Hainan Tourism Soars with Visa-Free Policies and New Air Routes, Positioning It as a Global Travel Hub

Hainan, China’s tropical island province, has become a premier destination for both domestic and international tourists seeking a winter escape. With its warm beaches, sun, and unique cultural offerings, the province has seen a significant rise in inbound tourism, especially after the launch of the Hainan Free Trade Port (FTP) and the introduction of visa-free entry policies. The island, particularly the coastal resort of Sanya, has attracted a growing number of foreign travelers, including Malika from Moscow, who visited as her first destination in China.

Hainan’s Appeal to Foreign Tourists

Sanya, located in the southern part of Hainan, has seen a growing influx of visitors looking to experience a relaxing tropical getaway. While much of northern China is covered in snow, Hainan remains a beacon for tourists seeking sun, sand, and sea. For Malika, Sanya was an ideal choice for a winter beach holiday as she explored both the beauty of the region and a slice of Chinese culture. Hainan’s picturesque beaches and warm weather are part of the appeal, making it a top choice for international visitors looking to escape the colder climates of Europe and northern Asia.

This year, the influx of foreign tourists has been greatly bolstered by the island’s visa-free entry policy, which allows visitors from 86 countries to stay up to 30 days without a visa. The opening of more direct international flights, such as the new route from Belarus to Hainan launched in October 2025, has made travel easier and more convenient for tourists, further fueling the island’s popularity.

Rising Inbound Tourism: Numbers Soar in 2025

In the first month after the Hainan FTP’s special customs operations began on December 18, 2025, official data confirmed that 186,000 entries and exits were recorded for foreigners. This represents a 46% year-on-year increase. More impressively, 87,000 foreign tourists entered Hainan visa-free, marking a 64% increase from the previous year. These figures reflect the growing appeal of Hainan as a global tourist hub, driven by the easy access offered by the visa-free policy and the island’s growing connectivity via international air routes.

The increased number of visitors is indicative of the growing appeal of Hainan, which now boasts an expanding aviation network, with 92 international and regional air routes connecting the island to major cities around the world. With 86 countries eligible for visa-free entry, the island has become an even more attractive option for travelers seeking easy access to China.

European Tourists Lead the Way

The majority of visitors to Hainan now come from European countries, with tourists from the UK, France, Germany, Italy, and Switzerland showing double-digit year-on-year growth. In particular, European travelers are increasingly seeking in-depth cultural experiences, such as surfing and traditional Chinese medicine therapy, in addition to the traditional coastal holidays.

Tourism professionals like Vitaliy, a Russian tour guide working in Hainan for nearly eight years, have observed the shift in tourist interests. Tourists now spend longer stays and engage more deeply with the local culture, indicating that Hainan’s tourism products are evolving to meet these changing preferences. The island has adapted by upgrading its tourism offerings, focusing on cultural exploration and outdoor sports to cater to international tourists looking for more than just traditional sightseeing.

Boosted by Duty-Free Shopping and Upgraded Services

The new duty-free policy in Hainan, launched on November 1, 2025, has been a game changer for the island’s tourism industry. The expansion of the policy to include outbound travelers has made duty-free shopping a key component of the overall tourist experience. This change has not only provided travelers with more value for their money but also positioned Hainan as a major shopping destination for international tourists.

Beyond shopping, the island has focused on upgrading its tourism services. Enhancements have been made to accommodate international visitors, including improved payment systems, multilingual signage, and a greater emphasis on customer service in languages like English, Russian, Japanese, and Korean. These efforts aim to eliminate communication barriers and provide a more seamless experience for visitors from around the world.

Hainan’s Long-Term Strategy for Tourism Growth

Hainan is committed to becoming one of China’s top tourism destinations, with long-term plans to continue developing the island’s tourism sector. By 2026, the island plans to have multilingual signage at major tourist spots in five languages to cater to a wider range of international tourists. Additionally, 10,000 international tourism service workers will be trained to further enhance the visitor experience.

The island’s investment in tourism promotion offices across 29 countries and regions, as well as tourism stores in cities like Hong Kong and Jakarta, demonstrates Hainan’s dedication to reaching a global audience. The government has also indicated that it will continue to focus on strengthening international marketing efforts, increasing international air routes, and developing high-quality tourism products to sustain the growing demand.

The Future of Hainan’s Tourism Industry

As Hainan’s tourism continues to grow, its ability to draw in international visitors will only increase. The combination of visa-free entry, direct flights, duty-free shopping, and a broad range of cultural and adventure tourism offerings has set Hainan on track to become a key global tourism hub. By focusing on the preferences of European and American tourists and making strategic investments in infrastructure and services, Hainan is ready to make its mark as a leader in international tourism.

The introduction of new aviation routes, customized tourism packages, and the development of world-class amenities further strengthens the island’s position as a top destination for international travelers.

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