Hainan Province has officially launched its 2026 Marine Tourism Year with a grand ceremony in Wanning City, marking a significant step in promoting the island’s coastal culture and expanding its marine tourism sector. The event, held at Riyue Bay—a globally acclaimed surfing destination—featured international surfers showcasing Hainan’s pristine beaches and diverse water sports. This initiative aims to bolster Hainan’s marine economy and transition the province’s tourism model from traditional coastal sightseeing to immersive, activity-based experiences. Under the theme ‘Coasts in Hainan, Joys of Journey,’ the 2026 program will introduce 60 high-quality marine tourism products, including tourism projects, water sports, and festivals. Additionally, ten core island-wide itineraries, such as coastal relaxation tours and immersive ocean experiences, are planned. Hainan already boasts a robust coastal infrastructure, including three national-level and three provincial-level resorts, 19 marine-themed scenic areas, 137 seaview lodgings, nine marine culture streets, five nighttime cultural zones, and 14 water sports bases. The campaign targets attracting 18 million marine tourism visitors and generating over 40 billion yuan in revenue by 2027. To assist visitors, a ‘Hainan Marine Tourism Guide (2026)’ was released. The launch ceremony took place at the China Tourism Group Riyue Bay Surf Resort, the country’s first surfing-themed destination. Located along the Hainan Coastal Scenic Highway, the resort integrates a surf park, theme hotels, and a commercial district, offering an all-weather, immersive experience. The resort features China’s first Olympic-standard artificial wave pool, capable of producing 23 different wave types to cater to both beginners and professional surfers. This development aligns with Hainan’s strategic shift toward multidimensional and deep-experience marine tourism, upgrading the product offering from simple sightseeing to a composite format focused on attracting international younger visitors.