ABU DHABI // The Abu Dhabi HSBC Golf Championship, starting on Thursday, is expected to be a major draw for tourists as the emirate grows further as a golfing destination.
At last year’s event, attended by about 65,000 spectators and televised worldwide, 8 per cent were visitors from the GCC and 14 per cent came from further afield, most notably the UK and US, says the Abu Dhabi Tourism and Culture Authority (TCA).
Faisal Al Sheikh, director of the authority’s events office, said it was working closely with the tournament to draw more visitors.
Initiatives include “stay and play” packages and free tournament entry to hotel guests who are in town for the event, which runs until Sunday.
“While details of the success of our efforts will only be available following the event, a visitor survey from last year’s event reveals some interesting insights,” Mr Al Sheikh said.
“Forty per cent of the visitors said their main reason for being in the capital during the event weekend was to visit the championship and 52 per cent of them said the championship had positively changed their impression of Abu Dhabi.”
Klaus Niefer, general manager of the Westin Abu Dhabi Golf Resort and Spa, said having a championship golf course next door had been a great boost.
“Being the only true golf resort in the capital and our proximity to the Abu Dhabi Golf Club, a 27-hole championship course, has been of great benefit for us,” Mr Niefer said.
“Golf travel is growing by leaps and bounds across the leisure-travel business. We are regarded as one of the top golf destinations, especially for the European and pro-golf market.”
He said golf was making a “strong impact on our business”, with a 100 per cent increase in golf rounds booked last year compared with 2012.
“We expect to see continuous growth in this area and are ensuring that sections of our marketing and sales strategies are geared towards maximising the evident potential of golf travel,” Mr Niefer said.
“Golf is one of the key pillars of the Abu Dhabi tourism strategy.”
Marwan Fadel, area director of sales and marketing for Starwood Hotels, which owns Saadiyat Island’s St Regis Hotel and the island’s luxury golf course, said it was also experiencing rapid growth.
“Golf travel is an ever-growing segment due to the increasing popularity of the sport,” Mr Fadel said.
Last year St Regis had an increase of 180 per cent from the previous year of guests who visited on a golf package or booked playing time separately.
Hotels are now making the sport part of their strategies.
“There is a market demand for golf, therefore our marketing strategies ensure that we are visible to this clientele,” Mr Fadel said.
“We have created a number of exclusive packages in conjunction with the Saadiyat Beach Golf Club.”
Association with events such as the Abu Dhabi HSBC Golf Championship is of great benefit to hotels such as the St Regis, the official hosting hotel and platinum sponsor, he said.
Dubai is also experiencing the benefits of golf tourism.
The English football agent David Goddard, 42, director of Deus Management in the UK, regularly travels to Dubai for business and said the emirate’s courses are a major draw.
Mr Goddard said he had played many, including Emirates, Meydan, Montgomerie and Dubai Creek.
“The facilities are fantastic, the courses are great and for the quality, are better value than many places, not least the UK,” he said.
“It’s a place you know you can play nearly all year round, so it’s great to be able to combine a business trip with such high-calibre golf offerings.”
mswan@thenational.ae
