Leisure pleasure

Added-value from island tourism in the country is on track for an average 20 percent-plus annual growth to stand at about 220 billion yuan in 2023, Mu says.

Yu Yong from Shenzhen, however, plans to travel to Bohol Island in the Philippines in January. He prefers a Southeast Asian island for his vacation, because of the availability of flights from his city, the well-established facilities and management of the resorts there and that it is a longer-distance retreat from his daily life.

Though they have competitive natural beauty, many Chinese islands lag behind internationally famous foreign islands in areas like transport, hotels, entertainment, services, awareness among consumers and experience in activities, Mu adds.

The inhabited islands in China, for which local governments hold the responsibility, have undergone rapid development, Lin Dong, founder of China Private Islands Alliance, says.

The uninhabited islands, which are managed by oceanic administrations, and came under more stringent protection since late 2009, should pursue a path of specialty tourism, Lin says.

Most of the islands in China are located in subtropical and temperate zones, which makes tourism there more seasonal and return on related investment slower.