Hainan's cultural heritage shines at CITM 2025

The 2025 China International Travel Mart kicks off in Haikou, Hainan province on Dec 19, 2025. [Photo provided to chinadaily.com.cn]

The 2025 China International Travel Mart or CITM, held on Dec 19-21 in Haikou, capital of the country's Southernmost province of Hainan, proudly celebrated its theme of "Nihao! China".

It marked the first time the tourism fair was staged in the province since its inception in 1998.

It was also the first major exhibition held in Hainan following the launch of island-wide special customs operations on Dec 18, highlighting the growing role of the Hainan Free Trade Port as a gateway for international exchanges.

As the host, Hainan named its own pavilion "Sunny Hainan", which had its very own theme of "Free Trade Port of China, Resort Island of the World", showcasing the island province's tourism resources, cultural heritage and vibrant everyday life through interactive experiences and live performances.

Against this backdrop, local culture and traditions were spotlighted at the Hainan Pavilion, offering visitors a glimpse into its distinctive lifestyle and rich heritage.

At the pavilion, rousing performances of Danzhou diaosheng — a traditional Han folk song unique to the city of Danzhou in western Hainan — really captivated audiences with their lively rhythms and expressive melodies.

Sung in the local dialect and featuring collective alternating singing by men and women, the art form blends music and dance, creating an energetic and engaging cultural experience.

Performers from Danzhou city belt out Danzhou diaosheng songs at CITM 2025 in Haikou, Hainan province on Dec 19, 2025. [Photo/Wu Weidi]

Equally popular was the display of Li brocade, a 3,000-year-old traditional textiles art that is closely associated with Dongfang city, widely known as the hometown of Li brocade.

Regarded as a "living fossil of Chinese textiles history", Li brocade employs four core techniques, namely spinning, dyeing, weaving and embroidery. Dongfang's Li brocade is widely said to stand out for its vibrant colors, intricate patterns and strong ethnic character, with motifs inspired by nature, animals and daily life.

Local women deftly demonstrate Li brocade weaving at CITM 2025 in Haikou, Hainan province on Dec 19, 2025. [Photo/Wu Weidi]

Adding to all the fun, the Sunny Hainan Pavilion further enhanced the entertainment for visitors through its immersive displays, interactive activities and a lively lifestyle market stage — with performance troupes from the province's 18 cities and counties taking turns to present cultural programs throughout the three-day event.

Through these close-up cultural encounters, visitors didn't just see Hainan; they felt its very rhythms, tasted its flavors and connected with its essential spirit, deepening their appreciation of the island's diversity and reinforcing its tourism brand.

Beyond cultural performances and handicrafts, Hainan also unveiled six curated tourism routes, covering themes including coastal leisure, rainforest exploration, ethnic culture experiences, historical culture and wellness tourism.

The routes are designed to showcase the island's distinctive natural environment, diverse cultural traditions and evolving tourism offerings, providing visitors with a more immersive and well-rounded travel experience.

By integrating natural landscapes, traditional culture and modern travel experiences, the routes aim to highlight the diversity and depth of what Hainan has to offer as an emerging international tourism destination.