When we think of pristine, white sand beaches, turquoise waters and luxurious beachfront resorts, we tend to think about the likes of Phuket, Bali, Boracay, Hawaii or the Caribbean.
Yet Sanya, the largest city on the Chinese island of Hainan, which itself has managed to stay off the travel radar for all but domestic travellers, offers all these attributes and much more. While Hainan has long been likened to the Hawaii of Asia thanks to its similar latitude, the island has remained relatively unknown among travellers, even in Asia.
However, Hainan is now enjoying a quiet boom in popularity, spearheaded by southern city Sanya, which offers world-class international resorts, palm-fringed coastal bliss, and cultural immersion in equal measure and is quietly becoming a luxury destination in its own right.
We take a closer look at what makes Sanya such a compelling destination and what intrepid travellers will discover when they visit, from coral gardens and eclectic dining to duty-free havens and sublime sailing grounds.
The Rise of Sanya: Quiet Luxury Off-the-Radar
Sanya’s rise from sleepy fishing village to cosmopolitan luxury destination may have stayed under the radar outside Asia, but that time is well and truly over.
Hainan saw a more than 116% increase in foreign travellers in 2024, with 8.3 million travellers predicted to fly into the island in 2025 (and that doesn’t include increasing numbers arriving on cruise ships and yachts).
While international travellers still represent a fraction of the island’s total tourist arrivals, many foreigners are finally discovering the island’s luxurious selling points, which include:
- Postcard-perfect beaches,
- Modern infrastructure,
- Lavish hotels and resorts from the biggest names in global hospitality, and even a
- Free trade port status.
Representing a well-managed, calm, safe and sophisticated alternative to major tourism hubs across the region, Sanya’s usual Mainland Chinese visitors are increasingly going to be sharing this compelling tropical locale with international arrivals looking for sun, sea and seclusion.
Luxe Stays & Experiences in Sanya
Recognising the potential of the Chinese domestic travel market, many of the world’s biggest hotel brands have a lavish presence on Sanya’s powdery white sand beaches.
The Mandarin Oriental Sanya was one of the first, setting the benchmark in luxury for others to follow. The resort, located in Coral Bay, is perfect for couples and features a host of indulgent suites and villas (I love the Pool Pavilions, which come with their own plunge pools), world-class dining, including a captivating seafood restaurant, Fresh, and a signature spa.
Ideally suited for families, Atlantis Sanya boasts its own Aquaventure Waterpark, as well as luxurious rooms and suites (don’t miss out on the iconic Neptune Underwater Suite), a wide range of dining outlets, and a menu of pampering treatments at the AHAVA Spa.
A must for those celebrating special occasions, Capella Tufu Bay is an intimate and lavish retreat that’s home to suites, villas, and penthouses (as well as a one-off mansion with manicured grounds and an oversized swimming pool), a series of refined restaurants, including Silk Road, which pays homage to the ancient trading route, and an array of wellness activities that take place in and outside of the resort’s spa.
Sanya vs. Phuket or Bali – Why Travelers Choose It
Sanya is perfectly suited for travellers who don’t want to necessarily share their holiday with the masses (a luxury travel trend that’s on the rise). In fact, save for public holidays in China, Sanya specifically and Hainan in general are serene destinations compared to regional players like Bali and Phuket.
With easy air access and visa-free entry for citizens from 59 countries, Sanya is a logistics dream, while systematic city planning (a la Dubai or Singapore) and heavy investment into infrastructure ensure far less traffic and crowds and a plethora of luxury hotels and resorts ensures there’s an accommodation experience for everyone.
The destination is also:
- Cleaner than both Bali and Phuket,
- More organised, and
- Easier to enter and navigate.
There’s also the benefit of tax-free luxury shopping throughout the island.
This means less time waiting in traffic or in line and more time soaking up the South China Sea sun – something that’s increasingly appealing to Gen Z travellers looking to avoid the crowds while connecting at a deeper level with a destination.
✈️ Jetsetter Tip: Want more under-the-radar luxe scapes around the world? Read our guide breaking down the best new hotels and resorts for stylish escapes.
How & When to Visit Sanya in 2025
So, is Sanya worth visiting? Absolutely. While Sanya is a joy to visit year-round, as with any tropical destination, certain times are better than others. The dry season (November to April) is the ideal time to visit to get the most out of Sanya’s world-class beaches, resorts and alfresco restaurants.
However, shoulder seasons are especially well-suited for families looking for great deals. Late August through to mid-October is typhoon season and not the best time to visit if you plan to sunbathe, while the winter months provide a more temperate climate.
It’s never been easier to visit Sanya, with new routes from Tokyo, Sydney, Seoul, and Jakarta joining routes from major hubs like Hong Kong and Singapore. In addition, Sanya Phoenix Airport is going through a growth spurt to keep up with the new demand.
We suggest staying for 4-5 days to really be able to explore as well as relax, and in that time, you can explore beyond Sanya to Haikou or hidden coves on the east and west coasts. It’s also smart to pre-check your eligibility for a visa-free stay and to pre-book airport transfers – many resorts offer packages that include transfers and VIP arrival packages will whisk you from plane door to resort pool in no time – and isn’t that what it’s all about?