Sri Lanka seen boosting golf tourism to attract high spenders
HAMBANTOTA – While Sri Lanka has missed many opportunities in promoting some of its valuable assets that could attract tourists to the country, golf is among products that remain untapped and has potential to expose the country’s beautiful golf courses to the rest of the world.
Golf is not popular among Sri Lankans as it’s often seen as a game for the elite while enjoyed and played by foreigners here in Sri Lanka. Golfers are not normal travellers, they are high net worth individuals who spend three to four times that of an average tourist when they travel to anywhere in the world.
Paul Smith
In a bid to promote golf tourism, the Sri Lanka Golf Union (SLGU) recently signed a Memorandum of Understanding (MoU) with PR Smith Marketing UK to promote Sri Lanka golf under the theme ‘Paradise Island with Golf’.
Shangri-La Hambantota Golf Resort and Spa (SLHT) which has an 80 acre golf course also came under this programme recently.
Last week the Business Times interviewed six officials – SLGU President Priath Fernando, PR Smith Marketing UK Chairman Paul Smith and Director Michael Ranasinghe, Royal Colombo Golf Club Council (RCGC) Member Ranil Peiris, SLHT Director Sales and Marketing Chandima Wickremasinghe and Director for Golf Romain Pourveer – while exploring the Shangri-La Hambantota golf course.
SLGU President Priath Fernando said, “In Sri Lanka we don’t have world class golf courses, but golf courses that are unique in its own way in various tourist hotspots in the country.” The term ‘Sri Lanka golf’ will give credibility for local golf course operators to boost tourism while making sure the experience golf travellers get is consistent and has a wow factor, he added.
He also mentioned that Chinese, Japanese, Korean, Indians, Europeans and Australians who have visited Sri Lanka are mesmerised by the golf courses in the country. “We need to create the awareness about golf for anyone coming here. Sri Lanka was not marketed as a golfing destination which is an important asset to the country to boost tourism.”
Ranil Peiris
Elaborating on the service element concern, PR Smith Marketing Director Michael Ranasinghe stressed that Sri Lanka has always been known for its hospitable people, but it needs to be reviewed as to whether the country has lost that edge over the past 10 years. “We have developed our product, but there are gaps that need to be addressed in terms of quality, attention to detail and things that makes a difference to a premium traveller,” he said.
The service blue prints the golf union needs to implement amongst the course operators will be provided by PR Smith Marketing which will help them execute the service standards, added Mr. Ranasinghe.
He also noted that in an ideal context the SLGU, the national carrier SriLankan Airlines and Ministry of Tourism should be working with PR Smith Marketing to carry the message across and boost Sri Lanka’s tourism while promoting golf.
RCGC Council Member Ranil Peiris said, “Positioning Sri Lanka as a golfing destination is a wrong way to go forward, because we don’t have that product, but we have a beautiful country. We need to improve the service levels to create that product.” Golf as a sport is growing slowly and what is required is to match it with quality service, he added.
Mr. Peiris said that when top businessmen-golfers start coming here and see the investment opportunities to set up businesses, there will be the spin-off effect.
Romain Pourveer
PR Smith Marketing UK Chairman Paul Smith said the MoU between SLGU and PR Smith Marketing UK was signed for five years and the process will take place in two stages. “Stage one is developing credibility by looking at Sri Lanka, playing in different golf courses, the people, standards and creating the product. This will take four to six months. Stage two is raising feasibility by creating websites and social media platforms,” said Mr. Smith.
He noted that golf can grow in Sri Lanka at different levels; inbound golf tourism revenues and improving quality standards year-on-year constantly.
SLHT Director for Golf Romain Pourveer said, “Shangri-La Hambantota being the first golf resort in Sri Lanka is unique in terms of design and three different landscapes. Most of our guests are unaware of the golf course in the resort, while some of them are discovering the sport slowly. We are gearing to make golf a friendly sport to all our guests with an attractive package.”
Priath Fernando
He also stated that lots of tourists from the UAE visit the resort since low cost carrier flydubai flies to the Mattala Rajapaksa International Airport (MRIA) at Hambantota. When more tourists from around the world start visiting the resort to experience the golf course, MRIA will also be exposed, he added.
While many local golf tournaments and two international golf tournaments have been held here, the resort is negotiating with the International Association for Golf Tour Operator and seeking agreements with other golf courses around the world.
Michael Ranasinghe
SLHT Director Sales and Marketing Chandima Wickremasinghe said: “We are confident to cater to the demands of golf enthusiasts who travel the world seeking unique and memorable experiences. In this context, hotels such as Shangri-La have the unique ability to leverage global strength.”
Pix by Priyantha Wickramarachchi