Hainan launches summer events to attract tourists

As summer vacation begins, popular tourist destinations in south China's Hainan Province are rolling out a series of new events and special offers to draw visitors, with Haikou, the provincial capital, recently kicking off its summer carnival.

This year's carnival features activities for families, youth, and fitness enthusiasts, expanding the consumption landscape and creating unique commercial experiences.

"This summer many events are being hosted in Haikou for the first time. We have welcomed several new and flagship stores, with multiple business models such as retail, dining, and stand-up comedy. We aim to meet the one-stop summer experience needs of families and young guests," said Zhang Qiyao, assistant general manager of Hainan Island Commercial Management Co., Ltd.

At Haikou's Mova Plaza, shoppers can enjoy a mix of duty-free shopping, cinemas, fitness, and more with a comprehensive "culture, sports, tourism, and business" experience that integrates new consumption scenarios.

"It has brought lots of benefits and discounts. The lipstick I bought normally costs over 400 yuan (about 58 U.S. dollars) in shops, but today it was only 190. The discounts are really big," said a tourist from Hunan.

China's total box office revenue for the 2026 summer movie season has surpassed three billion yuan (about 442.68 million U.S. dollars), driven by a diverse array of domestic and foreign films, industry data showed on Monday.

As of 13:14 on Monday, earnings for the season, which runs from June 1 to Aug 31, cleared the milestone, according to Maoyan, a major Chinese ticketing platform and box office tracker.

More than 100 films are slated for release this summer, spanning genres from revolutionary history to comedy, animation, and science fiction to cater to varied audience tastes, data showed.

To stimulate consumer spending, several regions across China have introduced subsidized ticketing vouchers and expanded "Cinema Plus" initiatives. These events have enriched cultural life and helped boost seasonal consumption.