Thailand’s golf tourism sector to hit US$2 billion
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The value of international golf tourism to Thailand may reach THB60 billion (US$2 billion) for the first time in 2012. Based on a Tourism Authority of Thailand (TAT) forecast for a record 19 million inbound visitors to the Kingdom next year, up to 600,000 international golf tourists – or 3% of the total – are expected to make a beeline for the country’s five major golf destinations: Bangkok, Phuket, Hua Hin, Pattaya and Chiang Mai.
According to Mark Siegel, whose company Golfasian is one of Thailand’s major inbound golf tour operators, international golf tourism into Thailand is continuing to grow, which is excellent news for the country considering that golfers spend an average of THB100,000 each – three times the average of other tourists.
With Thailand’s major golf courses reporting strong early bookings and forecasting growth above 2011, the estimated THB57 billion spent in Thailand by more than 500,000 inbound golf visitors this year should nudge THB60 billion spent by up to 600,000 foreign golfers in 2012.
“It could be our best season ever,” Siegel said. “The political situation is calm, there have been no natural disasters to deter tourism, and Thailand’s cultural capability to attract tourists remains streets ahead of other markets.”
The surge in golf tourism to Thailand will entrench the Kingdom as by far Asia’s most popular destination for international golfers and one of the top three other golf destinations behind market leader Spain, which attracts almost a million golf tourists a year.
Although supplying only 10-15% of Thailand’s golf tourists compared with 65% from Europe, the strong Australian dollar and extra flights into Thailand are bringing more Australian golfers. Importantly for many tour operators and courses, Australia’s winter brings golfers from Down Under during Thailand’s May-September low season, while Europeans prefer the November-March high season during their winter.
Rising long-haul demand and improving numbers from Japan and Korea also means members of ‘Golf in a Kingdom: The Thai Golf Experience’, a co-operative marketing group comprising Thailand’s top golf courses and hotels, are expecting a bumper high season from November to March and ongoing strong demand throughout 2012.
“There has been a dramatic improvement,” said Prasertchai Phornprapha, Managing Director of Siam Country Club near Pattaya, a two-course complex that is expecting to host 50,000 foreign golfers in 2012 – half its total expected numbers. “When there is peace in Thailand it is the destination of choice because of its culture and value for money,” he added.
Bangkok’s exclusive Thai Country Club (pictured above), is also expecting a bumper season. General Manager TW Hughes said his optimism follows one of the best high seasons ever in 2011. “We believe this year will be at least equal to last year and perhaps even better, given those who experienced TCC are likely to want to repeat their experience. The course will be in the best condition in years and we continue to make upgrades in and around the rest of the club,” said Hughes.
Stacey Walton, GM of the Banyan Golf Club at Hua Hin, 200km south of Bangkok, said the TAT has done a good job in rebuilding Thailand’s image after protests in Bangkok during the past two years severely disrupted tourism for several months at a time. “We should see results from that,” Walton said. “November to February is looking especially strong and as the golf hub of Asia, Thailand will reap the benefits.”
Harald Ellison, GM of the nearby Black Mountain Golf Club, said forward bookings from Scandinavia, northern Europe and the United Kingdom are encouraging. The club, owned by Swedish interests, which hasn’t missed a day’s golf since it opened in 2007, will bring a new par-three course into play by the end of the year to accompany its core 18-hole layout. The new island-dotted mini-course with water on every hole and heavy bunkering will be a test for golfers of all levels and is expected to be played by a large number of Black Mountain’s visitors.
Meanwhile, the Thai Government has high hopes for continued strong tourism growth over the next four years. Earlier this month, Deputy Prime Minister and Tourism & Sports Minister, Chumpol Silpa-archa, announced a target of at least 30 million international inbound tourists by 2015, who he said were expected to generate national revenues of THB1.4 trillion, or US$466 billion at current exchange rates.
If achieved, the target would almost double inbound arrivals in just five years. And if inbound golf market’s share and expenditure remain at current levels, golf tourism will contribute THB150 billion (US$4.5 billion) to the Thai economy four years from now.
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