Everything You Need to Know About CITM 2025: How Hainan is Shaping China’s Tourism Future as the New Free-Trade Port

Published on December 20, 2025

The China International Travel Mart (CITM) 2025, held for the first time in Haikou, Hainan, marks a pivotal moment in China’s tourism evolution, with the island province taking center stage as the new free‑trade port. The event, themed “Nihao China,” showcases Hainan’s rapid growth as a global tourism hub, highlighting its strategic location, duty‑free policies, and emerging tourism routes. As the southern gateway linking China with ASEAN and international markets, Hainan’s role at CITM emphasizes its importance in shaping the future of China’s tourism industry, positioning it as a key destination for both inbound and outbound travel.

The China International Travel Mart (CITM) 2025 is making waves in Haikou, Hainan province, marking a significant milestone as the event is hosted in this southern island province for the very first time. For years, CITM has been Asia’s premier platform for travel industry professionals to showcase their offerings, and this year’s event promises to be even more impactful with Hainan in the spotlight. The expo has become a strategic showcase for Hainan’s growing role in China’s tourism and trade sectors, especially as the province transforms into the nation’s new free‑trade port.

What is CITM 2025?

The 2025 edition of the China International Travel Mart opened on Friday in Haikou, welcoming over 1,000 travel agents and industry representatives from 101 countries and regions. Held at the Hainan International Convention and Exhibition Center, the three‑day event is set against the theme “Nihao China,” a slogan used by China’s Ministry of Culture and Tourism to rejuvenate international interest in Chinese destinations post‑border reopening.

Spanning an exhibition area of 65,000 square meters, CITM 2025 features five major exhibition zones. These zones cover a broad spectrum of tourism products, from inbound tourism offerings to cultural integration, which aligns with the event’s broader agenda to highlight how China’s tourism industry is evolving. For the first time, the Sunny Hainan Exhibition is a focal point, themed “Free Trade Port of China, Resort Island of the World,” showcasing the province’s tourism potential and emerging business models.

Hainan’s Strategic Role at CITM

This year’s CITM is pivotal in showcasing Hainan’s role as China’s newly established free‑trade port. The event’s location in Haikou is symbolic, as the island province is now positioned as a southern hub linking China with ASEAN countries and global markets. Hainan’s transformation into a free‑trade port underpins the broader vision of boosting economic integration and positioning the province as a key experimental zone for China’s opening‑up policies.

In addition to the exhibition, the event features a series of supporting activities, such as business negotiations, tourism promotion events, tour route inspections, and themed programs like “Hainan Night,” all focused on promoting the province’s unique offerings. This strategic emphasis on Hainan as a high‑potential tourism destination comes at a time when the province is ramping up its free‑trade policies, including expanded air connectivity, visa‑friendly programs, and duty‑free shopping, making it increasingly attractive to both international tourists and businesses.

The Significance of the “Nihao China” Theme

The “Nihao China” theme used for CITM 2025 underscores the broader government strategy to attract international tourists back to China following the reopening of its borders. The slogan is central to the national effort to reposition China’s tourism sector, emphasizing cultural immersion and presenting new, upgraded tourism products for overseas buyers. This theme provides a perfect backdrop for Hainan, which is now taking center stage in China’s tourism revival.

As a tourist destination, Hainan is promoting itself as “China’s Hawaii” — a tropical paradise that offers not only breathtaking natural beauty but also robust infrastructure, luxury resorts, and an array of cultural and leisure activities. The province’s role at CITM is a key part of China’s strategy to integrate tourism with trade and culture while reinforcing Hainan’s image as a resort island that can rival other international destinations.

Hainan’s Role in Global Tourism: The Gateway for ASEAN and Beyond

Hainan’s growing role as a southern gateway for tourism and trade was one of the focal points of the CITM 2025. With increasing flight connectivity, Hainan has become more accessible than ever to both international travelers and businesses. Airlines such as Hainan Airlines, along with international carriers, are expanding their routes to the island, further enhancing its profile as a regional hub. Additionally, the province’s “customs closure” policy and other business-friendly regulations are designed to make it easier for international brands and travelers to operate and visit.

Moreover, Hainan’s push for integrating culture and tourism is evident in the Sunny Hainan Exhibition, where the province showcases its latest tourism routes, innovative business models, and policy advancements. With initiatives like the Hainan Free‑Trade Port, the province aims to foster long‑term tourism growth while creating new opportunities for international partnerships.

Thailand: The Guest Country of Honour

As the Guest Country of Honour at CITM 2025, Thailand is playing a key role in building bilateral tourism ties between China and ASEAN countries. The Thailand pavilion at the event will feature a wide range of tourism products, with a special focus on two‑way tourism traffic between China and Thailand. The strong presence of Thai tourism authorities, tour operators, and airlines at CITM will foster new partnerships and strengthen tourism connections between the two nations.

Thailand’s involvement in CITM 2025 also aligns with the ongoing push by ASEAN nations to capitalize on China’s growing outbound tourism market. As Thailand and China continue to deepen their tourism cooperation, CITM 2025 serves as an important platform for future tourism exchanges and collaboration.

A Platform for Global Partners

CITM remains an essential venue for global tourism boards, airlines, and travel brands seeking to tap into the Chinese market. By fostering relationships with China’s Ministry of Culture and Tourism, international exhibitors can gain critical insights into China’s tourism strategies, regulations, and emerging trends. At the same time, the event provides a window into China’s growing tourism and trade connections with other countries.

As the largest tourism exhibition in Asia, CITM 2025’s shift to Hainan as the host location emphasizes the province’s strategic importance in China’s tourism future. The event is not only a platform for showcasing tourism products but also a venue for deepening bilateral partnerships and promoting new ideas for travel and cultural exchange.

CITM 2025 in Haikou highlights Hainan’s growing role as China’s new free‑trade port, positioning the island as a key tourism hub and gateway for international travel, making it crucial for shaping the future of China’s tourism industry.

CITM 2025 in Haikou is more than just an exhibition; it is a major step in positioning Hainan as a key player in China’s tourism and trade landscape. With its new free‑trade policies, vibrant tourism offerings, and strategic location, Hainan is primed to become a central hub for international tourism in China. The China International Travel Mart 2025 is the perfect stage for showcasing the future of China’s tourism industry, with Hainan at its heart, and the “Nihao China” theme driving the nation’s effort to re‑energize global interest in its destinations.