#China #Sanya #Hainan Marathon #Racecation

Sanya's Marathon: A Catalyst for Tourism and Spending

The recent Hainan (Sanya) Marathon held at the end of December 2025 represented a significant milestone as the first Class A-certified event authorized by the China Athletics Association (CAA). This event occurred against the backdrop of the Hainan Free Trade Port (Hainan FTP), which offers an array of benefits, such as improved visa accessibility, superior air connectivity, duty-free shopping, and increased international mobility.

The marathon proved to be a game changer for local tourism and hospitality, with hotel occupancy reaching an impressive 92% and an extraordinary 35% increase in commercial spending along the marathon route. This surge has sparked conversations around the growing trend of “racecations,” where running events attract participants not only for the race itself but also for the accompanying travel experiences.

Boosting Local Economies

Yang Yong, the General Manager of Events and Commercialization at Orange Lion Sports, shared insights into how the organization maximized resources from the Alibaba ecosystem, which includes platforms like Taobao, Fliggy, and Alibaba Health. This strategy significantly enhanced the event's visibility and attracted both domestic and international runners, leading to increased spending related to the event.

The Hainan FTP's visa-free scheme for citizens from 86 countries, along with a robust air travel network linking 25 destinations across Asia and Europe, has notably improved access for international participants. Additionally, the new customs policies expanded the range of items eligible for duty-free importation from 1,900 to over 6,600, enabling race enthusiasts to bring necessary equipment without incurring extra costs. This not only reduced the financial burden on participants but also lowered procurement expenses for event organizers.

Economic Impact and Future Prospects

The savings achieved through these arrangements were reinvested into enhancing runner services, operations, and marketing strategies, further amplifying the event's appeal to sponsors and partners.

As the Hainan Marathon approached, evidence from Fliggy showed a steady increase in hotel bookings since late October, and this upward trend persisted throughout the marathon period. The timing of this event coincided perfectly with the New Year and Spring Festival, making it an optimal occasion for capitalizing on consumer spending. According to the Sanya Bureau of Tourism, 650,800 visitors flocked to the city during the 2026 New Year holiday, generating RMB 1.299 billion in tourism revenue. This impressive influx not only benefited local businesses but also highlighted how major sporting events can effectively drive tourism and hospitality sectors.

The Future of Racecations

The resounding success of the Hainan (Sanya) Marathon serves as an important case study, illustrating how sporting events can serve as a bridge between tourism and economic growth. As more cities recognize the potential of racecations, the fusion of running and travel experiences will likely continue to grow in popularity - offering not only an adrenaline rush for athletes but also an economic boon for host destinations.

In conclusion, the rise of the racecation phenomenon underscores the link between sports and tourism, revealing how these events can mobilize local economies and foster international connectivity. The enthusiasm surrounding the Hainan (Sanya) Marathon is expected to inspire other regions to adopt similar strategies that leverage the benefits of hosting major sporting events.