Chongqing - Hainan saw a strong rebound in inbound tourism and holiday consumption during the New Year break, marking a robust start to the first New Year holiday since the island launched independent customs operations under the Hainan Free Trade Port framework.
According to the Haikou General Station of Immigration Inspection, more than 28,000 inbound and outbound passenger trips were processed across Hainan as of 5 p.m. on January 3, a year-on-year increase of 23.5%. Haikou Meilan International Airport handled 16,000 trips, up 41.8% from the same period last year, while Sanya Phoenix International Airport processed 11,000 visits, up 19.8%.
The increase in cross-border flows coincided with a surge in international flight activity and bookings. At 2 a.m. on New Year's Day, an Aeroflot flight landed at Sanya Phoenix International Airport, becoming the first international arrival in Sanya in 2026.
Russian tourists arrive at Sanya Phoenix International Airport in Hainan, China. (Photo/Sanya Daily)
Data from online travel platforms showed that on the same day, air ticket bookings for Haikou and Sanya rose at the fastest pace nationwide. Inbound flight bookings to Sanya increased fivefold year-on-year, while Haikou recorded growth of more than three times, both ranking among the top cities nationwide.
"We came here especially to celebrate the New Year, and the clearance procedures were very convenient," said Luliya, a traveler from Russia. Liu Kunlong, visiting with his family from Malaysia for a six-day, five-night island tour, said Hainan's scenery, transport convenience, and overall travel experience exceeded expectations.
A local official said travelers from Russia, Singapore, Malaysia, South Korea, and Kazakhstan had become the primary sources of inbound visitors during the New Year holiday.
The holiday surge reflects broader policy support for inbound travel. China has expanded visa-free access to Hainan to 86 countries, with permitted entry purposes extended beyond tourism to include family visits, business, medical services, exhibitions, and sports events. Hainan has also expanded its international air network, with 92 international passenger routes now in operation. Officials said the combination of visa-free policies and expanded air connectivity is injecting new momentum into the free trade port’s high-level opening-up.
Official figures show that in 2025, Hainan processed more than 1.46 million inbound and outbound foreign travelers, up 16% from the historical peak recorded in 2019. Foreign travelers accounted for 54% of all cross-border movements, while visa-free entries made up 90% of inbound foreign travelers, both ranking among the highest nationwide.
Alongside rising visitor numbers, local governments introduced measures to stimulate holiday consumption. During the New Year period, Sanya issued consumption vouchers across multiple sectors, including offshore duty-free shopping, retail, and catering. Major shopping districts and malls rolled out discount promotions, themed exhibitions, and New Year shopping events, further activating consumer demand.
Shoppers visit a duty-free shopping mall in Sanya, Hainan, during the New Year holiday. (Photo/Sanya Daily)
Policy support is expected to intensify in the coming years. A newly released package of fiscal measures to promote tourism consumption, effective from January 1, 2026, for three years, includes incentives covering sports events, cultural performances, inbound tourism, and tourism product development.
Under the measures, international sports events held in Hainan can receive financial incentives of up to 5 million yuan (about 714,914 U.S. dollars), while internationally influential concerts and music festivals that meet attendance and ticket revenue thresholds may qualify for rewards of up to 2.5 million yuan.