2025 Sanya Tourism Promotion Event – Vietnam Achieves Dual Success with TPO Participation.
From 2nd – 5th September, Ms. Xiaolin Wu, Secretary of the Party Committee and Deputy Director General of Sanya Tourism Board, staff members from Sanya Tourism Board and representatives from tour operators in Hainan hosted a tourism promotion event in Hanoi, Vietnam. The trip built upon the successful launch of direct flights connecting Ho Chi Minh City – Sanya and Hanoi – Sanya in June and coincided with participation in the 12th General Assembly of the Tourism Promotion Organization for Global Cities (TPO). Leveraging new international routes, global platform exposure, and preparation for the 2026 Asian Beach Games, the campaign aimed to strengthen Sanya’s brand as an international tourism destination and deepen cultural and tourism cooperation with the Vietnamese market.
Product Lab Ignites Creativity and Market-Focused Innovation
In Hanoi, Sanya hosted an innovative “Product Lab,” the highlight of the event. Bringing together Sanya representatives and Vietnamese travel operators in a workshop format, the Product Lab fostered in-depth, interactive discussions on designing and optimising tourism products and itineraries tailored to Vietnamese preferences. Every detail—from trip planning and experience content to pricing strategies and marketing approaches—was refined using real-time market feedback. This creative approach provided invaluable insights for developing high-quality, Vietnam-focused tourism offerings.
Comprehensive Promotion Showcasing Sanya’s Advantages
The promotion event highlighted Sanya’s tourism resources through multi-level presentations. Sanya Tourism Board representatives shared policies and market opportunities, while airline partners detailed the benefits of the new direct routes and competitive airfares. Tourism enterprise representatives showcased vivid case studies on hotels, experiences, and facilities. Secretary Wu Xiaolin emphasized that the campaign demonstrated Sanya as a young, stylish, and high-quality international destination, offering everything from tropical beaches and rainforests to duty-free shopping, cultural experiences, luxury resorts, and family-friendly attractions. Vietnamese operators gained a thorough understanding of Sanya’s tourism strengths. Mr. Xing Jiuqiang, Counsellor of the Chinese Embassy in Vietnam, attended the Hanoi event and delivered remarks, congratulating its success and highlighting tourism as a key bridge of friendship. He emphasized Sanya’s strengths as a leading coastal destination and Vietnam’s role as a vital source market.
Global Recognition through TPO Participation
The Sanya delegation then traveled to Ho Chi Minh City to participate in the 12th TPO General Assembly. On this international stage, Sanya engaged in joint promotion sessions and tourism roadshows, presenting its achievements as a core zone of the International Tourism Consumption Centre. During the assembly, Sanya was awarded the Plaque of Appreciation and the TPO Best Awards (Tourism Media Award), recognizing its development accomplishments within the global tourism community. The campaign strengthened connections with international tourism cities, enhanced global visibility, and effectively promoted Sanya ahead of the 2026 Asian Beach Games.
Youth “Host Global” Program Launched
The promotion event in Hanoi also launched the Southeast Asia International Youth “Co-Creation” Tour under the “Host Global” initiative. Selected Vietnamese tourism professionals and youth representatives will visit Sanya in mid-October to engage in hands-on experiences, cultural immersion, and creative content development. The program encourages participants to become “cultural ambassadors” for Sanya, fostering sustainable promotion and deepening bilateral tourism collaboration.
By combining the Product Lab, TPO participation, and the “Host Global” initiative, the Vietnam campaign enhanced Sanya’s brand visibility, optimised market-adapted products, and laid a strong foundation for sustainable inbound tourism growth.
