Build­ing a Top-notch Tourism Is­land

China Pictorial (English) - - Contents - Text by Tan Xingyu

The push to build an in­ter­na­tional tourism is­land has in­spired Hainan to set a goal to be­come a world­class tourist des­ti­na­tion, which presents a prime op­por­tu­nity for the is­land prov­ince to reach world­class stan­dards com­pre­hen­sively through learn­ing advanced in­ter­na­tional ex­pe­ri­ence and up­grad­ing its tourism ser­vices.

As the south­ern­most prov­ince in China, Hainan takes pride in its ad­van­ta­geous nat­u­ral tourism re­sources, such as sun­shine, sea­wa­ter, beaches, green veg­e­ta­tion, clean air and rich eth­nic cus­toms.

In Jan­uary 2010, China’s State Coun­cil re­leased the Opin­ions on ac­cel­er­at­ing the Con­struc­tion and de­vel­op­ment of Hainan

In­ter­na­tional Tourism Is­land , which set 2020 as the dead­line for Hainan’s tourism ser­vice fa­cil­i­ties, man­age­ment and ser­vice lev­els to reach in­ter­na­tion­ally ac­cepted stan­dards and for Hainan to be­come a top-notch hol­i­day des­ti­na­tion.

In fact, the con­struc­tion of Hainan In­ter­na­tional Tourism Is­land has be­come part of China’s na­tional strat­egy.

Di­ver­si­fied Tourism

Hainan has en­joyed mul­ti­ple fa­vor­able poli­cies which have enor­mously en­hanced the de­vel­op­ment of lo­cal tourism.

Over the last few years, Hainan has seen great progress in sec­tors in­clud­ing large-scale sup­port­ing fa­cil­i­ties such as ur­ban complexes, parks, and mu­se­ums in ad­di­tion to ru­ral tourism, fea­tured towns and cul­tural and cre­ative in­dus­tries.

In March 2017, the Hainan provin­cial

govern­ment is­sued the Hainan­tourism

De­vel­op­ment plan (2016-2020), propos­ing to cap­i­tal­ize on Hainan’s three ma­jor strengths— eco­log­i­cal en­vi­ron­ment, spe­cial eco­nomic zone and in­ter­na­tional tourism is­land—to ac­cel­er­ate the cam­paign to build Hainan into a demon­stra­tion tourist prov­ince for the rest of the coun­try.

Among the many tourist at­trac­tions in Hainan, Tianya Hai­jiao, or the End of the Earth and the Edge of the Sea, might be the most en­chant­ing. It fea­tures trop­i­cal views of co­conut trees bathing in the set­ting sun.

Ac­cord­ing to Zheng Conghui, deputy gen­eral man­ager of the tourism de­vel­op­ment com­pany in charge of the scenic spot, his com­pany has launched a se­ries of aquatic tourism ac­tiv­i­ties such as yacht sight­see­ing and mo­tor­boat trips as well as wed­ding fa­cil­i­ties to make the scenic spot more at­trac­tive.

“We have de­vel­oped tourism prod­ucts that re­quire par­tic­i­pa­tion and pro­duce ex­pe­ri­ences to pro­mote our long-term de­vel­op­ment,” Zheng ex­plained.

Sanya Paddy Field Na­tional Park, an­other pop­u­lar tourist des­ti­na­tion, which of­fi­cially opened on Jan­uary 24, 2018, is high­lighted by land­scapes of rice fields and seascapes,

sup­ple­mented by a di­nosaur science base.

Un­der con­struc­tion are dif­fer­en­ti­ated, new tourist at­trac­tions such as the Yuan Long­ping Na­tional Rice R&D Cen­ter, named af­ter the “Fa­ther of Hy­brid Rice in China,” the Wet­land Re­serve for Egrets and an Ex­pe­ri­ence Zone for Low-al­ti­tude Flight.

“These are cut­ting-edge tourism prod­ucts,” il­lus­trated Jiang Haiyan, ex­ec­u­tive deputy gen­eral man­ager of Sanya Paddy Field Na­tional Park. “Our new model fea­tures an in­te­gra­tion of dif­fer­ent seg­ments such as farm­ing cul­ture, pop­u­lar science ed­u­ca­tion and agri­cul­tural ex­pe­ri­ence, which merges ru­ral de­vel­op­ment with agri­cul­tural tourism.”

Hainan has also di­ver­si­fied its tourism with more cre­ative cul­tural cam­paigns such as the Sanya In­ter­na­tional Mu­sic Fes­ti­val, which was first launched in 2017 and is now sched­uled twice a year, and Sanya At­lantis, a world-class tourism com­plex, which opened in April 2018. And trans­porta­tion fa­cil­i­ties have greatly im­proved, high­lighted by a high-speed rail­way cir­cling the is­land and a new off­shore air­port in Sanya.

Im­prov­ing Tourism Soft­ware

In March 2011, China’s Min­istry of Fi­nance pub­lished the Pilotim­ple­men­ta­tion Planof the­off­shore­duty-freeshop­ping

Pol­i­cy­on­hainanis­land , mak­ing Hainan the fourth is­land in the world to of­fer off­shore duty-free ser­vice, which has served as a strong im­pe­tus for Hainan’s tourism con­sump­tion.

Over the past seven years, the lo­cal govern­ment has fre­quently ad­justed its off­shore duty-free poli­cies based on type of

goods, shop­ping quo­tas and shop­ping time lim­its, fur­ther un­leash­ing great po­ten­tial for con­sump­tion. These poli­cies have been ac­claimed for their ef­fec­tive­ness and in­flu­ence dur­ing the cam­paign to build Hainan into an in­ter­na­tional tourism is­land.

Sta­tis­tics from the Haikou Cus­toms show that by the end of Jan­uary 2018, two du­tyfree shops un­der its su­per­vi­sion in Sanya and Haikou had earned a to­tal of 31.48 bil­lion yuan in cu­mu­la­tive sales, with about 10 mil­lion shop­per vis­its.

In 2012, Sanya tourism’s rep­u­ta­tion was se­ri­ously dam­aged by a “high price seafood” scan­dal. Learn­ing lessons from the pain­ful ex­pe­ri­ence, the lo­cal govern­ment took var­i­ous mea­sures to pre­vent var­i­ous kinds of tourist chaos.

In Oc­to­ber 2015, the Pub­lic Se­cu­rity Bu­reau of Sanya City es­tab­lished China’s first tourism po­lice de­tach­ment. Af­ter strength­en­ing law en­force­ment and restor­ing or­der in the tourism mar­ket, com­plaints dropped sig­nif­i­cantly, and tourists be­came more sat­is­fied with the ser­vices.

June 2014 wit­nessed the found­ing of Sanya Tian­ling Cruise Ser­vice Co., Ltd., a joint ven­ture of the Tianya Hai­jiao Scenic Area and the lo­cal com­mu­nity: 1,038 lo­cal fam­i­lies be­came share­hold­ers of the com­pany, and 230 lo­cal res­i­dents found jobs there, ac­count­ing for over 90 per­cent of the com­pany’s em­ploy­ees.

“It’s a brand stan­dard­iza­tion to in­te­grate lo­cal pri­vate busi­nesses,” Zheng Conghui ex­plained. “We were bat­tling safety loop­holes. This method en­ables us to up­grade ser­vice qual­ity and al­lows more peo­ple to share the fruits of lo­cal tourism de­vel­op­ment.”

“These mea­sures are part of the cam­paign to build an in­ter­na­tional tourism is­land,” Zheng added. “The con­struc­tion of an in­ter­na­tional tourism is­land has in­spired Hainan to set a goal to be­come a top-notch is­land tourist des­ti­na­tion, which has pushed Hainan’s tourism in­dus­try to match world­class stan­dards by learn­ing in­ter­na­tional advanced ex­pe­ri­ence.”

A 108-me­ter-tall statue of the God­dess of Mercy on the sea, a land­mark of Sanya City and a sa­cred place for Bud­dhists. Hainan takes pride in its ad­van­ta­geous nat­u­ral tourism re­sources such as sun­shine, sea­wa­ter, beaches, green veg­e­ta­tion, clean air and eth­nic cus­toms. by Qin Bin

2014: Five mag­nif­i­cent ho­tel build­ings on Phoenix Is­land in Sanya Bay, Hainan. Con­struc­tion of the In­ter­na­tional Tourism Is­land aims at be­com­ing a world-class is­land tourism des­ti­na­tion. The push has en­abled its tourism in­dus­try to take the ini­tia­tive to achieve world­class stan­dards. VCG

Sanya Hai­tang Bay Duty-free Shop­ping Mall. Hainan is the fourth is­land in the world to of­fer off­shore duty-free ser­vice, which has served as a strong im­pe­tus for Hainan’s tourism con­sump­tion. by Qin Bin

Vis­i­tors filled Haikou’s Qilou Old Street dur­ing Spring Fes­ti­val 2016. The street fea­tures old build­ings with mixed an­cient Chi­nese and South­east Asian ar­chi­tec­tural styles. by Guo Cheng/xin­hua

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