On October 4, amid the festive atmosphere of the National Day and Mid-Autumn holidays, the 200-day countdown to the 2026 (6th) Asian Beach Games in Sanya began. 

A series of cultural and sports activities themed "Celebrate National Day, Welcome the Asian Beach Games" were held at the Haiyue Plaza in Sanya Bay. On the golden beach, 200 volunteers formed a giant "200." At the same time, thousands of residents and tourists joined a coastal fitness walking, immersing themselves in the passion and vitality of the upcoming Games against the backdrop of blue skies and turquoise seas.

"Following sports events" is becoming a new travel consumption trend in Sanya. 

Focusing on "sports + tourism," the city has integrated holiday tourism and pre-games promotion, launching a series of beach-sports-themed cultural and sports activities that have fostered a festive, welcoming atmosphere of ahead of the Games.

A festive holiday celebration of sports and culture

During the National Day "Golden Week" holiday, Sanya Bay exuded a unique blend of festivities and athletic spirit. As the central area for the Games, the bay’s renovation is being advanced under the principles of "green, intensive, and sustainable development."  While protecting the coastal ecosystem, the city has improved both sand and water quality as well as venue drainage systems to enhance visitors' seaside experience. The beach fitness walking event, which drew over a thousand participants, became a vigorous moving scene along the shore. 

At the Asian Beach Games experience zone, different events such as 3x3 basketball, beach soccer, jiu-jitsu, kabaddi, and beach volleyball also drew enthusiastic participation. Meanwhile, an AI robot interaction area added a touch of technological innovation to traditional sports.

"It was so much fun! After joining the fitness walking and trying out the beach games, I am more excited than ever for the Asian Beach Games," said Mr. Dong, a Sanya resident. Visitor Ms. Huang also shared her experience after joining the activities, "The atmosphere and organization were fantastic. By taking part myself, I've learned more about the Games and am looking forward to them even more."

Sanya has taken full advantage of the Golden Week tourism peak to boost the promotion of the Asian Beach Games. 

The city's "tourism + sports" model has not only enriched visitors' experiences but also built anticipation and public engagement for the Games.

Dual drive from event preparation and city promotion

Sanya has capitalized on the 200-day countdown to boost the promotion of its own tourism offerings.

In late September, a two-week tourism marketing campaign in China's Central Plains region was launched simultaneously in Zhengzhou, the capital of Henan Province, and Taiyuan, the capital of Shanxi Province. Activities such as a parade featuring the games' mascot, Yaya, the "Meet in Sanya, Dream Chasing Asian Beach Games" sounds of the sea music show, themed installations, and interactive games brought the charm of beach sports to local communities in an engaging and lively way, allowing residents to experience the unique appeal of the Sanya Asian Beach Games firsthand.

The first games-related market development promotion event, the "Meet in Sanya, Dream Chasing Asian Beach Games" Market Development Promotion Meeting held in Chengdu, introduced various opportunities for collaboration related to the Games and Hainan Free Trade Port (FTP)'s "tourism + sports" industries to southwest China. 

The event showcased the synergy between Hainan FTP policies, tourism resources, and the Asian Beach Games brand, generating mutual benefits and a greater combined impact.

"The 'tourism + sports' model transforms sporting events into powerful drivers of tourism, attracting more niche visitor groups to visit Sanya," an organizer explained. "It promotes diversified product development, encourages innovation in travel offerings and routes, keeps visitors in Sanya for longer, and upgrades tourism consumption."

Sanya is actively developing a variety of "spectate-and-splash"-themed travel itineraries aimed at the broadest possible range of tourists. These include the "Family" itinerary focusing on family-friendly events, the "Night Carnival" itinerary combining evening sports events with night tours, and the "Cultural Experience" itinerary integrating sports with Li ethnic cultural experiences.

A billboard advertising the 6th Asian Beach Games on Fenghuang Road in Sanya

Enhancing city image and spectator experience

Anticipation for the upcoming games has been heating up across Sanya, with its colors, logo, and mascot visible almost everywhere you look. Along major roads, banners reading "Meet in Sanya, Dream Chasing Asian Beach Games" flutter in the breeze; large, themed billboards stand out at airports, train stations, and city gateways; major shopping centers and scenic spots display promotional videos on LED screens; while buses, bus shelters, and city landmarks all feature Asian Beach Games-themed designs.

On October 4, five official licensed merchandise stores opened in popular locations, such as Dadonghai Tourist Area, Luhuitou Scenic Spot, and Sanya Phoenix International Airport. More than 20 licensed products across eight categories, including creative souvenirs, apparel, and everyday items, were released. These products combine Asian Beach Games elements with Hainan characteristics, embodying both sporting energy and cultural creativity.

"They're both stylish and practical! I'm planning to buy some as gifts for my family and friends, it's also a special way to support Sanya in hosting this international event," said Ms. Xu, a Sanya local, who was browsing an official merchandise store.

Commemorative postcards and envelopes marking the 200-day countdown were also released, featuring the mascot Yaya and the number "200." These designs convey the joyful anticipation for the Games and reflect Sanya's vision of integrating sports and tourism.

Meanwhile, an 8-meter-long Asian Beach Games-themed mural at Linchunling Forest Park extends an open invitation to the public. The artwork depicts Yaya engaging in multiple sports events amid waves and cheers. A collaborative creation organized by the Sanya Cultural Center and the Games Executive Committee and painted by volunteers, the mural also features an interactive section where residents and tourists can add their own colors and blessings, symbolizing shared participation in this grand event.

A kid admiring Asian Beach Games-themed murals in Sanya Linchunling forest park on September 1

Building a Model for "Culture, Tourism, and Sports" Integration in Sanya

The charm of sporting events lies not only in competition but also in their ability to unlock a city’s potential. The Sanya Asian Beach Games will have a far-reaching impact on the city’s cultural and tourism development.

The "tourism + sports" integration has already begun to show its effects, but its influence will extend far beyond the Games themselves. Sanya aims to turn the event into a lasting engine for urban development by continuing the Asian Beach Games' brand legacy, attracting new sports events, and hosting sports festivals and carnivals to deepen the integration of the tourism and sports industries. 

After the Games, Sanya plans to transform its event resources into tourism assets by linking competition venues, training bases, and scenic areas through a "Revisit the Asian Beach Games" route. The city will also collaborate with domestic and international sports institutions to develop themed tourism products, attract sports enthusiasts for periodic training, and leverage its climate and wellness strengths to foster a sports rehabilitation industry, creating lasting post-Games benefits.

As preparations accelerate, the integrated development of culture, tourism, and sports will continue to inject fresh energy into Sanya. More people will be inspired to embark on journeys "from one event to one city."