From sightseeing to daily life: Foreign visitors dive deeper into S China's Sanya

Chinese and foreign tourists enjoy the water at the Dadonghai scenic area in Sanya, south China's Hainan Province. (Photo by Wang Chenglong/Hainan Daily)

Beef, potatoes, onions, and beer filled Russian tourist Oleg's shopping cart at a supermarket in Sanya Joy City, a major commercial complex with shops, restaurants, and entertainment venues, in Sanya, south China's Hainan Province, on the evening of Sept. 15, 2026.

It was his third week in the coastal city, but he was no longer following a sightseeing itinerary packed with tourist attractions and beaches like he did the first time he visited the city.

This time, during a nearly month-long stay, he was more eager to live like a local and experience the city as a resident would.

Oleg's experience reflects a broader shift in Sanya's inbound tourism.

The city recorded more than 650,000 entries and exits by foreign travelers from January to August this year, up 27.2 percent year on year. More than 97.1 percent of the foreign travelers entering Sanya during the period arrived under China's visa-free policies.

International trainees observe a doctor performing acupuncture on a patient at the Sanya International Friendship Traditional Chinese Medicine Sanatorium in Sanya, south China's Hainan Province, Aug. 4, 2026. (Photos by Wang Chenglong/Hainan Daily)

As international arrivals increase, foreign visitors are going beyond tourist attractions and experiencing more of Sanya's everyday life.

Some buy ingredients at local supermarkets to cook their own meals, some experience traditional Chinese medicine (TCM) treatments, some shop for clothes and daily necessities at everyday shopping malls, while others travel from Sanya to other cities and counties to see more of Hainan.

A year-round flow of visitors

Sanya's inbound tourism industry is increasingly operating year-round rather than being concentrated around the traditional winter and spring peak season.

In recent years, the city has expanded its international air network. By September, Sanya had 36 international passenger routes connecting it with 29 destinations in 16 countries and regions.

The broader range of routes and source markets has helped spread international arrivals more evenly throughout the year.

The change is particularly visible at Sanya Phoenix International Airport, where international flights from Russia and Central Asia often arrive late at night or in the early hours.

For 23-year-old He Jingxin, who joined a local international travel agency after graduating with a degree in Russian, these late-night arrivals have become part of her daily routine. She works as an airport pickup interpreter, helping foreign travelers navigate their arrival and onward journeys.

Even during the traditional summer and autumn low season, international arrivals have continued, she said, adding that she handles an average of more than 30 international flights a week.

The growing number of foreign visitors has prompted a series of adjustments at the airport and other points of entry while driving demand for new positions.

Multilingual information displays, assistance with arrival procedures and more flexible staffing arrangements have been introduced as travelers from a wider range of countries arrive in the city.

International tourists shop at Sanya Joy City, a major commercial complex in Sanya, south China's Hainan Province, July 28, 2026. (Photos by Wang Chenglong/Hainan Daily)

The travel agency He Jingxin works for has employed more than 70 full-time airport pickup interpreters mainly providing Russian or Chinese-English interpreting services, according to He.

Airport pickup has evolved into a more comprehensive service, with staff meeting visitors at the terminal, assisting with passenger flow, and verifying their information.

Once a flight lands, they count the arrivals, answer questions about entry procedures and provide guidance on local travel before taking visitors to their hotels, where local tour guides take over.

Extended stays and richer experiences

Foreign visitors are no longer simply coming to Sanya for sightseeing. An increasing number are staying for weeks or even a month at a time, seeking more diverse experiences such as wellness services, study tours, and everyday local life.

At an imported food store near the Dadonghai scenic area, the Russian owner Dima has watched those changes unfold over nearly a decade.

When he opened the store in 2016, most Russian visitors stayed for only a week or two and tended to buy ready-to-eat foods such as sausages, bread, and spreads.

Today, more visitors stay for two weeks or even close to a month, often in apartments or homestays where they can cook for themselves. The store now provides about 1,000 varieties of products, including dumplings, pasta, and rice.

A foreign visitor and her child take part in an art activity at an art salon held in the Central Business District in Sanya, south China's Hainan Province, Aug. 3, 2026. (Photos by Wang Chenglong/Hainan Daily)

Some repeat customers return every few days to buy groceries, while others share recent experiences of TCM treatments at TCM wellness centers nearby, according to Wu Chunlian, a staff member at the store.

Having lived in Sanya for 18 years, Max, a Russian interpreter, has also bared witness to such changes in the city's inbound tourism.

In the past, first-time visitors were largely unfamiliar with life in the city. Today, repeat visitors and long-term travelers are actively seeking out Chinese experiences, including TCM wellness services, according to Max.

Along Donghai Road in the Dadonghai scenic area, some TCM wellness centers now display signs in both Chinese and Russian, said Max, noting that TCM therapies, such as Tuina massage, acupuncture, and moxibustion, have gradually evolved from add-on experiences on foreign visitors' itineraries into activities that some visitors set aside time specifically to try.

Guo Hongyuan, a local tour guide with more than 10 years of experience in serving inbound visitors, has also observed the changes.

In the early years, most visitors traveled with tour groups and stayed in Sanya for three to five days, following relatively fixed itineraries which were largely centered on scenic spots and beaches, according to Guo.

"Today, visitors are looking for in-depth trips with quality and memorable experiences," said Guo, who added that some foreign visitors are also going beyond Sanya, taking the high-speed railway to other cities and counties in Hainan to visit tropical attractions or watch rocket launches at the Wenchang Spacecraft Launch Site.

As their needs become increasingly diverse and specific, the role of tour guides is also evolving, from arranging accommodation and meals and connecting attractions to providing integrated services tailored to wellness, longer stays, and travel across the island province of Hainan, Guo explained.

"Sanya is no longer just a coastal destination. It is also becoming a gateway for foreign travelers to explore Hainan," Guo noted.

Living like locals

As more and more foreign tourists move from tourist attractions into the city's streets and neighborhoods, they immerse themselves in local life and boost spending at local businesses.

Some stores have responded to the growing number of foreign customers by adding multilingual menus and travel information, while commercial areas have introduced services such as foreign-currency exchange and guidance for international visitors.

Payment services have expanded as well. Today, more than 6,000 merchants in Sanya accept foreign bank cards, with nearly 12,800 foreign-card point-of-sale (POS) terminals in use, according to data from the People's Bank of China Sanya branch.

At Sanya Joy City, foreign customers accounted for more than 60 percent of purchases at some outlets, including Uniqlo and GAP, as of May, according to a staff member of the commercial complex.

During their recent stay in Sanya, Oleg and his family have been going to supermarkets, eating at restaurants, and shopping for clothes alongside local residents.

"The locals are very friendly, and living here is more convenient than I imagined," said Oleg.

On that September evening, Oleg finished filling his shopping cart and headed for the next ingredient on his list.

For him, it was an ordinary grocery run. For Sanya, scenes like this illustrate how international tourism is becoming woven into the city's everyday rhythm — extending beyond its beaches and resorts into its shops, neighborhoods, and public services.