Sanya's Tianya town develops into hot tourist destination

Some of the elegant buildings in Sanya's Tianya town. [Photo/Sanya tourism board]

Tianya town was once a small fishing village, but thanks to the rural vitalization strategy, it's undergone a remarkable transformation into a hit tourism destination.

According to statistics, Tianya has experienced an extraordinary surge in visitors over the past few years. In 2020, the town welcomed 180,000 tourists, but this number blew out to nearly 400,000 in 2021, marking a staggering 122 percent increase.

Situated in Tianya district, Sanya, Tianya town boasts a 400-year recorded history. It has a wonderful location, facing the sea and close to the airport, as well as proximity to popular attractions such as the Tianya Haijiao Scenic Area and Nanshan Cultural Tourism Zone.

Since 2017, Sanya has focused on transforming Tianya town into a charming and picturesque destination. The once cluttered houses have been refurbished in blue and white color tones, creating an appealing coastal atmosphere.

What's more, the government has also invested over 200 million yuan ($28 million) in projects such as waterfront facades, landscaping and lighting for the initial phase of the town.

As Tianya town gains popularity, various commercial amenities have been added. However, it still faces shortcomings. A tourism industry veteran pointed out that while the homestay industry has flourished, other sectors, such as night markets, sea leisure activities, cultural performances and beach entertainment, are lacking or undeveloped, resulting in a lack of diverse consumer experiences.

In April, Sanya established the Tianya Town Tourism Investment Company. Its remit is to comprehensively enhance the town's tourism services.