From Guo Qiang
Flames light up the horizon as a rocket roars into the sky above the blue sea, witnessed by thousands gathered at Qishui Bay in Wenchang, South China’s Hainan province. What was once a niche interest has become a nationwide tourism phenomenon: traveling to Wenchang to watch rockets lift off.
This growing trend exemplifies how technological advancements can create unique tourism experiences and how opening-up can significantly stimulate consumption and boost economic growth.
The Hainan Free Trade Port is an important gateway for China’s high-level opening-up and a frontier for institutional innovation. By facilitating the freer flow of trade, investment, capital, people and transportation, it provides an ideal environment for high-quality tourism development.
Wenchang International Aerospace City is turning its aerospace resources into new tourism momentum by combining technology with travel. This initiative is an example of how China can enhance its modern tourism system, foster new forms of consumption and expand inbound tourism.
Wenchang has a unique appeal. It is China’s only coastal, low-latitude launch site where rockets rise against a backdrop of sea and palm trees — a spectacle difficult to replicate elsewhere. The rapid development of China’s aerospace sector has fueled public enthusiasm for space exploration, driving demand for family tours, science study experiences and youth travel.
Institutional opening-up has made these conditions more favorable. More regular launch missions and commercial launches provide ample opportunities for visitors, while visa-free entry policies make it easier for travelers from Southeast Asia to witness the launches. Together, these advantages have helped Wenchang move beyond conventional tourism and build a unique model that combines aerospace technology with coastal attractions.
A rocket launch lasts only a few minutes, but it stimulates spending across various sectors, including accommodation, restaurants, educational tours and cultural products. This reflects the broad reach and strong spillover effects of modern tourism.
Rocket tourism has invigorated the local economy. Ten years ago, there were only a handful of homestays in Longlou town. Today, there are more than 150, often with high occupancy rates. This growth has benefited restaurants, retail, transportation and car rental businesses. Aerospace science centers attract a large number of educational tour groups, including young visitors from China’s Hong Kong and Macao, and Southeast Asia. New businesses ranging from virtual-reality space experiences to aerospace-themed cultural products and accommodation are also emerging.
The real value of institutional opening-up lies in reducing the cost of moving resources, energizing market players and encouraging integration across industries.
Even so, Wenchang also faces several challenges. Visitor numbers tend to fluctuate sharply around launch schedules. Overseas visitors are predominantly aerospace enthusiasts rather than mainstream inbound tourists. Many tourism products remain event-driven, necessitating more regular, international and quality offerings.
To achieve high-quality growth, Wenchang must turn visitor traffic into longer stays and event-based attractions into permanent industries. The following measures can help in this direction.
First, institutional innovation should be used to diversify tourism products. A modern tourism system requires varied products, integrated business models, regular supply and high-quality experiences. Wenchang can utilize Hainan’s preferential 15 percent corporate income tax rate and zero-tariff equipment policies to attract global companies in aerospace cultural products, immersive experiences, educational travel and digital tourism. Introducing advanced science exhibition facilities and VR and AR equipment can further enhance these offerings.
Developing tourism products around aerospace breeding, satellite applications and industrial tours can make Wenchang an attractive destination even without a scheduled launch.
Second, easier movement of people should be facilitated to strengthen inbound tourism services. After Hainan began island-wide independent customs operations in December 2025, the free trade port offers enhanced travel facilitation. By improving multilingual services, international payment options, overseas booking channels and transport connections, Wenchang can establish itself as an international destination for aerospace study tours.
Greater cross-border convenience can help expand inbound tourism from a niche launch-watching market into family holidays, educational travel and technology tourism, boosting Hainan’s appeal as an international tourism and consumption destination.
Third, integrating offshore duty-free policies with aerospace tourism can also boost consumption. High-quality, new and cross-sector consumption is an essential part of a modern tourism system.
Wenchang can develop packages combining rocket launches, educational programs and duty-free shopping, incorporating aerospace-themed intellectual property and cultural products into duty-free retail channels. This integration can extend visitors’ stays and increase per capita spending, translating tourist traffic into real consumption growth.
Fourth, independent customs operations provide an opportunity to improve service standards. The change is not only about customs supervision but also about aligning tourism services with international practices. Wenchang can improve standards for homestays, restaurants, transportation and launch-viewing platforms while developing high-end offerings such as themed vacations, customized tours, small exhibitions and international science exchanges.
Wenchang’s experience offers broader lessons for China’s tourism development. Modern tourism needs new business models, scenarios and forms of consumption, with technology tourism offering significant growth potential. Institutional opening-up can remove barriers and support new tourism industries. Attracting more inbound travelers depends not only on tourism resources but also on convenient rules, services and consumption.
From momentary traffic to lasting demand, Wenchang shows how institutional opening-up can empower tourism, transform technological resources into tourism assets, and translate free trade port policies into real economic activity. –The Daily Mail-China Daily news exchange item
