Domestic and international vacationers enjoy their leisure time on the beach at Dadonghai Bay, Sanya.

The number of visits to Hainan from both home and abroad is estimated to have reached 106 million, marking a 9% year-on-year increase and resulting in total tourism expenditure of almost 225 billion yuan (USD 32 billion, a 10.3% year-on-year surge), according to an announcement made on December 23 in Haikou, the capital of China's southernmost province, Hainan.

According to Mr. Chen Tiejun, Director-General of the Department of Tourism, Culture, Radio, Television and Sports of Hainan Province, duty-free shopping, international medical services, and international education consumption—the three major engines driving both the development of tourism and the building of Hainan into an international tourism consumption hub—have either maintained steady growth or shown a strong upward trend over the course of 2025.

Hainan's total duty-free sales reached 41.58 billion yuan (USD 5.92 billion), representing a 1% year-on-year increase. International education consumption is also expanding: 48 high-profile Chinese and international universities, along with 10 China–foreign higher education institutions and cooperative programs, have already been established in Hainan.

Demand for international medical services in Hainan has surged by 94% year-on-year, with a total of 800,000 visits recorded, including 6,000 inbound visits.

Hainan has also been actively developing a thriving nighttime economy. More than 40 scenic spots have been designated for nighttime consumption, and 33 high-quality cultural and tourism projects for nighttime consumption have been launched across the island province.

The silver economy (referring to economic activities, products, and services that meet the needs and leverage the purchasing power of older adults) is another sector that has seen steady progress, with 615,700 visits made by seniors, representing a 20% year-on-year increase.

Aerospace-related tourism is also booming. Encompassing 41 themed tourism projects, six launch viewing facilities, and four accommodation projects, this sector attracted a total of 675,300 visits.

In terms of improving and upgrading local tourism products, 55 key "roadside" projects along the Hainan Coastal Scenic Highway and the Hainan Tropical Rainforest National Park Tourist Highway have been launched. The number of visits for educational tours is estimated to have reached one million, a 12.11% year-on-year increase. Ten attractions rated A-level or above have been newly built or upgraded.

The gains of combining tourism with culture, sports, and business events have also been evident. Hainan hosted 270 conferences, 44 exhibitions, 174 sports events, and 57 large and medium-scale performances, generating an estimated 16.7 billion yuan (USD 23.76 billion) in consumer revenue.

Cities and counties across Hainan, along with relevant departments at all levels, have planned 395 tourism-related investment projects with a total planned investment of 311.5 billion yuan (USD 44.32 billion). So far this year, fixed-asset investment in tourism-related projects has reached 42.6 billion yuan (USD 6 billion), representing a year-on-year surge of 30.8%.

To create a more expat-friendly tourism and consumption environment, Hainan has extended its unique visa-free policies to 86 countries worldwide. A total of 87 international and regional air routes have been opened, directly connecting the island province with 42 overseas cities.

Additionally, 85 scenic spots are now equipped with multilingual signage, and payment options for overseas tourists have been significantly enhanced. On the promotion side, 29 overseas offices and representative branches have been established in 18 countries and regions to further open Hainan's doors to international visitors.

Hainan also introduced five regulations and established six service benchmarks for various sectors, setting out legal safeguards and defined standards to bolster the island's transformation into an international tourism and consumption hub.