But the island has impressive natural assets – magnificent sandy beaches, mountains, tropical rain forest, all within easy reach of flagship south coast resort, Sanya. And its infrastructure is excellent with top-quality highways and a new railway under construction.

Hainan's drive to build an international tourism brand appears to be aimed at the high end of the market. Elite sports, top-notch facilities, 5-star hotels and luxury homes are, so far, the most visible results of the island's transformation.

Former world number one golfer Greg Norman, nicknamed the Great White Shark, attends a press conference at the Mission Hills Golf Club near Haikou on Hainan Island to announce a celebrity pro-am tournament to be held at the club in October 2010. [John Sexton/China.org.cn]

The government is following the traditional route of seeking celebrity endorsements. Among those putting in an appearance at the forum are former US Secretary of state Condoleeza Rice and Australian golfing superstar Greg Norman.

Norman will host an all-star Pro-Am extravaganza this October at the Mission Hills golf club, a few kilometers from provincial capital Haikou. The full A-list of celebs taking part is not yet available, but the organizers said Hugh Grant, a respectable amateur golfer, will be playing.

Mission Hills is the jewel in the crown of Hainan golf. Like its sister club in Shenzhen, Mission Hills is owned by Hong Kong business mogul and Beijing political insider, David Chu. In 2011, the club will host the Golf World Cup.

Another flagship development is the Maynard International Yacht Club stretching 4.8 kilometers along the Haikou seafront. Owned by Hong Kong businessman Wong Tak, it includes a marina, luxury apartments and an entertainment district.

At a press conference held at Mission Hills on Thursday to launch Hainan's golf tourism initiative, Peter Dawson, CEO of golf's ruling body the Royal and St Andrews Club, seemed to offer some mild criticism of the way the sport is developing in China.

"Golf in any country cannot develop at the top end alone," he said. "China needs more than one business model for golf."