June 18, 2026 – PHOTO SANYA 2026, the European influencers FAM Trip programme hosted by the Sanya Tourism Board, officially kicks off. Under the theme “One Lens Across Mountains and Seas, Sanya Connects with Europe”, the campaign builds on the fruitful outcomes of cultural and tourism promotion events staged by the Sanya Tourism Board in Berlin, Germany and Prague, Czech Republic this March. A total of 12 European guests have been invited to join this FAM Trip, including six outstanding social media influencers from France, Germany, Italy and other European nations, together with six European travel agents. They will embark on an immersive on-site tour across Sanya from 22 to 26 June, capturing the city’s unique charm through their lenses. The initiative seeks to forge a communication bridge between Sanya and European audiences as well as cultural tourism enterprises, further expand the European tourism market and steadily boost Sanya’s international brand recognition and global influence.
As a key overseas marketing initiative of Sanya in 2026, the campaign runs from March to June. It unites media outlets, content creators, tourism practitioners and international cultural and tourism institutions to create a full-link marketing ecosystem covering overseas audience acquisition, content creation and distribution, tourism product conversion and long-term brand building. The campaign will accelerate Sanya’s transformation from a well-loved coastal resort to a global hub for cultural and tourism content co-creation.
For recruitment, the campaign focuses on three core content tracks: travel, photography and lifestyle. The Sanya Tourism Board prioritises outstanding European local creators with strong original production capabilities and a sincere interest in Chinese culture. The board published recruitment notices widely via its official overseas social media channels, European local tourism media and vertical online communities, alongside targeted one-on-one invitations. Following multiple rounds of review and evaluation, six European influencers have been confirmed to take part in the immersive on-site tour alongside six European tourism practitioners.
To fully showcase Sanya’s diverse appeal, PHOTO SANYA 2026 has elaborately designed three immersive themed itineraries: natural scenery, urban culture and gourmet cuisine. The routes feature a wide range of iconic scenic spots and unique experience sites, such as Nanshan Cultural Tourism Zone, Atlantis Sanya, Sanya Romance Park, Characteristic Food Streets. Adopting an international perspective and creating authentic original content, participants will document Sanya’s breathtaking natural landscapes, Li and Miao ethnic traditions, urban scenery and coastal delicacies, presenting a vivid, layered and multi-dimensional portrait of Sanya to European audiences.
Throughout the event, the Sanya Tourism Board will roll out a suite of online interactive activities titled the China-Europe Urban Cultural Dialogue in partnership with The European Travel Commission. This marks the first bespoke official cooperation between The European Travel Commission — Europe’s top cultural and tourism authority — and a standalone tourist destination in China. Capitalising on the FIA Formula E World Championship hosted in Sanya, the two sides will host multi-day online interactions themed around folk customs, trendy lifestyles, local delicacies and more. Through short videos, graphic features, interactive quizzes and topic-based discussions, the collaboration facilitates two-way cultural communication and in-depth integration between China and Europe, delivering robust authoritative endorsement for Sanya’s international development.
Mountains and seas separate lands, yet cultural tourism acts as an enduring bond connecting civilisations. The PHOTO SANYA 2026 European influencer FAM Trip programme is a landmark initiative for Sanya to expand its European market footprint and deepen cross-border cultural and tourism exchange and collaboration. In the future, Sanya will keep refining its overseas marketing strategies and utilise a full spectrum of international cultural and tourism events to build exchange platforms. By capturing stunning landscapes through the lens and advancing cultural exchange, the city will share authentic Sanya stories with global audiences and welcome travellers from across the globe to discover its unique scenery.
Media ContactCompany Name: Beijing Interlace cultural communication company limitedContact Person: Dao ZhouEmail: Send EmailCity: BeijingCountry: ChinaWebsite: https://www.visitsanya.com/
