Tourists pose for photos at a scenic area in Sanya, south China's Hainan Province, Jan. 1, 2026. (Photo by Li Xueshi/Xinhua)

Off the southeastern coast of Hainan in south China, Boundary Island Tourist Attraction, located around 18 degrees north latitude, has become a favored escape for those seeking an oceanic and sunny winter.

The waters around Boundary Island Tourist Attraction remain clear in winter, providing excellent conditions for diving and snorkeling. Near the surface, coral reefs and tropical fish create a vibrant scene, enhanced by shipwrecks and submerged sculptures.

Yu Shiyu, from Changsha City in central China's Hunan Province, chose Hainan for a winter family trip. "I wanted to use the leisure time in winter to show my child the sea," she said. On the island, they enjoyed interactive experiences with rays and other marine life.

She found her stay in Hainan both pleasant and affordable, noting the hospitality of locals. "The locals are very welcoming. Even taxi drivers spontaneously recommend where to eat or which activities suit children," she added.

The development of the Hainan Free Trade Port has drawn growing attention to the island, prompting sites to enrich offerings for both youth and families through outdoor activities and marine ecosystem education, according to Tu Mingyan, director for tourism planning of Boundary Island Tourist Attraction of Hainan.

Younger visitors are also drawn to adventurous experiences. Wang Guangshun, a tourist in Hainan, recently tried the via ferrata along Boundary Island's seaside cliffs, a climbing route equipped with steel cables, iron rungs and ladders fixed to rock surfaces.

"I'd seen videos on social media, but the real scenery is even more impressive. Hanging above the sea, you get an unobstructed view of the vast ocean," Wang said.

From the snowy peaks of the northeast to the tropical shores of the south, Chinese travelers are actively shaping a new map of winter tourism. Behind the variety in travel choices lies a broader effort: local tourism industries are actively transforming unique regional resources into distinctive experiences. This drive to upgrade and diversify offerings aims to meet the growing public demand for high-quality holidays, reflecting the vast potential of China's domestic tourism market. 

China has specified the goal and measures to develop a broader range of high-grade tourism products and improve the quality of tourism services, aiming to boost the country's tourism sector, according to the Recommendations of the Central Committee of the Communist Party of China for Formulating the 15th Five-Year Plan (2026-2030) for National Economic and Social Development.