The island-wide special customs operations in Hainan have ignited a tourism and spending surge, with duty-free sales in Sanya exceeding 100 million yuan ($14.2 million) for four consecutive days, industry data shows.

Duty-free sales in the city hit 102 million yuan on Sunday, up 37.3 percent year-on-year, following a strong streak that began on Dec 18, according to the Sanya Municipal Bureau of Commerce. Analysts attribute the boom to Hainan's evolving trade policies, which are enhancing its appeal as a winter getaway and shopping destination as the New Year and Spring Festival holidays approach.

Travel bookings reflect the momentum. Online travel platform Qunar reported a 51 percent year-on-year increase in flight bookings to Sanya for the upcoming New Year holiday, from Jan 1 to 3, with bookings to Haikou up 19 percent.

International interest is also rising sharply. Data showed that international flight bookings to Haikou for the New Year period jumped over 40 percent, while Spring Festival bookings more than doubled. Travelers from Russia, Singapore, Australia, Malaysia, South Korea, and Thailand are leading the surge.