Recently, the Sanya Municipal Bureau of Natural Resources and Planning released the "Pre-Approval Public Notice on the Architectural Design Plan for the Sanya HelloKitty Resort Hotel Project," marking the official entry of the nation's first Hello Kitty-themed resort hotel into the construction preparation phase.

This seemingly ordinary hotel project is actually the result of an eight-year journey—a winding tale that transformed a planned 11-billion-yuan theme park–cum–resort complex into today’s hotel development.

Rendering image Image source: Sanya City Bureau of Natural Resources and Planning Website

Grand Beginning

In June 2017, an overseas business cooperation and exchange conference was held in Haikou, attracting more than 230 overseas business representatives who attended by invitation. It was during this very meeting that Pan Jiade, Chairman of Hong Kong’s Fude Group, clearly announced plans to invest 11 billion yuan in developing a Hello Kitty-themed theme park project in Sanya’s Haitang Bay.

This isn’t just Hainan’s very own Hello Kitty theme park—it’s also the world’s first comprehensive Hello Kitty-themed tourism resort.

As a key investment attraction project of the Hainan Provincial Government, it has high expectations placed upon it. In 2018, it was designated as one of the 12 pioneering flagship projects driving Hainan's comprehensive deepening of reform and opening-up.

In July 2019, at the Grand Hyatt Sanya Haitang Bay, Fude Group and Sanrio (Shanghai) International Trading Co., Ltd. discussed the Sanya Hello Kitty Theme Park. The project has been officially signed.

The project is planned to occupy 52 acres (approximately 210,000 square meters), featuring a variety of attractions including a theme park, themed hotels, and vibrant commercial spaces. It will be designed, constructed, and operated according to international standards. The project is expected to draw 2 million visitors annually.

Regarding the decision to locate in Sanya, a relevant official from Fude Group once stated: "Here, we have access to a massive pool of users, with strong consumer demand for diverse entertainment offerings. Our primary focus is on two key customer segments: families with children and dedicated fan communities. We’ve analyzed that the proportion of families traveling to Haitang Bay is particularly high, so in designing the park, we’ll incorporate numerous interactive activities tailored specifically for亲子 (parent-child) experiences. Meanwhile, for our fan-focused audience, the park has been thoughtfully integrated to fulfill their heartfelt 'pink dreams' and other unique desires—setting us apart from the experience-driven approaches pursued by other theme parks across China."

Additionally, officials stated that Hello Kitty will become the first international IP-themed park to open in Sanya, a move of significant importance in attracting other global tourism resources to the city. It will play a vital role in supporting Hainan's efforts to establish itself as an international tourism and consumption hub.

Six years have passed, during which the once-majestic plan has weathered the global pandemic, market adjustments, and strategic transformations.

In October of this year, the Sanya Municipal Bureau of Natural Resources and Planning announced that China's first Hello Kitty-themed resort hotel has officially entered the construction phase, marking a significant shift in the project's positioning.

Compared to the previous integrated resort plan, the new announcement focuses solely on the hotel component.

From the original theme park resort to today's resort hotel, the project's positioning has also undergone a subtle shift.

Early projects aimed to create a tourism destination that seamlessly blends "play, entertainment, leisure, shopping, and dining," while the current plan is now more focused on delivering high-quality, themed accommodation experiences.

General Site Plan Image source: Sanya City Bureau of Natural Resources and Planning Website

According to the latest public announcement, the Sanya Hello Kitty Resort Hotel project is located on Plot HT07-01-03 within the Haitang Bay Control Plan, with a land ownership area of 71,868.34 square meters (approximately 107.80 mu).

The project will include the construction of 2 high-rise hotel buildings, 2 low-rise hotel buildings, 1 hotel-complementary wedding plaza building, a hotel-complementary commercial street, and 1 underground basement.

The total floor area is approximately 111,900 square meters, with plans for 499 guest rooms and 469 parking spaces for motor vehicles. This represents an increase from the 221 guest rooms mentioned in 2022, indicating that the project’s scale continues to expand as detailed design progresses.

In the author's view, although the current hotel project has been scaled down compared to its original ambitious plan, it still marks Hainan's first Hello Kitty-branded resort hotel. By introducing this internationally renowned IP, the project is expected to enhance the diversified tourism experience in Sanya.

From another perspective, the adjustment of the Hello Kitty project may align with Sanya's overall shift in tourism strategy.

In recent years, Sanya has been accelerating its transformation from a traditional seaside resort into a comprehensive cultural and tourism hub, where high-end hotels are no longer just places to stay—they’ve become destinations in their own right.

As an essential link in the tourism industry chain, hotels are now leveraging innovative consumption experiences to meet travelers' diverse needs, transforming from mere accommodation providers into a key driving force behind tourism spending.

The "hotel-is-destination" vacation model is becoming the choice of more and more travelers.

For instance, as a prime example of hotel tourism in Sanya, Atlantis has successfully transformed its property into a miniature resort kingdom that seamlessly blends marine entertainment with cultural experiences.

As a tourism and leisure resort area positioned as the "National Coast," Haitang Bay has already attracted internationally renowned IP projects such as Atlantis, Taikoo Li, and Kuanzhai Alley, creating a diversified business matrix that integrates "hotels + duty-free shopping + entertainment + culture."

Against this backdrop, the launch of the Hello Kitty-themed resort hotel may further enrich Sanya's family-oriented tourism offerings and strengthen its appeal among domestic travelers.

We're looking forward to the Hello Kitty-themed resort hotel becoming another "phenomenal" attraction beyond Atlantis.

( The article expresses only the author's views and does not represent the platform's stance. )