When the northern part of our country is covered in ice and snow, Hainan, located in the tropics, is as warm as spring and also welcomes the busiest winter tourism season of the year. Especially since the closure of Hainan Free Trade Port on December 18, 2025, various policy dividends have continued to be released, and the popularity of Hainan's inbound tourism market has continued to rise. On the Dadonghai beach in Sanya, Hainan, a large number of foreign tourists are enjoying the warm winter sun. Mary Carter from Moscow has chosen Sanya as her first vacation destination in China. We want to find a tropical coastal city for vacation and experience the Chinese style at the same time, "she said. Data is the most intuitive proof of market heat. According to the statistics of Haikou Exit Entry Border Inspection Station, in the first month of the island wide closure of Hainan Free Trade Port, the station inspected 186000 inbound and outbound foreigners, a year-on-year increase of 46%. Among them, 87000 foreign tourists entered Hainan without a visa, a year-on-year increase of 64%. The sustained popularity of inbound tourism in Hainan cannot be separated from the dual support of convenient visa free policies and increasingly improved aviation networks. At present, the number of visa free countries entering Hainan has reached 86, and there are 92 international and regional passenger routes at the airport. The route network covers core regions such as Northeast Asia, Southeast Asia, Europe, and Oceania. Belarusian tourist Anton is on his second vacation with his family in Sanya. The visa free policy is very convenient, allowing you to stay in Hainan for 30 days! "He said. Previously, it was very troublesome to travel from Belarus to Hainan, as you had to first fly from Minsk to Moscow and then take a flight to Sanya. With the opening of direct flights between Belarus and Hainan in October 2025, it is now very convenient to travel from Belarus to Hainan. Thank you for making us feel the warmth of Hainan. Everything here has exceeded expectations! ”A thank-you message from a Czech tourist popped up on the phone of Russian tour guide Vitaly. At this moment, he is busy preparing to welcome a European tour group of more than 30 people. This year marks Vitaly's eighth year as a tour guide in Hainan, and he has personally felt the significant changes in the market: since 2025, there have been more tourists from European countries such as the UK, France, and Germany, and guests have stayed longer. The consultation content is no longer limited to traditional sightseeing, but more focused on deep experience projects such as surfing and traditional Chinese medicine therapy. According to data released by the Tourism, Culture, Radio, Television and Sports Department of Hainan Province, by 2025, Hainan will receive over 1.5 million overnight visitors, a year-on-year increase of 35.2%; Throughout the year, 5.9429 million overnight visitors were received, an increase of 59.0% compared to 2024 and a 35.6% increase from the historical high of 2019. Among them, the number of tourists from countries such as the UK, France, Germany, Italy, and Switzerland all achieved double-digit year-on-year growth. The upgraded and optimized offshore duty-free policy adds color and empowerment to the in-depth experience of inbound tourism. Starting from November 1, 2025, the tax-free policy for outlying islands will be extended to outbound travelers, and tax-free shopping will become a key factor in enriching the inbound tourism experience and improving tourism quality. This shopping center is amazing! There are many things I want to buy here, and the prices are also cheap. ”Alice, a tourist from Russia, said that Sanya International Duty Free City has many international brands, many of which are not available locally in Russia. Behind the market heat is the comprehensive improvement of Hainan's tourism products and services. The reporter learned from the Tourism, Culture, Radio, Television and Sports Department of Hainan Province that in response to the preferences of European and American tourists, Hainan has focused on developing cultural exploration, outdoor sports and other deep experience products on the basis of traditional coastal vacations. The construction of international convenient environments such as payment, language, and signage has also been systematically promoted. In addition, Hainan is actively "going global" to expand its market. It has established 29 Hainan tourism promotion offices in 18 countries and regions around the world, and opened "Sunshine Hainan Tourism Stores" in Jakarta, Indonesia and other places. According to the plan, by the end of 2026, high-level scenic spots and hotels in Hainan will achieve full coverage of the "five language signs" of Chinese, English, Russian, Japanese, and Korean, and cultivate 10000 "international tourism service specialists" to eliminate communication barriers. The relevant person in charge of the Tourism, Culture, Radio, Television and Sports Department of Hainan Province stated that Hainan will continue to focus on key markets in the next step, and continue to make efforts to improve marketing accuracy, optimize international routes, enrich the supply of high-quality tourism products, optimize the inbound service environment, and promote further growth of the inbound tourism market. (New Society)