At the recently held International Golf Summit organised by FICCI, Mr. Ahmad Johanif Mohd Ali, Director of Tourism Malaysia, New Delhi, highlighted the potential of golf tourism. Drawing from his extensive 35 years of experience in the tourism industry, he offered insights into the growing synergy between golf and tourism, as well as strategies for India to leverage this niche sector for economic growth and international promotion.
Reflecting on his personal experiences during his eight-month tenure in India, Mr. Ali shared a lighthearted yet profound observation regarding the evolution of sports preferences with age: “When we are young, we play with larger balls—football, for instance. As we grow older, we switch to tennis, with a smaller ball. Eventually, many of us turn to golf, playing with an even smaller ball.”
This progression, he explained, highlights how golf attracts a more mature audience—one with both the time and financial capacity to travel. He noted that Tourism Malaysia strategically targets social golfers rather than professional players, as the former tend to spend more on travel, leisure, and experiences.
Citing research, he revealed that “Golf tourists spend 1.5 to 1.7 times more than regular tourists.” He further emphasised that the presence of a golf course significantly enhances a region’s branding and appeal. He cited the example of the Palm Garden Resort in Johor Bahru, Malaysia, which offers four 18-hole golf courses along with luxury hotel accommodations, making it an attractive destination for international visitors.
Mr. Ali also shared academic insights from his Master’s thesis, which analysed the motivations and perceptions of golf tourists across Malaysia, Indonesia, and Thailand. His research identified four key factors influencing a golfer’s choice of destination: price, facilities, service and golf course condition.
He noted a clear distinction in priorities: “Beginners prioritize price, while more experienced golfers place greater emphasis on course conditions, facilities, and service.” To make India more appealing to international golf tourists, he suggested offering high-quality services and ensuring buggies are readily available, particularly for senior players. Although many Indian courses have relatively flat landscapes, he stressed that buggies are essential to enhance comfort and convenience for older golfers.
Sharing successful strategies from Malaysia, Mr. Ali proposed that Indian golf clubs collaborate to offer bundled packages. “In Malaysia, multiple clubs join forces to promote attractive packages to foreign tourists,” he said, highlighting how this collaborative approach boosts visibility and attracts more visitors.
He also recommended tapping into the European market by targeting professional golfers. Recalling his tenure in Stockholm, he mentioned, “Once a year during the winter season, professional golfers organized group tours to Malaysia, bringing 20 to 40 players along.” These pro golfers, he noted, act as influential agents who can significantly promote golf tourism.
To make golf tourism truly memorable, Mr. Ali encouraged embracing the unique elements of each destination. Sharing an anecdote from Malaysia, he recounted: “When I hosted media groups from Europe for golf events in Malaysia, they were initially concerned about the rain. However, I encouraged them to embrace it, reminding them that they were playing golf in a rainforest—making it a truly authentic and memorable experience.” Such creative storytelling, he stressed, enhances a destination’s appeal and creates lasting impressions.
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