CHINA. China Duty Free Group (CDFG) has launched its ‘Summer Island’ campaign at the cdf Sanya International Duty-Free Shopping Complex, combining experiential attractions, upgraded visitor services and targeted promotions.
The activation is designed to drive shopper engagement during the peak holiday season and the 8th CDF Hainan Duty-Free Shopping Festival.
Targeting diverse consumer groups, including families with children, graduating students and teachers, and sports enthusiasts, the campaign integrates immersive experiential zones with value-added services.
By integrating shopping, entertainment and lifestyle services, the shopping emporium is broadening its appeal beyond traditional duty-free retail to create a more engaging, experience-led destination.
Family-focused summer experiences
As part of its summer-themed campaign, the retailer has introduced a series of family-focused experiences at its cdf Sanya International Duty-Free Shopping Complex, designed to blend retail with leisure and entertainment.
Key highlights include Hainan’s first outdoor duty-free water park, which opened on 17 July at the Block C outdoor area.
Spanning more than 800sq m, the attraction features giant water slides, obstacle courses, interactive games and cooling play areas, alongside a programme of daily activities such as water gun battles and obstacle challenges.
Weekly entertainment includes clowns, bubble shows and water parades, while the wider complex also offers indoor family attractions and interactive experiences to drive dwell time and repeat visitation.
As a key component of the family-focused programming, the ‘Dream Island’ soft-play zone, developed in partnership with the Coca-Cola Polar Bear IP, delivers distinct family entertainment that combines summer-themed interactive play with football-inspired activities.
Complementing its retail offerings, a Hainan-themed stamp-collection campaign has been introduced to integrate local cultural elements into the guest experience.
Service enhancements
To tap into the summer peak demand, cdf Sanya has introduced service enhancements across travel infrastructure, promotional initiatives and international visitor services, helping to improve the overall customer experience.
Reflecting the growing popularity of cycling tourism in Hainan, the retailer has opened a Cycling Station that connects coastal cycling routes with the shopping complex.
The facility offers bicycle parking, complimentary water refills, self-service repair tools, first-aid supplies and bike lock rentals, all available through the visitor centre.
Alongside its experiential offerings, cdf Sanya is rolling out a range of promotional initiatives, including limited-time discounts, bonus points and and instant savings for qualifying purchases, complemented by exclusive offers for graduating students and teachers.
Building on the momentum created by Hainan’s revised offshore duty-free policy introduced in November 2025, cdf Sanya has enhanced its services for overseas visitors.
Payment enhancements now include foreign currency exchange and settlement alongside major international credit card acceptance, while multilingual wayfinding has been expanded to improve accessibility for overseas travellers.
Looking ahead, the retailer noted it will continue to invest in products, services and experiences to strengthen Hainan’s position as an international tourism and consumption destination. 🏝️
