-compensation system for tourism complaints and the Hainan Trust Pay app for international tourists, Sanya is dedicated to offering a safe and enjoyable experience for visitors.

Sanya has expanded its transport network to connect with more cities globally, including the introduction of new cruise ship and passenger flight routes. Phoenix International Airport in Sanya has resumed international operations with multiple international routes.

The Sanya Tourism Board (STB) plays a vital role in promoting Sanya worldwide by providing unique tourism experiences and strategic marketing efforts. As China's inbound tourism market rebounds, Sanya is emerging as a top global destination by tailoring experiences to diverse tourist preferences and expanding its international tourist network.

Collaborations with international partners like Dubai and initiatives such as the 'Sanya&Dubai Twin Cities Food Festival' aim to strengthen Sanya's tourism sector and establish long-term partnerships. Renowned for its natural beauty and innovative tourism offerings, Sanya continues to attract tourists from various countries, particularly in East Asia.

Sanya's celebration of the sixth anniversary of the Hainan Free Trade Port showcases its remarkable growth in the tourism sector. With a focus on enhancing infrastructure, promoting cultural tourism, and expanding international partnerships, Sanya is poised to become a premier global destination offering diverse and enriching experiences for visitors.