A world-class tourism destination is taking shape on the island province of Hainan, catering to those in search of culture, countryside, shopping or medical treatment.

That is the vision of the province's 13th Five-Year Plan (2016-20) for Tourism, which looks to build on the area's natural assets and develop it as a high-end tourist destination.

"Hainan has all the basic elements an international traveler would love to see: warm sunshine, gorgeous sea views, soft beaches, beautiful greenery and clean air," said Jason Shield, an Italian tourist with extensive travel experience.

"It is a paradise for vacationers with which I would say only Bali in Indonesia, the Australian Gold Coast and the Maldives can compare."

In line with the island's development plan, more international cooperation will be sought to train talent for tourism cultivation and management, according to officials with the Hainan provincial tourism bureau.

The tourism infrastructure is also being upgraded and new tourism products are being developed to meet the demands of high-end visitors.

In Sanya, a tourist hot spot, and Haikou, the provincial capital, large duty-free shops and online purchasing channels have been established, providing imported luxuries and numerous branded goods.

The central government has revised its duty-free policy for the island four times since it was introduced in 2010, expanding it to benefit more visitors with more competitive prices and a better experience. Air passengers used to be the only travelers allowed to buy duty-free goods, limited to a maximum of 16,000 yuan ($2,300) per year, but starting on Jan 15, visitors who leave the island by train are also eligible to buy duty-free.

In the latter half of last year, even more shopping options became available when four supersized shopping centers opened in Haikou.

The shopping center, injoy, which features more than 100 fashion, sports, food and entertainment outlets, attracted 700,000 customers in the first three days after it opened in late October. In December, a further three giant shopping malls developed by the HNA Group, Dalian Wanda Group and China Grand Enterprises Group opened in prime locations in Haikou, all aiming to serve as commercial hubs.

Elsewhere on the island, the Boao Lecheng International Medical Tourism Pilot Zone, the first of its kind in China, has attracted more than 20 international cooperation projects. It enjoys nine preferential policies, including special permission for medical talent, technology, devices and drugs, and it is an entry point for foreign capital and international communications.

The pilot zone also has permission to carry out cutting-edge medical technology research, such as stem cell clinical research.

"High-quality medical health services are indispensable for Hainan as an international tourist destination," said He Dongni, vice-president of the China Institute of Reform and Development, in Haikou.

"These efforts may divert some of the Chinese who currently fly to countries like Japan, South Korea and Thailand for medical treatment. It will also meet domestic demand, which is growing rapidly."

In addition to shopping and medical tourism, Hainan is also being built into a center for thrill-seekers and adventurers.

Tourists can go diving and explore the island's coral reefs, as well as view the many tropical fish that inhabit its coastal waters. They can take helicopter flights and venture deep into the jungles and mountains of the Wuzhishan, Yinggeling and Bawangling nature reserves, or book a cruiser trip to the Sansha Islands, about 340 kilometers away in the South China Sea.

Meanwhile, motor homes are becoming increasingly popular on Hainan, with camp sites providing space for up to 150 cars or recreational vehicles near the beaches of Haikou and Sanya.

The island is also a paradise for golf lovers, with course fees set at about one-third of the international market price despite a plethora of quality resorts and world-class hospitality. Golfers, both professional and amateur, from Japan, South Korea, Singapore and elsewhere have flocked to the island in recent years.

"Hainan Island is one of the most exciting emerging destinations in the Asia-Pacific today," said Herve Humler, president and CEO of Ritz-Carlton Hotel Co, which opened its first China golf resort in Haikou earlier this month.

"The island is rich in culture and off-the-beaten track experiences that reflect a China many have not seen, making it an ideal spot for families and friends to travel and explore."

In addition to the Ritz-Carlton, a number of other leading international hotel groups have opened facilities on Hainan in recent years.

mazhiping@chinadaily.com.cn