Surge in Spending After Sanya Marathon Highlights Rise of Sports Travel Phenomenon

On December 26, 2025, the island of Hainan hosted the inaugural A-class marathon, officially sanctioned by the Chinese Athletic Association (CAA), marking a pivotal moment for sports events in the region. The marathon, held in Sanya, coincided with the operation of the Hainan Free Trade Port, which introduced independent customs and trading regulations. This new regulatory framework, alongside its associated benefits, significantly influenced both participation rates and local economic activity.

The advantages of the Hainan Free Trade Port include simplified visa processes, enhanced air connections, duty-free shopping, and improved international mobility, all of which attracted a significant number of participants to the marathon. The event not only energized local tourism but also stimulated the gastronomy and hospitality sectors. Hotels in Sanya reported an impressive 92% occupancy rate, while business expenditures along the marathon route soared by approximately 35%. This unexpected increase highlights the marathon's key role as a significant tourist attraction during what is typically a bustling holiday season.

Yang Yong, the event's General Manager from Orange Lion Sports, emphasized how their organization harnessed resources within Alibaba's ecosystem—utilizing platforms such as Taobao, Fliggy, and Alibaba Health. By effectively reaching both domestic and international running enthusiasts, they successfully enhanced engagement and spending related to the event.

The free trade port's policy facilitates visa-free access for citizens from 86 countries, further widening the potential audience for such sports events. Additionally, the expansion of the list of items eligible for duty-free imports in this new trading environment greatly reduced the costs associated with race organization. Previously taxed racing gear and materials can now be imported without tariffs, leading to reduced expenses for timing systems, professional equipment, and sound technology. The savings generated are being reinvested into operational improvements, runner services, and marketing, enhancing the overall quality and commercial viability of future events.

The impact of the Hainan Marathon extended beyond the racing weekend itself. Data from Fliggy indicated a steady increase in hotel bookings from late October, a trend that continued during the marathon weekend. Coinciding with the New Year and Spring Festival, which took place under the new customs rules, the marathon prompted further consumer spending. According to the local tourism authority, Sanya experienced an influx of 650,800 visitors during the New Year's festivities in 2026, generating a staggering 1.299 billion RMB in tourist spending.

The confluence of the marathon and the holiday travel surge contributed significantly to overall market activity within Sanya, showcasing how large-scale sports events can intertwine with tourism and hospitality, driving not just participation, but also substantial economic benefits. The success of the Hainan Marathon may set a precedent for future events, solidifying the synergy between sports and travel for years to come.

Marathon Event

In conclusion, the Hainan Marathon stands as a testament to the growing phenomenon of sports travel, underlining the potential of such events to stimulate local economies and attract international visitors. As cities like Sanya continue to invest in their infrastructure and promote these types of events, the relevance of sports tourism is likely to grow, marking a new chapter in travel and recreational activities.