SAUDI ARABIA BECOMES MOST EXCITING NEW MARKET IN GOLF TOURISM Saudi Arabia is on a mission to become the fastest growing golf destination in the world and Golf Saudi is the central driving force behind the development of the game in the kingdom
A wholly owned subsidiary of the Saudi Golf Federation, Golf Saudi is backing its vision with a capital investment of almost US$1 billion to cover wide-ranging infrastructural developments, including the building of up to 13 golf courses. “After an extensive period of evaluation and dialogue with the industry, we now have a robust strategy for golf’s evolution in Saudi Arabia,” said Yasir Bin Othman Al-Rumayyan, chairman of the Saudi Golf Federation. “Our development programme will see an initial investment
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of up to US$1 billion in building a number of new golf courses with varied characteristics nationwide. Within this we have committed to urban-based entertainment focused golf developments, with a healthy portion to nurturing participation via modern consumer engagement techniques.” Despite its relative youth, Golf Saudi is already commanding significant interest from the global golf community thanks to a string of high-profile hires and partnerships, including with the Golf Environment Organisation,
STRI (a leading sports turf consultancy) and Troon. The organisation also recently took its place as Presenting Partner with the World Golf Awards, which hosted its 2019 event in Abu Dhabi. Its fundamental pillars are founded on consumer access and understanding modern consumption habits, allowing golf to find a voice among a youthful audience – 59 per cent of Saudi Arabia’s population is under 30. Taking the game to high footfall areas and providing opportunities to try the sport in
the context of entertainment, rather than sport, will be central to this. “We are in the fortunate position of being able to evaluate modern trends and, as such, we are creating an offer which marries the internal social changes happening in Saudi Arabia with those of the wider golfing world,” continued Yasir Bin Othman Al-Rumayyan. “Our focus is to create a first impression that lasts and set new players on a journey to get to know and hopefully fall in love with the sport.”
