As a gentle coconut breeze blows and the intense summer heat has yet to arrive, the southern summer is at its finest.

Twenty-four travel media representatives and influencers from six European nations—the UK, France, Germany, Italy, Spain, and Switzerland—took their first steps in this island city with curiosity and anticipation. This marks the commencement of an eight-day immersive and in-depth exploration of Hainan, part of the “Hello! China” campaign jointly hosted by the Bureau of International Exchange and Cooperation of the Ministry of Culture and Tourism and the Department of Tourism, Culture, Radio, Television and Sports of Hainan Province.

Enabling the world to see China has never been just a slogan. As these 24 European media professionals stepped onto this warm soil, they brought with them the attention of millions of European viewers; what they take away will be the most authentic and vivid first-hand impressions of China. This method of communication, which “engages media through individuals and moves people through emotion”, is becoming an important approach to telling China’s story well.

Instantly “Won Over” Upon Arrival

Before even entering the hotel lobby, the European guests had already begun raising their cameras.

They were welcomed by greeting girls dressed in traditional Li ethnic attire—the intricate geometric patterns on their brocade skirts represent ethnic memories written stitch by stitch by Li women using their hands as pens. The influencers drew close to examine the craftsmanship, with some reaching out to touch the fabric. Soon, everyone changed into local attire, laughing and sharing light-hearted moments together.

Cultural ice-breaking sometimes requires no language; a single piece of brocade is enough.

“Hainan Night”: A Promotion, and an Encounter

That evening, the ballroom of the West Coast Grand Hotel was brightly lit. The “Hainan Night” tourism promotion event officially commenced—this was the first formal activity for the European media delegation after arriving in Hainan, and one of the most emotionally resonant evenings of the entire itinerary.

The promotion venue featured an Intangible Cultural Heritage exhibition area. Li brocade and traditional handmade silver ornaments were displayed in an array of rich colours and exquisite craftsmanship. Influencers lingered at the stands for a long time, taking photos, asking questions, and trying them on—artefacts normally only seen behind museum glass cases were within arm’s reach. Intangible cultural heritage is not a specimen to be revered from afar, but a living culture that can be touched, shared, and passed on. This evening, it achieved a dialogue of civilisations spanning languages in the most natural way.

During the event, the hosts officially presented certificates of appointment as “Hainan International Tourism Promotion Ambassadors” to the 24 European guests. This was not merely a ceremony, but a token of trust and entrustment: their lenses and words will bring the true image of this land back to millions of European readers and followers. Beyond official narratives, these grassroots voices often possess greater penetrating power.

Jay Kerekes, a Canadian influencer who has lived in Hainan for seven years, made a touching remark on stage: “Whether you are here to make new friends or reunite with old ones, you can feel the true charm of Hainan here.” Seven years is enough to make a foreign national the most sincere narrator of Hainan’s stories.

John Michael Chapman, a travel influencer from the UK, spoke on behalf of the “Hainan International Tourism Promotion Ambassadors”: “Hainan’s pristine beaches, profound heritage, and world-class facilities have truly astounded me. Accepting this letter of appointment today is an honour, but more importantly, a weighty responsibility.”

Bamboo Dance: Laughter is the Best Passport

The night was far from over after the promotion event concluded.

On the lawn, the Li ethnic bamboo dance began. The rhythm accelerated from slow to fast as the bamboo poles rhythmically struck the ground. Influencers jumped in one after another—their steps might not have been perfectly synchronised, but laughter was shared generously. Someone stumbled, provoking a wave of good-natured laughter, before standing right back up to try again.

“Amity between people holds the key to sound relations between states, and communication between hearts holds the key to amity between people.” This phrase found its most simple and concrete illustration on the bamboo dance lawn.

Day Two: From Old Town Vibrancy to the Green Fairways

The next morning, the itinerary shifted to a different pace.

The arcades of the Qilou Old Street (Sotto Porticos Streets) stretched out in rows, with pillars decorated with patterns blending Nanyang style and Chinese carvings. Beneath the mottled walls lies over a hundred years of maritime interactions and the convergence of north and south. As the influencers walked into this street, their pace naturally slowed down—some looked up to discern architectural details, while others raised their phones for selfies, capturing the light and shadow of this old town in their lenses.

Qilou was originally an architectural style brought back by overseas Chinese from Nanyang, which took root and integrated with local culture. This street itself is a microcosm of Hainan’s history of opening up—the Maritime Silk Road from centuries ago left its mark here, and today’s Free Trade Port construction is simply the regrowth of this genetic openness. To the European visitors, the silhouettes of those arcades were unexpectedly familiar, yet imbued with an Eastern atmosphere everywhere—at once familiar and entirely strange, which is perhaps one of the most charming moments of travel.

Leaving the Qilou area, the group turned into a Laoba Tea (Father’s Tea) house.

Laoba Tea is a daily ritual for Haikou residents. A pot of tea and a few varieties of dim sum can occupy half a morning—no rushing, no business talk, just sitting there and letting time pass slowly. The influencers stayed here longer than scheduled. Some ordered repeatedly, while others used gestures to chat with the elderly people at the next table; no shared language was needed, as a cup of tea was enough to bridge the distance.

One influencer wrote on social media: Paris has its Left Bank cafés, and Haikou has its Laoba Tea—different forms, but an identical love for life. The happiness of the people never requires translation.

In the afternoon, the delegation visited Mission Hills Golf Club Haikou. It is one of the largest golf clubs in the world and has hosted numerous world-class tournaments. As sunlight hit the fairways, rolling green hills shaped by volcanic rock formations could be seen in the distance. The influencers took to the course to swing their clubs, their laughter echoing far across the grounds. This stop presented another facet of Hainan as an international tourism and consumption centre: not just beaches and coconut trees, but also world-class sports and resort facilities aligned with international standards, alongside a balance struck between ecological protection and high-quality development.

From the old town to the tea house, and from the tea house to the golf course, within a single day, Haikou revealed several of its faces: historical, bustling with local life, and international. The richness of this city always seems to offer slightly more than expected.

Why Hainan, and Why Now?

To many European travellers, “Hainan” is still an unfamiliar name. But this is changing.

A forest coverage rate of 62.1%, a coastline stretching 1,944 kilometres, an average annual temperature of 24 degrees Celsius, alongside visa-free entry for 86 countries and facilitated entry policies—beyond the figures lies a Free Trade Port stepping onto the global stage with an unprecedented posture of openness. Tropical rainforests, Li and Miao cultures, international medical tourism, and duty-free shopping: Hainan’s cultural and tourism resources are far more diverse than most Europeans imagine.

This “Hello! China” European Travel Media and Influencers Tour of Hainan is a vivid practice of China actively opening its window to the world. Here, the 24 European media professionals and influencers saw not just landscapes, but how an open, confident, and vibrant China is embracing the world. Their content will become the first piece of the puzzle for millions of Europeans to understand Hainan and China.

Haikou is just the starting point. Wenchang, Qionghai, Wanning, Baoting, and Sanya await ahead. And once this journey concludes, the true dissemination will have only just begun.