Sanya has positioned itself as a summer getaway destination, driving significant growth in tourism through a diverse range of maritime activities and major events. The city's vibrant ''cool economy'' continues to attract visitors even beyond the peak season.
Data from Sanya Phoenix International Airport showed nearly 3.7 million passenger trips and 23,000 flight movements during the summer, with cargo volume up 25.3 percent year-on-year — a strong indicator of a robust tourism market.
Yachting tours were among the most popular attractions, with more than 400 sailings a day and passenger numbers increasing by almost 30 percent.
Water sports such as motor-boating and fly-boarding also saw high demand. The Visun International Yacht Marina alone received over 140,000 visitors during the summer, a 50 percent month-on-month increase in July compared with June.
Beyond the coast, Sanya conducted promotional campaigns in Chengdu, Chongqing, Wuhan and elsewhere — offering coconuts, shopping vouchers and interactive games — to reinforce its image as a refreshing destination.
Major events further boosted local spending. The Peace Elite PSI Finals and the Start Dancing Season 3 Global Finals held in early August drew large crowds, generating nearly 20 million yuan ($2.8 million) in revenue.
A cosplay event in Dadonghai attracted over 30,000 young attendees, lifting local hotel occupancy to 93 percent and increasing business revenue by 30 percent.
Supported by nearly 970 cultural and tourism activities, along with discount policies and vouchers, Sanya's summer campaign effectively stimulated spending. A joint promotion with Meituan increased regional orders by 35.7 percent.
With the National Day and Mid-Autumn Festival holidays fast approaching, industry representatives pledged more innovative marine tourism products to attract visitors.
According to the Sanya tourism and culture bureau, the city will continue to diversify its tourism offerings to sustain its ''cool economy'' as a lasting urban brand.
