The South China city of Sanya collected a silver and two bronze awards at the 
IAI(http://www.iaiad.com/en) Festival and Travel Awards ceremony held in 
Beijing on the evening of May 28, 2021, at which winners of the coveted honors 
were announced. Most noteworthy, the Wonderland Sanya campaign, created by the 
Sanya Tourism Promotion Board (STPB), won the silver award in the Cultural 
Tourism IP category. The Sanya International Travel Destination-Integrated 
Marketing Communication campaign and the 2020 TOP 50 Travelers Conference, 
co-hosted by STPB and Qyer.com, garnered two bronzes in the Brand Marketing 
category. 

"STPB has taken an open and novel approach to exploring the integration of 
culture and tourism as a part of its ongoing efforts to promote Sanya as a 
travel destination," said STPB executive deputy director Wu Xiaolin during her 
speech at the ceremony. "With an open mind, we welcome any and all proposals 
for new products and campaigns based on a joint marketing model. We will 
continue to grow the brand by expanding on the reasons that a traveler might 
choose Sanya as a destination, whether it be the value proposition or the 
lifestyle options that the city offers, or simply the many ways that holiday 
makers can have fun there. We actively seek to bring on board high-quality 
projects, develop new tourism models based on the most demanding of standards 
while continuing to amplify the message that has successfully branded Sanya in 
both domestic and international markets as a travel destination of choice. The 
aim is to make contributions to the development of Sanya as a world-class 
tourism locale alongside the establishment of the Hainan Free Trade Port."

STPB launched the promotion campaign themed Wonderland Sanya in December 2020 
after completing an analysis of traveler preferences and segmenting source 
markets based on an in-depth study of the local tourism market. Targeting major 
consumer groups in the 18 to 35 age bracket in tandem with themes that are more 
relevant to young consumers, the campaign has attracted an increasing number of 
domestic travelers who had given up their international travel plans due to the 
Covid-19 pandemic. The creator of the campaign leveraged the city's tourism 
resources in a move to attract the targeted younger demographic, which, in 
turn, helped to boost the development of the market. 

As for marketing communications, STPB has rolled out a new joint marketing 
model by integrating product and media resources in tandem with market needs. 
With an increased focus on the collection of tourism-related data and updates 
to the subsidy policy, alongside the city's branding efforts and public-private 
joint marketing, the Board is proving successful in facilitating the rapid 
recovery and return to steady growth of the tourism market.

Going forward, STPB plans to raise awareness worldwide of Sanya as a 
warm-climate, seaside travel destination by adding the following to-dos to its 
roadmap:

- Constantly research and put into action marketing models that are in line 
with the current development trends of the local market; 
- Combine the hosting of innovative offline marketing campaigns with the 
construction of an online platform that re-enforces the messaging that 
highlights the uniqueness of Sanya as a travel destination; 
- Create different promotional themes for each target market, including, among 
others, as a spot for destination weddings, health and wellness tourism, as 
well as a vacation destination with something to offer every member of the 
multi-generational family.

Source: Sanya Tourism Promotion Board


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   Caption: Sanya, China Takes Home One Silver and Two Bronzes at IAI 
International Travel Awards Ceremony