封关首月大爆发，海南入境游激增近六成

Core Insights - The first month of Hainan's free trade port operation has shown significant growth in inbound tourism, surpassing pre-pandemic levels, with a 59.5% increase in overnight visitors compared to the same period in 2024 [1][4] - The inbound tourism market is experiencing a structural shift, with diverse source markets emerging, particularly strong growth from Europe and Australia [1][3] Group 1: Inbound Tourism Growth - Hainan received 773,000 overnight visitors in December 2025, marking a 59.5% year-on-year increase [1] - The inbound tourism total expenditure reached $14,140 million in December 2025, reflecting a 63% increase compared to the previous year [3] - The average length of stay for inbound tourists increased from 3.37 nights in 2024 to 3.96 nights in 2025, indicating a shift towards deeper vacation experiences [3][4] Group 2: Market Structure and Consumer Behavior - Traditional markets such as Russia and Southeast Asia continue to grow, while long-distance markets like the UK, France, Italy, Spain, and Australia have shown remarkable increases in visitor numbers, with growth rates of 56%, 83%, 144%, 62%, and 52% respectively [1] - The focus of tourist spending is shifting from mere shopping to immersive experiences, with a notable demand for cosmetics and domestic premium products [3] - The increase in average stay duration suggests a successful transition from shopping tourism to vacation and experiential tourism, enhancing Hainan's international reputation [4] Group 3: Future Strategies - Hainan plans to enhance inbound tourism by conducting promotional activities in key source markets and inviting international travel agencies and airlines for site visits [3] - The government aims to strengthen its promotional efforts by hosting significant events and leveraging online platforms to promote its "visa-free + duty-free" brand [3] - Continued investment in international flight routes, language services, and payment facilitation is expected to position inbound tourism as a new economic growth engine for Hainan [4]