On November 28, the salon “Hainan Sets Sail: Shopping Into the Future,” focusing on high-quality development in tourism retail under the backdrop of Hainan’s upcoming island-wide special customs operations, was held at Haikou Meilan International Airport. Representatives from government, business, academia and the media gathered to discuss policy, planning and market dynamics.
Experts offered insights on how the tourism retail industry in Hainan can develop under the new policy environment, contributing ideas to support Meilan Airport’s high-quality development and Hainan’s goal of becoming an international tourism consumption hub.
Policies Continue to Boost Growth as Airports Seize Opportunities
Many attending experts noted that Hainan’s tourism retail industry is poised to grow more competitive in pricing, richer in business formats, and more optimized in shopping experience as favorable policies continue to roll out.
“The core of the island-wide special customs operations is establishing a management model of ‘freer access at the first line, regulated access at the second line, and free flow within the island’. This will bring immediate benefits to the tourism retail industry,” said Song Xiangqing, vice-president of the Commerce Economy Association of China and Chairman of the Free Trade Port (Zone) Committee. Supported by three major “bonuses” such as expanded zero-tariff coverage, optimized offshore duty-free policies, and a growing industrial ecosystem—product categories will significantly increase, price competitiveness will improve, spending limits will rise, and new convenience models such as “buy and pick up immediately” will enhance the shopping experience across the board.
Song Xiangqing, vice-president of the Commerce Economy Association of China and Chairman of the Free Trade Port (Zone) Committee.
However, new opportunities also come with intense competition. More market players after special customs operations require companies to constantly upgrade products, services, and innovative marketing strategies. Rapid industry growth will also lead to greater demand for logistics and high-quality talent.
“Practitioners must transform into ‘smart retailers’,” Song emphasized. The old model of passively waiting for customers is no longer sustainable. Retailers need to enhance intelligent operations, shift from “experience-based management” to “data-driven decision-making”, and build content-driven appeal through short videos, live-streaming, and community operations that convert online interest into offline purchases.
A New Development Mindset: Integrating Travel, Culture, and Commerce
“We will focus on how to extend travelers’ stay and enhance their experience,” said Ren Kai, Chief Financial Officer of Hainan Meilan International Airport and Chairman of Sino-Singapore (Hainan) Airport Commercial Management Co.,Ltd.
Renkai, Chief Financial Officer of Hainan Meilan International Airport and Chairman of Sino-Singapore (Hainan) Airport Commercial Management Co.,Ltd.
Going forward, Meilan Airport will explore how to efficiently convert passenger flow into revenue and continuously create value. Its goal is to evolve from offering supporting services to becoming a “frontier consumption hub,” deeply integrating with the regional economy and attracting travelers to shop ahead of departure or even make special trips to the airport.
“I noticed that the professionalism of Meilan Airport’s first Shopping Festival, from marketing creativity to content design, signals the maturing and increasingly culture-rich direction of Hainan’s offshore duty-free sector,” said Zhang Yimei, China Chief Representative of The Moodie Davitt Report.
Zhang Yimei, China Chief Representative of The Moodie Davitt Report.
She added that offshore duty-free truly unlocks its potential only when shopping becomes an integrated experience combining local culture, unique interactions, and emotional connection rather than mere transactions. After the special customs operations, the tourism retail landscape will hold even greater possibilities. Participants agreed that unique experiences and irreplaceable services will become major strengths.
“Hainan welcomes over 100 million tourists every year, but per-capita spending still has room to grow,” noted Lin Guangming, chief planner for the Yangpu Economic Development Zone Management Committee and an expert member of the Hainan Territorial Spatial Planning Committee, “We can tap local resources and offer appealing consumption experiences to international travelers.”
Lin Guangming, chief planner for the Yangpu Economic Development Zone Management Committee and an expert member of the
Hainan Territorial Spatial Planning Committee
“For example, we could create a Traditional Chinese Medicine experience center at the airport,” he suggested—screening high-quality TCM practitioners to offer travelers premium short-session services such as acupuncture, massage, and therapy. “This would turn a brief layover into a unique encounter with top-tier Chinese medicine.”
Building Integrated Consumption Scenes: “Stay Economy” Ignites Growth
As Meilan Airport continues to break traditional commercial boundaries and develop diverse consumption scenarios, its role as a gateway that attracts and concentrates passenger flow becomes stronger. The growing “stay economy” is emerging as a new engine of growth.
Participants offered advice on transforming “pass-through economy” into genuine “stay economy.” To develop this “stay economy,” Song Xiangqing suggested ensuring that passengers and cargo clients can meet all their needs in one place， without leaving the airport or traveling into the city.
Distinctive products can also encourage travelers to linger. “Creating unique product appeal is key,” said Zhang Yimei. She suggested operators work with brands to launch “Hainan First” campaigns featuring first stores, first releases, and first showcases to attract high-net-worth and younger customers. At the same time, incorporating premium domestic brands and local specialties into duty-free channels would create a unique appeal for “Made in China” and “Made in Hainan” products. Ultimately, this would form a composite consumption model of “duty-free + culture & tourism + wellness,” boosting tourism retail through enhanced value.
Cao Ruijie, Managing Director of Amber International (Hong Kong) Limited and founder of DFE (a duty-free retail expert platform), believes that with the special customs operations, airport passenger traffic will further increase. This will draw more visitors and allow excellent experiences to begin at Meilan Airport and spread worldwide as travelers carry those memories home. Airports will no longer be mere transit hubs for passengers and cargo but will become the “first exhibition hall” showcasing Hainan’s distinctive culture, resources, and services.
Meilan Airport will continue to innovate its offerings and elevate experiences, transforming itself from a “shopping destination” into a “lifestyle experience destination.” As Hainan embarks on its new journey toward full island-wide special customs operations, Meilan Airport aims to seize the initiative, ensuring that traffic not only “passes through” but becomes a source of sustained, high-quality growth.
This year’s Shopping Festival is led by Sino-Singapore (Hainan) Airport Commercial Management Co.,Ltd, a joint venture between Hainan Meilan International Airport Co.,Ltd and Changi Airports International (CAI). The festival aims to foster integrated “aviation–culture–tourism–commerce” development and support the airport’s transformation from a transportation hub into a comprehensive consumption destination.
