Hainan's tourism sector opened 2026 with record-breaking numbers during the three-day New Year holiday period, driven by a surge in duty-free shopping and visitor arrivals following the recent launch of island-wide special customs operations.

The island welcomed 2.17 million tourist visits from Thursday to Saturday, a 25.2 percent year-on-year increase, according to provincial data. Border entries and exits rose 23.5 percent. Duty-free shopping emerged as a major driver, with sales at offshore duty-free stores soaring 128.9 percent to 712 million yuan ($99.8 million). The number of shoppers climbed 60.6 percent to 83,500, customs figures showed.

"The duty-free policy was a key reason for my trip," said Zhang Yuqi, a tourist from Beijing. "It's incredibly convenient now that it offers more variety and better deals."

Her view was echoed across busy mall corridors. "Some cosmetic items cost over 1,000 yuan more outside Hainan," said Zhang Luyuan, a shopper from Hebei province.

The shopping boom spilled over into accommodation. Hotels near major duty-free stores recorded sharp gains, with occupancy around Sanya's duty-free hubs up 150 percent, CDF-operated outlet in Haikou rising 140 percent, and another CDF complex in Sanya nearly doubling, according to data from travel platform Qunar.

Huang Jingliang, head of Ruoyi Roy Hotel, said properties across the province — especially in Sanya — were fully booked every day from the launch date on Dec 18 through the New Year holiday period, with overseas visitors accounting for more than 10 percent of guests.

Haikou and Sanya recorded China's fastest growth in inbound flight bookings on Thursday, rising more than 300 percent and 500 percent, respectively. Top visitor origins included Malaysia, Thailand, the Republic of Korea, Vietnam and Australia, provincial authorities said.

A warm ethnic welcome ceremony greeted a flight from Russia on Thursday, the first inbound tourists of 2026 to land in Sanya."We came specifically for the New Year. The sunshine and hospitality here are the best gifts," said Russian tourist Liya.

"Hainan boasts exceptionally rich tourism resources — not only beaches, but also tropical rainforests, ethnic culture and aerospace technology experiences," said Swedish travel agent Rolf Blomkvist. "This diversity holds strong appeal in the European market."

Sanya, the island's most popular destination, reported 650,800 visits, an annual increase of 17.84 percent, generating about 1.3 billion yuan in tourism revenue during the holiday, official data showed.

A diverse lineup of events catered to varied tastes, from three nights of TF Family concerts drawing nearly 100,000 attendees to a beachfront countdown for 30,000 revelers and an electronic music festival. "The vibrant performances and music washed away the fatigue of the whole year, allowing me to immerse myself in the joy of the moment," said Chen Yuegui, a tourist from Anhui province.

Beyond festivities, self-drive tours around the island gained traction. Rental car bookings in Sanya rose 96 percent year-on-year, while Haikou saw an 81 percent increase, according to Qunar.

Industry observers attributed the growth in tourism to eased entry policies and expanded air links. Currently, 86 countries enjoy visa-free access to Hainan. As of Dec 22, Sanya had launched 41 international routes to 32 overseas destinations. "New routes such as Sanya–Ho Chi Minh City and Sanya-Jinan-Seoul have made travel much easier for international tourists," a Qunar representative said.

"We will focus on improving international marketing, optimizing flight networks and enriching high-quality tourism products, particularly for European and American markets," said Chen Tiejun, director of the provincial department of tourism, culture, radio, television and sports. "We hope to demonstrate the open vitality of the free trade port with the warmth of Hainan life."