Since the start of 2025, a promotional campaign titled Cool Hainan has made waves on social platforms like Facebook and X. This initiative showcases a variety of new tourism products, routes, and experiences from the Hainan Free Trade Port, engaging over 35 million users worldwide.

Situated in southern China, Hainan is the country’s largest Free Trade Port, acclaimed for its 1,944 kilometers of coastline, extensive tropical rainforests spanning 4,269 square kilometers, and a rich 3,000-year-old Li culture. Hainan, being the sole tropical island province in China, boasts remarkable natural beauty, a wealth of tourism resources, and unique cultural heritages. The campaign aims to elevate Hainan’s visibility to attract more visitors.

The Cool Hainan campaign has released 56 posts to date, unveiling 116 popular and lesser-known attractions, creatively curated routes, and custom travel packages.

The series also features themed itineraries, such as Celebrating Spring Festival with Intangible Cultural Heritage for authentic Chinese New Year experiences, Early Spring Hainan Tour focusing on flowers and tropical delicacies, March 3 Festival celebrating Li and Miao cultural heritage, and Cool Island showcasing educational trips and marine adventures. These visually captivating posts effectively capture Hainan’s outstanding tourism advantages, with engagement from audiences in 85 visa-free countries.

The island is easily accessible via numerous international flight routes, with a high-speed train capable of circling the island in just three hours. Connecting various attractions, the Hainan Coastal Scenic Highway and the Hainan Tropical Rainforest National Park Scenic Road offer visitors ten signature tourism experiences, including marine holidays, duty-free shopping, health tourism, and aerospace adventures.