Southeast Asia Information Port News (www.dnyxxg.com) At approximately 2:00 AM on January 1st, Sanya Phoenix International Airport was brightly lit. As a flight from Vladivostok, Russia, landed smoothly, the cabin doors opened, and the first group of inbound tourists arriving in Hainan in 2026 received their first surprise in the night—a warm welcome ceremony in the style of the Li ethnic group and heartfelt "Happy New Year" greetings.
"I didn't expect such a warm surprise as soon as I stepped out of the airport!" exclaimed Liya, a Russian tourist holding a bouquet of welcome flowers. "We came to Sanya specifically to celebrate the New Year, and the sunshine and smiles here are the best New Year's gift."
Data from the Qunar travel platform shows that on January 1st, the number of inbound air tickets to Haikou and Sanya increased by more than 3 times and 5 times respectively year-on-year, leading the country in growth rate.
"From the day the border was closed on December 18th until the New Year's Day holiday, our Sanya accommodations have been fully booked every day, with overseas tourists accounting for more than 10%," said Huang Jingliang, head of Sanya Ruoyi Meisu (Sanya Ruoyi Homestay). He explained that the homestay, located in Haitang Bay and adjacent to the duty-free city, has consistently been fully booked. According to statistics from the Hainan Provincial Department of Tourism, Culture, Radio, Television and Sports, in the first 11 months of last year, the European and American markets showed strong growth momentum and huge potential. Tourist numbers from all major European and American source countries included in the statistics achieved year-on-year growth, showing an overall steady recovery trend.
This significant growth in the European and American markets is backed by a series of targeted measures aimed at addressing weaknesses. Leveraging the advantages of the "seventh freedom of the air" policy of the Hainan Free Trade Port, Hainan is making every effort to build a direct flight network to Europe and America. The Sanya-Prague route is already operating stably, with an occupancy rate exceeding 75%; the Haikou-Madrid route is also ready for launch and is scheduled to commence in the first quarter of this year. The government is reducing airline operating costs through special subsidies and other means, targeting key source cities such as London and Frankfurt.
From products to services, Hainan is comprehensively improving its adaptability. It is reported that, in response to the preferences of European and American tourists, Hainan is focusing on developing in-depth experiential products such as ecological study tours, cultural exploration, and outdoor sports, building upon traditional seaside resorts. At the policy level, the 30-day visa-free policy for citizens of 59 countries entering Hainan continues to be effective, and the construction of an internationalized and convenient environment, including payment, language, and signage facilities, is also being systematically promoted. At the end of last year, Hainan issued its first batch of 5 million yuan in inbound tourism vouchers through international platforms, directly reducing tourists' shopping and sightseeing costs.
A relevant official from the Hainan Provincial Department of Tourism, Culture, Radio, Television and Sports stated that Hainan will continue to focus on key markets, making sustained efforts to improve marketing precision, increase and optimize international flight routes, enrich the supply of high-quality tourism products, and optimize the inbound service environment.
Regarding the European and American markets, Hainan will deepen cooperation with local travel agencies, mainstream media, and social media influencers, telling a modern island story that combines the "openness and vitality of the free trade port" with the "warmth of life in Hainan" through more localized and relatable narratives. (End)
