Just two months after launching island-wide special customs operations, Hainan province is reporting a sharp rise in international arrivals and duty-free spending during the Spring Festival holiday, early evidence of how China's free trade port policies are reshaping the island into a global tourism and consumption hub.

Border inspection agencies processed more than 86,000 exit and entry trips between Feb 15 and Monday, a 43.3 percent increase from the same holiday period last year, according to the Haikou General Station of Exit and Entry Frontier Inspection. Travelers from Russia, Malaysia, Indonesia, South Korea, Kazakhstan and Singapore were among the leading sources of inbound visitors.

The number of visitors flying to Sanya on non-Chinese passports increased more than fourfold, with arrivals from Australia and Spain each rising more than fourfold, according to travel platform Qunar. International arrivals in Haikou by air doubled.

The growth reflects Hainan's expanded visa-free policies, part of China's broader push to develop the island into a globally connected free trade port. The measures include visa-free entry for nationals of 86 countries, as well as special arrangements such as a 144-hour visa-free entry for foreign tour groups from Hong Kong and Macao and a 15-day visa-free entry for cruise tour groups.

To better serve international travelers, Hainan's three major airports have launched 24-hour multilingual inquiry hotlines. At popular attractions such as Sanya's Wuzhizhou Island scenic area, multilingual service posts staffed by Russian — and English-speaking volunteers assist visitors with tour routes and ticketing.

"Customs clearance was very convenient," said Piotrowski Robert, a Polish traveler arriving in Sanya on his first visit to China.

Yaroslava Pateychuk, a tourist from Belarus, cited both hospitality and improved connectivity. New weekly direct flights between Minsk and Sanya have made travel easier, while friendly locals enhanced her experience, she said.

Beyond beaches, foreign visitors are increasingly seeking cultural and wellness experiences, reflecting the island's evolving tourism offerings. Traditional Chinese medicine health tourism has gained popularity, particularly among Russian visitors. Acupuncture and cupping services are widely available in Sanya's Dadonghai scenic area, where many clinics feature Russian-language signage.

Cultural programming has also expanded. The Hainan Ocean Paradise Resort, located in Lingshui Li autonomous county, is hosting an international new year carnival from Feb 7 to March 3.

"This is by no means a simple introduction to performances," said Liu Xiaoou, chairman of the resort."In this first year following the island-wide special customs operations, it serves as a 'window demonstration', conveying to tourists Hainan's new image as open, inclusive and connected to the world."

The surge in visitor numbers has translated into strong duty-free sales, a key pillar of Hainan's free trade port development. From Feb 15 to 18, Haikou's offshore duty-free stores recorded total sales of 428 million yuan ($62 million). China Duty Free Group's Haikou International Duty-Free City accounted for 233 million yuan, up 24.6 percent year-on-year.

In Sanya, daily offshore duty-free sales exceeded 200 million yuan from Feb 15 to Monday. The Sanya International Duty Free Shopping Complex reported customer traffic of more than 80,000 for three consecutive days from the first day of Chinese New Year.

Shopping at duty-free stores before departure has become a hallmark of the holiday experience. Duan Nanlan, sales department director at the complex, said wait times at popular brand counters exceeded 30 minutes during peak hours.