Foreign visitors enjoy sunbathing at the Dadonghai Scenic Area in Sanya. (Source: hinew.cn)

"The sunshine and beaches of Sanya make it the perfect holiday escape!" said Alekseyeva, a Russian visitor, while sunbathing with her family at Dadonghai Scenic Area in Sanya on January 9. "The atmosphere here is just wonderful."

With winter in full swing, large numbers of international travelers are flocking to Sanya for a warm-weather getaway. "Sunbathing on the beach, enjoying the sea breeze, and occasionally savoring seafood nearby, this pace of vacation is incredibly relaxing," another Russian tourist said.

Across Dadonghai Scenic Area in Sanya, groups of Russian visitors can be seen basking in the sun, strolling through coconut groves, or wading in the waves, all enjoying a leisurely seaside holiday. Statistics show that since the onset of winter, the area has received an average of more than 3,000 Russian visitors per day, becoming a striking highlight of Hainan's winter tourism scene.

Data from Qunar, a leading Chinese online travel platform, indicate that in the first week of the New Year, inbound arrivals to Sanya rose by 28%, while Haikou saw a 15% increase. Inbound traffic to emerging destinations, such as Qionghai, also surpassed levels recorded in the same period of previous years.

Tourists go diving at Wuzhizhou Island in Sanya. (Source: hinew.cn)

In terms of source markets, Sanya's international visitors mainly came from South Korea, Thailand, Malaysia, the United States, and Russia, whereas those visiting Haikou were primarily from Singapore, South Korea, Thailand, and Australia.

"It was posts created by Hainan international tourism promotion ambassadors that made me realize that this beautiful island is more than just sunshine and beaches," said Kim Min-ah, a tourist from South Korea. She plans not only to explore Sanya's scenic coastline, but also to head to Wuzhi Mountain to experience the rainforest and sample authentic local cuisine during her trip.

Visitors take part in water sports at Wuzhizhou Island in Sanya. (Source: hinew.cn)

According to Tuniu, another primary Chinese travel intermediary, long-haul domestic travel since January has shown a clear pattern of "heading north for ice and snow, and south to escape the cold." Cities in Hainan, such as Sanya and Haikou, have become particularly popular, with wellness-oriented accommodations and immersive long-stay experiences proving especially attractive among senior travelers.

The surge in visitors from both domestic and international destinations has also fueled a steady recovery in the accommodation market. Sanya, Haikou, and Wanning rank among the top three cities in hotel occupancy, with Wanning recording a 44 percent year-on-year increase. Hotel bookings have risen across much of the province, with notable growth in places such as Qiongzhong and Wuzhishan.