Sanya recognised as exemplar of tourism entrepreneurship and innovation in mainland China
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Sanya, a popular seaside destination for tourists on the southern tip of mainland China’s Hainan Island, has been recognised for its entrepreneurial and innovative approach to tourism and its developments in destination tourism in 2023, at the 2023 China Tourism Group Development Forum held in Shanghai in December by the China Tourism Academy (CTA).
The CTA, which was founded in 2008, has been at the forefront of promoting policy development and international exchange in the tourism sector in mainland China, and instrumental in showcasing entrepreneurship and innovation in the industry. Sanya’s recognition for its entrepreneurial approach to advancing its tourism industry represents a beacon for other destinations seeking to embrace innovative approaches.
As part of its strategy to promote Sanya globally as a tourist destination, the Sanya Tourism Promotion Board was established in 2020, becoming the nation’s sole dedicated agency for destination marketing and promotion. In 2023, it was renamed the Sanya Tourism Board, and leverages its market-driven, specialised and international institutional mechanisms to explore new opportunities for the expansion of the region’s tourism industry through market research, business conventions and awards ceremonies, as well as events including festivals.
Since its establishment, the Sanya Tourism Board has collaborated with travel-related enterprises within the Sanya economic zone, as well as service industries such as hotels, dining outlets, duty-free shopping, cruise providers and transport networks.
In a bid to remain competitive among global tourism destinations, the board aims to enhance its core competencies by focusing on constructing a professional marketing system. This involves using a tourism data platform for market research to create targeted marketing strategies for specific customer groups and seize opportunities to grow the inbound tourism market. By closely linking and actively collaborating with enterprises, the Sanya Tourism Board has made significant contributions to the high-quality development of the region’s tourism industry.
Data analysis and market research from 2020 revealed a notable shift towards a younger customer base. To cater to this demographic, Sanya launched a targeted marketing campaign called “Wonderland Sanya”, focusing on the travel interests and consumer preferences of this group.
The campaign drew a large number of young tourists to explore Sanya’s diverse attractions. Sanya collaborated with local businesses in the tourism sector to host events such as the Sanya Tourism Festival and festivals celebrating music, coffee and diving, as well as concerts, art exhibitions, cultural and creative weeks, and family-oriented events. These events not only showcased the city’s unique features, but also stimulated spending from visitors.
The Sanya Tourism Board has also recruited a team of industry talents with international perspectives and overseas work experience to boost inbound tourism. Led by Albert Yip – the first globally recruited top executive in the Hainan Free Trade Port – more than half of the team has international study or work experience, and proficiency in languages such as English, Russian, French, German and Korean.
With this team in place, the Sanya Tourism Board is employing three strategies to boost tourism: subsidising newly opened international routes of transport providers into Sanya; collaborating with top travel agencies; and enhancing global visibility via international media. This approach has already elevated Sanya’s global presence, attracting an increasing number of tourists from around the world.
Sanya’s selection by CTA as a 2023 entrepreneurship and innovation model in mainland China not only recognises Sanya’s achievements, but also highlights its pivotal role in shaping the future landscape of tourism in mainland China. The recognition comes as a testament to its efforts in market-oriented collaboration, professional marketing, and putting together an international team. The Sanya Tourism Board’s dedication has elevated Sanya’s profile and set a benchmark for sustainable and innovative tourism development nationwide.
