Asian golf tourism “needs an overhaul”
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Asia’s inbound golf tourism industry needs an overhaul if it is to continue growing at the same pace as during the past decade, according to the managing director of one of the region’s largest golf tour operators.
Mark Siegel (pictured), who owns Bangkok-based Golfasian, warned that several issues could limit the sector’s future growth in Asia. These include uncompetitive pricing, low service standards, a lack of business in non-peak seasons, and the need to upgrade old courses.
Siegel added that stand-alone courses in isolated beachside destinations are not viable options for most visitors, and that destination marketing consortia offering multi-course approach should be adopted more widely.
“Forms of co-operation between golf courses and resorts in an area show that the old days of one standout course attracting large numbers of golfers are over,” said Siegel. “You can have the best course, but golfers want more. Golfers don’t travel only to explore a market; they want a whole golf tourism experience, which is why Thailand and Vietnam, in particular, are now so successful.
“When a course or a destination gets it right, the benefits are huge. Look at Hua Hin in Thailand and Danang in Vietnam. No-one had heard of either 10 years ago. Now they are among the best and most popular golf destinations in Asia because the courses paid attention to the basics, have co-operated together (with hotels too), have kept prices reasonable and offer a wonderful experience. If more destinations copied these models and implemented a whole supply chain on the ground they would be more successful,” he added.
Referring to prices, Siegel said green fees of US$150-250 at some Southeast Asian courses, and in China, are affecting visitor numbers.
“Some courses are pricing themselves out of the market, which is sad because every golfer wants to play the best course in a region,” he warned. “Asia needs to be careful it doesn’t drive golf tourists to other markets, such as Turkey, Portugal and South Africa and elsewhere. It must remain competitive.”
In future, Siegel said he foresees the rise of golf tourism in “undiscovered” places such as Cambodia, Indonesia, and even Laos and Myanmar, plus more low season visitors.
“There are more than a million golfers travelling to and within Southeast Asia each year. Average land packages are US$1,000-1,500 per person. Add the cost of flights, food, entertainment and shopping and a typical golfer spends US$2,000-3,000 on a golf holiday. That’s very valuable to the economies of golf tourism destinations.
“It’s proof why we have to be careful to protect the market and grow it to two million golfers a year by 2025,” Siegel concluded.
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