China: Hainan expands tourism beyond the traditional beach holiday - Get updated on what's happening in tourism!

Hainan is seeking to strengthen its position in the international tourism market with a broader range of experiences beyond the tropical island's traditional sun-and-beach appeal. Golf, rainforest tourism, surfing, diving and medical wellness are among the segments being developed as the southern Chinese province improves access for international visitors.

The strategy comes as inbound tourism gains momentum. Hainan welcomed 1.5 million international visitors during 2025, while more than one million inbound overnight visitors were recorded in the first half of 2026 alone, according to figures published by People's Daily Digital Communication.

Golf courses meet volcanic landscapes

Hainan's varied geography ranges from mountains and tropical rainforest to volcanic terrain and long stretches of coastline. Around Haikou, this landscape has also become the setting for a distinctive golf product.

Mission Hills Haikou uses the island's volcanic-lava landscape as a backdrop for extensive golf facilities. Green fairways run through areas of dark volcanic rock, combining sport with scenery that differs markedly from conventional tropical golf resorts.

Golf has consequently developed into one of Hainan's higher-end tourism segments, targeting both domestic visitors and international players.

Rainforest tourism opens up the island's interior

Away from the coast, Hainan's tropical rainforests offer a contrasting side of the island. Qixianling in Baoting is one of the areas being promoted for hiking, nature experiences and wellness-oriented stays.

Rainforest boardwalks lead through dense tropical vegetation, mountain streams and forested hills. Hiking, mountain recreation and forest wellness products are designed to attract visitors looking for an alternative to the island's coastal resorts.

The combination allows Hainan to market its interior as a destination in its own right rather than merely an excursion from the beaches.

Wanning builds its reputation as a surfing destination

Along the South China Sea, surfing has become another increasingly important tourism segment. Riyue Bay in Wanning has established itself as one of China's best-known surfing destinations thanks to its wave conditions.

The development now extends beyond surfing itself. Coaching schools, camping and other coastal leisure businesses have emerged around the sport, creating a tourism economy aimed particularly at active and younger travellers.

This summer, Hainan has also promoted surf experiences alongside rainforest excursions and golf holidays. Seasonal rainfall, ocean winds and the island's vegetation can moderate temperatures, while cooling spray systems have been introduced at some attractions and transport hubs.

Diving and medical wellness broaden the offer

Hainan is simultaneously developing other specialised tourism products. Fenjiezhou Island in Lingshui offers diving and underwater experiences in clear coastal waters, while Boao Lecheng combines international medical services with wellness and leisure tourism.

Aerospace-related educational travel, duty-free shopping and local culinary experiences add further elements to the island's tourism portfolio. The aim is to offer visitors combinations ranging from outdoor adventure and water sports to slower-paced wellness holidays.

The expansion reflects a broader shift in Hainan's positioning. Rather than relying primarily on beaches and resort stays, the island is increasingly packaging its natural landscapes, sports facilities and specialist services as separate reasons to visit.

International access continues to improve

The development of the Hainan Free Trade Port is also changing conditions for international tourism. According to People's Daily Digital Communication, travellers from 86 countries can now benefit from visa-free entry arrangements, while the network of international direct flights continues to expand.

Inbound figures indicate that demand is responding. After 1.5 million international visitors in the whole of 2025, Hainan surpassed one million inbound overnight visitors during the first six months of 2026.

With golf courses on volcanic terrain, rainforest trails, surfing beaches, diving areas and medical wellness facilities, Hainan is increasingly presenting itself as a multi-purpose tropical destination rather than simply China's answer to the classic island beach holiday.

Image Credit: © AI generated illustration