The "2025 International Content Creators Hainan Creative Cultural Tourism Event," the first offline event of the Hainan Provincial Department of Tourism, Culture, Radio, Television and Sports' "Hainan International Tourism Promotion Ambassador" project and co-organized by Hinews.cn and Hainan International Media Center, will be held from June 19 to 24. 19 content creators from 12 countries, all appointed tourism promotion ambassadors for Hainan, will travel the length and breadth of Hainan to uncover its diverse charm through their unique lenses, creating an "authentic" travel guide to the tropical island province for international visitors.

At the starting line and raring to go

Hailing from countries as far afield as the UK, Japan, South Korea, Malaysia, and Laos, these creators are quite a bunch, with everything from foodies to cultural connoisseurs among their number. Two things they share in common, however, are their highly active social media presences and their desire to let rip exploring Hainan.

Japanese travel vlogger Tomoya Iri, who got the hots for Hainan at a promotion event in Tokyo, said in a video on the event: "Take me to Hainan NOW!" Netizens responded enthusiastically, recommending a walk through Qilou Historical Quarter, snacks at Xitian Temple, sunset at Cloudscape (Wormhole) Library, and mangoes and lychees, which just happen to be in season. Karina, from Ukraine, looked forward to sampling snacks in Qilou, experiencing Li and Miao culture, and taking in the scenery at Fenjiezhou (Boundary) Island.

Malaysian Liew You Siew exclaimed, "I’m especially looking forward to tasting the intangible cultural heritage-listed Laobacha (Old Dad's Tea), savoring Hainan’s leisurely lifestyle, and capturing the vibrant moments of the 'Village VA' games in Wenchang on video!"

South Korean radio host Hee Jung Lee also looks forward to Hainan’s unique cultural experiences and natural scenery: "I can’t wait to try on exquisite Li ethnic costumes for photos in Baoting, gulp in lungfuls of fresh air at Yalong Bay Tropical Paradise Forest Tourist Area, and share Hainan’s most 'Instagrammable' moments with my followers!"

From coast to coast and all the charm in between

The entourage is set to explore much of what Hainan has to offer in depth. Visiting Haikou, Wenchang, Wanning, Lingshui, Baoting, Sanya, Danzhou, and other places on the island, a fully immersive feast of culture, cuisine, and nature awaits them. Before they set off, here’s a few pointers for them:

Haikou: Stroll through the century-old Southeast Asian-style Qilou arcade buildings, immerse yourself in the lively atmosphere of the Hainan University South Gate Night Market, and savor the city's slow-paced life aboard the "Laobacha Express."

Wenchang: Ascend Tonggu Ridge to admire the majestic sea views of Yueliang Bay, witness the frenzy of Hainan's "Village VA" volleyball after dusk, and experience the passionate sports culture of Hainan's biggest coconut-producing region.

Xinglong, Wanning: Discover the Coffee Culture Park, roast your own "constellation" coffee beans, and learn how coffee came to be grown in Hainan.

Lingshui: Marvel at the "Glass Sea" around Fenjiezhou Island, take a cross-sea cable car overlooking Tanka floating villages, and experience the raw charm of nature.

Baoting: Delve into the Binglang Valley, dress in Li brocade, learn tie-dyeing, dance the bamboo pole dance, and be moved by the stories of the millennia-old Li and Miao cultures in the live-action production "Binglang Valley: An Echo Through Time."

Sanya: End your journey with an adrenaline rush as you dare to traverse the high-altitude suspension bridge in Yalong Bay Tropical Paradise Forest Scenic Area and scream your way along the rainforest zip-line while overlooking "The Most Beautiful Bay in the World."

From bustling local life to high-end resorts and intangible cultural heritage to sports mania, our ambassadors will paint a three-dimensional picture of Hainan as a place for fun, food, and feels.

Thematic content to boost Hainan's international appeal

With visa-free entry for citizens from 85 countries, and expanding international flight routes, Hainan is now one of the world's top "spur-of-the-moment" travel destinations. On their trip around Hainan, our team of 19 international tourism promotion ambassadors will create content inspired by six themes: Hainan cuisine, sports, Hainan culture, Hainan scenery, Hainan souvenirs, and visa-free entry.

Through their eyes and ears, the world is set to see Hainan as it's never seen it before. Keep following us over the coming days to see how they get on!