Sanya launches five major actions to improve tourism service quality and industrial competitiveness

China News Service, Sanya, September 17 (Zhang Yuehe) The cultural tourism industry has always been Sanya’s most recognizable characteristic and advantageous industry. Li Yang, deputy director of the Sanya Municipal Tourism, Culture, Radio, Television and Sports Bureau, said at a press conference held by the Sanya Municipal Information Office on the 17th that he will focus on promoting the five major actions of improving the quality of tourism services, innovating and iterating tourism products, cultivating and cultivating the tourism industry, promoting cultural tourism and branding, and rectifying the tourism market, so as to transform the unique advantages of tourism resources into competitive advantages for high-quality development.

In recent years, Sanya has repeatedly used holidays as an opportunity to launch the "Love Fans and Warm Guests" campaign. By opening the parking lots of party and government agencies and villages (communities) for free for a limited time, and delivering special souvenirs to arriving tourists at the airport and train stations, Sanya has refined its cultural and tourism services, allowing tourists to feel the warmth of the city as soon as they land, and transforming "traffic" into good reputation among tourists.

Li Yang said that Sanya will implement actions to improve the quality of tourism services. It will adhere to tourists' experience as the yardstick, improve local standards for tourism services, promote the standardization and quality improvement of scenic spots, hotels and other tourism-related industries, deepen the construction of the "Sanya Safe Travel" brand, improve the rapid handling of complaints and advance compensation mechanisms; continue to promote the upgrading of tourism public service facilities, carry out capacity training for practitioners, and create a "city of beloved fans and a city of warm guests" to allow tourists to travel in Sanya with peace of mind and comfort.

On China Tourism Day on May 19 this year, Sanya City launched the first tourism product innovation iterative design competition to collect high-quality tourism product designs from across the country, hoping to solve the homogenization of Sanya's traditional tourism products and the imbalance of low and peak seasons. The competition attracted the participation of many tourism practitioners. The total number of entries registered in the preliminary round exceeded 100, and 87 works have been shortlisted so far.

Li Yang said that Sanya's implementation of tourism product innovation and iteration actions aims to closely follow the trend of consumption upgrades and use tourist demand to force supply upgrades. This year Sanya released 11 major categories of comprehensive tourism product systems, including vacation tourism, ocean tourism, cultural tourism, eco-tourism, sports tourism, urban tourism, health tourism, and study tourism, systematically reconstructing Sanya's tourism product supply matrix.

At the same time, Sanya continues to strengthen high-end businesses such as cruises and yachts, outlying island duty-free, sports events, performing arts exhibitions, and health and wellness vacations, explores Li Jin intangible cultural heritage, Yazhou culture, and coastal local resources, and cultivates new scenarios such as immersive experiences and nighttime cultural tourism. It accelerates the construction of digital cultural tourism and smart tourism, promotes the digital transformation of traditional tourism scenes, creates a number of world-class tourism products and iconic check-in scenes, and promotes the transformation of Sanya tourism from traditional sightseeing to in-depth leisure vacation.

Sanya has achieved remarkable results in the integrated development of "tourism +". Take tourism + performing arts as an example. In the past two years, Sanya has successively held large-scale concerts such as Jay Chou's "Carnival" Tour Sanya Station, Travis Scott's Asian Tour Sanya Station, and Chen Chusheng's "Desolate Land" 2026 Tour Concert Sanya Station. These have attracted many tourists from outside the island and even overseas to come to watch the performances, driving a significant increase in comprehensive tourism consumption.

Li Yang said that cultivating and nurturing the tourism industry means making good use of the "tourism +" integrated development path to promote the in-depth integration of cultural tourism with sports, exhibitions, health care, rural revitalization, and intangible cultural heritage, extend the industrial chain, and enhance the value chain; increase the cultivation of high-quality cultural tourism projects, support cultural tourism market entities, strengthen advantageous industrial clusters such as marine tourism, duty-free shopping, events and performances, and build a modern cultural tourism industry pattern with multi-point support and co-prosperity of multiple industries, and continue to transform tourism popularity into industry development confidence.

In terms of cultural tourism promotion and brand building, Sanya will coordinate the cultivation of domestic tourists and the development of overseas markets, make good use of major platforms such as international events, festivals and exhibitions, innovate international communication methods, and tell Sanya's story to the world; continue to implement the Sanya Tourism Brand Communication Co-Creation Partnership Plan, link with key tourist source areas, accurately carry out tourist source area marketing, create a highly recognizable urban cultural tourism brand, continue to expand Sanya's international visibility and reputation, attract high-value, high-quality customer groups, and optimize and upgrade the customer source structure.

In the tourism market rectification action, Li Yang said that Sanya will carry out special governance of the tourism market on a regular basis, focusing on unreasonable low-price tours, illegal operations of offshore projects, price fraud, hidden consumption and other prominent issues; improve the tourism-related credit supervision system, consolidate the main responsibilities of enterprises, standardize the industry operating order, maintain a fair and orderly consumption environment, and protect Sanya's golden brand of cultural tourism.