Sanya aims to become must-visit destination for Gen Z

American hip-hop superstar Travis Scott launched his Asia tour at the Sanya Egret Sports Stadium on Nov 1.

The event marked China's first large-scale stadium concert with an all-standing audience area. It elevated Sanya's tourism and consumption landscape through immersive stage production, fan-centered services, and a new integrated model of "performance, tourism and consumption."

Of the attendees, 96 percent were non-local. Fans traveling specifically to Hainan for the concert came mainly from Guangdong (15 percent), Zhejiang (7 percent), and Sichuan (7 percent). Demographically, the audience was 62 percent male and 38 percent female, with half aged between 16 and 24.

A simultaneous launch of fireworks brought the climax, lighting up the night sky. [Photo/Sanya Daily]

The Sanya tourism, culture, radio, television and sports bureau took the lead in establishing a special task team. It streamlined performance approval procedures. To facilitate the artist's entry, the bureau coordinated with the Civil Aviation Administration of China, customs, and border inspection to activate a "green channel". It also arranged 45 dedicated buses from 26 partner hotels to provide complimentary shuttle services, ensuring smooth round-trip transportation for over 2,000 attendees.

Thanks to Hainan's visa-free policy and many tourist attractions, the Travis Scott concert created a one-stop international consumption experience combining live entertainment, leisure travel, and shopping. The event attracted more than 40,000 spectators to Sanya and is estimated to generate over 400 million yuan ($55 million) in direct tourism revenue.

Relying on Travis Scott's strong influence among global Gen Z, Sanya has showcased a youthful, international image that transcends its "sun and sand" reputation. Moving forward, with the approach of the Hainan Free Trade port's special customs operations, the city will capitalize on its policy advantages to cultivate youth-oriented sectors such as music festivals, art exhibitions, and fashion shows.