Hainan has seen a surge in international tourism, with over 1.059 million inbound and outbound travelers this year, marking an 18.3% year-on-year increase. The province’s cross-border tourism continues to heat up, fueled by visa-free policies for 59 countries, 240-hour transit visa exemptions, and 65 restored or newly added international flight routes. Tourists from over 140 countries, mainly from Russia, South Korea, and Singapore, have entered through Hainan’s ports.
Since February 9, 2024, citizens from 59 countries, including Russia, the U.S., and Japan, can enter Hainan visa-free for tourism, trade, and other purposes (excluding work/study) for up to 30 days. The 144-hour visa-free policy for foreign tourist groups from Hong Kong and Macao and the 240-hour transit visa exemption further boost accessibility. As of June 9, 2025, citizens from 85 countries can visit Hainan visa-free.
Hainan is building a global promotion network. Juan Gaspart Solves was appointed as the Global Tourism Ambassador, and 29 overseas tourism promotion offices have been established. The province has launched international marketing campaigns in New Zealand, Australia, and Japan, with cumulative domestic and foreign views exceeding 3.5 billion by March 2025.
To enhance visitor experience, Hainan has set up “port-type” service centers at major airports, deployed 993 extra foreign card POS machines, and launched the “Hainan Easy Pay” app, enabling seamless mobile payments for international tourists.
Industry insiders note that while Hainan’s natural scenery and duty-free shopping attract foreign visitors, there is room to improve international service standards, such as enhancing multilingual signage and staff communication skills. With the 2025 Overseas Travel Mart bringing 450+ global representatives to Sanya, Hainan is positioning itself as a world-class tourist destination, inviting global travelers to explore its tropical charms.
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