Tourism reshaped by milestone launch

China launched island-wide special customs operations on Thursday in the Hainan Free Trade Port, the world's largest FTP by area, as global tourism leaders gathered on the island — a move that industry insiders believe could reshape tourism cooperation, investment and visitor flows in the coming years.

The change in a package of policies coincided with the opening of the China International Travel Mart 2025 in Haikou, the capital of Hainan province, on Friday, offering the first major opportunity to assess Hainan's new operating framework as a free trade port.

The three-day fair has attracted more than 1,000 business operators and representatives from 101 countries and regions, a record level of participation that organizers say reflects growing international interest in the island province.

Xie Jing, vice-governor of Hainan, said: "The official launch of the Hainan FTP will more directly and broadly benefit investors and tourists. Hainan's leading industries, including tourism, now enjoy unprecedented development opportunities."

The travel mart demonstrates China's commitment to openness and serves as an important platform for strengthening international tourism cooperation, Xie said at a promotional event. She invited global industry players to share in what she described as the combined opportunities created by China's tourism consumption upgrade and the Hainan FTP's island-wide special customs operations.

Industry participants say the expected surge in cooperation is underpinned by Hainan's entry policies, which include visa-free access for travelers from 86 countries, as well as expanded visa-waiver arrangements for cruise passengers and tour groups. Combined with the new customs operations, these measures are positioning the island as a platform for joint tourism ventures.

At the ongoing fair, industry insiders said they were exploring partnerships in areas such as high-end wellness tourism, international meetings and exhibitions, and cross-border cultural travel routes.

"Everybody has to come to Hainan to visit this perfect island," said Sandra Staber from Austria's Tourism Office of Carinthia, pointing to the island's rain forests and coastal attractions. Staber said easier entry procedures and duty-free shopping policies will strengthen Hainan's appeal when developing premium island-based travel products.

Thailand, the guest of honor at this year's travel mart, also highlighted the broader implications of the shift in a range of policies. Thapanee Kiatphaibool, governor of the Tourism Authority of Thailand, said that "two-way tourism" would be central to future growth, suggesting that Hainan's development could support more balanced tourist flows and shared destination marketing.

"Hainan's customs operations make it easier for us to engage directly with the Chinese market," said Jan Vislocky of Slovakia's Vislocky Travel.

Inbound travel to Hainan has surged since Thursday. Data from travel platform Qunar shows that international flight bookings to Haikou from this Christmas through the 2026 Spring Festival holiday have increased by more than 40 percent compared to the previous year.

Visitors are already experiencing the effects. Vika Karenina, a tourist from Russia, said the wide range of international payment options and the absence of a tax refund process made her shopping at Sanya's duty free city seamless.

"I've really enjoyed the sun and beach on this visit to Sanya, and the timing was perfect to experience duty-free shopping — it was the most delightful surprise of my trip," Karenina said on Thursday at Sanya International Duty Free City.

"The whole shopping experience was as smooth as clearing customs," she said. "Next time, I'm bringing my family."