On January 17, the opening ceremony of the ASEAN- China (Hainan) Tourism & Culture Promotion 2024 and the founding ceremony of the Hainan Tourism Market Development Alliance was held in Haikou.

With the theme of " Tourism Connecting ASEAN and Hainan", this event aims to further deepen and consolidate Hainan-ASEAN cooperation in tourism and culture through in-depth discussions on new ideas, new industry activities, and new opportunities for the integration of ASEAN- Hainan culture and tourism in the context of the "One Belt, One Road" initiative.

At the launching ceremony, the Hainan Tourism Market Development Alliance initiated by the Hainan Provincial Department of Tourism, Culture, Radio, Television and Sports was unveiled; the Hainan Provincial Tourism Association promoted Hainan’s tourism resources and quality tourist routes to travel agents from ASEAN countries; the Hainan Provincial Department of Tourism, Culture, Radio, Television and Sports, Ctrip has signed contracts with a number of companies to jointly develop new businesses.

The launching ceremony also included experience sharing with international friends, keynote speeches by experts, and panel discussion. Song Yuancheng from Cambodia shared "Hainan Stories of ASEAN Friends"; Chen Yao, Director of Hainan Tourism Development Research Institute, gave a keynote speech titled "Analysis of Hainan International Tourism Influence Trends"; guests from China, Vietnam, Thailand, Laos and other countries, experts, scholars, and media representatives discussed the trends and paths for the development of tourism and culture around the theme of "High-Quality Development of ASEAN -China (Hainan) Tourism".

The event will last for 6 days. During this period, many activities such as the ASEAN travel agents Hainan routes research tour, the 2024 China (Hainan)-ASEAN charter flight commercial routes high-quality recovery symposium, and ASEAN countries' media joint publicity were also held in Haikou.

The event was jointly organized by the Hainan Provincial Department of Tourism, Culture, Radio, Television and Sports, the China-ASEAN Center, and China Tourism News. More than 200 people including diplomats, travel agents, media representatives, tourism experts, business representatives from ASEAN countries, experts, scholars and guest representatives from China attended the event.