The Sanya International Youth FAM Trip 2025 was held in Sanya from October 30 to November 3. Twenty leading social media influencers from Singapore, Cambodia, Vietnam, Malaysia, and Thailand gathered in the romantic coastal city for a five-day journey of in-depth exploration and creative exchanges.

Participants of the Sanya International Youth FAM Trip in Sanya

Hosted by the Sanya Tourism Board, the program featured three themed itineraries: Ultimate Island Getaway, Active Sports Adventure, and Authentic Cultural Encounters. Participants stayed at seafront hotels, enjoyed duty-free shopping, experienced trendy water sports such as wake surfing and sailing, and explored local fishing villages. Through this immersive journey, they discovered Sanya’s diverse and distinctive charm as an international tourism destination.

Building a new media bridge to engage young Southeast Asian travelers

The core strategy of this initiative is to create a seamless online-to-offline communication platform that connects Sanya with young audiences across Southeast Asia.

“We invited these young representatives not just to sightsee, but to become co-creators of Sanya’s tourism storytelling,” said a representative from the Sanya Tourism Board. “Their authentic experiences and creative perspectives are the most effective bridge linking Sanya with young Southeast Asian travelers.”

Launched in September during promotional events in Vietnam and Cambodia, the recruitment campaign gained significant traction through Facebook and other international platforms, attracting thousands of tourism professionals and content creators.

After a rigorous selection process, 20 outstanding influencers with a strong online presence and a large audience—collectively reaching over 5 million followers across major social media platforms—were chosen. They will transform their experiences in Sanya into short videos, travel blogs, and visual stories, amplifying the city’s image throughout Southeast Asia.

Participants try out surfing in Houhai, Sanya.

Leveraging new air routes to build momentum for the Asian Beach Games

Beyond tourism promotion, the event served as a prelude to the 6th Asian Beach Games Sanya 2026, which will take place from April 22 to 30, 2026. The Games will be significant as both Hainan’s first continental multi-sport beach event and the first major international sporting event following the launch of the island-wide special customs operations of the Hainan Free Trade Port, a historic milestone in the island province’s development.

This year, Sanya has launched several new international routes, including Sanya–Hanoi, Sanya–Ho Chi Minh City, Sanya–Bangkok–Frankfurt, and Sanya–Kuala Lumpur, creating a more convenient “Air Silk Road” that enhances connectivity and accessibility for travelers from Southeast Asia. The youth delegation’s visit served as a successful demonstration of the growing influence of these new routes.

“Sanya really surprised me. It’s far more dynamic than I imagined!” said Wilson, a well-known content creator from Malaysia. “The sunshine, beaches, high-end hotels, and activities are amazing. It’s absolutely a perfect destination for both young people and families.”

Maro, an influencer from Thailand, shared: “With its unique resources and new air routes, Sanya is sure to become a hot destination for Thai tourists. As a sports lover, I’m especially looking forward to the Asian Beach Games here. I can’t wait to experience the excitement of the event with my friends!”

Fusing culture and tourism and expanding Sanya’s global network

By integrating culture and tourism and empowering youth-driven creativity, Sanya continues to enhance its brand recognition and reputation across Southeast Asia. Building on this momentum, the Sanya Tourism Board will soon participate in the 18th Congress of the World Federation of Hainanese Associations, followed by a series of Christmas, New Year, and Spring Festival cultural promotions to strengthen Sanya’s image as a top international travel destination and draw global attention to the upcoming Asian Beach Games.

This successful youth trip not only showcased a fresh yet familiar image of Sanya to the Southeast Asian market but also kindled early enthusiasm for the Asian Beach Games, signaling that Sanya is stepping onto the world stage with greater openness, confidence, and youthful energy.