Thomas Cook has released a programme of package holidays to the Chinese tropical beach resort of Sanya on Hainan island.
The introduction of Sanya coincides with the launch of direct flights last week from Heathrow to Sanya Phoenix International Airport with China Southern Airline.
Cook is offering five beachfront hotels in Yalong Bay, Sanya Bay and Haitong Bay from November.
A nine-night stay at the Pullman Oceanview Sanya Bay Resort and Spa starts at £799 per person, departing in November.
The packages will be available year-round from November.
The new programme launch follows a strategic partnership between Thomas Cook Group and Hainan Tourism Development Committee to promote and develop Sanya into an international tourist destination.
As well as selling packages, the partnership will include a marketing campaign to raise the awareness of Sanya as a tourist destination in the UK and the development of inbound tourism services in Sanya to service international travellers.
Peter Fankhauser, chief executive officer of Thomas Cook, said: “Sanya is a great new addition to our long-haul offering, providing even more choice to customers looking for a sun and beach holiday in south-east Asia.
“With our reach to more than 20 million European customers, I am confident that our partnership with Hainan will help to put Sanya on the international tourist map.”