Marathon as a Reviving Local Tourism
The recent developments in Hainan’s FTP, such as
easier access to visas, expanded duty-free shopping, and improved transport
connectivity, were key in the region’s marathon tourism. The combination of the
new free visa policy (citizens of 86 countries are eligible for the free visa),
together with Hainan’s new scheduled international flights to Europe and Asia,
resulted in foreign participation in the marathon and other tourist activities
in the region.
Government studies tracked the event’s significant initial
impact on local tourism, dining, and accommodations. During the marathon
weekend, hotel occupancy topped out at the incredible rate of 92%. The city of
Sanya hosts the New Year’s 2026 holiday festival, which also demonstrates the
tourism increase. The Sanya Bureau of Tourism estimates the festival attracted
650,800 guests, which is also the perceived dollar amount of tourism as 1.299
billion, and is also the growing tourist plus dollars spent on the region in
sporting plus leisure activities.
Marathon’s Economic Impact on Local Businesses
Sanya is not just a city with a marathon, but a city with sporting activities that create tourism dollars. Commercial activities of all kinds, along the marathon route, grew by 35%. The marathon spontaneously created an economic upsurge in local restaurants, cafes, and shops. The New Year and Spring Festival holidays in 2026, combined with the marathon, created an economic boom in Sanya.
One of the factors that contributed to the success of
the event was the effective use of China’s digital tools. For example, the
event’s planners used products from Alibaba’s ecosystem, such as Taobao,
Fliggy, Alibaba Health, Ant Chain, and Amap. This offered a way to provide the
event to a broader audience and facilitate participation from anywhere in the
world. It also encouraged consumers to spend on travel and services related to
the event.
The Positive
Effects of Sustainable Savings
The savings in logistics costs that the event planners
incurred as a result of the Hainan FTP’s tax-free imports also contributed to
the positive impact of the marathon. The planners incurred no customs charges
on the import of equipment and supplies. This meant that the planners spent
less on the services they needed for the event, such as timing systems,
professional supplies, and audio equipment. They utilized the savings to
provide better services to the participants and to enhance the marketing for
the event. This practice of saving and reinvesting continued and improved the
event, thus attracting new sponsors and partners.
Post Event Impact
& Future Opportunities
The economic impact of the marathon will be felt long
after the event. According to travel platform Fliggy, hotel reservations rose
steadily from October 2025 until the event. This increase in reservations
illustrates the increased interest in Sanya as an international sports and
leisure destination. The marathon also took place during China’s New Year and
the Spring Festival, meaning that the economic activity generated by the
marathon positively impacted local shops and services, demonstrating the
seamless integration of sports tourism and travel.
Local government officials in Sanya have recognized
the economic impact the marathon has on the destination’s tourism during the
winter months, which is typically an off-peak travel season for many
destinations. The positive economic impact of the marathon is evident, as is
the increased interest in Sanya as an international destination for sports
tourism. This interest is now evident among travelers from Asia and Europe. The
integration of travel and sporting events is a growing trend, and the marathon
has paved the way for additional sporting events that will stimulate the local
economy.
Conclusion:
Sanya’s “Racecation” Potential Overview
The Hainan (Sanya) Marathon of 2025 shows how sporting
events act as igniters for tourism and economic growth. Smart partnerships,
international participation focus, and strategic cost-saving measures have
allowed Sanya to market itself as a leader for the new trend of “racecation”
tourism. This combination of travel and sporting events will garner new
international consumers and boost the Hainan Free Trade Port’s international
standing and the local economy.
As the Hainan (Sanya) Marathon continues to grow, it
will become a leading cornerstone event for Sanya and provide immediate and lasting
benefits to the tourism economy and region’s emerging global tourism sports
position.
Tags: Sanya Bureau of Tourism Hainan (Sanya) Marathon China Athletics Association