Official Launch of Sanya Tourism's “Passport-Friendly” Initiative

In 2026, the inaugural year of the Hainan Free Trade Port’s island-wide special customs operations, Sanya has launched a consumer promotion initiative specifically for inbound visitors, taking full advantage of the visa-free access policies.

Wuzhizhou Island, a tropical paradise off the coast of Sanya, where emerald waters meet white coral-sand beaches and lush virgin forest.

Under this initiative, inbound visitors holding a valid foreign passport or travel permit are invited to post original content about Sanya on social media using the official hashtag #GoChinaInSanya. Upon doing so, they will be entitled to receive an exclusive benefits package from partner merchants across Sanya. This package allows visitors to enjoy additional tiered deals on top of existing offers at designated duty-free shops, hotels, scenic attractions, and commercial districts.

Sanya Joy City (left), highlighted by its iconic “Red Box” entrance.The icon of "Passort-Friendly"Initiative (right)

The campaign creates a closed-loop marketing cycle: overseas content seeding → offline footfall generation → in-store spending → secondary reposting. This strategy effectively extends tourist stays and significantly boosts inbound visitors’potential spending. At the same time, the campaign leverages word-of-mouth virality on overseas social platforms to continuously amplify Sanya’s international exposure and brand presence.

Sanya International Duty Free Shopping Complex, a landmark architectural icon on Haitang Bay, distinguished by its flowing petal‑shaped facade.

Running from July 2026 through July 2027 under the theme “GO CHINA IN SANYA,” the campaign warmly invites tourists worldwide to enjoy city-wide benefits and privileges with just a single valid passport or travel permit in hand.

Currently, SANYA MIXC ONE, Sanya International Duty Free Shopping Complex, SANYA JOY CITY, No.1 Harbour City (Big Pineapple Shopping Mall), Sanya Summer Mall, and Sanya Summer Station have confirmed their participation in this campaign.