Fore for golf

The potential of golf tourism in the Philippines continues to be untapped, and just because the country’s top CEOs like Ramon Ang and Manny Pangilinan or the President of the Republic don’t play golf should not be a reason why some serious attention should not be given to this sector.

The Philippines is in this part of the world that is in the midst of growth. Southeast Asia, of which the Philippines is a part of, is one of the fastest growing economies in the world today. The region has a huge consumer base, larger than all of European nations combined, and are tech-savvy, young and upwardly mobile.

China, Japan, Australia and Korea are countries that have a sizeable population of golfers who enjoy going on golf tours during their winter months. And many of them bring their families with them to shop, surf or simply laze in the sun during these breaks.

In fact, in a recent report by the International Association of Golf Tour Operators, worldwide golf holiday sales by golf tour operators have grown by more than 20 percent over the past two years, and early figures this year already show strong growth.

As to be expected, growth is coming from Asia and Australia, which were up 12.8 percent and 22.5 percent, respectively from last year compared to 2012. Even in Europe and North America, which are still hurting from the global financial crisis of 2007, growth of golf tours are already at double digit.

More than good golf

The Philippines may not be able to boast about having a super nice golf course that deserves a spot in the Top 100 World’s Best list, but promoting golf nowadays is much more than about immaculate fairways or wellclipped greens.

These days, the worldly golf tourist looks for scenic views from the tee-box, a breathtaking line of sand or trees while walking to his ball on the fairways, good food and refreshing drinks at the club house, and to perfectly cap the day, an expert massage to soothe tired muscles. And there’s more that he wants. Usually, a golf tour will be two or three days of casual golf, successively every day or every other day depending on the number of vacation days booked. But there will always be days for shopping or sight-seeing or any adventure sports that will have to do with sea or mountains.

The golfer will usually be with a group of fellow golfers, and sometimes, with their respective families. While the golfers are conquering the fairways and the greens, their wives and children are laying siege on the malls and restaurants or the beaches with their multiple water sports and activities.

All these translate to a sizeable amount that will help provide decent jobs to those affiliated with local golf tourism –caddies, masseurs, boatmen, dive attendants, and many others. Best of all, these tours are able to perk up our tourism industry, and overall, the economy.

Great pampering

Having been able to join a few golf holiday tours in other countries does not make me an expert, but no doubt, our country still knows best how to pamper a golfer – and his family.

Not only is playing 18 holes in the Philippines comparatively cheaper than other Asian countries, nothing compares to the quality of our caddies when it comes to knowing the course and conversing in decent English with their players. And for added bonus, we have perky umbrella girls.

If Thailand has established itself for spa and massage therapies, the Philippines is catching up in this field, and at only half the price. This is a bonus not just for the golfer, but also for his wife after a whole day of shopping.

Golf projects

Happily, there are a few tycoons in the Philippines who subscribe to golf tourism. Megaworld’s Andrew Tan recently committed P20 billion to develop Boracay’s tourism industry by building and maintaining not just a world-class golf course, but also hotels and villas.

Tan, incidentally, plays golf, although his busy schedule of late looking after the many real estate development projects of Megaworld and Empire East, plus Emperador Distilleries and the franchise network of McDonald’s in the Philippines, has significantly lessened his play time.

Another golf aficionado and business mogul is Willy Ocier who is currently expanding the golf facilities of Tagaytay Midlands. Ocier is also responsible for Tagaytay Highlands, and both golf courses are regarded as mustplay grounds by visiting golfers.

Sta. Lucia is also heavily involved in golf development, and its key project is still Eagle Ridge which is a favorite choice of Koreans. Ayala of late has been busy with new golf projects after successfully pulling off the Ayala Alabang golf course concept right smack in the middle of a community.

Government support needed

There has been some activity also among local golf tour associations, notably the Association of Inbound Golf Tourism Philippines, Inc. who believe that now is the time to come together to promote the Philippines as a golfing destination.

While it valiantly tries to bring up the level of business by promoting our golf tours in other countries, the association direly needs the attention and support of our government, in particular the Department of Tourism in providing incentives to entice foreign golfers to visit the Philippines.

More importantly, any concerted effort by the private and public sectors must be done with a long term view in mind. And this is true not only in promoting golf but also other aspects of the tourism industry.

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