Chinese women’s golf is undergoing an unabashed makeover to give it wider appeal, with some players photographed in bikinis and one tournament introducing a beauty contest, a report said on Friday.

Officials are urging players to show their “beautiful side” — by wearing brightly coloured shirts and skirts — to boost the sport’s profile and marketing potential, the China Daily said.

“Women’s golf is not all about competition. It’s also about fresh air, beautiful scenes and the young and dynamic girls,” China Golf Association vice president Wang Liwei was quoted as saying.

“Young players should try wearing shirts and skirts with bright colours.”

The comments come after a mixed reaction on the Internet to photographs of scantily clad players taken at a hotel swimming pool during last week’s Beijing Renji Challenge, the report said.

The China Daily added that this week’s Orient Pearl Challenge would hand out a “Most Beautiful Award”, voted by fans and media, for the player with the most attractive clothing.

Wang defended the moves, saying women’s golf badly needed to attract a bigger audience.

“Even the US LPGA is making moves to make women’s golf more charming and eye-catching,” he said.

“Whether you win or lose, you should show your confident and beautiful side in front of the media. Lots of Chinese players lower their heads when the limelight is turned to them.”

The trend echoes a controversial order from badminton’s leaders for women players to wear skirts or dresses, which has divided the sport.