In recent years, the mainland's reputation has been built more on its breakneck economic development than its wild, green natural beauty.
But despite all the familiar images of poisoned rivers, polluted air and devastated landscapes, the mainland's conservation efforts are increasingly being hailed internationally.
Among those spreading the word is Gavin Maxwell, producer and director of the BBC's six-part nature documentary series, Wild China, released last spring, shortly before the Beijing Olympics.
Maxwell admitted, before making this landmark television project, his assumption was 'Quick, before it all goes'. He wondered if there was anything worth filming.
'My biggest surprise is how much is still there in China,' he said while in Hong Kong recently to address the local branch of the Royal Geographical Society. 'How many big mammals there are, how many key species . . . and how much habitat is actually protected now.'
According to the most recent paper published by the State Council, nature reserves cover about 1.5 million sq km - 15 per cent - of the country. A network of national nature reserves is 'effectively protecting' 85 per cent of land-based ecosystems, 85 per cent of wildlife species and 65 per cent of the mainland's natural plant community, according to the same document.