SANYA, Nov. 5 (Xinhua) -- A Sino-foreign joint venture travel agency, the first of its kind in the island province of Hainan, has been unveiled in Sanya, a popular resort city in southern China, on Monday.

The Sanya Thomas Cook Travel Agency, co-founded by world's leading travel group Thomas Cook and Fosun International Limited, has been established following a strategic partnership between the Hainan Tourism Development Commission and the British company in July.

The building of China (Hainan) Pilot Free Trade Zone (Port) is injecting powerful impetus into the province's tourism market, with the newly-opened JV travel agency being strong proof, said A Dong, the city mayor.

Alessandro Dassi, CEO of Thomas Cook China, said Thomas Cook would take advantage of its agency network in Europe and its connections and partnerships with local travel agencies around the world to promote Hainan tourism to international customers and boost the island's publicity in Europe's outbound travel market.