Hainan Reshapes China’s Tourism Market with New Customs Shift and Global Collaboration

Published on December 24, 2025

On December 18, 2025, China launched a landmark island-wide special customs operation in the Hainan Free Trade Port (FTP), the world’s largest FTP by area. This strategic move is set to reshape the tourism landscape in China, especially with Hainan positioning itself as a new hub for international tourism and cooperation. As global tourism leaders gathered on the island for the China International Travel Mart (CITM) 2025, which began on December 19, industry experts are eager to see the potential long-term impact of these changes on visitor flows, investment opportunities, and tourism ventures.

Bold Steps in Hainan’s Tourism Expansion

The introduction of new customs operations aligns perfectly with Hainan’s push to open its doors wider to the world. The province has already been a leader in tourism innovation, with special policies aimed at boosting international tourism. Visa-free access for travelers from 86 countries, alongside expanded visa-waiver arrangements for cruise passengers and tour groups, is a strong indicator of China’s willingness to attract global visitors. These shifts are seen as an attempt to transform Hainan into a major platform for joint tourism ventures with countries across the globe.

Hainan’s New Tourism Model: A Win for International Collaboration

At the CITM 2025 held in Haikou, the capital of Hainan, over 1,000 business operators and representatives from 101 countries attended the event. The presence of such a large and diverse international audience is a reflection of Hainan’s growing appeal as a prime tourism destination. The forum attracted key players like Thailand, which was the guest of honor, and many other nations exploring potential tourism opportunities with China.

Hainan’s customs changes represent more than just policy shifts; they signal a new era of international cooperation. The island is increasingly seen as a bridge between China and the rest of the world, opening doors for shared destination marketing and two-way tourism, as described by Thapanee Kiatphaibool, Governor of the Tourism Authority of Thailand. Both Hainan and Thailand are positioning themselves as key players in promoting balanced tourism flows and fostering cross-cultural understanding.

Key Developments in Hainan’s Tourism Policies:

• Visa-Free Access for citizens of 86 countries boosts international tourism.
• Expanded visa-waiver arrangements for cruise passengers and tour groups.
• New customs operations streamline entry and enhance visitor experience.
• CITM 2025 in Haikou highlights growing global interest in Hainan as a top tourism destination.

Inbound Travel Surge as a Result of New Measures

The impact of Hainan’s new policies is already being felt. According to data from Qunar, a popular Chinese travel platform, international flight bookings to Haikou surged by over 40% during the Christmas period, compared to the previous year. This increase is a clear indicator of how Hainan’s transformation is driving tourism demand.

One such example is Vika Karenina, a tourist from Russia, who expressed delight at the ease of her shopping experience at Sanya International Duty-Free Complex. With the absence of tax refund processes and the introduction of international payment options, Hainan has become a seamless shopping and travel experience for international visitors. Many tourists are also drawn to the region’s sunny beaches, duty-free shopping, and world-class attractions.

Sanya’s Duty-Free Shopping: A Major Attraction for Visitors

• International payment options streamline purchases for foreign tourists.
• The absence of tax refund processes makes shopping easier.
• Duty-free shopping at Sanya’s complex is a major attraction for international visitors.

The Growing International Impact of Hainan’s Tourism Shift

With the rapid expansion of Hainan’s tourism policies, the island is now well-positioned to become a global tourism hub. These changes open new opportunities for international cooperation, particularly in areas like cultural tourism, eco-tourism, and luxury travel. As foreign tourists increasingly seek out Hainan for its attractions, the province is expected to reap long-term benefits in terms of both tourism revenue and cultural exchange.

Why Hainan Is Now a Must-Visit Destination for Global Tourists

• Strategic location: Hainan offers a unique blend of natural beauty, cultural richness, and modern infrastructure.
• Visa-free entry for 86 countries makes it easier for international tourists to visit.
• Duty-free shopping and luxury accommodations provide an attractive experience for tourists.

Hainan’s Competitive Edge in the Global Tourism Market

By attracting global interest and international partnerships, Hainan is positioning itself as a leader in the Chinese tourism industry. The province’s free trade policies, combined with its growing tourism infrastructure, make it an ideal destination for tourists and business operators alike. With strong support from international tourism organizations, Hainan’s transformation will likely contribute to the growth of China’s tourism economy.

What’s Next for Hainan’s Tourism Market?

Hainan’s tourism growth is only expected to accelerate as these new policies are further implemented. The province is poised to become a global leader in tourism by offering a dynamic and welcoming environment for both international visitors and investors. The coming years will likely see more focus on tourism cooperation, sustainability efforts, and the integration of Hainan into global tourism networks.