The city of Sanya in Hainan province is striving to boost its tourism industry by advancing supply-side structural reforms, as well as by promoting system and mechanism innovation in response to consumption upgrading, social transformation, and an increasingly open market. The city has been focusing on expanding marketing channels, optimizing tourism products, and building major platforms to help build Hainan into an international tourism consumption hub.
Fascinating tropical coastal scenery, unique folk culture, and refreshing hot springs and rain forests — Sanya boasts a variety of attractive tourism products, according to an 45-member Australian tourism group who recently enjoyed a one-week tour around Hainan at the invitation of the Sanya tourism, culture, radio, television and sports bureau.
Sanya has become a popular venue where sailboat racing events are hosted. [Photo/Hainan Daily]
"Sanya has hosted 15 groups of 250 overseas travel agents and media members from Japan, Russia, India, and Australia since this year. Thirty-five purchasing managers from transnational enterprises and well-known domestic enterprises were invited to inspect MICE (meetings, incentives, conferences, and exhibitions) resources and experience new MICE travel products to help promote tourism service and products among international tourists," said Chen Zhenmin, head of the Sanya tourism, culture, radio, television and sports bureau.
Sanya has also made close connections with media outlets to raise its popularity and reputation across the world with innovative marketing methods. "Sanya plays an active role in cooperation with overseas media and platforms, such as the BBC, endeavoring to build a path of precision marketing to lure global tourists," said Wang Jiansheng, secretary-general of Sanya Federation of Tourism Associations.
The Miss World Final has become an international calling card of the city of Sanya. [Photo/Hainan Daily]
"The city has been focusing on the development of major products in recent years. Apart from promoting international and high-end tourism products, such as cruises and yachts, duty-free shopping, as well as water sports, we also endeavors to create and build the 'Greater Sanya' tourism products system by integrating tourism resources in the Greater Sanya Tourism Economic Circle with those of neighboring areas," said Chen Tiejun, vice mayor of Sanya.
Sanya has hosted top-level events such as the Asian Beach Games, Volvo Ocean Race, ISY Sanya International Music Festival, the Hainan International Film Festival, and the Miss World Final, which drew the world's attention to the city and made itself a more appealing tourist destination.
International tourists have fun in Sanya. [Photo/Hainan Daily]
Overview
Haikou 
Sanya 
