Mission Hills China

What Mission Hills China does

Mission Hills China is a privately held integrated resort and leisure destination operator founded in 1992 by Dr. David Chu, headquartered in Shenzhen, and operating across three primary sites in Shenzhen, Dongguan (Guangdong Province), and Haikou (Hainan Province). The company operates 12 signature golf courses designed by world-renowned architects including Pete Dye, Vijay Singh, Nick Faldo, and Ernie Els, four clubhouses, three owned resort hotels, and partner-branded properties including Hard Rock Hotel Shenzhen, The Ritz-Carlton Haikou, and Renaissance Haikou. Adjacent operations span the 220,000m² Ecological Sports Center (which houses Karoo Ice and Snow World, an indoor ski facility built with proprietary air tent structure technology, and Shenzhen Ocean World), Movie Town Haikou (a film-themed attraction with 93 heritage buildings), the MH Maker Art & Crafts Factory, volcanic hot springs, spa centers, MICE venues, MH Mall and MH Centreville retail complexes, MH Galleria pro shops, and three embedded schools (Bromsgrove School Mission Hills, Hainan Overseas Chinese School Mission Hills, and the Mission Hills Athlete School).

The company makes money through a diversified mix of one-time and recurring revenue streams: large perpetual golf memberships (Chartered Diamond at RMB 2.6 million, Emerald at RMB 588,000, Ruby at RMB 428,000) that lock in multi-year access and drive ancillary F&B, spa, and pro-shop spend; resort hotel room revenue and F&B; attraction tickets (RMB 44–288); residential real estate sales in Dongguan and Haikou; retail; MICE and banquets; spa; and a member overseas travel program. Go-to-market combines dedicated membership sales teams and call centers in Hong Kong, Shenzhen, Dongguan, and Haikou, a direct booking website, a dedicated golf tee-time platform, WeChat mini-programs, and Tmall flagship stores. The target customer base spans high-net-worth Chinese and international golf members, family leisure travelers, corporate and MICE clients, real estate buyers (including those attracted by Hainan Free Trade Port policy benefits), and education families — with brand visibility amplified by hosting the DP World Tour Hainan Masters, the PIF International Series – Aramco China Championship, and 12 editions of the World Cup of Golf.

Name

Mission Hills China

Legal name

观澜湖集团、观澜湖高尔夫球会有限责任公司

Website

https://missionhillschina.com

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

251–500 employees

Short description

Mission Hills China is a privately held, founder-led integrated resort operator founded in 1992, running 12 signature golf courses, three resort hotels, theme parks, education campuses, and residential communities across Shenzhen, Dongguan, and Haikou (Hainan), serving high-net-worth members, family leisure travelers, corporate MICE clients, real estate buyers, and education families across China and Hong Kong.

Ownership category

akta.pro rank

Product category

Integrated Golf Resort and Leisure Destination

NAICS

Golf Courses and Country Clubs (713910), Golf Courses and Country Clubs (71391), Skiing Facilities (713920)

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Services-Membership Sports & Recreation Clubs (7997), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Luxury Golf Resorts (THAGACAH)

akta.pro secondary industries

Golf & Leisure Full-Service Hotels (THAGAAAH), Sports, Golf & Activity-Based All-Inclusive Resorts (THAGAKAK)

Keywords

• Integrated resort operations
• Golf resort hospitality
• Leisure theme parks
• Resort real estate
• Wellness spa services

Headquarters

HQ city

Shenzhen

HQ country

China

HQ region

Asia

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Supply Chain, Technology or R&D

Revenue model

1. Golf Membership Fees: One-time membership fees for golf club access across multiple tiers (Chartered Diamond RMB 2.6M, Emerald RMB 588K, Dongguan Ruby RMB 428K). Spouse and children supplementary cards included. Annual consumption points system drives repeat spend.
2. Resort Hotels: Room revenue from Shenzhen, Dongguan, and Haikou resort hotels. Ancillary F&B, spa, and activity revenue. Operates Hard Rock Hotel Shenzhen and partners with Ritz-Carlton Haikou and Renaissance Haikou.
3. Attractions and Theme Parks: Ticket revenue from Movie Town Haikou, Ecological Sports Center, Karoo Ice and Snow World, Shenzhen Ocean World, and Volcanic Hot Spring Valley. Tickets range from RMB 44 to 288 per person.
4. Residential and Private Residence Sales: Private residential properties in Dongguan (Mission Hills Service Apartments, Mission Hills Apartments) and Haikou (Lakeside Golf Villa, Golf Villa, Upper East Side, Central Park, Commercial Shops). Part of integrated destination model.
5. Retail and Pro Shop: MH Galleria retail outlets at Shenzhen, Dongguan, and Haikou selling golf apparel, equipment, and Mission Hills branded merchandise. Also includes Fashion Golf Boutique and Golf World stores.
6. F&B and Dining: Multiple restaurants across all locations including Japanese, Chinese, Western, and themed dining at Movie Town. 20% discount for members on F&B.
7. Spa and Wellness: Spa centers in Shenzhen, Dongguan, and Haikou plus Volcanic Mineral Springs at Haikou. Revenue from treatments, packages, and retail spa products.
8. MICE and Banquets: Conference and event venues at all resort locations. Banquet services for corporate events, weddings, and meetings.
9. Member Overseas Travel Packages: Curated international golf travel packages for members visiting destinations worldwide including Dubai, Thailand, US, UK, Japan. One-stop travel service from flights to accommodation to golf.

Pricing tiers

Go-to-market motion3 records

Distribution channels9 records

Marketing channels9 records

Core offering

Mission Hills China operates an integrated leisure and tourism destination spanning Shenzhen, Dongguan, and Haikou. Core offerings include five-star resort hotels, 12 signature designer golf courses and golf academies, theme attractions (Movie Town Haikou, Ecological Sports Center with Karoo Ice & Snow World and Ocean World), wellness facilities (volcanic hot springs and spa centers), sports facilities (NBA basketball, tennis, football training), educational institutions, retail outlets, and private residential properties. The company also sells tiered golf memberships and offers vacation packages and MICE services.

Product overview

Mission Hills China is a large-scale, world-class leisure and tourism destination operator with a multi-location portfolio spanning Shenzhen, Dongguan, and Haikou (Hainan Province). The company operates an integrated resort ecosystem comprising: resort hotels (Shenzhen, Dongguan, Haikou) offering accommodations and dining; sports facilities including 12 signature golf courses, golf academies, NBA basketball center, tennis center, and football training base; wellness services including volcanic hot springs and spa centers; theme attractions including the Ecological Sports Center (220,000m2 with ice/snow world and ocean world), Movie Town Haikou (film-themed park with 93 heritage buildings), and Art & Crafts Factory (300+ craft courses); retail complexes (MH Mall, Centreville, Galleria pro shops); educational institutions (Bromsgrove School, Athlete School); and private residences. The company also offers tiered golf membership programs (Chartered Diamond, Emerald, Ruby) and operates e-commerce channels through WeChat Shop and Tmall platforms for online booking and retail.

Differentiator

Problem solved

Functional benefit

Brands

• MH In Residence: Private residence and serviced apartments brand offering lakeside golf villas, golf villas, and residential properties.
• MH Maker / 观澜湖手艺工场
• Mission Hills Ecological Sports Center
• Movie Town Haikou / 百年记忆公社
• MH Centreville / 观澜湖新城
• MH Galleria / 会所专卖店
• WeChat Shop / 观澜湖微商城

Products and services

• Mission Hills Resort Shenzhen (深圳观澜湖度假酒店) Five-star resort hotel in Shenzhen offering luxury accommodations with mountain-view rooms, multiple restaurants, and comprehensive leisure facilities for leisure travelers and corporate guests.
• Mission Hills Resort Dongguan (东莞观澜湖度假酒店) Five-star resort hotel in Dongguan offering themed rooms including children's forest and ocean rooms, multiple dining options, and access to on-site golf courses for families and golf tourists.
• Mission Hills Resort Haikou (海口观澜湖度假酒店) Luxury resort hotel in Haikou, Hainan, providing accommodations with access to on-site volcanic hot springs, golf courses, and theme attractions for resort guests.
• Golf Courses (高尔夫球场) 12 signature golf courses designed by world-renowned architects including Vijay Singh, Nick Faldo, Ernie Els, Greg Norman, Annika Sorenstam, and Pete Dye, located in Shenzhen and Dongguan for members and paying golfers.
• Golf Academies (高尔夫学院) Professional golf training facilities including PGA Golf Academies offering instruction and development programs for golfers of all skill levels.
• World-Class Tennis Center (网球) Tennis center with multiple courts including a 3,000-seat center court meeting International Tennis Federation standards, plus professional coaching for players of all levels.
• Haikou Volcanic Hot Spring Valley (海口火山温泉谷) Natural volcanic hot spring valley featuring mineral-rich thermal pools and comprehensive spa experiences for wellness-focused guests.
• Spa Centres (水疗中心) Full-service spa facilities offering massage, body treatments, and wellness therapies across Shenzhen, Dongguan, and Haikou resort locations.
• Mission Hills Ecological Sports Center (观澜湖生态运动公社) 220,000m2 theme park integrating eco-tourism, sports, and entertainment with facilities including Karoo Ice & Snow World, Shenzhen Ocean World, amusement rides, and team building activities for families and corporate groups.
• Karoo Ice & Snow World (卡鲁冰雪世界) 12,000m2 indoor ski hall and skating facility featuring air tent structure technology, with professional training and competition capabilities. Designated as Guangdong Province Ice & Snow Sports Training Base.
• Movie Town Haikou (百年记忆公社) Film-themed attraction featuring 93 buildings recreating 1920s-1940s architecture from four Yangtze River cities, with six themed zones including Nanyang, Red Orient, and Youth film sets, plus live performances for cultural tourists.
• MH Art & Crafts Factory (观澜湖手艺工场) Craft workshop with 8 themed spaces offering 300+ handicraft courses including pottery, glass blowing, leather art, wood art, and plant dyeing. Serves as a teaching base for Sichuan Fine Arts Institute.
• Golf Membership (高尔夫会籍) Tiered membership program including Chartered Diamond (RMB 2,600,000), Emerald (RMB 588,000), and Ruby (Dongguan: RMB 428,000) tiers with access to courses, clubhouses, family privileges, and reciprocal club access at 60+ global partner clubs.
• MH In Residence Private Residential Properties (私属住区) Luxury residential properties including service apartments, lakeside golf villas, and golf villas in Dongguan and Haikou, with sizes ranging from 49-193m2 for affluent buyers seeking resort-integrated living.
• MH Galleria (会所专卖店) Golf fashion boutique and pro shop offering premium golf apparel, equipment, and accessories at Shenzhen, Dongguan, and Haikou clubhouse locations.
• NBA Basketball Training Center (NBA篮球) NBA-branded basketball training center featuring professional facilities and coaching programs for youth and amateur basketball players.
• Chinese National Football (Southern) Training Base (中国足球南方训练基地) National football training facility providing professional training grounds and accommodations for national and professional football teams in southern China.
• Bromsgrove School Mission Hills (博观外国语学校) International school operated in partnership with UK-based Bromsgrove School, providing British-style education to children of residents and the broader community within the Mission Hills integrated resort.
• Mission Hills Athlete School (海南观澜湖双优实验学校) Athletic-focused experimental school providing combined academic and athletic training programs for children at the Haikou resort location.
• Member Overseas Travel Program Curated international golf travel packages for members visiting destinations worldwide including Dubai, Thailand, US, UK, Japan, providing one-stop travel service from flights and accommodation to golf.

Quantifiable outcome

• 90+ major international golf and sports events hosted including 12 World Cup of Golf editions
• +4 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

15 partnerships are on record, tiered core, flagship and minor.

• Hard Rock Hotel ShenzhencoreOthersHard Rock Hotel Shenzhen operates as part of the Mission Hills resort complex. The hotel provides rock-and-roll themed luxury accommodation complementing Mission Hills' golf and resort offerings. Located within the Mission Hills integrated resort in Shenzhen.
• The Ritz-Carlton HaikoucoreOthersThe Ritz-Carlton Haikou operates within the Mission Hills Haikou integrated resort destination. Provides luxury five-star accommodation for golf tourists and resort guests visiting the Haikou property.
• Renaissance HaikoucoreOthersRenaissance Haikou, part of Marriott International, operates within the Mission Hills Haikou resort complex. Offers premium accommodation for visitors to the Haikou golf and resort destination.
• Saudi Aramco (沙特阿美) / PIFflagshipStrategic or Co-development PartnerPIF国际系列赛 - 阿美中国锦标赛 (PIF International Series - Aramco China Championship) is a world-class women's professional golf tournament with USD 2 million prize purse, hosted at Mission Hills Shenzhen for two consecutive years. Saudi Aramco and the Public Investment Fund (PIF) sponsor the event in partnership with Mission Hills and Shenzhen Longhua District Government. Awarded as one of Shenzhen's Top 10 High-Level Sports Events in 2025.
• Sichuan Fine Arts Institute (四川美术学院)minorStrategic or Co-development PartnerMission Hills Art&Crafts Factory serves as a teaching and internship base for the Sichuan Fine Arts Institute, providing students practical craft and art education within the resort's integrated facilities.
• Graduate School of Shenzhen University (深圳大学研究生院)minorStrategic or Co-development PartnerMission Hills Art&Crafts Factory serves as a teaching and internship base for the Graduate School of Shenzhen University.
• Guangdong Intangible Cultural Heritage Promotion Association (广东省非物质文化遗产促进会)minorStrategic or Co-development PartnerMission Hills Art&Crafts Factory is designated as an intangible cultural heritage learning and research base for the Guangdong Intangible Cultural Heritage Promotion Association.
• Bromsgrove School Mission Hills (博观外国语学校)coreStrategic or Co-development PartnerBromsgrove School Mission Hills is an international school operating within the Mission Hills integrated resort. Part of the educational component of Mission Hills' 文创教育 (culture and education) segment. Joint venture with UK-based Bromsgrove School.
• Hainan Overseas Chinese School Mission Hills (海南华侨中学观澜湖学校)coreStrategic or Co-development PartnerPart of Mission Hills' education platform in Haikou. Provides quality secondary education for families residing in or visiting the Mission Hills Haikou integrated resort community.
• Mission Hills Athlete School (海南观澜湖双优实验学校)coreStrategic or Co-development PartnerDual-excellence experimental school combining academic and athletic training. Part of Mission Hills' education platform at Haikou.
• Times Duty Free Mission Hills (cdf海口免税店)flagshipStrategic or Co-development PartnerTimes Duty Free Mission Hills is a major shopping destination within the Haikou resort. Part of China Duty Free Group, offering duty-free luxury brands for resort visitors. Marks the integration of international retail into the Mission Hills integrated resort in Hainan Free Trade Port.
• Hainan University Mission Hills International Campus (海南大学观澜湖国际校区)flagshipStrategic or Co-development PartnerMission Hills International Campus of Hainan University is under construction within the Haikou resort. Part of Hainan Free Trade Port's talent hub strategy, providing international higher education within Mission Hills' integrated destination.
• South Hospital of Hainan Provincial People's Hospital (海南省人民医院南院)coreStrategic or Co-development PartnerLocated at Mission Hills Haikou, the South Hospital of Hainan Provincial People's Hospital is scheduled to open in 2023, providing medical services for residents and visitors within the integrated resort community.
• Hainan New Energy Vehicle Experience Center (海南新能源汽车体验中心)minorStrategic or Co-development PartnerLocated at Mission Hills Haikou, the Hainan New Energy Vehicle Experience Center is part of the diverse ecosystem of facilities within the integrated resort destination.
• Reciprocal Golf Clubs Network (60+ clubs globally)coreChannel Partner/ Reseller/ DistributorMission Hills has reciprocal arrangements with 60+ golf clubs across Australia, Canada, UK, Japan, Malaysia, Singapore, Vietnam, Philippines, Indonesia, Austria, Hungary, Mauritius, New Zealand, Kenya, Sri Lanka, South Africa, Spain, and USA. Members enjoy reciprocal privileges at partner clubs globally. Includes clubs such as Royal Perth Golf Club, Sandhurst Club, Predator Ridge Resort, Sky Lake Resort Vietnam, and many more.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Augusta National Golf Club: Premier golf club and tournament host; while not a commercial resort, it sets the global benchmark for elite golf destination branding and tournament prestige that Mission Hills aspires to via its World Cup and PIF events.
• Club Med: Global all-inclusive resort operator offering integrated leisure packages comparable to Mission Hills' family and dual-couple packages, including golf-adjacent villages and family entertainment programming.

Direct peers

• Pinehurst Resort: Multi-course golf resort in North Carolina with resort hotels, spa, and recreational amenities; comparable to Mission Hills for its portfolio of designer courses and integrated leisure ecosystem serving affluent guests.
• Atlantis Sanya: Integrated luxury resort in Hainan competing directly with Mission Hills Haikou for HNW Chinese and international tourists, with comparable theme park, hotel, and convention offerings in the same Free Trade Port zone.
• Baha Mar (Bahamas): Caribbean integrated resort combining luxury hotels, casino, golf, spa, and theme amenities — a comparable large-scale integrated resort model to Mission Hills Haikou, albeit in a different geography.
• Pebble Beach Resorts: Iconic luxury golf resort in California combining multiple signature courses, luxury hotels, spa, and residential real estate — the closest global analog in terms of integrated golf-led destination model and HNW positioning.

Others

• Rosewood Hotels & Resorts: Luxury hotel operator and brand partner category comparable to Mission Hills' tier of luxury hospitality (alongside Ritz-Carlton, Hard Rock partnerships), relevant for HNW guest experience benchmarking in Asia.

Regional players

• Chimelong Group: China's largest theme park operator (Guangzhou, Hengqin) competing with Mission Hills' Movie Town and Ecological Sports Center for family leisure travelers in southern China, though without a comparable golf membership business.
• Sentosa Golf Club / Resorts World Sentosa: Integrated resort destination in Singapore combining golf, hotels, theme parks (Universal Studios), and casino — a regional comparable for Mission Hills' multi-vertical integrated resort strategy in Asia.

Emerging players

• Songcheng Performance Development: Chinese cultural tourism and live performance operator (especially '千古情' shows) overlapping directly with Movie Town Haikou's themed entertainment and live performance ticketing business, though without golf.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/mission-hills-china

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Mission Hills China