Since the Three-Year Action Plan for Strengthening the Foundations and Transforming Tourism Attractions in Hainan Province (2025–2027) was issued in 2025, Hainan’s province-wide campaign to improve the quality of local A-level scenic attractions has moved from blueprint to reality.

During this year’s Labour Day holiday, visitors can see a transformed tourism landscape across the island, marked by more immersive experiences and upgraded infrastructure.

Revitalizing Heritage: Aging Attractions Usher In a “Second Spring”

A central part of Hainan’s strategy to strengthen and renew local scenic attractions is the mandatory improvement of long-established attractions.

The whole province has adopted a “create, enhance, or phase out” approach, which has prompted established scenic areas to shift from simple sightseeing destinations to integrated consumer hubs through facility upgrades, business restructuring, and service optimization.

Visitors at the Luhuitou Scenic Area in Sanya

At Sanya’s Luhuitou Scenic Area, the transformation is especially evident.

“Previously, visitors came mainly for the sculptures and sea views,” a park official said. “Now, they can participate in mountain night runs, visit popular restaurants, and attend concerts.”

The park invested more than 18 million yuan (about $2.5 million) to renovate 17 aging facilities, including commercial streets and observation decks, while upgrading lighting and sound systems to strengthen the area’s role as a key part of Sanya’s nighttime economy.

Likewise, the Dadonghai Tourism Area has accelerated internationalization efforts.

To better serve growing numbers of overseas visitors, the area has installed more than 500 multilingual signs in Chinese, English, and Russian, and enabled international credit card and Alipay payments at 57 local businesses.

To diversify choices for visitors, Dadonghai has introduced renowned brands such as the IPK Beach Bistro & Bar and One Foot Garden coffee house, significantly broadening the culinary options available to visitors. To meet the growing demand for leisure and recreation, the area has also added more marine sports, including jet skiing and scuba diving.

Thanks to upgraded infrastructure and premium services, the destination has successfully hosted over 100 major international events, including the 2025 International Beach Ultimate Elite Invitational, the Montreux Jazz Festival, and the 8th World Chef Art Galaxy.

Today, Dadonghai has evolved from a simple beach into a premier international coastal destination combining leisure, sports, and cultural performances, and has been officially accredited as a National 4A-level Tourist Attraction and a National-level Tourism and Leisure District.

Currently, 112 of 135 identified issues at 36 key scenic spots have been addressed, representing a completion rate of more than 82 percent.

Expanding Footprints: Balanced Regional Development

In addition to revitalizing aging sites, Hainan is also expanding its portfolio. Since 2025, 18 new 2A, 3A, and 4A level scenic spots have been accredited, significantly broadening the province’s tourism map.

Notably, the central and western regions—traditionally quieter than the southern and eastern coasts—are seeing rapid growth, with nine new attractions opening in seven cities and counties, including Danzhou and Dongfang, signaling a shift toward a more balanced spatial layout.

Visitors take photos at the Wuzhishan Fangnuozhai

Tropical Rainforest Scenic Area

The Wuzhishan Fangnuozhai Tropical Rainforest Scenic Area, which was awarded a 3A rating in March, has become a rising star attraction of central Hainan.

Nestled at the foot of Wuzhishan, the scenic area sits at an average elevation of approximately 700 meters above sea level, boasting a primary forest coverage rate of 96 percent. With peak negative oxygen ion concentrations exceeding 20,000 per cubic centimeter, the destination has earned an excellent reputation as a veritable ‘natural oxygen bar’.

Following the opening of the Hainan Tropical Rainforest National Park Scenic Highway, the area saw a 33% increase in visitor numbers.

An art show in Hai Rui Cultural Park

Meanwhile, in the provincial capital of Haikou, Hai Rui Cultural Park and the Dongzhaigang Mangrove Tourism Area both achieved 4A status in early 2025, with the former welcoming over 4.3 million visitors since reopening in 2022.

Service Excellence: Technology + Tourism

The ultimate benchmark for these upgrades remains the visitor experience. Following the blueprint of the Three-Year Action Plan, Hainan is making major improvements in both hardware and software.

In terms of infrastructure, visitor centers, parking lots, walkways, public restrooms, and barrier-free facilities are undergoing accelerated renovations.

On the human service level, a comprehensive campaign to elevate service quality is in full swing, featuring professional staff training, complaint-handling mechanism refinement, and "Warm Service Station" brand promotion.

Dongzhaigang Mangrove Tourism Area

Technological empowerment has emerged as a highlight of the recent improvements. At Hai Rui Cultural Park, for instance, holographic projections have ‘brought history to life', utilizing immersive light-and-shadow technology to represent how people lived during the Ming Dynasty period and the life of the legendary official Hai Rui.

The synergistic effect of the ‘Tourism Plus’ model is also being unleashed. New business formats—including the nighttime economy, immersive performances, educational study tours, and sports tourism—are surfacing across the province. These developments ensure that scenic spots are no longer merely ‘brief stopovers’ but multifaceted destinations.

Notably, the revitalization of existing scenic areas extends beyond physical refurbishment to a profound shift in management philosophy.

In Dadonghai, management has transitioned from acting as mere ‘rent collectors’ to becoming ‘service enablers’, while local businesses are proactively adapting to market shifts.

To cater to the growing number of Russian visitors, a restaurant has established a dedicated Russian section, employing Russian-speaking chefs and servers to provide authentic cuisine. "We must adapt to market changes to thrive," said Zhang Hui, the restaurant's manager.

Cities and counties across Hainan are also rolling out public-benefit activities for this year’s Labour Day holiday.

Sanya has debuted the ‘Fall in Love with Sanya’ city tourism card, priced at a promotional 6.6 yuan (around 1 USD), available for use at hotels, attractions, and dining establishments. Meanwhile, Baoting has launched five themed cultural events and a 58-yuan annual pass to invite visitors into the rainforest.

At the provincial level, a 30-million-yuan tourism voucher program covering flights, hotels, and attractions has been launched to drive visitor traffic and stimulate a surge in consumer spending.