Sanya is reinforcing its position as an emerging international tourism hub by expanding aviation partnerships with Central Asia and Central and Eastern Europe, supported by policy reforms under the Hainan Free Trade Port framework.
At the 60th edition of ITB Berlin, Sanya City, together with core local enterprises including Sanya Phoenix International Airport, signed a series of memoranda of understanding with aviation and travel partners from Kazakhstan, Latvia, Uzbekistan and Central and Eastern Europe. The agreements aim to strengthen air connectivity, activate new inbound tourism markets and build a broader aviation-supported tourism network linking China with the Eurasian region.
The expansion aligns with national strategies promoting high-level opening-up in the Hainan Free Trade Port and advancing aviation liberalisation policies to enhance international tourism flows.
Leveraging Air Rights Liberalisation to Boost Tourism
Under the policy framework of the Hainan Free Trade Port, Sanya has benefited from pilot reforms in air traffic rights, including breakthroughs related to the Seventh Air Freedom. This aviation entitlement permits foreign airlines to operate passenger services between China and third countries without returning to their home nation.
In 2025, the Sanya–Prague passenger route operated by SCAT Airlines became China’s first regular commercial service utilising the Seventh Air Freedom. The development marked a significant step in the country’s gradual aviation liberalisation process and enhanced Sanya’s direct connectivity with European markets.
Building on this progress, Sanya expanded cooperation at ITB Berlin through agreements involving the Sanya Tourism Board, Sanya Phoenix International Airport, SCAT Airlines and Riga International Airport. The initiative is designed to deepen route collaboration between Sanya and Riga, supporting wider tourism exchanges with the Baltic region and Central and Eastern Europe.
By extending from single-route development to a broader route network strategy, Sanya is positioning itself as a gateway for European travellers seeking tropical and coastal tourism experiences in China.
Expanding Central Asian Market Access
Beyond Europe, Sanya is also strengthening tourism access to Central Asia, where outbound travel demand has risen steadily in recent years. Markets such as Uzbekistan and Kazakhstan have shown growing interest in tropical coastal destinations, wellness tourism and shopping experiences.
Through cooperation with Air Samarkand, Sanya is working to enhance route planning, tourism product development and joint promotion in Central Asian markets. Improved air connectivity is expected to reduce travel barriers and increase visitor flows to southern China’s coastal destinations.
Government sources indicate that expanding direct international flights remains a priority for unlocking the tourism potential of emerging outbound markets, particularly in regions where direct air links to southern China have previously been limited.
Integrating Routes, Products and Distribution Channels
In addition to aviation agreements, Sanya-based tourism enterprises have strengthened distribution partnerships to improve market penetration. During the Hainan (Berlin) Tourism and Culture Promotion Exchange, Hainan Selfie International Travel Agency signed a memorandum of understanding with Easy Booking, a leading online travel platform serving Central and Eastern Europe.
The cooperation aims to promote Sanya’s leisure, resort and wellness tourism offerings to high-value travellers across the region. By combining expanded flight routes with targeted digital distribution channels, Sanya seeks to improve conversion rates from market awareness to confirmed visitor arrivals.
Officials have emphasised that international tourism competitiveness depends not only on transport connectivity but also on effective product packaging, marketing and localised promotion in overseas markets.
From Coastal Resort to Aviation Tourism Hub
Sanya’s evolving strategy reflects a broader transformation from a traditional resort destination into an integrated aviation-tourism hub. The city is leveraging policy support from the Hainan Free Trade Port, expanding international air rights, strengthening airline and airport cooperation, and developing targeted overseas distribution channels.
With its year-round tropical climate, established coastal tourism infrastructure and duty-free shopping policies, Sanya is increasingly recognised as a preferred holiday destination for travellers from Central Asia and Europe. The coordinated development of routes, tourism products and digital platforms signals a more systematic approach to international market expansion.
As regional competition intensifies across Asia’s tourism sector, Sanya’s model highlights the growing role of aviation liberalisation and policy innovation in shaping destination competitiveness. By deepening Euro-Asian connectivity, Sanya is consolidating its ambition to become a pivotal tourism gateway linking China with emerging outbound markets across Central Asia and Central and Eastern Europe.
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