INDIA
GOING LONG WITH GOLF PLUS !
INDIA
– AN EMERGING GOLF TOURISM DESTINATION - OFFERING GOLF PLUS !
11th
Oct 2014: With Ministry of Tourism, in association with FICCI and Indian Golf
Tourism Association (IGTA), organizing the first ever “Incredible India Golf
Tourism Summit 2014” in New Delhi, during 8-10 October, to promote golf tourism
in India, it seems that if there’s something called the most promising time ever
for development and promotion of tourism through a niche sport like Golf in
India, that time is ‘now’.
The term “Golf Tourism” is used to describe the tourism activities created, and subsequently business opportunities generated, when people make trips for the purpose of playing golf. This niche segment has helped changing the face of tourism in south-east Asian nations like Thailand and Malaysia, giving a huge boost to their economies. Although India seems to be entering late to tap its full potential in such niche tourist markets like golf, adventure sports, polo etc, Indian stakeholders were very confident about the unique Indian golf product at the Summit.
The Summit marked the presence of private and public
stakeholders of golf tourism in India, partners from IAGTO, International
Association of Golf Tour Operators, and foreign tour operators specializing in
golf tourism, for B2B meetings and discussions, in order to bridge the gap
between the Indian golf product and the expectations of the golfing world.
In
the theme and welcome address to the foreign buyers and tour operators, Rajan Sehgal,
President, Indian Golf Tourism Association, pitched the Indian product as not
just golf but “Golf Plus”. Defining the “Golf Plus“, he qualified Indian golf
offering as not just about great golf courses rather it being the part of a
much larger package which includes features like - 365 day and night
availability of golfing experience, unlike many major golfing nations where golf
can’t be played throughout the year because of either paucity of sunlight or
unsuitable weather conditions; a huge geographic diversity from heights
of Himalayas to a long varied coastline; wellness offerings like Ayurveda; and the
wonderful cultural heritage of the billion plus population. Adding to the
basket of the Indian Golf plus offerings, Didar Singh, Secretary General,
FICCI, highlighted India’s mesmerizing locations, its great climatic diversity
(which could provide two completely different weathers in just 2 hour flights) and the
convivial hospitality of its people.
Moving
the discussion to the signature golf courses India has in its baggage, S C
Shekhar, senior executive vice president, hotels division, ITC Hotels & MD
Landbase India Ltd, spoke about the Classic 27-hole Golf Resort, the first
South Asian Signature Championship Golf Course designed by the legendary
‘Golden Bear’ Jack Nicklaus, in Delhi NCR. ITC positioned the resort as the Camp David of the
East.
Aakash
Ohri, Director, DLF Golf Resorts and President, Indian Golf Industry
Association, evinced the accolades of the DLF golf club, Gurgaon, which has
hosted international events like Johny Walker Classic (2008), Indian Open (2009), Avantha
Masters (2010). Acknowledging the fact that India Golf Tourism (IGT) is still
in nascent stage, he sought support from all the parties present. While
emphasizing on the importance of hosting and attracting golf
tourists, who spend almost three times the amount as compared to regular
tourists, in boosting the tourism sector, he also pointed out the challenges like
lack of infrastructure and technology needed to develop and maintain the world
class golf courses that IGT is facing.
Anand
Kumar, MD, National Highways Infrastructure and Development Corporation,
Ministry of Transport, Government of India, asserted that there is no shortfall
in the quality of the Indian Golf offering; what India need is to position,
market and publicize its product to the global market with a well defined
short, medium and long term strategy to make the development model both
effective and sustainable. He suggested that road shows and expositions could
be held in the short term; participation in major golf summits in India and
overseas in the medium term, and organizing India's own golf tourism marts in
the long term.
Usha
Sharma, Additional Director General, Ministry of Tourism, suggested FICCI to
conduct larger conclaves for buyers and seller meetings where- global market requirements
could be understood comprehensively by the government and private stakeholders;
knowledge of the best global practices in promoting a country as an attractive
golf destination package could be attained; and, issues faced by countries
trying to aggressively promote golf could be cognized. She further requested
FICCI for an impact report to be documented based on the inputs and feedback
from buyers and sellers for analyzing, measuring and tracking the progress through these
conclaves.
Girish
Shankar, Additional Secretary Tourism, Government of India, in his Chief Guest
address, extended full support from the ministry of tourism in public private
partnership efforts in capitalizing this niche market to its full potential and
wished all the parties present a rewarding interaction over the subsequent
meetings.
Lastly, Peter
Walton, Chief Executive, IAGTO, expressed his view that India being
strategically located between Europe and East Asia definitely has a huge
potential for golf tourism. He suggested that India should focus on its main
product, i.e. quality golf experience, while keeping its golf plus offering distinctly
defined and relevant to the golf tourists. Giving examples of a few countries,
who had failed badly because of their vague offerings and no clear focus on
their uniqueness, he advised Indian golf stakeholders to pitch their Golf Plus
product perspicuously.
What to say, let’s
just hope that India Goes Long with Golf Plus !