Sanya expands tourism promotion offices to 17 countries, regions

Kazakhstan's SCAT Airlines flight DV482 on the Sanya-Prague route lands at Sanya Phoenix International Airport on Dec 22, 2025. The passengers take photos after disembarking. [Photo/Sanya Daily]

Sanya has kept expanding its network of overseas tourism promotion offices over the years, which now reach 17 countries and regions with a total of 26 offices. Each office is tailored to its local market, building a diverse international promotions system and boosting Sanya's global tourism brand.

A new office recently opened in Russia. On July 10, the Sanya Tourism Board teamed up with the Ministry of Tourism of the Republic of Buryatia in Russia, to establish an overseas tourism promotion office at a local tourist center. The office uses market insights to run targeted promotions, helping locals to better appreciate Sanya's unique attractions.

Moving well beyond the local offices, Sanya is taking its promotions to the skies. Currently, its overseas tourism promotion offices collaborate with major international airlines like Aeroflot from Russia, SCAT Airlines and Air Astana from Kazakhstan, Condor Airlines from Germany, Hunnu Air from Mongolia, Lion Air from Indonesia and East Wing from Uzbekistan.

These airlines all work together to promote Sanya tourism — transforming their role from traditional route operators to tourism marketing partners.

Sanya is also ramping up its content marketing efforts. In South Korea, Sanya has partnered with local tourism marketing firm Marketing Highlands to set up an overseas tourism promotion office.

During the Seoul International Travel Fair earlier in June, they showcased Sanya's golf resorts and rainforest wellness experiences. The office also reached out to Korean TV show crews — encouraging them to film in Sanya to showcase its immense tourism appeal through real-life settings.

Efforts in key hubs like Hong Kong and Macao are also picking up pace. This month, Sanya opened overseas tourism promotion offices in both locations. A recent summer promotion event in Hong Kong resulted in over 4,000 product orders and a transaction volume topping 14 million yuan ($2.08 million).

The Sanya Tourism Board said the overseas tourism promotion offices would continuously innovate their promotion strategies on international markets, focusing on cultural connections, immersive experiences and targeted outreaches to enhance their impact and inviting even more global tourists to come and explore Sanya.