INDIA GOING LONG WITH GOLF PLUS !

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 !