2016 "Discovery of Hainan" Tourism Promotion Event Held in Chengdu
On September 25, the 2016 "Discovery of Hainan" tourism promotion event, hosted by the Hainan Provincial Department of Tourism, was held in Chengdu. The "Discovery of Hainan" initiative aims to further enhance the international profile and reputation of Hainan as an International Tourism Island among foreign audiences, encouraging more foreigners to discover, fall in love with, and visit Hainan. Over 100 foreign individuals in China, including representatives from the Hainan Provincial Department of Tourism, the Sichuan Provincial Department of Tourism, consulates-general in Chengdu, and foreign chambers of commerce, attended the event.
The promotion event officially kicked off with a lively Li ethnic dance. In her opening remarks, Sun Ying, Director of the Hainan Provincial Department of Tourism, stated that the unique characteristics of Hainan are highlighted by its "eight major strengths": ecological advantages, special economic zone privileges, its status as an International Tourism Island, its role as a strategic fulcrum of the Maritime Silk Road, tropical resources, the Boao Forum for Asia, marine tourism, and integrated planning ("multi-plan integration"). In recent years, Hainan has become one of China’s most beloved tropical island holiday destinations. The opening of more international direct flights has accelerated Hainan’s integration with the world and enhanced its international image as the "Sunshine Hainan, Holiday Paradise." Director Sun also warmly invited international friends to visit the beautiful island of Hainan.
Following the speech, Iain Inglis, a British national who has lived in Hainan for twelve years and serves as a tourism ambassador for the island, recommended ten distinctive Hainan travel routes to the attendees and provided a comprehensive overview of Hainan’s tourism resources, supporting facilities, services, and the Hainan Happy Festival. Nicki Johnson, an American food enthusiast who has called Hainan home for eleven years, vividly described local delicacies, sparking the guests’ longing for Hainan cuisine. That evening, foreign guests and online influencers present also shared their wonderful impressions of Hainan and expressed their strong desire to visit the island.
The event also screened a series of cultural tourism micro-documentaries themed "Discovery of Hainan." A Sino-foreign production team presented the unique local customs of Hainan through three themes: "Playing in Hainan," "Eating in Hainan," and "Cultural Hainan."
Toward the end of the promotion event, artists from the Qiongzhong County Folk Song Performance Troupe in Hainan treated the audience to the ethnic Li tradition of the firewood-gathering dance. Guests actively participated in the interactive session, dancing to the music alongside the performers and experiencing the charm of the Li people’s oldest and most beloved art form. The "Discovery of Hainan" tourism promotion event concluded successfully amid laughter and joy.
It is understood that this year is a crucial one for Hainan’s tourism industry. According to the "Hainan International Tourism Island Tourism Development Index Report," the Hainan International Tourism Island Tourism Development Index comprises a comprehensive evaluation system with five primary indicators and thirteen secondary indicators. It assesses the development of Hainan’s tourism industry across five dimensions: tourism resources and attractions, the tourism market, tourism services, development potential, and the overall environment. Among them, the sub-index for the overall environment performed exceptionally well, with an average annual growth rate of over 50% over the past five years. By 2020, the construction plan for the Hainan International Tourism Island aims for tourism service facilities, management, and service standards to be fully aligned with internationally accepted tourism service benchmarks. The island’s international visibility and reputation will be greatly enhanced, and the scale, quality, and efficiency of the tourism industry will reach international advanced levels, laying the foundation for it to become a world-class island leisure and holiday destination.
After the successful promotion event in Chengdu, the "Discovery of Hainan" tourism promotion activities will also be held in Beijing and Shanghai in October and November respectively, with hundreds of Chinese and foreign guests expected to attend.