For example, Southeast Asian tourists favor food and shopping, Russian visitors prefer coastal vacations and traditional Chinese medicine therapies, European and American travelers seek high-end beach resorts and ethnic culture, and Korean tourists focus on golf and other sports.

In response to this, Hainan has continued to improve its tourism infrastructure and public services, building a solid reputation in Southeast Asia and Russian-speaking regions. Tourism enterprises are actively launching customized itineraries and immersive products to meet diverse demands.

The results are evident. In addition to consistently high Russian visitor numbers, Kazakhstan and Indonesia have emerged as new growth markets. In the first half of 2025, Hainan received approximately 40,200 Kazakh tourists, up 41.1% year-on-year. From January to July, Indonesian arrivals exceeded 18,000, with July alone recording a 231.4% year-on-year surge. Short-haul tourism from Hong Kong and Macao has also continued to rise, further boosting inbound momentum.

Building a global promotion network

Hainan is accelerating its transformation into a world-class tourism destination by combining outbound promotion with inbound experiential activities to expand the international influence of the "All the Sun, All the Fun" brand.