Having welcomed more than 120 million visitors in 2013, an increase of 9% over 2012, Sanya has become the most popular tourism destination in China with tourism revenue of 22.8 billion yuan.

The city’s tourism industry has shown strong growth in the off-season as the amount of tourist arrivals was up 14% from the same period a year earlier. Among them, the number of individual tourists has surpassed that of group tourists.

Local statistics showed that the domestic overnight visitors to Sanya during the 2013 Spring Festival climbed by 16.5% to 564,000 and the revenue earned from tourists increased 31.3% to 4.36 billion yuan.

In 2013, Sanya further optimized its tourism structure and introduced more new tourism products such as marina tourism and low-altitude helicopter tours to allure tourists.

The new tax rebate shopping policy made the city closer to its goal of becoming atop international tourist destination. Total sales amount of duty-free goods in Sanya reached 2.49 billion yuan.

The government also made great efforts to fight against price gouging in seafood restaurants, seawater sports, one-day tours and more, in order to purify the tourism environment

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