海南封关满月看变化：入境游“开门红” 现三大变化

Core Insights - The Hainan Free Trade Port has seen significant growth in its inbound tourism market since its closure on December 18, 2025, achieving a strong start in the first month of operation [1][4] Group 1: Market Performance - In December 2025, Hainan welcomed 773,000 overnight inbound tourists, a 59.5% increase compared to 2024, surpassing pre-pandemic levels [1] - Total inbound tourism expenditure reached $14,140 million in December 2025, marking a 63% year-on-year increase [2] Group 2: Market Structure - The source market structure has diversified, with stable growth from traditional markets like Russia and Southeast Asia, and notable increases from distant markets such as the UK (56%), France (83%), Italy (144%), Spain (62%), and Australia (52%) [1][2] Group 3: Consumer Behavior - There is a shift in tourism consumption patterns towards deeper vacation experiences, with the average length of stay increasing from 3.37 nights in 2024 to 3.96 nights in 2025 [2] - The focus of spending is moving from single shopping experiences to more comprehensive and immersive activities, highlighting Hainan's appeal as a high-quality vacation destination [2] Group 4: Future Strategies - Hainan's tourism department plans to enhance inbound tourism by focusing on deepening source market engagement, strengthening promotional efforts, and solidifying service foundations [4] - The province aims to conduct at least 10 promotional activities in key source markets and invite international travel agencies and airlines for collaboration [4]