Sri Lanka targets niche tourists through golf

By Cheranka Mendis

Sri Lanka, aiming for the high-spending niche market, is now focusing on bringing down international golf professionals who are expected to spend more than twice the amount an usual tourist does.

Hosting the country’s first top level championship tour ‘Asia Pacific Senior Golf Master Championship 2012,’ the country will welcome 59 senior professional golfers from around the world.

Golfers from USA, Australia, Canada, New Zealand, Singapore, Taiwan, Hong Kong, South Africa, the Philippines, Switzerland, Malaysia and the UK have signed up for the event. From Sri Lanka, only Nandasena Perera, who has previously achieved runners up status in New Zealand, will take part.

Scheduled to be held from 15 to 18 February at the world famous Victoria Golf and Country Resort, voted as the best golf course in the sub continent for the third time in 2011, it is expected to be the first of many such events to be hosted in the country.

Organised by SriLankan Airlines and International Golf Solutions, the event will attract a much larger audience than the 59 golfers coming in to Sri Lanka. Former USA PGA Tour cardholder Mike Harwood and Thailand’s champion Jamnian Chitrasong are billed to be big draw cards.

International Golf Solutions CEO Mike Varney told the Daily FT that the golfers usually travel with their wives or partners while some even travel with their families. “The exposure the country will receive through the event is great. It is not just about golf and sport, but also about promoting the country and its image as a peaceful and beautiful tourist destination.”

When questioned on why the country was picked, Varney claimed that the institution had several reasons. “Firstly, Sri Lanka is just out of war and we wanted to help take the word forward. Secondly, Victoria Golf course is an outstanding golf course and this should also be popularised among the golfing community. I am aware of the high quality of golf in the country and we must give the opportunity for members to come and play a good game. Thirdly, the potential for the sport to grow in this country is immense.”

He noted that International Golf Solutions holds 14 events under the ‘Asia Pacific Senior Golf Master Championship’ at various venues around the world. This is the first event to be held in Sri Lanka and also the first out of the 14 for the year.

“After Sri Lanka, we will tour in Singapore, Perth, Cambodia and South Africa among other destinations,” Varney said. “Golfers are noted as niche, high-end tourists who spend two-and-a-half-times more than usual tourists to a country. As the country moves towards bringing down such travellers, this creates a good opportunity to promote the island.”

He noted however that most of the professionals were cautious about coming to Sri Lanka. “This is most likely to change upon visit,” he added. Varney also noted that the country has three golf courses, in addition to one that is currently under construction in Hambantota. The existing ones are of high quality and have a rich heritage.

Those in Colombo and Nuwara Eliya are among the top 20 world golf courses.

SriLankan Airlines Chairman Nishantha Wickremasinghe stated that the event would put Sri Lanka back on the map as a secure tourism destination. He noted that SriLankan has invested heavily in the project, where the sponsorship alone was US$ 100,000.

On top of the sponsorship fee, it has also invested in promoting the event in foreign countries. “We will see the proper success in a year or two. Just like the surfing contests in Arugam Bay, which popularised the place and gave it enough publicity at its inception, making it one of the sought-after locations today for professional surfers, we expect golf to go down the same line.” He noted that two amateur games would be held on 16 February in order to give local golfers a chance to play against senior professionals.

Victoria Golf and Country Resort General Manager E.D. Johnston told the Daily FT that the resort was located 21 km from Kandy. “It is set in the Victoria Dam region and built on the valleys of the dam. It has the Knuckles mountain range as a backdrop. Previously a coconut estate, it is now a 18 hole golf course, which has been rated as the best in the sub continent for three years.”

He assured that the climate was perfect and that with the scenic beauty to bring a sense of peace to the minds of the golfers, the event was bound to be a success.