Sanya promotes tourism in Middle East

The Sanya tourism board conducted a series of overseas marketing and promotional activities in the Middle East from May 13 to 26.

Events such as the Sanya Food Festival in Dubai, the Sanya Food Culture Exchange Promotion Week, tourism industry promotion conferences, and business delegation visits were organized to showcase Sanya's unique tourism resources and cultural allure comprehensively.

This initiative marks Sanya's first cross-border tourism marketing campaign in the Middle East, aligning with the China-Arab collaboration as part of the Belt and Road Initiative, aimed at expanding its footprint in overseas markets.

The Sanya Tourism Promotion Conference in the Middle East was held at the Atlantis Dubai on May 21, gathering over 60 representatives from Middle Eastern travel-related businesses and media.

During the conference, the Sanya tourism board and Rayna Tours, a prominent local travel agency in the United Arab Emirates (UAE), signed a memorandum of understanding outlining plans to enhance flight connections and facilitate passenger exchanges.

Additionally, Sanya tourism board representatives presented holiday products, including Sanya's culinary specialties, intangible cultural heritage, healthcare services, and accommodations. The Sanya Traditional Chinese Medicine Hospital also showcased traditional Chinese medicine-based health services, enriching the travel experiences for overseas visitors.

The UAE, situated in the Middle East on the Arabian Peninsula, serves as a strategic crossroads for the Belt and Road Initiative. It stands as a crucial collaborator with China in advancing the initiative and represents a significant inbound tourism market for Sanya.

An official of the Sanya tourism board has expressed plans to bolster tourism connections with Belt and Road Initiative (BRI) destinations, placing specific emphasis on the Middle East in 2024. By leveraging Dubai's status as an international aviation hub, Sanya aims to attract visitors from nearby emerging tourism cities. This approach is designed to establish a strong foundation for Sanya's global expansion, enhance its diversified tourism offerings, tap into emerging markets, and cultivate enduring partnerships.