-- On December, the promotional series “Nanyang Memories–A New Chapter for Hainan Free Trade Port,” designed to attract Southeast Asian Chinese and overseas Chinese to Hainan, was officially launched. The event is organized by the Provincial Department of Tourism, Culture, Radio, Television and Sports of Hainan Province, with support from Qunar.com. As a key initiative by Hainan to deepen the cultural and tourism development of its hometown for overseas Chinese and stimulate the inbound tourism market, the campaign precisely targets core groups such as Southeast Asian Hainanese overseas Chinese, the Z-generation Chinese, and high-net-worth overseas Chinese families. With “emotional connection as the bond, resource integration as the support, and targeted services as the core," the campaign presents the unique advantages of Hainan’s inbound tourism in a multi-dimensional and comprehensive manner. It injects strong impetus into the construction of Hainan as an international tourism and consumption center, fueling the recovery and growth of the inbound tourism market.
This campaign is centered around the core principles of “scenario-based storytelling, immersion-driven inspiration, and precision targeting,” establishing a comprehensive promotion framework that integrates service, communication, and interaction. Through multi-module collaboration, it seeks to elevate Hainan’s tourism brand IP as the “Nanyang Homeland” enhance the inbound tourism service ecosystem, and further strengthen the foundation for cultural and tourism exchanges between Hainan and Southeast Asia.
Multilingual Exclusive Pages Strengthen Service Foundation, Precisely Catering to Dual Demands
The campaign has launched customized multilingual service pages as a core information hub and service portal, precisely addressing the dual cultural and tourism demands of Southeast Asian overseas Chinese: “reminiscing about Nanyang nostalgia and experiencing the new frontier of Hainan Free Trade Port.” These pages feature three dedicated sections—Hometown cultural experiences, free trade port achievement showcases, and coastal leisure vacation—comprehensively integrating essential information on Hainan’s cultural and tourism resources, travel guides, and service connections. With multilingual browsing support in Chinese, English, and Malay, they provide Southeast Asian overseas Chinese with convenient, efficient, and accurately tailored channels for information access and service coordination, solidifying the campaign’s service support foundation.
Nestled along the shores of the South China Sea, Hainan boasts a unique ecological endowment, profound cultural heritage, and world-class vacation experiences. It is not only a land where the traditional customs of the Li and Miao ethnic groups intertwine with the maritime culture of the Hainan Tanka (Dan Jia) people, but also a key beneficiary of China’s Free Trade Port policies. From multi-location duty-free shopping hubs to the Wenchang Spacecraft Launch Site, where visitors can witness space missions up close, this region preserves deep-rooted connections with the Southeast Asian Chinese communities while emerging as a vital gateway to China’s new era of opening-up. Through rich multimedia formats such as images and videos, the exclusive pages offer a panoramic view of Hainan’s evolution from “Nanyang Memories” to the “A New Chapter for Hainan Free Trade Port,” extending a heartfelt invitation to overseas Chinese: Go now! Let's Hainan! Amid coconut breezes & ocean vibes, rekindle hometown ties and unwind in Hainan bliss！
Leveraging Platform-Based Targeted Promotion to Amplify Overseas Reach Through Multiple Channels
The campaign leverages the comprehensive resource advantages of professional platforms, initiating a joint promotion model that combines core in-platform placements with precision push notifications. During key holiday periods such as New Year’s Day, Spring Festival, and spring break seasons across Southeast Asian countries, activity information and Hainan’s cultural and tourism resources will be consistently showcased through prominent platform placements. Simultaneously, tailored information delivery will be implemented based on audience profiles, focusing on reaching descendants of Southeast Asian overseas Chinese and groups interested in hometown cultural tourism, thereby enhancing the precision, coverage, and impact of the campaign messaging.
Collaborating with Southeast Asian KOLs of Hainanese Origin to Share Engaging Hometown Cultural Tourism Stories
The campaign will deeply collaborate with KOLs of Hainanese origin in Southeast Asia to co-create content. This includes organizing street interviews under the theme “Rediscovering Hometown Memories” and facilitating offline field visits in Hainan. The influencers will explore key hometown landmarks and major areas within Hainan Free Trade Port, publishing immersive experience content across multiple platforms. Through their reach, these efforts will showcase Hainan’s hometown cultural heritage, the dynamic development of the Free Trade Port, and its premium tourism resources, amplifying the campaign’s visibility overseas.
Integrating Diverse Resources from Overseas Chinese Communities to Build an Omni-Channel Communication Matrix
The campaign will collaborate with major overseas Chinese organizations in Southeast Asia to conduct multi-phase, multi-themed joint promotions. During key traditional holiday periods, themed blessings and cultural exchange activities will be organized to create waves of promotional engagement. Focusing particularly on New Year’s Day and the Spring Festival, two promotional peaks will be strategically launched to precisely reach mainstream audiences in Southeast Asia. By deploying multi-phase and multi-channel communications, the campaign will amplify its reach, comprehensively cover target audiences, and further enhance the visibility of Hainan’s inbound tourism brand.
Initiating Interactive Guide-Based Topics to Ignite Overseas Chinese Enthusiasm for Cultural Tourism
Meanwhile, the campaign will launch interactive discussion topics centered on the overseas Chinese experience, complete with distinctive participation awards, to encourage Southeast Asian overseas Chinese communities to share personal hometown memories, travel experiences in Hainan, and other related content. These interactive topics aim to strengthen emotional resonance, foster a participatory communication atmosphere, sustain momentum for the campaign, and deepen emotional identification with Hainan’s “Nanyang Homeland” brand.
This initiative represents a significant effort by Hainan to advance the cultural and tourism development of its hometown for overseas Chinese and expand its inbound cultural tourism market. Moving forward, the campaign will continue to use cultural tourism as a bridge and emotional connection as a bond, fully leveraging Hainan’s rich cultural and tourism resources and the benefits of Hainan Free Trade Port development. It aims to deepen exchanges and ties between Hainan and the Chinese diaspora in Southeast Asia, helping to establish Hainan as an inbound tourism destination with greater international appeal.
Contact Info:
Name: Hu Tian
Email: Send Email
Organization: Qunar
Website: https://www.tourgonow.com/
Release ID: 89179024
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