Joy City supports Sanya's efforts to attract overseas tourists

The Sanya-themed event for China Tourism Day as well as the launch ceremony for the fifth Sanya city tourism season take place on May 19. [Photo/Sanya Tourism Board]

Sanya Tourism Board and Joy City sign a strategic partnership to join hands in international brand marketing. [Photo/Sanya Tourism Board]

The Sanya Tourism Board and new commercial, retail and shopping complex Joy City have signed a strategic partnership to join hands in international brand marketing, establish global communications channels, share international resources and jointly attract tourists from abroad.

1. Developing international communications network
The partnership aims to tap into overseas social media resources to create content in multiple languages, including English and Russian.

By utilizing platforms like TikTok and YouTube, Sanya's scenic beaches and Joy City's trendy locations will effectively reach young audiences worldwide.

2. Collaborative with overseas marketing
Targeting Russian-speaking areas, Southeast Asia and Europe, the initiative will host themed roadshows, cross-border live streams and influencer visits.

The goal is to establish Joy City as a "must-visit trendy destination" for international travelers heading to Sanya.

3. Cross-border exchanges
The partnership will invite cultural and tourism organizations, as well as commercial landmarks from overseas, to visit Sanya and Joy City.

This will foster cultural exchanges and business networking, ensuring Sanya not only expands its reach but also attracts global interest.

4. Targeted international promotions
Leveraging Sanya's 20 overseas tourism promotion liaison offices, the initiative will regularly share information on limited-time offers, special travel packages and festival events.

By collaborating with local resources, the goal is to effectively reach key markets, boost international promotions success and enhance customer engagements.

Joy City in Sanya has also signed on as the first participant in the Sanya tourism international communications community and the passport friendly initiative.

As the inaugural participant, Joy City Sanya will enhance its services for international visitors:

An exterior view of Sanya Joy City at dusk. [Photo/Sanya Tourism Board]

As China's first tropical-themed Joy City, it is home to 94,000 square meters of retail space and hosts a wide array of over 200 brands. More than 60 percent of them are city-firsts or flagship stores.

It's a key landmark in Sanya's central business district, celebrated as the hub of trendy island living and is a popular shopping spot for international visitors — with foreign card transactions making up over 25 percent of sales. It will serve not only as a shopping center but also as a significant platform showcasing Sanya's international vibe and youthful spirit to the world.