Beyond the beach: Sanya's inbound tourism turns to culture

In recent years, as inbound travel has become more accessible, Sanya is drawing more international visitors who are interested not only in its sun and beaches but also in exploring Chinese history and local culture.

A case in point is the Luobi Cave Site Park, where foreign visitors practice baduanjin (a traditional Chinese fitness routine) in front of the ancient cave and engage in activities like archaeology and traditional Chinese medicine, illustrating Sanya's shift from coastal sightseeing to cultural experiences.

On the morning of Oct 17, at the Luobi Cave Site Water Drop Square in Sanya, more than a dozen locals and tourists practiced baduanjin in front of the ancient caves. Among them, a few foreign faces were particularly noticeable.

At the Luobi Cave Site Park in Sanya, both local and international tourists practice baduanjin, experiencing traditional wellness culture. [Photo/Sanya Daily]

A 16-year-old Russian girl, who grew up in Sanya, visited Luobi Cave Site for the first time. "In the past, we mostly recommended foreign tourists go to the beach to sunbathe," she said. "Now it's different. Many foreign tourists want to see how locals live in Sanya and learn about Chinese culture. The Luobi Cave Site is a fantastic cultural experience spot, and I believe it will attract more foreigners in the future."

Another visitor, a woman from Moscow who is currently involved in a children's exchange summer camp project in Sanya, signed up after reading about Sanya's cultural offerings online. "I was surprised when I got here. Sanya not only has beautiful beaches but also such rich cultural heritage," she said. She plans to incorporate the educational aspects of Luobi Cave Site into her courses, "so that more foreign children can come here to experience the impact of history and culture."

Data shows that from January to September this year, Sanya saw some 45 percent increase in inbound overnight tourist numbers compared to the previous year, with total spending by these tourists up by roughly 67 percent.

Recently, the themed event "From 10,000 Years to This Moment — Echoes of Civilization in Sanya" took place at the Luobi Cave Site Park. Activities like making traditional Chinese sachets, learning about traditional Chinese medicine and tasting partridge tea were held simultaneously.

Fifteen groups of families and foreign friends gathered at the ancient cave to embark on a cultural journey that includes archaeological study, traditional Chinese medicine wellness, appreciation of intangible cultural heritage and hands-on experiences.

As a key historical and cultural site in Sanya, the Luobi Cave Site is the southernmost Paleolithic site discovered in China. In July 2025, the National Cultural Heritage Administration officially approved its inclusion in the list of National Archaeological Site Parks.

"Sanya is not just about the sea; it has a civilization that spans ten thousand years. We hope to bring this ancient civilization out of books and display cases, turning it into living memories that locals and tourists can engage with and take home," said a representative from the Sanya Luobi Cave Site Protection Center.

By leveraging the archaeological findings and cultural significance of Luobi Cave, Sanya is transforming the site into a cultural hub open to all, making everyone a storyteller. In the future, the city seeks to continue to develop more engaging cultural projects as the Luobi Cave National Archaeological Site Park is being built, further promoting the integration of cultural heritage protection and tourism development.