Hainan Province launches ‘Cool Hainan’ global tourism campaign

The Hainan Province Department of Tourism, Culture, Radio, Television and Sports has implemented an international social media campaign titled ‘China’s Free Trade Port, World-Class Resort Island: Welcome to Cool Hainan’. The initiative aims to promote the Hainan Free Trade Port to global travelers through diverse, themed content.

Since the start of the year, the campaign has published 56 travel-themed pieces of content, resulting in over 16 million exposures and reaching an audience of more than 52 million followers. The promotion targeted major inbound markets, including Southeast Asia, Europe, North America, and Russian-speaking regions, using multilingual accounts in languages such as Thai, Indonesian, French, Spanish, and Portuguese.

The campaign utilized a monthly thematic approach, ranging from luxury getaways and ethnic Spring Festival customs to surfing, aerospace study tours, wellness tourism, and marine tourism routes. This strategy focused on providing practical travel guides and immersive scenarios to showcase the island's landscapes, including its bays and rainforests.