SANYA, China, May 20, 2024 /PRNewswire/ -- As Sanya marks the
sixth anniversary of the Hainan Free Trade Port (Hainan FTP), the
city is reflecting on its significant growth and pledging its
commitment to continued transformation. With an eye on becoming a
premier international tourist destination and a globally
influential tourism consumption center, Sanya is at the heart of
the strategic vision for the Hainan FTP's development. In the last
six years, Sanya's tourism industry has seen impressive growth. Its
tourism revenue soared from 51.473 billion
yuan in 2018 to 89.664 billion
yuan in 2023, while overnight visitor numbers surged from
18.31 million to over 25 million. This remarkable progress
underscores the city's success in improving and expanding its
tourism services.
Striving to Build an International Tourism Consumption
Center
For years, Sanya has continued to improve tourism
infrastructure, introduced a series of supportive policies to
vigorously promote the transformation and upgrading of tourism, and
given a strong impetus to building the city as an international
tourism consumption center.
Sanya has seized the opportunities of the times by innovating
with a "Tourism+" strategy, creating a diverse industrial
integration. The city has focused on developing 12 key
tourism-related sectors, including culture and sports, cruise ships
and yachts, duty-free shopping and medical and healthcare. By
differentiating its development path, Sanya strives to meet the
deep-seated and individual needs of its visitors, maintaining a
fresh tourism experience.
An example of this strategy is the "Tourism+Culture" initiative.
Sanya emphasizes the mutual enhancement of culture and travel,
promoting the deep integration of both sectors. Through prestigious
events like the Hainan Island International Film Festival, the 2023
Boating Sanya & Sanya International Wine and Spirits Fair,
Sanya showcases the unique charm of its cultural and tourism blend
to the world, drawing global attention to its new charms beyond the
natural landscape.
As Sanya keeps innovating in tourism, yacht tourism has emerged
as a standout attraction. In April, Sanya
Serenity Marina received its third International Platinum
Gold Anchor Accreditation, highlighting the city's thriving yacht
industry. Moreover, yacht numbers in Sanya jumped from 641 in 2020
to 1,367 in 2023, cementing its status as a "yacht city" and
revitalizing the high-end consumer market.
Another exciting development is the growth of nighttime tourism.
Sanya has been developing its nighttime economy, with Luhuitou Park
leading the way. The park now buzzes with activity, drawing over
1.13 million visitors and generating more than 30 million yuan in revenue in the first five
months of 2024, marking increases of 25% and 39% over 2023,
respectively.
Driven by a robust duty-free policy, Sanya's duty-free shopping
has achieved impressive results and has become a crucial component
in developing an international tourism consumption center. In 2023,
Sanya saw total offshore duty-free sales surging 17.7% year on year
to 28.5 billion yuan. This surge
attracted numerous international luxury brands, showcasing the
magnetic pull of the duty-free policy.
Additionally, Sanya has focused on improving overall service
quality. By implementing a no-admission fee policy on its three
national scenic spots, Sanya has seen significantly increased
tourist numbers. This approach also provided these areas with
opportunities for diverse business operations to boost both
economic and social benefits.
Meanwhile, Sanya is enhancing the consumer experience through
various new approaches. In April
2023, Sanya launched an enhanced service platform with a
pre-compensation system for tourism complaints, guaranteeing
visitors a safe, reliable, and enjoyable experience. Additionally,
to enhance international visitors' experience, Sanya introduced the
Hainan Trust Pay app, allowing easy payments for international
tourists in Sanya.
To offer global tourists convenient travel options to Sanya,
Sanya has been expanding its transport network to connect more
cities worldwide. In 2023, the cruise ship Resorts World One began
the Hong Kong-Sanya route. In late 2023, the inauguration of the
Phnom Penh-Sanya-Singapore passenger flight, endowed with the fifth
freedom of air rights, significantly enhanced Sanya's air
connectivity. By May 2024, Sanya
Phoenix International Airport has resumed international operations
with 18 international routes launched.
In step with the development of the Hainan FTP, the Sanya
Tourism Board (STB) has been crucial in showcasing Sanya to
a wider audience. Since its inception, STB has expanded
its influence by offering distinctive tourism experiences that
reflect a modern, vibrant image. It enhances Sanya's
visibility and appeal on a global scale by strategically
marketing and partnering with travel companies.
Innovating Products to Fuel the Passion for Inbound
Tourism
As China's inbound tourism
market fully recovers, Sanya is emerging as a top global
destination. Prioritizing inbound tourism development, Sanya is
boosting its international appeal by tailoring experiences to
diverse tourist preferences, launching initiatives to enhance its
market, and expanding its international tourist network.
To showcase Sanya's unique charms, the STB has collaborated with
the Dubai Department of Economy and Tourism, Atlantis Dubai, and
Atlantis Sanya to kick off the "5.19 China Tourism Day" theme month
campaign with the "Sanya&Dubai Twin Cities Food Festival" as
part of the campaign. The campaign aims to tap into emerging
markets like Abu Dhabi and
Doha, strengthening Sanya's
tourism sector and fostering long-term partnerships.
Among tourists from Japan,
South Korea, and other East Asian
countries, Sanya is renowned for its stunning natural landscapes
and innovative tourism. By combining its picturesque seashores and
verdant rainforests, Sanya has developed a unique "Tourism+Sports"
model, focusing on leisure, sightseeing, and particularly golf. Its
courses, rich with tropical flair, allow visitors to immerse in
nature while playing. In 2023, Sanya elevated its tourism appeal by
introducing the AJGA International Pathway Series, a platform that
blends competitive golf with leisure tourism, putting Sanya's golf
tourism in the global spotlight.
Tourists from Russia,
Kazakhstan, Mongolia, and more are attracted to Sanya for
traditional Chinese medicine. Embracing "Tourism+Wellness," Sanya
capitalizes on its superb climate, fresh air, clean seawater, and
natural hot springs. Beyond its scenic allure, Sanya boasts
well-equipped wellness centers that combine leisure, traditional
Chinese medicine treatments and cuisine, offering a holistic
service to meet the wellness tourism demands of global
visitors.
For Southeast Asian tourists, Sanya has launched a series of
tailored hometown-themed tourism products. These offerings,
including family visits and heritage-seeking tours, tap into shared
cultural heritage and strengthen the cultural connections between
Sanya and Southeast Asian tourists. They not only foster a warm
sense of cultural belonging among visitors but also enrich Sanya's
tourism with deeper cultural and emotional significance.
Sanya also taps into the European and American tourists'
interest in cultural exploration by using its rich intangible
cultural heritage. Through a "Tourism+Culture" model, it offers
unique experiences, including exhibitions, workshops, and
traditional performances that highlight the island's diverse
culture, from Li brocade weaving to ancient fishing songs and
boat-dwelling traditions. This approach not only deepens visitors'
understanding of Chinese culture but also fosters international
cultural exchanges, showcasing Sanya's dedication to merging
cultural promotion with tourism innovation.
Sanya, leveraging the expansive opportunities from the 59
countries' visa-free policy within the island, and the development
of Hainan FTP, is enhancing its international tourism appeal as an
international tourism consumption center. Through innovative
integration and development strategies, Sanya is boosting its
internal momentum and contributing significantly to the
high-quality advancement of China's inbound tourism.
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