By the end of March, the scenery in Boao, Hainan was clear and vibrant with lush greenery, embodying the essence of spring. Coinciding with the Boao Forum for Asia Annual Conference 2026, Hainan marked the 100-day milestone since the implementation of island-wide customs closure operations. Since the launch of the Hainan Free Trade Port's full island customs closure on December 18, 2025, the benefits of the free trade port policies have been continuously realized, leading to a sustained increase in inbound tourism热度. The number of inbound tourists has grown substantially, with source markets becoming more diversified, allowing foreign visitors to travel more conveniently and explore more deeply in Hainan.
International tourism industry media "Travel and Tourism World" reported that as the new policies are further implemented, Hainan's tourism growth is expected to accelerate further. Hainan is attracting international tourists and investors with its dynamic and inclusive development environment, positioning itself to become a leader in the global tourism industry. In an interview, Chen Tiejun, Party Secretary and Director of the Hainan Provincial Department of Tourism, Culture, Radio, Television and Sports, expressed full confidence, stating, "In the future, Hainan will certainly become one of the world's top island tourism destinations."
The number of tourists from Southeast Asia and Europe has increased significantly. According to information obtained from the Hainan Provincial Department of Tourism, Culture, Radio, Television and Sports, since the island-wide customs closure operation began (December 2025 to February 2026), Hainan has received a cumulative total of 523,300 inbound tourist visits, representing a year-on-year increase of 56%.
"For tourists from Russia and Central Asia, Hainan is a deeply ingrained vacation paradise. Whenever they have the opportunity, they choose to vacation in Hainan," Chen Tiejun stated. He noted that after the full island closure, the market from Russian-speaking regions continues to play a crucial supporting role. Russian website Dzen published an article titled "Russians Flock to Hainan's Beaches: Demand Rises 60%." A representative from the Russian Travel Agents Association, Polianskaia, mentioned that the number of Russian tourists visiting Hainan hit a record high last year and continues to grow rapidly in 2026; during the first two months of 2026, Russian tourist numbers increased by 61.9% year-on-year. The situation in the Middle East has also influenced this demand, with Hainan attracting some tourists originally bound for Gulf regions.
"Hainan implements visa-free entry for citizens of 86 countries, while also expanding visa-free policies for cruise passengers and tour groups, fully demonstrating China's sincerity in attracting global tourists," reported "Travel and Tourism World."
The continuous relaxation of visa-free policies, combined with the advantages of the free trade port's openness, has led to a noticeable trend of diversification in Hainan's international tourist sources. Chen Tiejun explained that there has been a substantial increase in tourists from Southeast Asia and Europe. From January to February this year, the number of tourists from Indonesia and Malaysia visiting Hainan increased by 322.1% and 204% year-on-year, respectively. The number of tourists from countries like Italy, Switzerland, and Spain saw year-on-year growth exceeding 80%.
"European tourists are beginning to 'look eastward.' Their choices for overseas vacations are no longer limited to traditional Mediterranean coasts or Southeast Asia; they are now setting their sights on Hainan, which is a very positive signal," Chen Tiejun said.
Furthermore, the accelerated development of Hainan's international aviation network has played a positive role. After the customs closure operation began, Hainan newly launched eight international passenger routes, including Frankfurt-Bangkok-Haikou and Haikou-Hanoi, bringing the total number of international passenger routes to 76, effectively boosting inbound tourism growth. At the International Tourism Exchange (ITB) held in Berlin in early March, representatives from European travel agencies indicated that the combination of visa-free policies and convenient flight routes has made Hainan an increasingly popular vacation choice for European tourists, with some travel agencies already offering Hainan vacation packages. Hainan's island scenery, beaches, cuisine, nightlife, and other tourism resources highly align with the vacation preferences of European tourists.
Why are foreign tourists favoring Hainan? German travel journalist Stefanie, who visited Hainan in January, told a correspondent that compared to European islands with high prices and aging infrastructure, Hainan offers distinct advantages. A two-week family vacation on Spain's Mallorca island costs approximately 4,000 to 6,000 euros, whereas a vacation in Hainan offers lower overall costs and a richer experience, including unique activities like traditional Chinese medicine wellness programs. She also mentioned that traveling to Hainan allows for "Shopping in China," noting that she bought two large suitcases of "Made in China" products to take home.
Chen Tiejun analyzed that Hainan's appeal to European tourists, especially middle-aged and older tourists, is continuously strengthening, primarily due to three factors: First, Hainan, as a slow-living leisure resort, boasts完善的基础设施, high safety standards, and friendly locals. Second, after the island-wide customs closure, continuous improvements in language services, payment systems, and other便利化措施 have significantly enhanced the convenience of consumption. Third, medical tourism holds strong appeal for European and American tourists; institutions like the Lecheng International Medical Tourism Pilot Zone gather top-tier medical and wellness facilities, offering specialized medical tourism services.
For many South Korean tourists, playing golf is a major reason for visiting Hainan. According to South Korean media reports, a highlight of golf tourism in Hainan is the combined "sports + vacation" experience. Tourists can choose mountain courses, coastal courses, or experience large integrated resort courses, allowing for flexible itinerary combinations. In terms of product design, most golf packages bundle green fees, cart fees, and caddie services, reducing uncertainty about additional costs; renowned courses like Clearwater Bay and Mission Hills can be arranged in combination, enabling tourists to experience different types of courses within a short period.
Chen Tiejun stated that as inbound tourists become more diverse, Hainan is customizing特色旅游产品 based on the "one region, one policy" principle to meet different market demands. "For example, since German tourists enjoy outdoor sports and extreme sports, we have specifically launched coastal resort + extreme sports and outdoor activity combination products. Czech tourists visiting Hainan prefer playing golf and experiencing traditional Chinese medicine wellness, so we have also launched corresponding product combinations."
"Poised to Inject New Momentum into China's Tourism Economic Growth" "Travel and Tourism World" reported: "Free trade port policies and increasingly完善的旅游基础设施 have made Hainan an ideal destination for tourists and business operators." The more open policies have not only brought more international tourists to Hainan but have also made "investing and starting businesses in Hainan" a popular trend.
According to information obtained, since the customs closure operation began, investment activity in Hainan's tourism, culture, sports, and entertainment industries has significantly increased, with 1,331 newly registered enterprises.
Chen Tiejun informed reporters that in the future, Hainan will focus on several aspects to promote the development of inbound tourism: actively开通更多欧洲至海南直飞航班, continuously expanding the European route network based on existing routes like Prague and London, and leveraging transit routes through hub cities like Beijing, Shanghai, and Guangzhou to channel more tourist sources. Simultaneously, Hainan is collaborating with leading domestic and international travel agencies to develop "multi-stop" tourism products such as Beijing + Hainan, Shanghai + Hainan, and Guangdong-Hong Kong-Macao + Hainan, enriching travel options for foreign tourists.
Additionally, Hainan will increase its media presence on major overseas social platforms to enhance international exposure and reputation. Hainan will also invite foreign travel agents and journalists to visit for familiarization tours, "allowing them to see the charm of Hainan Island with their own eyes and tell the Hainan story in ways easily understood by their compatriots, further expanding Hainan's global visibility and influence."
"Travel and Tourism World" reported that the strategic measures of the Hainan Free Trade Port are expected to reshape China's tourism landscape. Hainan is positioning itself as a new hub for international tourism and cooperation, and its transformational development is poised to inject new momentum into the growth of China's tourism economy.
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