Culture high on agenda at Sanya tourism event

International delegates explore Sanya during the 2025 Tropical Coastal City Tourism Event. [Photo provided to chinadaily.com.cn]

The 2025 Tropical Coastal City Tourism Event opened Tuesday evening in Sanya, Hainan province, bringing together global tourism leaders to discuss a new vision for sustainable coastal development.

Under the theme of "Meet Sanya, Cocreate the Future", the three-day event drew tourism officials, international organization leaders and delegates from 37 destinations across 27 countries and regions. Participants will engage in immersive tours, thematic discussions and exchanges focused on sustainable development for tropical coastal cities.

International delegates explore Sanya during the 2025 Tropical Coastal City Tourism Event. [Photo provided to chinadaily.com.cn]

The event introduced an innovative "global experience officer" program designed to foster deeper, participatory dialogue between proponents of international best practice and local initiatives.

"The global tourism industry is undergoing a profound shift from 'sightseeing' to 'experiential' travel," said Zhang Hao, deputy director of the Sanya Tourism Board. "This program allows our guests to personally encounter Sanya, to perceive it firsthand and form genuine, in-depth insights into its tourism development."

International delegates explore Sanya during the 2025 Tropical Coastal City Tourism Event. [Photo provided to chinadaily.com.cn]

He added that this approach reflects three strategic shifts for Sanya's tourism sector: moving from displaying resources to creating shared values; from one-way promotion to two-way dialogue on sustainable solutions; and from standardized offerings to personalized, "clue-based" experiential itineraries.

In his opening address, Fan Weizheng, vice-mayor of Sanya, highlighted the city's core philosophy of "symbiosis between nature and culture". He mentioned efforts to improve tourist services, strengthen ecological protection and revitalize cultural heritage, aiming to provide quality experiences for its more than 34 million annual visitors while establishing a global benchmark for tropical coastal tourism.

International delegates explore Sanya during the 2025 Tropical Coastal City Tourism Event. [Photo provided to chinadaily.com.cn]

"The city looks to this event as a bond to deepen cooperation with global partners and contribute 'Sanya's wisdom' to the high-quality development of coastal cities worldwide," he said.

Soon Hwa Wong, ambassador for Greater China at the Pacific Asia Travel Association, praised Sanya's integrated approach to visitor experience, marine conservation and local culture. He noted that Hainan, with its developed infrastructure, unique policies and rich resources, is targeting the high-end tourism market, using Hong Kong and Singapore as benchmarks.

International delegates explore Sanya during the 2025 Tropical Coastal City Tourism Event. [Photo provided to chinadaily.com.cn]

Sanya's luxury hotel clusters, upgraded duty-free shopping policies and the health and wellness model of the Boao Lecheng International Medical Tourism Pilot Zone are key to this strategy, he said. He emphasized that integrating ecological protection and indigenous Li and Miao cultural elements into high-end travel experiences is critical for Hainan to build a distinctive competitive edge.

Hannah Pearson, director of Pear Anderson, suggested cities treat cultural experiences as being invaluable as physical attractions by mapping assets and designing authentic offerings with local communities. She emphasized that providing access and meaning through immersive activities and personal storytelling elevates the travel experience beyond traditional luxury.

International delegates explore Sanya during the 2025 Tropical Coastal City Tourism Event. [Photo provided to chinadaily.com.cn]

The evening opening featured a cultural performance that saw traditional dances by Hainan's Li people share the stage with a South Pacific dance from the Cook Islands, symbolizing the event's international and inclusive spirit.

Delegates have been split into groups for site visits across Sanya, focusing on themes including sustainable tourism, high-end travel and cultural innovation.