Hainan’s innovative integration of tourism with cultural, sporting, and wellness initiatives is driving unprecedented economic growth as the island accelerates its Free Trade Port development. With special customs operations now fully implemented across the province, 2025 has seen a 37% year-on-year increase in visitor spending, according to preliminary data from the Hainan Tourism Board.
The 'tourism-plus' model leverages preferential tax policies and streamlined business regulations to create immersive experiences – from yacht shows in Sanya to traditional Li ethnic cultural festivals. 'Visitors no longer come just for beaches. They stay for medical tourism, international conferences, and eco-adventures,' notes Zhou Tao, Managing Director of JLL Greater China’s Hotels & Hospitality Group.
Key developments include:
24-hour duty-free shopping complexes in Haikou and Boao
New cruise routes connecting Hainan to ASEAN markets
Cross-sector events like the Hainan International Film Festival
Business travelers now account for 41% of luxury hotel bookings, with the island hosting 12 major international trade fairs this year. Analysts project tourism-related revenue could reach ¥450 billion by Q1 2026 as infrastructure projects like the third Phoenix Airport terminal near completion.
