三亚多维绘就旅游发展新图景

Core Insights - Sanya is enhancing its tourism development by expanding international flight routes, implementing targeted marketing strategies, and innovating service offerings to transform its tourism market from seasonal reliance to year-round prosperity [7][8][9] Group A: International Tourism Growth - Sanya has seen a significant increase in inbound tourism, with 558,500 overnight visitors from January to July 2025, marking a 47.65% year-on-year growth, and foreign exchange spending reaching approximately $46.89 million, up 76.69% [8] - The number of international flight routes has a positive correlation with the influx of foreign tourists, with Sanya Phoenix International Airport currently operating 161 routes, including 35 international and regional routes [9] - The opening of the first direct passenger route from Europe to Sanya enhances its accessibility and attractiveness to European and Southeast Asian travelers [9] Group B: Marketing and Promotion Strategies - Sanya is leveraging its international flight routes to implement a series of targeted marketing campaigns tailored to different international markets, enhancing its brand influence and consumer appeal [11] - The city has intensified its marketing efforts in South Korea, which is a major source of inbound tourists, by organizing visits for travel agents and media representatives to showcase local attractions and services [11][12] - Collaborations with global online travel platforms like Klook have resulted in customized promotional activities, achieving over 6.4 million brand exposures and generating significant direct sales [12] Group C: Product and Service Innovation - Sanya is focusing on product innovation and service upgrades to create a resilient tourism support system, including the introduction of a star rating system for diving instructors to enhance service quality and safety [15] - The city aims to address structural issues in tourism, such as daytime peak and nighttime lull, by developing diverse nighttime consumption options and extending the tourism experience [16] - Initiatives to improve overall service levels include enhancing public service facilities, optimizing transportation systems, and establishing a tourism integrity system to ensure a trustworthy travel environment [16]