The tourist board of holiday destination Hainan has a new director. Norbert Pfefferlein (54) replaced Toni Liu and will be responsible for the German-speaking region in the future. Previously, Pfefferlein and his company TCME touristic concept marketing & events international GmbH had been commissioned by Hainan since March, 2009 to take on the marketing of the tropical island, which is considered China’s most popular resort destination.

Hainan is now planning to position itself in the German-speaking region as an attractive and diverse travel destination. Roadshows, fam trips, advertisements, optimization of press relations and various marketing measures are planned to work towards this goal.

Hainan is presently visited by up to 6 million travelers annually – mainly from China and its neighboring countries. In 2008, 6,000 of these were German tourists.