Published on
September 16, 2025
Hainan Free Trade Port debuted a promotional campaign for tourism in Hong Kong, introducing the island’s rich tourism resources. The five-day tour kicked off on September 7 with cultural performances, exhibitions, and a number of interactive activities to emphasize Hainan’s goal to enhance its international standing. The event was arranged by the Hainan Department of Tourism, Culture, Radio, TV, and Sports, in partnership with other interested authorities. It sought to draw both Hong Kong citizens and international tourists to visit the island’s numerous tourism products.
Promoting Hainan’s International Appeal
The core of the promotion was the “All the Sun, All the Fun” Hainan Free Trade Port Tourism Promotion Conference, where nearly 100 invited guests gathered. Participants included representatives from Hong Kong’s tourism authorities, travel operators, and academic institutions such as the Hong Kong Tourism Commission, Hong Kong Tourism Board, and City University of Hong Kong. This event provided a platform for deepening cooperation between Hainan and Hong Kong, two regions with complementary strengths in culture, finance, and tourism.
Tommy Tan, chairman of the Travel Industry Council of Hong Kong, emphasized the power of synergies between Hainan’s abundant tourism resources and Hong Kong’s role as an international financial and cultural hub. This partnership forms the foundation for successful tourism collaboration, bridging Hainan’s natural beauty with Hong Kong’s global tourism platforms.
Hainan’s Flagship Tourism Products on Display
A key attraction at the event was a large-scale photography exhibition, featuring more than 80 striking images of Hainan’s ten flagship tourism products. These included marine tourism, wellness and health experiences, and aerospace tourism, among others. The exhibition captured the essence of island life, offering visitors a visual journey through Hainan’s landscapes and cultural richness. Huang Wenhua, a Hong Kong resident, remarked, “I haven’t been to Hainan yet, but after seeing these pictures, I suddenly feel a strong urge to visit!”
This exhibition not only showcased Hainan’s natural wonders but also highlighted the wide range of tourism experiences available, making the island a year-round destination for international tourists seeking relaxation, adventure, and culture.
Showcasing Hainan’s Rich Intangible Cultural Heritage
In addition to its natural beauty, Hainan’s intangible cultural heritage was also spotlighted at the event. Traditional performances, ethnic costumes, and specialty products provided visitors with an authentic glimpse into the island’s rich traditions. One of the standout features was the Li Brocade fashion show, which highlighted the island’s 3,000-year-old craftsmanship. Li brocade garments, woven with intricate patterns, are an essential part of the island’s cultural storytelling, connecting the region’s history and craftsmanship.
Tang Qiuchen, an executive at Hainan Li Brocade Culture Communication Co., Ltd., explained, “The Li people record their culture through the patterns on their brocade. The beauty of Hainan is not only reflected in the blue sky and clear sea but also in these cultural items.” This emphasis on cultural heritage highlights Hainan’s ability to offer visitors a rich and immersive travel experience, combining natural beauty with traditional arts.
Engaging Hong Kong’s Social Media Influencers for Global Outreach
To extend the reach of the Hainan tourism promotion, the Hainan Department of Tourism appointed six Hong Kong social media influencers as “Tourism International Promotion Ambassadors”. These influencers, such as Lin Lijun, were tasked with showcasing the island’s charm through social media platforms. Lin Lijun expressed excitement about sharing the island’s gentle sea breeze, warm sunshine, and laid-back lifestyle with her followers, giving Hainan a global presence on digital platforms.
This partnership with influencers is an integral part of Hainan’s strategy to promote the island as a modern, accessible, and dynamic destination for travelers worldwide. By tapping into social media, Hainan aims to reach a younger, more tech-savvy audience, encouraging them to experience the island’s unique offerings.
Fostering Long-Term Cooperation and Cultural Exchange
Beyond immediate tourism goals, the Hainan Free Trade Port tourism promotion is also about long-term cooperation and cultural exchange between Hainan and Hong Kong. By strengthening ties with key players in the tourism and travel sectors, Hainan is positioning itself not only as a top destination for leisure travel but also as a hub for cultural exchange and economic collaboration.
The event demonstrated how destination marketing can be used not just to attract tourists but also to foster lasting economic relationships. Hainan is looking to attract more visitors by offering not only its stunning landscapes and resorts but also an authentic and immersive travel experience that draws from the island’s cultural richness and heritage.
Hainan’s Growing Tourism Industry: Looking Ahead
With this successful marketing of tourism in Hong Kong, Hainan is solidly positioning itself as one of the leading destinations for domestic and foreign tourists alike. Its focus on sustainable tourism, cultural heritage, and contemporary travel experiences makes it one of the leaders among Southeast Asian destinations. With its ongoing expansion of tourism infrastructure, provision of distinctive experiences, and global market engagement, Hainan is poised to become one of the leading travel destinations around the world.
