Hainan Consumption Insight Trends: The Convergence of Policy, Experience, and Aspirational Living

In recent years, Hainan has emerged not merely as a tropical tourism hotspot but as a proving ground for China’s ambition to elevate domestic consumption into a pillar of national economic growth. With the formal progression towards free trade port status in 2025 and a confluence of policy reforms, consumer preferences, and industry innovation, the island province is becoming a bellwether for broader consumption trends in China.

This article, drawing on insights from Mintel’s consumer research, examines how three key consumption pillars—duty-free retail, tourism and wellness—are converging in Hainan to reflect evolving consumer desires and economic directives.

The Policy-Driven Rise of a Consumption Nexus

As part of the broader national strategy to stimulate domestic demand, China’s 2025 economic plan emphasises upgrading consumer experiences and expanding internal markets. Within this context, Hainan has been designated as a “frontline” experimental zone. Thanks to its free trade port policies, tax exemptions, and streamlined customs procedures, Hainan is uniquely positioned to become an international consumption centre.

This positioning is not merely aspirational. According to official goals, Hainan aims to attract 110 million domestic and foreign tourists annually by 2026 and reach tourism revenues of RMB 245 billion, with the tourism sector contributing over 12% of its GDP. This growth trajectory is underpinned by a series of action plans, including the upgrade of tourism infrastructure across all cities and counties with the goal of creating over 120 A-level scenic spots.

Rebounding Travel and the Rise of Depth Tourism

Tourism has already rebounded strongly. In 2024, the number of domestic tourist trips increased by 15.3% compared to 2023, reaching 93.5% of 2019 levels. More importantly, total tourism spending has returned to pre-pandemic heights, around RMB 5.7 trillion, showcasing a 17% year-on-year growth. Per capita domestic tourism expenditure has also climbed from RMB 953 in 2019 to RMB 1,024 in 2024, marking a 7.45% increase.

This revival is driven by deeper motivations than simple leisure. Research shows that 67% of tourists prioritised emotional regulation and reconnecting with nature as their top travel motivations. Meanwhile, 52% sought family bonding experiences and 32% aimed to gain cultural or educational enrichment through travel. This trend indicates a shift from superficial sightseeing to depth tourism, where experiences and personal growth eclipse traditional tourism metrics.

Aspirational Lifestyles and the New Duty-Free Economy

The policy framework allowing duty-free retail on the island has been a critical contributor to Hainan’s repositioning. Some 38% of consumers stated that the ability to purchase duty-free goods was the primary reason they chose to travel to Hainan. Post-2025, with the sealing of the free trade port, this consumer draw is expected to intensify, particularly among high-income households.

In fact, 40% of consumers said they would increase their duty-free purchases if more cities adopted Hainan-like zones, rising to 45% among households earning over RMB 24,000 per month. While prestige items like luxury handbags and jewellery remain popular among older consumers, younger segments—particularly those aged 18–29—gravitate toward smaller-ticket items like food, supplements, stationery, and electronics. This highlights a broader trend: the democratisation of premium consumption.

Moreover, online channels are now firmly embedded in duty-free retail strategies. Platforms such as duty-free apps and WeChat mini-programs are seen as price-competitive, though brand diversity remains a challenge. Notably, while 24% of consumers would travel to Hainan specifically to buy niche brands, only 17% said the same for traditional luxury names. This signals that product curation and differentiation will be decisive in sustaining Hainan’s retail appeal.

The Wellness Boom and Healthy Hedonism

Beyond tourism and retail, wellness is emerging as Hainan’s third growth pillar, backed by national policy and the island’s natural assets. Under the 2025–2027 Wellness Industry Plan, Hainan is positioning itself as China’s “Healthy Island,” with a focus on health tourism, chronic disease management, and anti-ageing services.

Consumer interest supports this momentum. In 2024, 49% of respondents reported prioritising emotional wellbeing, up 2% from 2022, and daily health habits like exercise and supplements are on the rise. With 77% of consumers facing at least one health concern, there’s growing demand for proactive, lifestyle-based solutions. This opens space for Hainan to lead with integrated offerings—from TCM and diagnostics to spa and wellness retreats.

The Silver Economy and Independent Ageing

An additional, often overlooked, demographic segment in Hainan’s consumption strategy is the elderly. By 2022, China’s population over 65 reached 200 million, comprising nearly 15% of the total population. The proportion of “empty nest” seniors (those living alone or only with a spouse) rose to 45% nationally in 2020. In Mintel’s survey of 55–65-year-olds, more than 60% said they actively exercise and study retirement-related knowledge in preparation for later life. However, only 20% wished for their children to take care of them, reflecting growing preferences for autonomy and community living.

For Hainan’s developers and wellness operators, this suggests that lifestyle retirement communities, equipped with medical and social facilities, can find strong demand—particularly if they also cater to cultural enrichment and peer companionship.

Conclusion: A Template for Future Consumption

Hainan is fast becoming China’s showcase for high-quality domestic consumption. As Mintel’s 2025 report reveals, the island’s unique mix of free trade policy, tourism appeal, and wellness innovation positions it as a leading indicator of shifting consumer priorities. From duty-free retail to lifestyle-driven travel and healthcare, Hainan reflects where China’s next growth wave is headed.

Looking to align your brand with China’s emerging consumption hubs? Contact China Trading Desk for strategic insights and digital activation across Hainan and beyond.