Pacific Tourism Organisation Elevates Pacific Voice at 2025 Tropical Coastal City Tourism Event in Sanya

Known as the “Hawaii of China” for its sweeping coastlines, tropical warmth, and world-class resort experiences, Sanya became a global meeting point for visionary tourism leaders at the 2025 Tropical Coastal City Tourism Event. Organised by the Sanya Tourism Board and supported by the Pacific Asia Travel Association (PATA), the gathering transformed the coastal city into a living classroom for reimagining the future of tourism in a rapidly changing world.

Held under the theme “Coastal Tourism: Symbiosis and Development of Nature and Culture”—and guided by the evocative subtitle “From Sanya to the World: Rethinking the Future of Tourism Cities”—the event brought together industry professionals, destination representatives, and international buyers to examine how coastal and tropical destinations can thrive while honouring the environments and cultures that define them.

Delegates journeyed through Sanya along three immersive thematic tracks designed to spark inspiration and reflection. The Sustainable Tourism track explored innovative, eco-conscious practices shaping the tourism of tomorrow. The High-End Tourism track showcased how luxury experiences can coexist respectfully with nature. Meanwhile, the Indigenous Culture track offered a powerful reminder that heritage, identity, and storytelling remain central to unforgettable visitor experiences. Each track combined site visits with deep-dive Salon Discussions, where global thought leaders exchanged ideas on building resilient, culturally grounded tourism cities.

The Pacific Tourism Organisation (SPTO) ensured strong regional representation, with Marketing Manager Kiniviliame Raicebe taking part in the Group C panel discussion on “Protection of Indigenous Culture: How to Better Protect Indigenous Culture During Modernisation.” Drawing on Pacific values and lived experiences, Mr Raicebe highlighted how culture remains the heartbeat of Pacific tourism—and a guiding compass for the region’s sustainable development vision.

“SPTO would like to acknowledge and thank Sanya Tourism Board (STB) and Pacific Asia Travel Association (PATA), who funded SPTO’s participation at the event. SPTO’s participation underscores our commitment to shining a global light on the Pacific—its natural beauty, its stories, and the deep cultural traditions that make our islands truly unique,” said SPTO Chief Executive Officer Christopher Cocker. “This event strengthens our networks, expands our perspectives, and allows us to share the authenticity of the Pacific with partners and buyers who value meaningful, culturally rooted travel.”

Throughout the event, SPTO advanced several strategic priorities, from promoting the Pacific as a premier tourism region to expanding its international partnerships. Engagements with global stakeholders also offered a timely boost to the upcoming South Pacific Tourism Exchange (SPTE) 2026, which will take place in Fiji on 25–26 March. SPTO used the opportunity to share regional updates,exchange knowledge, and absorb global best practices in digital marketing, destination development, and leadership—insights that will further support its work across member countries.

The 2025 Tropical Coastal City Tourism Event reaffirmed Sanya’s role as a leading global hub for coastal tourism innovation. It also provided SPTO with a valuable platform to elevate Pacific voices in the global tourism dialogue, champion culture-led tourism, and build momentum ahead of SPTE 2026. As the Pacific continues to strengthen its market presence, events like these deepen collaboration, inspire new ideas, and reinforce the region’s place in shaping the future of sustainable, culturally grounded tourism worldwide.