[Travel News]: Sanya, in China’s Hainan province, turns to movie stars and influencers to draw young tourists
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It’s young, tech-savvy Chinese travellers who are seen as the saviours of the island’s tourism industry.
As Guinness World Records go it’s niche, but in April, 110 young professional divers outfitted with tails staged the largest underwater mermaid dance show ever witnessed.
Organised by the Atlantis Sanya – an ocean-themed resort in Sanya, in China’s island Hainan province – and the Professional Association of Diving Instructors (Padi), the stunt is part of a concerted effort by local government and tourism operators to encourage young domestic tourists to visit the holiday island in southern China at a time when Covid-19 has triggered border controls and prevented people in mainland China from travelling overseas.
Hainan province has suffered a large drop in visitors due to the pandemic. Government figures show that in 2020, 65 million people visited Hainan, a year-on-year fall of 22.3%. And it’s young, tech-savvy Chinese travellers who are seen as the saviours of the island’s tourism industry.
Generation Z, or those born after 1995, “make up a whopping 27% of all travellers [to Hainan], according to our data”, said Leo Zhang, CEO of the domestic government cooperation department of China’s largest online travel agency, Trip.com, at a July travel forum hosted in Sanya by his company. “For those who were born after 2000, their favourite destinations in Hainan are Yalong Bay Tropic Paradise [Forest Park] and The Lost Chambers Aquarium, in Sanya.”