Malaysia to target US outbound through golf tourism

Malaysia’s hosting of the annual PGA Tour-accredited CIMB Asia Pacific (Golf) Classic from October 27 to 30 is a cost-effective way of penetrating the US market, according totourism minister Ng Yen Yen.

 

“By playing host to the tournament, 48 slots of 30-second-long television commercials on Malaysia will be shown on US golf channels,” said Ng. “By viewing the tournament on television, and seeing the quality of the golf courses and beauty of the country, they (US nationals) would be motivated to travel here.”

 

Taking place in Malaysia for the second consecutive year, the event is being sponsored by CIMB to the tune of RM40 million (US$13 million). “Our (Tourism Malaysia’s) contribution is about 10 to 20 per cent of this amount, which was obtained from the subvention fund,” said Ng. This year’s edition is also expected to attract a higher number of visitors compared to last year, when it drew over 20,000 spectators—50 per cent of whom were from overseas.

 

“To date 365 packages (made available through Tourism Malaysia’s network) worth RM1.2 million have been sold. This excludes FIT travellers,” said Ng. MST Golf Vacations manager – tour operations, Aung Ching Ching, said the annual tournament would help promote golf tourism in Malaysia. “Golfers will want to play on the same course as the top professionals,” she explained.

 

Last year, the Ministry of Tourism expressed interest in supporting a long-term programme to develop the country’s golf tourism segment. The Malaysian Golf Tourism Association (MGTA) was also formally registered this month. MST Travel’s Aung said: “With the existence of MGTA and greater promotion of golf tourism, we expect to increase the rate of sale of our golf packages.”

-TTG Asia.