Hainan is drawing growing international attention as its global tourism campaign, “China’s Free Trade Port, World-Class Resort Island: Welcome to Cool Hainan,” continues to generate buzz among travelers worldwide. Launched earlier this year, the social media initiative aims to showcase Hainan as a tropical holiday destination while highlighting its growing appeal as an international tourism and consumption hub.
Planned and implemented by the Department of Tourism, Culture, Radio, Television and Sports of Hainan Province, the campaign has published 56 travel-focused pieces of content, generating more than 16 million exposures. The initiative has targeted key international visitor markets, including Russian-speaking regions, Southeast Asia, Europe and North America.
To connect with diverse audiences, the campaign has used multilingual social media accounts featuring content in Russian, Thai, Indonesian, French, Spanish and Portuguese. Collectively, these accounts have reached an audience of more than 52 million followers, helping bring Hainan’s beaches, rainforests, cultural traditions and modern tourism experiences to travelers beyond China.
From luxury escapes to rainforest adventures
The campaign has moved beyond conventional destination advertising by offering practical travel information alongside immersive, on-location experiences. Seven themed content series have introduced different sides of Hainan throughout the year.
The campaign began in January with a focus on high-end luxury holidays along the Sunshine Coast. February highlighted the Spring Festival traditions of Hainan’s Li and Miao ethnic communities. March shifted attention to surfing experiences and aerospace-themed study tours in Wenchang, while April showcased water sports and wellness tourism.
In May, travelers were introduced to archaeological study tours and rainforest adventures. June focused on rainforest self-driving routes and ethnic minority villages. July brought attention to 10 signature marine tourism routes, with one post alone receiving more than 2.6 million impressions.
The campaign has also emphasized information that can help international travelers plan their visits. Content has highlighted visa-free policies covering 86 countries, temporary permits for foreign driver’s licenses, shopping opportunities, duty-free facilities and departure tax refund policies for travelers leaving the island.
International travelers show growing interest
The response on social media indicates that the campaign is encouraging potential visitors to consider Hainan for future holidays. Users have shown particular interest in visa requirements, food, accommodation, sightseeing and self-driving options. Some international users have even added Hainan to their future travel bucket lists.
Hainan’s appeal lies in its combination of tropical coastal scenery, rainforest landscapes, ethnic traditions, wellness experiences and water-based activities. At the same time, its Free Trade Port policies and expanding tourism infrastructure are being positioned as additional advantages for international visitors.
According to an official from the Department of Tourism, Culture, Radio, Television and Sports of Hainan Province, the island has tropical coastal tourism resources that are distinctive within China. Hainan plans to use the advantages of its Free Trade Port to further improve tourism services for international visitors and create a consumption environment aligned with international standards.
Through the “Cool Hainan” campaign, the province is seeking to strengthen its image as a world-class resort island, attract more inbound travelers and establish itself as a leading international tourism and consumption destination.
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