SANYA, China — June 7, 2025
A new international media initiative aimed at promoting China’s southernmost province of Hainan was launched today in Sanya. Titled “Why China? Walking Hainan—Overseas Chinese Media Unlock Hainan Travel,” the event brings together Chinese-language media professionals and foreign influencers from 19 countries and regions for a six-day immersive tour of the island.
The campaign comes at a key moment for Hainan. In 2025, the province will implement full customs closure as part of its transformation into a free trade port. With greater openness, streamlined travel policies, and a fast-developing tourism sector, Hainan is positioning itself as a global destination for leisure, culture, and commerce.
Speaking at the launch ceremony, Song Shi, a senior official with the Department of Tourism, Culture, Radio, Television and Sports of Hainan Province, emphasized the region’s commitment to internationalization. “Hainan is embracing the world with greater openness,” he said. “From duty-free shopping to expanded international flight routes and visa-free entry, we are making travel easier and more appealing to global visitors.”
He also highlighted Hainan’s increasingly diverse tourism offerings—from scenic coastal highways and theme parks to cultural heritage sites, tropical rainforests, and wellness resorts. Song encouraged the participating media professionals and influencers to become “discoverers of Hainan’s charm,” “witnesses to the development of the Free Trade Port,” and “promoters of cross-cultural dialogue.”
In recent years, Hainan has stepped up its global outreach through promotional campaigns such as Hainan Heatwave in Southeast Asia, Northeast Asia, and Europe. The province has established overseas tourism offices, and launched high-profile events including the Round Hainan Regatta and the Hainan Island International Film Festival. Luxury tourism experiences such as surfing, scuba diving, and golf have also expanded, while cultural itineraries centred on Li and Miao ethnic traditions or the legacy of ancient poet Su Dongpo continue to draw growing interest.
Li Gengjun, Director of the Hainan International Cultural Exchange Centre and one of the event organizers, said the tour offers a chance for foreign Chinese-language media and content creators to gain first-hand insights into Hainan’s transformation. “We hope this visit will help present a vibrant and contemporary image of China—and especially of Hainan—to the world,” he said.
Sanya, the tour’s starting point, is often referred to as “China’s tropical paradise” and has become one of the country’s top destinations for international travel. Ma Nan, Senior Director at the Sanya Tourism Development Bureau, noted that the city is working to expand its global reach by building platforms for international cooperation, enhancing service quality, and developing innovative tourism products. She invited media representatives to help share Sanya’s natural beauty—its sunshine, beaches, blue skies and vibrant development—with audiences worldwide.
“Hainan’s international appeal makes spontaneous, world-class travel a reality,” said Gao Jin, publisher of the European Overseas Chinese Daily in Romania. “Over the past decade, I’ve witnessed Hainan’s transformation first-hand—from duty-free shopping to a diversified tourism model that goes far beyond the beach.” Gao encouraged overseas Chinese media to act as “deep unlockers” of Hainan’s travel potential through writing, video, livestreaming, and social media content—bringing Hainan Travel to global screens.
Over the course of the tour, the delegation will travel from Sanya to several other locations across the island, including Luhuitou Park, Nanwan Monkey Island and its traditional Danjia fishing rafts, the tropical rainforest of Wuzhishan, Wenchang’s International Space City, and the historic Qilou Old Street in Haikou. Each stop offers a different glimpse into Hainan’s unique mix of nature, culture, and modern innovation.
