On Oct. 6, Ms. Xu, from Zhejiang Province in eastern China, was packing her bags and preparing to return home. Reflecting on her time in Hainan, she said that what left the deepest impression wasn’t the waving coconut palms or the deep blue of the sea, but instead the incredible variety of local experiences in the island’s streets and countryside.

These days, more and more vacationers are moving beyond Hainan’s popular beach hot spots. A wide array of entertainment activities and vibrant nightlife paints a colorful image of the ever-changing local cultural tourism landscape.

On Oct. 2, visitors wore local Li attire as they explored Hainan’s cultural diversity at the Betel Nut Valley Li and Miao Cultural Tourism Area.

Qiong (Hainan) Opera and flash-mob style bamboo pole dance performances entertained the crowds at Haikou’s Qilou Historic Street. Visitors strolled past century-old qilou buildings, pausing to watch the folk performances or to try local dishes such as Hainan Rice Noodles and Pepper Soup.

“In the past, my trips to Hainan were mostly about just taking some souvenir photos and then leaving. This time, by walking along the ancient streets, listening to the opera performances, and browsing the traditional shops, I’ve really gotten a feel for the local lifestyle”, said Li Guilan, from Guangdong, who also noted that these cultural experiences added a deeper, more meaningful dimension to the journey.

In Wanning on the east coast of the island, the Riyue Bay surf scene remains extremely popular with younger travelers, who enjoy taking surfing lessons and the thrill of riding the waves.

At Tanmen Fishing Port in Qionghai, families joined local fishermen for authentic ocean experiences. They walked through the streets of the traditional port, visited the China (Hainan) Museum of the South China Sea, and gained a firsthand understanding of the region’s maritime culture.

The mountainous central region also drew plenty of visitors. The local specialty market in the mountain city of Wuzhishan bustled with activity, with stalls overflowing with Shanlan Rice Wine, Three Color Rice, and many other local mountain products. “I didn’t want to fight the crowds at the popular beaches. Coming to the mountains to browse the market, enjoy the forest breeze, and slow down made for a much more relaxing vacation, said visitor Chen Jia, who brought the whole family along for a mountain drive. According to Chen, the best parts of the journey were hiking in the rainforest and exploring the local markets.

During the National Day holiday, visitors challenged themselves on the rock face at the Baishi Peak Scenic Area in Qionghai.

It’s clear that vacation preferences are changing. Just taking photos at the beach no longer satisfies travelers seeking extended stays. These bold adventurers are venturing beyond the well-known beach resort areas in search of immersive experiences that offer a genuine sense of local culture.

During the National Day holiday this year, over a hundred cultural, tourism, and sports events were held in Hainan’s coastal scenic areas and countryside. Hainan continues to align with emerging travel trends towards more in-depth vacation experiences, moving beyond the old model of relying only on the beauty of the natural scenery to attract visitors.