South China’s Hainan province is accelerating its transformation from a popular beach destination into a multifaceted travel hub, focusing on cultural heritage, ecological assets, space and deep-sea study tours, and healthcare tourism to draw more visitors from Hong Kong and beyond.

This strategy was showcased during a five-day media tour hosted by the Department of Tourism, Culture, Radio, Television and Sports of Hainan Province, which concluded on Wednesday. Journalists from 10 Hong Kong and Macao outlets explored a vastly expanded itinerary across the island.

Boasting rich natural resources, Hainan covers a land area of 33,920 square kilometers, and administers a surrounding ocean spanning 2 million sq km. It is one of China’s most geothermally rich regions, with tropical rainforests covering one-eighth of its land area. Hot springs with high mineral content and medicinal properties are often embedded in the rainforests and volcanic ecosystems.

Hainan is also home to the Boao Lecheng International Medical Tourism Pilot Zone, the country’s only special medical zone, offering one-stop services combining medical care, tourism and wellness retreats.

Space and deep-sea technology are emerging as new draws, particularly for younger visitors. The Wenchang Aerospace Science Center is expected to gain fresh prominence after the recent Shenzhou-XXIII mission, which carried Hong Kong’s first taikonaut Lai Ka-ying into space. Wenchang, a small town on the province’s northeast coast, is developing into a space-tourism destination where visitors can observe rocket launches while learning about aerospace technology.

Regarding deep-sea science exploration, the Sanya Yazhou Bay Science and Technology City Deep-Sea Museum opened in 2023. Highlights include a full-scale interactive replica of the manned submersible Deep Sea Warrior and immersive virtual reality exhibits showcasing deep-sea fauna and China’s expanding submersible fleet.

“Children today are very knowledgeable about land-based technological progress, but deep-sea technology remains unfamiliar to them,” said Du Jialun, a 23-year-old intern guide at the museum. “Our museum helps young people learn about advances in underwater exploration. … The full-scale Deep Sea Warrior replica excites every kid who sees it — I believe Hong Kong children will love it too.”

Hainan has intensified its efforts in tourism promotion in Hong Kong. Advertisements appear in business districts like Causeway Bay and on public transportation. Last year, through a partnership with Hainan Airlines, the province offered 3,200 discounted tickets — free one-way flights and return fares as low as just 300 yuan ($44.32).

In September, Hainan launched a series of promotional events in Hong Kong showcasing 10 major tourism categories, from marine and wellness tourism to aerospace-themed experiences.

“These efforts have paid off, with a noticeable increase in Hong Kong visitors,” said Wang Xuhui, an official from the provincial tourism and culture department.

She cited the diverse interests of Hong Kong tourists visiting Hainan. “By developing tailored products for different segments — such as golf packages for high-net-worth clients, and medical tourism for elderly travelers — we are attracting a much wider range of customers,” Wang said.

She also expressed hopes of boosting the number of international passengers traveling to Hainan via Hong Kong as a transit hub.

Local operators are adjusting their offerings to meet the expectations of a market seeking comprehensive, high-standard experiences. Zhu Ming, media trip coordinator from the China Tourism Group, said Hong Kong tourists value details — from customized insurance and indoor temperatures to hands-on practices. “We plan to launch special weekend packages designed specifically for Hong Kong residents, considering flights (take) under 90 minutes,” Zhu added.

Wang Wen, senior public relations manager at Atlantis Sanya, an ocean-themed luxury resort, said their connecting rooms are well-suited for Hong Kong families traveling with children and domestic helpers. “We hope this can help attract more Hong Kong families,” Wang added.

“We warmly welcome our friends from Hong Kong to explore Hainan’s charm,” said a local resident surnamed Li, who has visited Hong Kong twice. “I hope more Hong Kong people will come and experience what makes Hainan special.”

Contact the writers at miadou@chinadailyhk.com