After a good start in the first quarter of this year, Hainan's tourism economy still shows a hot trend in the second quarter. From January 2021 to May 2021, Hainan received 37.2915 million tourists, up 137.5% year-on-year and 11.1% compared with the same period in 2019, with a total tourism revenue of 71.478 billion yuan. The year-on-year growth reached 295.8%, 66.3% higher than that of the same period in 2019, and the economic benefit was significantly improved.

As a popular tourist destination in China, the tourism market in Hainan continues to "heat up" with the popularization of COVID-19 vaccination and the gradual recovery of tourists' confidence. With the support of the three factors of leisure and vacation resources, the tax exemption policy on the outlying islands and the joint promotion of the theme of the whole platform and the all-channel layout of the tourism department, the tourism economy in Hainan Province has an orderly recovery momentum, which provides an opportunity for Hainan to build "one center, three paradise and one highland" and "model house" of double-cycle tourism.

The travel market continues to heat up

How popular is Hainan? The data of major airports and ports on the island are obvious evidence: on July 1st, the passenger throughput of Haikou Meilan International Airport in 2021 exceeded 10 million person-times, 79 days earlier than last year, exceeding 10 million person-times. During the May Day holiday, the passenger flow reached a record high. On July 5, the passenger throughput of Sanya Phoenix International Airport in 2021 exceeded 10 million person-times, 87 days earlier than that of 2020. The monthly passenger throughput from March to June increased significantly compared with that of 2019.

This is the vitality of Hainan tourism in the figures of the macro show. The experience of tourism companies is more intuitive.

"There is no off-season in Sanya now. It's always the peak season." Sanya Wuzhizhou Island tourism vice president Yang Xiaohai said that for Sanya Wuzhizhou Island, the difference between peak season and non-peak season is the number of people in the island more than 8000 or below 8000, non-peak season every day there are a minimum of 5000 people into the island tourist volume. JW Marriott Sanya Haitang Bay posted its best performance from March to May since it opened in 2019. Ctrip said that in June this year, the overall number of tourists to Hainan increased by about 40% compared with the same period last year. Ticket orders of scenic spots exceeded 60% compared with the same period last year, and the number of tourists who chose to rent cars and drive to Hainan increased by 70% compared with the same period last year.

The reporter has noticed that although Haikou and Sanya are rich in hotel resources, it is still difficult to find a room during holidays and summer holidays. The overflow tourist source is gradually leaning to surrounding cities and counties. As a result, the number of overnight tourists in Lingshui, Wanning, Wenchang, Qionghai, Danzhou and other cities and counties increased by about 200% from January to May.

Industry insiders said that under the impact of the epidemic, outbound travel has been completely suspended, overseas tourism consumption has returned obviously, and domestic tourism demand has been released in large quantities. As the province with the most abundant island vacation resources in China and relatively complete development, Hainan has become the first choice in the minds of domestic vacation tourists. On the other hand, the increased duty-free policy on Hainan's outlying islands allows domestic tourists to experience the pleasure of duty-free shopping without going abroad, and attracts a large number of tourists who like shopping for tourism, which keeps Hainan's tourism market at a high level.

High quality holiday products are favored

Under the background of double circulation, high quality vacation products, as the characteristic supply of Hainan, show bright.

Since the second half of last year, the business of high-end hotels in Sanya has been booming, and even a few hotels have found it difficult to get a room. According to statistics from Ctrip, in the first quarter of 2021, Chinese tourists were more likely to choose luxury hotels, accounting for 46.82 percent of the total. Entering 2021, Atlantis Sanya achieved a record high revenue during the Tomb Sweeping Day, May Day and Dragon Boat Festival holidays, with an average occupancy rate of 97% during the May Day holiday and an average occupancy rate of 92% during the Dragon Boat Festival holiday.

The implementation of the new tax exemption policy on outlying islands has greatly increased tourists' intention and amount of shopping on the islands. In the first quarter of this year, the daily duty-free sales of Hainan's outliers reached about 170 million yuan, attracting a large number of cross-border consumption. Sanya international duty-free city, haikou duty-free shop (sun and moon square shop) and other major duty-free shops have become the most popular shopping places for tourists.

In addition to the "hotel" and "duty-free shopping", the new tourism business has become a new hot spot to stimulate tourism consumption. New ways of doing things like paragliding, skydiving, sea surfing and camping allow visitors to experience a colorful island lifestyle.

Since this year, both sports and entertainment functions of the wake wave surfing has become one of the hot water entertainment projects in Sanya, attracting a large number of water sports enthusiasts and the pursuit of fresh, exciting young players. Hainan international houseboat trades center person in charge to introduce, early this year, sanya builds wave boat to have quantity to return less than 20, and already amounted to 41 on June 10, but arrived holiday, sanya builds wave boat to still appear "one boat is difficult to seek" phenomenon.

The rising price may be due to a better mix of visitors. Data from the Provincial Tourism and Culture Department show that young people with strong travel intentions have gradually become the main force of tourism consumption. In the first quarter of this year, tourists aged between 25 and 34 accounted for 30.42 percent of the total number of tourists, followed by those aged between 35 and 44, accounting for 21.45 percent of the total. Tourists aged between 25 and 44 have accounted for half of the visitors. They pursue activities with more distinctive features and more participation, making slow-paced, themed and immersive tourism popular, which also shows the market's "just demand" for diversified vacation contents and in-depth experience.

Promotion and marketing continue to force the first machine

The accelerated transfer of tourism consumption to Hainan is also inseparable from the theme promotion and marketing activities of the tourism department with all-platform and all-channel layout, as well as the application of "Smart Tourism Hainan", a public service platform for smart tourism.

On March 11, "hainan health travel joy buy - I have an appointment with spring" hui "theme launched joint promotional activities, in more than two months time, the province tour wen hall joint financial institutions, airlines, new media, such as OTA by introducing special tourism product line, all kinds of promotional benefits activities, which are held with hainan holiday tourism consumption market; On March 27, Hainan officially launched the 2021 Hainan Red Tourism Culture Promotion Activities, 14 "Red, Blue and Green" Hainan Red Tourism Quality Lines were officially launched on OTA platforms such as Qunar, Ctrip and Feizhu, to further tap Hainan tourism resources and enrich Hainan tourism product system. On April 30, sponsored by the Provincial Department of Tourism and Culture, "Healthy Travel and Happy Shopping -- Hainan Tourism Consumption Carnival" was launched, which has been successively launched in Haikou, Guangzhou, Changsha, Wuhan, Chengdu, Suzhou, Nanjing, Shanghai, Beijing and other nine major cities in the past two months. With high-quality tourism products, various preferential policies and duty-free vouchers as the attraction point, Continue to strengthen the destination image of "Sunshine Hainan Holiday Paradise", and comprehensively promote the growth of tourism consumption in Hainan.

In order to further improve the service level and enhance tourists' vacation experience, Hainan Province created a provincial public service platform for smart tourism at the end of last year -- "Smart Tour Hainan" APP and mini program.

In the past six months, with "platform operation + marketing promotion" as the starting point, "Smart Tour Hainan" has been committed to providing tourists with comprehensive, authoritative and honest tourism public services, while carrying out more accurate and effective digital operation and promotion, enhancing the tourism brand image and further enriching tourists' wisdom experience. From including exhibition, diving, food, festivals and other 7 games theme of live, to "friend" in hainan traveling experience officer recruited to attract fans more than dozens of millions of bloggers, to the surrounding rural tourism theme, intangible, and so on to build 12 special columns, "wisdom tour in hainan" in the form of graphic, broadcast, video, etc, Through the multi-channel traffic publicity matrix on Tencent platform, it helps to accurately touch the theme marketing content and guide tourists to discover the beauty of Hainan.

"We will continue to form a big data integration of tourism and literature in Hainan, focusing on the deep operation and resource integration of various elements of tourism, so as to better meet the new needs of visitors to Hainan in the digital era." "Intelligent tour Hainan" relevant person in charge said.