Sanya Marathon spending surge highlights rise of the ‘racecation’

International

Strong tourism, hospitality and retail performance underscores how major sports events are reshaping travel demand

The Hainan (Sanya) Marathon, held on the final weekend of 2025, has emerged as a showcase for the growing “racecation” trend, where sporting events drive extended travel, leisure and spending. Sanctioned as the first Class A event by the Chinese Athletics Association since the launch of the Hainan Free Trade Port under independent customs and trade regulations, the marathon delivered a measurable boost to the local economy.

Free trade policies translate into strong on-site demand

The advantages of the Hainan Free Trade Port, including simplified visa access, expanded air connectivity, duty-free shopping and greater international mobility, were reflected in both participation levels and commercial activity. Hotel occupancy in Sanya reached 92 percent during the event, while commercial spending along the marathon route rose by approximately 35 percent, according to the organisers.

Alibaba ecosystem amplifies reach and spending

Yang Yong, General Manager of Events and Commercialization at Orange Lion Sports, the event partner formerly known as Alibaba Sports, said organisers leveraged resources across the Alibaba ecosystem to extend the marathon’s impact. Platforms including Taobao, Fliggy, Alibaba Health, Ant Chain and Amap were used to broaden reach, connect more effectively with domestic and international runners and stimulate higher levels of event-related spending.

Easier access and lower costs for international events

Hainan Free Trade Port currently allows visa-free entry for citizens of 86 countries, while its international air network connects 25 destinations across Asia and Europe, significantly improving accessibility for overseas participants. Under the new customs framework, the list of duty-free import items has expanded from 1,900 to more than 6,600. This change enabled previously taxable race equipment and accessories to be imported without duties, reducing overall event costs.

Organisers reported that the expanded list lowered procurement costs for timing systems, professional gear and audio equipment. Savings were reinvested into operations, runner services and marketing, enhancing event quality, commercial appeal and the ability to attract additional sponsors and partners.

Tourism impact extends beyond race weekend

The economic effects of the marathon continued well beyond the event itself. Data from Fliggy show hotel bookings in Sanya rising steadily from late October, with partner hotels maintaining the upward trend throughout the event period. Coinciding with the first New Year and Spring Festival under the new customs regime, the marathon further stimulated consumer spending.

According to the Sanya Bureau of Tourism, Culture, Radio, Television and Sports, the city welcomed 650,800 visitors during the 2026 New Year period, generating 1.299 billion RMB in tourism revenue. The combined momentum of the marathon and holiday travel resulted in a notable increase in overall market activity.

Sports events as catalysts for travel-led consumption

The success of the Hainan (Sanya) Marathon illustrates how large-scale sporting events are increasingly acting as bridges between tourism, hospitality and international consumer spending. As destinations seek higher-value visitors and longer stays, the “racecation” model is emerging as a powerful driver of integrated travel and economic growth.