The "Cool Hainan" Global Campaign Generates Buzz and Attracts International Travelers

This international communication project was planned and implemented by the Department of Tourism, Culture, Radio, Television and Sports of Hainan Province. Through social media platforms, 56 travel-themed pieces of content were published for global audiences, with total exposures exceeding 16 million. The campaign spanned major inbound tourist source markets for Hainan—including Russian-speaking regions, Southeast Asia, Europe, and North America—distributed via multilingual accounts in Russian, Thai, Indonesian, French, Spanish, and Portuguese, ultimately reaching an audience of over 52 million followers.

Breaking from traditional promotional models, the campaign released seven themed series of Hainan tourism content featuring practical travel guides and immersive on-site scenarios, showcasing international branding labels such as "Cool Hainan", "Top Ten Hainan Tourism Icons", and "Cool Island". Starting with high-end luxury getaways on the Sunshine Coast in January, themes shifted monthly: February showcased Hainan's distinct Li and Miao ethnic Spring Festival customs; March focused on trendy surfing experiences and Wenchang aerospace study tours; April highlighted water sports and wellness tourism; May featured archaeological study tours and rainforest adventures; June promoted rainforest self-driving tours and ethnic minority villages; and July rolled out "Ten Signature Marine Tourism Routes", with a single post achieving over 2.6 million impressions.

This content not only showcases diverse landscapes and experiences such as bays, rainforests, folk customs, health and wellness, and sports, but also highlights practical travel information including visa-free policies for 86 countries, temporary permits for foreign driver's licenses, shopping, and duty-free/departure tax refund policies for off-island travel, seamlessly integrating the island's natural scenery, local intangible cultural heritage, and modern tourism consumption business formats.

Global social media users have shown a strong interest in traveling to Hainan. Many have left comments asking about specific details such as visa-free policies, dining, accommodation, sightseeing, and self-driving trips, and several users said they have added Hainan to their future travel bucket lists.

Hainan hopes to leverage this themed social media campaign to build an international image as a "World-Class Resort Island", enhance its appeal as an inbound tourism destination, and support Hainan's development into an international tourism and consumption center. According to an official from the Department of Tourism, Culture, Radio, Television and Sports of Hainan Province, Hainan possesses tropical coastal tourism resources that are unique in China. Capitalizing on the policy dividends and openness advantages of the Free Trade Port, Hainan will continue to optimize its tourism service offerings for international visitors and foster a tourism consumption environment that meets international standards.

Hashtag: #CoolHainan

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