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This year, Hainan will offer customized tours catering to tourists from different countries, said Lu Zhiyuan, secretary-general of the provincial government.

For example, seaside holidays and traditional Chinese health tours will be marketed to Russian tourists, while family, honeymoon and golf tours will be targeted to tourists from the Republic of Korea.

The island expects to welcome 58.69 million tourists in 2016, including 640,000 from overseas, to bring in 65 billion yuan in tourist revenue, according to the the provincial tourism development commission.
In 2010, the central government set out to make Hainan into an "international tourism island."

According to a draft of Hainan's 13th Five-Year Plan (2016-2020), more than 80 million tourists, including 1.2 million from overseas, are expected to visit the island in 2020, with total tourism revenue set to surpass 100 billion yuan.