Executives from Thomas Cook, Tui China and Ctrip have met to discuss international tourism opportunities offered by the Chinese beach destination of Sanya.
Located in the south of Hainan island, the only tropical coastal destination in China, is looking to build on its position with a 30-day visa-free access for travellers from 59 countries.
Sanya plans to launch campaigns targeting international visitors on major media platforms, including CNBC, with the aim of positioning the city as the resort destination of choice.
Thomas Cook Sanya branch, a joint-venture travel agency launched by Cook and Chinese conglomerate Fosun International, was officially set up in the city last month.
The province is advocating the development of the whole of Hainan island into a pilot free trade zone, while promoting the establishment of a free trade port.
Sanya leads other Chinese cities in terms of the amount of money spent locally by international visitors.
The city has 33 direct flights to cities outside of China, including a London service.
More than 50 global hotel brands have already expanded into Sanya, including Atlantis, Marriott and InterContinental.
Meetings and panel discussions organised at World Travel Market were aimed sharing the benefits of the economic growth of Hainan province, led by tourism as Sanya’s fast growing tourism.