On 19 December, the 2025 China International Travel Mart (CITM) commenced at the Hainan International Convention and Exhibition Centre—the first high-profile tourism event since the launch of island-wide special customs operations in the Hainan Free Trade Port (FTP). Ya Ya, the mascot of the 6th Asian Beach Games Sanya 2026 (Sanya 2026), made an appearance at the expo, becoming a highlight of opening day. 

Ya Ya visited the five major exhibition zones, taking part in Danzhou Diaosheng (a form of folk singing from Danzhou) and Li ethnic song and dance performances, dancing joyfully with a cute panda character, and taking photos with exhibitors and visitors from both China and abroad, vividly illustrating the vibrant atmosphere of “sports + tourism” integration.

Sanya 2026 licensed merchandise debuting at CITM 2025. (Photo: Liu Zirong)

Ya Ya, the mascot of Sanya 2026, appears at CITM 2025. (Photo: Liu Zirong)

As one of the key exhibitors, the Market Development Department of the Sanya 2026 Executive Committee focused its efforts on leveraging licensing to promote the concept of “sports + tourism.” Through three major highlights and a diversified promotional matrix, the Games showcased its culture and Sanya’s local charm to a global audience. One highlight was the launch of the first “Sanya Elements + Beach Sports” dual-IP licensed merchandise series, featuring products made from eco-friendly materials, intangible cultural heritage handicrafts, mascot plush toys, and more. 

A set of emblem pins from previous Asian Beach Games and Sanya‑themed metal fridge magnets, which deeply integrated Sanya landmarks such as Tianya Haijiao and Luhuitou with the event theme, were particularly eye-catching, combining both commemorative and collectable value. On-site, thematic displays recreated the atmosphere of a tropical coastal sports event. Through a combination of static exhibits, physical product displays, and video promotions, the exhibit fully showcased the Sanya 2026 licensed merchandise collection.

Sanya 2026 licensed merchandise debuting at CITM 2025. (Photo: Liu Zirong)

A set of emblem pins from previous Asian Beach Games, part of Sanya 2026 licensed merchandise, is on display at CITM 2025. (Photo: Liu Zirong)

Sanya 2026 is actively promoting the deep integration of sports events and the tourism industry. Leveraging CITM 2025, it plans to set up licensed merchandise retail stores at tourism nodes in Sanya, such as scenic spots, hotels, and airports, and to launch products that combine commemorative and practical elements, allowing visitors to take away exclusive Sanya 2026 memories after their time enjoying Sanya. 

At the same time, relying on CITM’s international reach, it aims to attract tourism organisations and enterprises from across Asia to participate in licensing, promote cross‑border sales of these products, and create a virtuous cycle of “events empowering tourism, tourism incentivising events”.