When it comes to tourism, Hainan is flying high with colors...in more ways than one. Hoping to join the ranks of Hawaii, Australia and the Caribbean, Hainan is promoting all kinds of tourism on the island. Boasting sandy beaches and a bright blue ocean, the island has long been into what's referred to as "blue tourism." Its efforts have attracted several five-star hotels, as well as recent traces of an emerging yacht industry.
Situated in a tropical environment, the island's blue tourism does best during winter months when tourists flock to Hainan to get a break from cold weather back home. With rich land resources and a rainforest in the center of the island, Hainan is also trying to lure travelers year-round with what it calls "green tourism." Drawing on the high-end vacationers that visit the island's beach resorts, Hainan's government is now pumping money into land tourism projects of all kinds, from golf courses to rainforest excursions.
But for travelers on a tighter budget who are looking for a less-fancy escape, Hainan is also promoting what is known as "red tourism." In its most recent efforts to attract tourists, the island is catering to those who want to learn about China's communist roots. Although it's not a part of the mainland, the island has strong ties to the Party, providing key generals and strategic military camps during the war.
"The historical achievements of Hainan have laid the foundation for Hainan's economic takeoff," Chinese Minister of Culture Cai Wu said Sunday at the plenary session for the Boao International Tourism Forum (BITF). As many of the "red culture" hotspots exist in villages and not among the ritzy resorts, the island sees this kind of tourism as a key opportunity to more evenly distribute the economic benefits gained from the travel industry. Mr. Cai said the income level of both urban and rural residents in Hainan has already started increasing.
Also speaking at the forum, Hainan Governor Luo Baoming stressed the importance of developing the tourism industry not just for tourists, but for residents as well. "To improve people's livelihoods is an indispensable part to build up tourism," he said. "We cannot forget the 8.6 million locals."
With China having the second largest travel economy in the world, Hainan might be on to something. Although red culture might not interest foreigners, it is an easy way to develop its remote villages. Over the past few years, the Hainan government has been providing grants to various villages to lay sidewalks, build community facilities and provide recreational activities such as volleyball courts or paddleboats. For 50 RMB a night, tourists can stay with a local family to get a taste of the island's more quiet side of life. The money goes straight to the villagers, generating profit in non-coastal parts of the island. This kind of tourism also generates government support, something Jean-Claude Baumgarte, president and CEO of the World Travel and Tourism Council, says is important for sustaining the industry in the post-financial crisis era.
Governor Luo believes integrating Hainan's unique culture and resources is crucial for a thriving tourism sector. As cultural tourism creates little pollution, has high-added value and is capable of driving economic growth, it is seen as a win-win solution to develop both the high-end tourism that depends on the island's ecosystem and the social situation of the island's residents who must make a living during the off-season.
"We are witnessing a historical period in Chinese history, when culture is integrating into tourism," Cai remarked.
Situated in a tropical environment, the island's blue tourism does best during winter months when tourists flock to Hainan to get a break from cold weather back home. With rich land resources and a rainforest in the center of the island, Hainan is also trying to lure travelers year-round with what it calls "green tourism." Drawing on the high-end vacationers that visit the island's beach resorts, Hainan's government is now pumping money into land tourism projects of all kinds, from golf courses to rainforest excursions.
But for travelers on a tighter budget who are looking for a less-fancy escape, Hainan is also promoting what is known as "red tourism." In its most recent efforts to attract tourists, the island is catering to those who want to learn about China's communist roots. Although it's not a part of the mainland, the island has strong ties to the Party, providing key generals and strategic military camps during the war.
"The historical achievements of Hainan have laid the foundation for Hainan's economic takeoff," Chinese Minister of Culture Cai Wu said Sunday at the plenary session for the Boao International Tourism Forum (BITF). As many of the "red culture" hotspots exist in villages and not among the ritzy resorts, the island sees this kind of tourism as a key opportunity to more evenly distribute the economic benefits gained from the travel industry. Mr. Cai said the income level of both urban and rural residents in Hainan has already started increasing.
Also speaking at the forum, Hainan Governor Luo Baoming stressed the importance of developing the tourism industry not just for tourists, but for residents as well. "To improve people's livelihoods is an indispensable part to build up tourism," he said. "We cannot forget the 8.6 million locals."
With China having the second largest travel economy in the world, Hainan might be on to something. Although red culture might not interest foreigners, it is an easy way to develop its remote villages. Over the past few years, the Hainan government has been providing grants to various villages to lay sidewalks, build community facilities and provide recreational activities such as volleyball courts or paddleboats. For 50 RMB a night, tourists can stay with a local family to get a taste of the island's more quiet side of life. The money goes straight to the villagers, generating profit in non-coastal parts of the island. This kind of tourism also generates government support, something Jean-Claude Baumgarte, president and CEO of the World Travel and Tourism Council, says is important for sustaining the industry in the post-financial crisis era.
Governor Luo believes integrating Hainan's unique culture and resources is crucial for a thriving tourism sector. As cultural tourism creates little pollution, has high-added value and is capable of driving economic growth, it is seen as a win-win solution to develop both the high-end tourism that depends on the island's ecosystem and the social situation of the island's residents who must make a living during the off-season.
"We are witnessing a historical period in Chinese history, when culture is integrating into tourism," Cai remarked.
