— Recently, the Hainan Provincial Department of Tourism, Culture, Radio, Television and Sports, in partnership with Qunar.com, officially launched the “Jom! Hainan, Let’s Explore Together” Southeast Asia inbound study-tour promotion campaign. On June 16, a trilingual study-tour feature page in Chinese, English and Malay, titled “Jom! Hainan, Let’s Explore Together”, officially went live. The launch of the feature page will further unlock the potential of Southeast Asia’s study-tour market, strengthen Hainan’s brand as an international study-tour destination, and vividly showcase the new image of the Hainan Free Trade Port as an open and dynamic hub of development.
Hainan is geographically close to Southeast Asia, shares close cultural ties and connected traditions with the region, and is seeing its cross-border air route network continue to expand. Cultural and tourism exchanges between the two sides are becoming increasingly active. Drawing on distinctive resources such as the Wenchang Space Launch Site, Sanya Yazhou Bay Science and Technology City High-tech Zone, Hainan Tropical Rainforest National Park and China (Hainan) Museum of the South China Sea, Hainan is leveraging its Free Trade Port policies and tropical geographic advantages to promote the deep integration of culture and tourism, education, and technology. It has developed an integrated sea-land-air study-tour product portfolio centered on space science and technology, tropical rainforests and marine ecology. With its rich and distinctive study-tour offerings, Hainan has become a popular choice for Southeast Asian young people seeking overseas educational travel.
The newly launched trilingual feature page serves as the campaign’s core online service gateway for the Southeast Asian market. Users can access the page through Qunar.com’s travel channel by clicking on the Smart Tourism Pavilion. Designed around local language preferences, the page brings together resource showcases, route recommendations, online inquiries and product booking functions. It also offers exclusive cash-voucher benefits: after claiming a cash voucher on the page, users can apply it directly to study-tour orders, creating a smoother consumer experience. The platform highlights four premium themed study-tour routes that precisely match the needs of students of different age groups, families with children and organized study-tour groups. With detailed route content and clear itineraries, the page builds an efficient and convenient digital bridge for Southeast Asian visitors to understand and purchase Hainan’s study-tour products.
Following the overall campaign plan, a series of targeted promotional activities will be rolled out after the feature page goes live. In July, the campaign will work with leading travel agencies and professional education institutions from Malaysia, Thailand, Indonesia, Singapore and other Southeast Asian countries to select young experience ambassadors with strong community influence for a six-day, five-night in-depth study tour in Hainan. They will visit key study-tour sites, experience featured courses and culture-and-tourism programmes, and share authentic stories from a youth perspective, helping build word-of-mouth benchmarks and promote Hainan’s study-tour and tourism resources across Southeast Asia. Meanwhile, the campaign will invite local KOLs in the study-tour and family-travel sectors to form a communication matrix and produce localized content, including travel guides, study-tour reviews and destination insights, for distribution through major overseas social media platforms and media channels.
Drawing on Qunar.com’s mature OTA big-data capabilities, the campaign will continue to use multilingual push messages, on-platform exposure for the dedicated page and study-tour-exclusive coupons to reach target audiences, lower travel decision-making barriers and convert online traffic more efficiently. Online content seeding, influencer on-site experiences, data-driven outreach and offline immersive study tours will form a complete communication loop, telling Hainan’s study-tour story and presenting the open, inclusive and vibrant image of the Hainan Free Trade Port to Southeast Asian audiences.
The “Jom! Hainan, Let’s Explore Together” Southeast Asia inbound study-tour promotion campaign is both a practical measure for Hainan to seize opportunities in the Southeast Asian study-tour market and diversify inbound tourism products, and an important practice for deepening youth exchanges and people-to-people ties. Moving forward, the Hainan Provincial Department of Tourism, Culture, Radio, Television and Sports will continue to work with Qunar.com to refine standardized, high-quality inbound study-tour products and improve cross-border travel services, attracting more Southeast Asian young people and families to visit, explore and fall in love with Hainan. These efforts will support Hainan’s inbound tourism recovery and raise Hainan-Southeast Asia cultural and tourism cooperation to new heights.
Contact Info:
Name: Zeqing Wang
Email: Send Email
Organization: Qunar.com Information Technology Co. Ltd.
Phone: (+8610)59606999
Website: https://dujia.qunar.com/en/
Release ID: 89196154
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