Immigration officers from Sanya's Phoenix International Airport process international travelers passing through the port in the early hours of October 5. (Source: Hainan Daily)

It's now October, and while the first hints of winter arrive in Moscow, Haikou, more than 7,000 kilometers away, is still drenched in sunshine.

Russian travel and fashion blogger Smyslova Natalia arrived in Haikou on October 11. For her, the trip was more than an escape from the northern chill to the warm tropics. Hainan, once a distant destination she had only heard about, was now within easy reach.

From January to September 2026, Hainan received 1.43 million inbound tourist visits, up 43.1% year on year. Russian visitors made 572,500 visits, up 68%, keeping Russia Hainan's largest inbound tourism source market. Visits from Malaysia, Spain, and New Zealand also rose by 70.1%, 67.7%, and 65.5%, respectively, highlighting the growing diversity of the province's international visitor base.

Why are Russian tourists drawn to Hainan? For Smyslova, the answer is simple: sunshine, the sea, safety, and relatively affordable prices. "Russians love the sun and swimming. Hainan is a great place for a holiday," she said as she filmed at Haikou's Qilou Historical and Cultural Quarter. She noted that Hainan once seemed far away to many Russians, but direct flights have made it much easier to reach.

Hainan now has flights from 11 Russian cities, including Moscow, St. Petersburg, and Kazan, with more than 20 flights a week. The growing air network is also helping the island move beyond seasonal tourism toward year-round travel. Local inbound tour guide Wei Zhaofeng said tour groups, once concentrated in winter, now arrive throughout the year.

More convenient entry policies and an expanding international air network are reshaping how foreign tourists explore Hainan. The province now offers visa-free entry to nationals of 88 countries, including stays of up to 30 days within the province for travelers from 61 countries. Hainan currently operates 61 international and regional routes and has launched 80 such passenger routes to date. For a growing number of international visitors, Hainan is becoming more than an island getaway; it is also a gateway to discovering more of China.