Sanya and Malaysia Forge Tourism Highway Ahead of Asian Beach Games

KUALA LUMPUR, Malaysia – April 11, 2026 – In a significant move to reshape regional travel, China’s Sanya Tourism Development Bureau and Tourism Malaysia have inked a strategic cooperation agreement, positioning the tropical Chinese island as a premier destination for Malaysian travelers. The deal, signed on April 2, designates Tourism Malaysia as a "Strategic Tourism Promotion Partner of Sanya," creating a powerful synergy aimed at boosting visitor numbers ahead of the highly anticipated "Visit Malaysia Year 2026" (VM2026).

This collaboration is more than a symbolic handshake; it represents a calculated strategy to build a robust, two-way tourism corridor. The establishment of the Sanya Tourism Overseas Promotion (Malaysia) Liaison Office in Kuala Lumpur provides a crucial on-the-ground presence, offering Malaysian residents and travel agents direct access to information and booking services, effectively removing a layer of friction from the travel planning process.

A Partnership Forged for Growth

The alliance is strategically timed to align with Malaysia's ambitious VM2026 campaign, a nationwide initiative backed by over RM700 million in government funding. With goals to attract upwards of 40 million international visitors, Malaysia is actively forging partnerships to enhance its global appeal. This agreement with Sanya allows both destinations to cross-promote, potentially capturing tourists traveling in both directions.

Sanya's tourism bureau has also engaged with key Malaysian industry bodies, including the Malaysian Association of Tour and Travel Agents (MATTA) and the Malaysian Budget Hotel Association (MBHA). These discussions aim to harmonize efforts in tourism management, develop new and attractive travel packages, and facilitate a smoother exchange of tourists. By aligning with these influential groups, Sanya is embedding itself within Malaysia's tourism ecosystem, ensuring its offerings are visible and accessible to a broad market.

Beyond Sun and Sand: Sanya's Diverse Allure

While Sanya has long been dubbed the "Hawaii of China" for its pristine beaches and tropical climate, its appeal now extends far beyond coastal leisure. The destination is actively courting Malaysian travelers by showcasing a diverse portfolio of attractions that sets it apart from regional competitors like Phuket or Bali.

For adventure seekers, Sanya boasts "China’s Premier Diving Base," where water visibility can reach an astonishing 27 meters. This is complemented by a major water park that recently tied for 7th place in global rankings alongside Universal Orlando’s Volcano Bay, making it a powerful draw for families and younger travelers. Culturally, the Nanshan Cultural Tourism Zone offers a serene escape, anchored by the majestic 108-meter Guanyin statue, and provides a glimpse into the intangible heritage of the local Li and Miao peoples. Adding another layer to its appeal is a world-class duty-free shopping complex, which has transformed Sanya into a retail paradise with a vast array of international brands.

This multi-faceted approach—blending adventure, culture, and high-end retail—is Sanya's answer to a sophisticated travel market seeking more than just a beach holiday. The strategy appears to be working, with Hainan province already reporting a staggering increase of over 200% in Malaysian tourist arrivals in the early part of this year compared to the same period in 2025.

The Twin Engines: Visa-Free Travel and Sports Tourism

Two powerful catalysts are driving Sanya's push into the Malaysian market: simplified entry policies and a major international sporting event. China's 15-day visa-free policy for Malaysian citizens visiting Hainan, first introduced in 2018, has been a game-changer. The policy, which requires only a valid passport, has dramatically lowered the barrier to entry and has been a key factor in the post-pandemic tourism surge.

Further igniting interest is the upcoming VII Asian Beach Games, scheduled to take place in Sanya from November 28 to December 6, 2026. After several postponements, the city is in the final stages of preparation. To leverage this event, Sanya has launched an aggressive promotional campaign, offering deep discounts to attract a wave of sports tourists. Popular attraction tickets are being slashed by up to 73%, hotel packages are seeing reductions of up to RMB 5,899, and dining discounts are hovering around 48%. With approximately 118,000 event tickets already available online, Sanya is marketing a unique vacation that combines the thrill of international sports with a relaxing tropical getaway.

Paving the Way for a Tourism Boom

The foundation for this expected boom is being reinforced by significant infrastructure enhancements. Sanya's airport and cruise port have transitioned to paperless systems, and international arrival halls are now equipped to accept major international credit cards—a small but crucial convenience for foreign visitors. Multilingual signage and support services, including the 12345 foreign-language hotline and a comprehensive multilingual website, further ensure a seamless visitor experience.

The early 2026 growth figures are not an anomaly but a signal of sustained interest, building on a 287% increase in Malaysian tourists to Hainan in 2023 over the previous year. To capitalize on this rising demand, officials are exploring the expansion of air connectivity beyond the current three-hour direct flight from Kuala Lumpur. Discussions are underway to establish new direct routes from other major Malaysian hubs, including Penang and Kota Kinabalu. These planned expansions signal a long-term commitment to making the journey between the two regions as seamless as the new partnership aims to be.