PHD Golf Tourism Conclave - Auctus Advisors Knowledge Report (Dec'19)

India: The Next World Golf Tourism Hub
Knowledge Report
PHD Golf Tourism Conclave & Tournament
Jaipur, December 2019

TITLE India: The Next World Golf Tourism Hub – Knowledge Report
YEAR 2019
AUTHOR AUCTUS ADVISORS
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CONTACTS
AUCTUS ADVISORS Pvt. Ltd.
(www.auctusadvisors.in)
Manish Chheda
Managing Director
manish.chheda@auctusadvisors.in
PHD Chamber of Commerce and Industry
(www.phdcci.in)
Dr. Jatinder Singh
Director, PHDCCI
jatinder@phdcci.in

Manish Chheda,
Managing Director,
Auctus Advisors Pvt. Ltd.
MESSAGE
Auctus Advisors Ltd. is proud to be the knowledge partner for the 3rd PHD Golf Tourism
Conclave organized by the PHD Chamber of Commerce and Industry in Jaipur on 12th
and 13th December 2019.
Leisure travel is a major contributor to income from tourism related activities in India,
attracting domestic and international tourists at large. Golf tourism is a burgeoning
form of leisure travel gaining popularity in India. It has also been observed that golf
tourists tend to outspend average tourists. In such circumstances, the Ministry of
Tourism and other industry leaders need to adopt a cohesive and comprehensive
framework, discussed in detail in this report, to cash-in on this opportunity.
With focus on infrastructure, extensive promotion of tourism, rising disposable income
and urbanization, India is in the right direction to improve its position in the golf tourism
space.
However, to become the most favourable tourist destination for the game, the industry
and its governing bodies need to make persistent efforts in improving the accessibility
of the sport, collaborating with each other and developing travel-friendly golf circuits in
addition to the steps already being taken. We are sure the sessions and the
discussions in the conclave will shed some more light on these.
We wish the conclave the very best.
(Manish Chheda)
Auctus Advisors Private Limited
#1102, 11th Floor, B Wing, Peninsula Business Park,
S B Road, Lower Parel, Mumbai – 400 013

CONTENTS
1. Global Tourism Overview ..................................................................................... 11
2. Tourism in India.................................................................................................... 14
2.1. Tourism Trends in India ................................................................................. 14
2.2. Growth Drivers............................................................................................... 15
3. Golf Tourism Across the World ............................................................................ 16
4. Golf Tourism in India ............................................................................................ 18
4.1. History of Golf in India ................................................................................... 18
4.2. Golf as a Sport in India .................................................................................. 18
4.3. Advantages for Golf Tourism in India............................................................. 21
4.4. Golf Tourism Promotion by the Government.................................................. 22
5. Recommendations ............................................................................................... 23
5.1. Infrastructure Development............................................................................ 24
5.2. Accessibility of the Sport................................................................................ 24
5.3. Industry Collaboration.................................................................................... 25
5.4. Product Development .................................................................................... 26
5.5. Extensive Promotion...................................................................................... 26

11 | India: The Next World Golf Tourism Hub
1. Global Tourism Overview
Human beings crave new experiences and exploration has always been our inherent
trait since the advent of civilization. This desire for leisure-based experiences coupled
with the economic demands constitute the modern world tourism. Leisure tourism
dominates over business tourism as is evidenced by the 78.5% tourism spending
contributed by the former1.
Apart from the experiential and utility aspects, the tourism sector is a composition of a
wide range of industries and can collectively propel the economy. As a growth driver,
tourism’s contribution to the economy translates to numerous jobs getting created. The
impetus provided by this sector in the job market has contributed to one in five jobs
newly created in the past 5 years2.
Besides its solid footprint on impacting the economy, tourism is one of the fastest
growing sectors in the world, second only to manufacturing. It has recorded a growth
rate of 3.9% surpassing the 3.2% growth rate of the global economy3.
Figure 1: Growth of travel & tourism industry in comparison with other sectors
Source: WTTC Travel & Tourism Global Economic Impact & Trends 2019
1https://www.wttc.org/about/media-centre/press-releases/press-releases/2019/travel-tourism-
continues-strong-growth-above-global-gdp/
2 WTTC Travel & Tourism Economic Impact 2019 World
3 WTTC Travel & Tourism Global Economic Impact & Trends 2019
4%
3.90%
3.40%
3.30%
3.10%
1.80%
1.70%
1.70%
0.0% 1.0% 2.0% 3.0% 4.0% 5.0%
Manufacturing
Travel & Tourism
Construction
Retail & Wholesale
Healthcare
Agriculture
Financial Services
Communication
T&T Growth compared with other sectors

The international tourist arrivals reached the 1.4 billion mark in 2018, marking a growth
rate of 5%4. A relatively strong global economy, growing middle class in emerging
economies, technological advances, new business models, affordable travel costs and
visa facilitation have been instrumental in achieving significant growth over the past
decade.
Figure 2: Global international tourist arrivals
Source: UNWTO World Tourism Barometer May 2019, Tourism Highlights 2014 & 2015, UNWTO PR
19003
The tourism sector contributed towards a direct GDP of 2750.1 Billion USD and a total
GDP of 8811.0 Billion USD in 2018 accounting for a net 10.4% of the global GDP in
2018. It is expected to contribute a direct GDP of 2849.2 Billion USD and a total GDP
of 9126.7 Billion USD in 2019. It is forecast to rise at 3.7% per annum to 13 Trillion
USD BY 20295.
This sector has supported 319 million jobs worldwide which accounts for 10% of global
employment. It is expected to rise to 328 million accounting for 10.1% of global
employment in 2019. By 2029, Travel & Tourism is forecast to support 420 million
jobs, an increase of 2.5% pa over the period.
4 UNWTO World Tourism Barometer May 2019
5 WTTC Travel & Tourism Economic Impact 2019 World
1035
1087
1133
1195
1241
1328
1403
2012 2013 2014 2015 2016 2017 2018
Year
Global International Tourist Arrivals
(in Millions)

Figure 3: Global employment generation through tourism
Source: WTTC Travel & Tourism Economic Impact 2019 World
On a comparative study, it was identified that Europe dominated the Asia-Pacific, the
Americas, Africa and the Middle East in both world inbound tourism and international
arrivals by contributing to about half of the total share on both fronts6.
Figure 4 & 5: International Outbound and Inbound Tourism
Source: WTO World Tourism Highlights 2019 Edition
6 WTO World Tourism Highlights 2019 Edition
51%
25%
15%
5%
4%
International
Inbound Tourism
Europe Asia Pacific Americas Africa Middle East
48%
26%
17%
3%3%3%
International
Outbound Tourism
Europe Asia Pacific Americas
Africa Middle East Not Specified
0
50
100
150
200
250
300
350
400
450
2013 2014 2015 2016 2017 2018 2019E 2029F
Year
Global Employment Generation through Tourism
(in Millions)
Direct Indirect & Induced

2. Tourism in India
India’s track in Foreign Tourist Arrivals is positively inclined for the past one decade
and it reached the 10 Million mark in 20177.
About 65 % of FTAs come predominantly from 10 countries with Bangladesh, USA
and UK leading the charts with a combined share of about 45%8.
India is emerging as one of the massive and fast-growing economies. Tourism is
currently one of the most important contributors to GDP in India accounting for an
estimated Rs 16 Trillion in 2018. It was is 9.4 % of the GDP in 2017 and is forecast to
rise by 6.9% per annum to Rs 32 Trillion in 20289.
India ranks second in the list of most populous countries and has a significant chunk
of its population in the working age. In such a setting, the nation must have enough
employment opportunities and grow these opportunities in tandem with the demand.
The Tourism sector plays a pivotal role in the employment generation in India. The
total contribution of the Indian tourism sector towards employment in 2018 is estimated
to be 42 million. This is expected to rise by 2% per annum to 52 million jobs in 2028.
2.1. Tourism Trends in India
Online Travel Operators have emerged to be the most preferred way to book tickets.
Over 70% of the air tickets are now being booked online in the country. With players
like OYO, MakeMyTrip and AirBnB capturing market share, this trend is likely to be
replicated for hotel bookings.
Wellness Tourism and Medical Tourism are gaining popularity and may soon
contribute to a higher share of tourist footfalls. The Government of India has estimated
that India would emerge with a market size of 1.2 million cruise visitors by 2030-3110.
The government is planning to set up five cruise terminals in the country.
7 India Tourism Statistics 2018, Ministry of Tourism & PIB, Ministry of Tourism
8 Ministry of Tourism Annual Report 2018-19
9 WTTC Travel & Tourism Economic Impact 2018 India
10 Cruise Tourism – Potential & Strategy Study, Ministry of Tourism, Government of India

The geographical diversity of the country has made Adventure Tourism a popular
theme of tourism for both domestic and foreign tourists. To emphasize the safety
standards in adventure tourism, ATOAI (Adventure Tour Operators Association of
India) and Ministry of Tourism, Government of India jointly launched “Adventure
Tourism Guidelines”.
2.2. Growth Drivers
The primary factors contributing to the growth of tourism in the country are11:
1) Development of Tourist infrastructure
Tourist infrastructure is one of the parameters on which India ranks poorly in the
World Economic Forum Travel & Tourism Competitiveness Index. This is being
addressed across the country through Swadesh Darshan, PRASHAD, HRIDAY
and other schemes. UDAN-RCS has improved air connectivity across the country
and enabled easy access to many, otherwise far-off, tourist destinations.
2) Growing Demand
Domestic expenditure on tourism is expected to rise due to the growing income of
households and several niche offerings such as medical tourism & ecotourism are
expected to create more demand.
3) Policy Support
The Government of India will develop 10 prominent sites in India into iconic tourist
destinations, as per Union Budget 2018-19.
4) Rising FDI
Hotel & Tourism sector has received cumulative FDI inflows of 12.35 billion USD
between April 2000 and March 2019. International hotel brands are targeting India.
Carlson group is aiming to increase the number of its hotels in India to 170 by 2020.
11 https://www.ibef.org/industry/tourism-hospitality-india.aspx
Tourist arrivals to India are steadily increasing, and niche tourism products
like Wellness and Medical Tourism, Cruise Tourism and Golf Tourism will
soon drive the next phase of growth.

3. Golf Tourism Across the World
The total number of people worldwide who play golf is close to 56 million, of which
about 50% are from the USA, 25% from Japan, around 10% from Europe and Canada
each and 7% from the United Kingdom. Out of these, about 5% to 10% of people travel
worldwide with the specific intention of playing the sport12.
The sport is being recognized by more and more people every year. It is estimated
that the demand and supply of golf are rising at a steady annual rate of about 12%.
This momentum has led to an increase in golf resorts and has driven job creation.
There are about 38,000 golf courses spread across 140 countries in the world. Spain,
North America and Portugal are areas where the sport is very prevalent. Of this, the
USA alone contains about half of the world’s golf courses.
Figure 6: Golf facilities across the World.
12https://www.tourism-review.com/travel-tourism-magazine-golf-tourism-the-growing-industry-
article2159
15372
2383
2363
2084
1628
747
648
552
512
491
473
472
447
437
418
319
285
270
GOLF FACILITIES

Golf tourism, by virtue of its colossal coverage of space and time for the tourists, has
the potential to increase their average duration of stay. This is reinforced by an
independent study which states that 52% of traveling golfers are likely to take two or
more golfing holidays in a year and they spend on average, 33% more on their holidays
as compared to regular holiday makers13.
Golf and its related activities contribute about 20 billion USD to the global GDP and
this number has been persistently increasing for 7 years in a row according to IAGTO.
The direct and indirect effects of golf tourism have been able to positively stir
international tourism in a significant manner. More and more countries are realizing
that golf tourism is a key driver of foreign exchange.
Developing countries are also catching up with world leaders like the USA, Japan and
Scotland having realized that golf tourists spend more than average tourists. These
countries have made hefty investments into golf infrastructure to benefit from the
additional foreign revenue and holistic development. An IAGTO report showed that
operators in Africa enjoyed a 20 percent increase in sale on average.
Four major factors are predominantly contributing to the growth of the global golf
tourism market:
1) Increasing number of golf courses around the world
2) Economically better connectivity established by low cost airlines
3) Association initiatives and sponsorship deals
4) Growing reputation for professional tournaments and awareness of the sport
Budding destinations of Golf such as Malaysia, Egypt, Mexico and China are playing
it smart by offering a good quality experience in golfing and at the same time pricing
them competitively. South Africa, Turkey and Dubai are also climbing up the ladder of
the most popular destinations for golf tourists.
13 Golf Tourism Guidelines, MoT, GoI – http://tourism.gov.in/sites/default/files/Guideline_4.pdf
Golf Tourism has the potential to significantly increase the foreign exchange
earnings from tourism. While a large share of this is captured by few countries
like the USA and Japan, many other countries, especially developing
countries, have invested and are investing heavily in Golf Tourism.

4. Golf Tourism in India
4.1. History of Golf in India
Golf tourism in India began with the establishment of the Royal Calcutta Golf Course
in Kolkata in 1829 which remained the authority for the sport in India till India got
freedom14. It is the oldest golf club in the world to be founded outside of England and
Scotland. Golf tourism grew rapidly in the colonial rule mainly as a means for the British
to spend their leisure time in elite sporting. The second golf club in India was
established in 1842, the Royal Bombay. It was the second oldest in the world outside
of Scotland and England. Bengaluru got a golf club after 30 years in 1876, Shillong
Club was established in 1878. Ahmedabad got a golf club in 1884 and the Madras
Gymkhana Club started a golf section in 1886. In 1887, a golf course was established
in the army cantonment in the Hyderabad under the Nizam’s dominion.
After independence in 1947, the Indian Golf Union was formed in New Delhi in 1955.
It took over the baton form the Royal Calcutta Golf Club and became the governing
authority of the sport from then on.
From then on, golf courses have been growing throughout the country and now India
has around 250 golf courses. Some of the famous golf courses are Kalhaar Blues and
Greens (Ahmedabad) and DLF Golf and Country Club (Gurgaon), Lodhi (Delhi). There
are around 30 golf courses where professional games can be conducted and 15 are
signature golf courses.
4.2. Golf as a Sport in India
In India, the awareness and attractiveness for golf as a sport is emerging gradually
and it will take appropriate time & efforts to reach the level of fame that cricket has
been enjoying in India. The past couple of decades, however, has brought in a
phenomenal change in the reception of golf as a sport and continuing with the same
momentum, golf will become closer to the country.
14 https://www.indiagolfcourses.com/golf-in-india-history/

Indian Golfers are ascending new heights and have played a crucial part in the
promotion of the sport15.
1) Anirban Lahiri – Lahiri, hailing from Pune currently plays on the PGA Tour,
Asian Tour and European Tour. His first shot to fame was when he qualified for
the 2012 Open Championship at the Royal Lytham & St. Annes Golf Club in
Lancashire. In February 2015, Lahiri grabbed his first official win on the
European Tour at the Maybank Malaysian Open, with a one-stroke victory over
Bernd Wiesberger. At the PGA Championship in August 2015, which was held
at Whistling Straits, Lahiri finished in a tie for fifth place in the tournament and
set a new record for the highest finish by an Indian professional golfer in a
major. Lahiri was the first player from India to earn a place in the 2015
President’s Cup squad. Consequently, he had qualified for the 2016 Summer
Olympics and earned a spot in the field of 60 players to compete at the Olympic
Golf Course in Rio de Janeiro.
2) Jyoti Randhawa -- Jyoti, in the year 2002, made it to the top of the Asian Tour
money list after conclusion. He tied second in the 2004 Johnnie Walker Classic.
This was his best finish. His career officially started in the year 1986, when he
won the national sub-junior title. Following that, he won the Hero Honda
Masters championship in the year 1988 and 1999. He is the first Indian to win
the order of Merit title in Asia in the year 2002. He was ranked in the top 100 in
the world several times and is the second Indian to do so.
3) Aditi Ashok – Aditi, the 21-year old from Bengaluru, plays on the Ladies
European Tour and the LGPA. Aditi became the youngest and the first Indian
to qualify for Ladies European Tour in 2016. With this, she became the
youngest winner of a Q school for an International tour, one of the toughest
tests in golf. She is the first and only Indian golfer to play in the Asian Youth
Games (2013), Youth Olympic Games (2014), Asian Games (2014) and
Olympic Games (2016). In fact, she was the youngest golfer at 18 years and 4
months in the Rio Olympics. Aditi won the 2016 Hero Women’s Indian Open
15 https://www.kreedon.com/indian-golfers-nation-proud/

and became the first Indian to win a Ladies European Tour title. In 2016 she
won the Rookie of the Year award from the Ladies European Tour. With so
many achievements under her belt at such a young age, Aditi is a star to watch
out for.
4) Jeev Milkha Singh – Jeev Milkha Singh, born in 1971, was the first Indian golfer
to become a member of the European Tour. He was ranked 12 in the 2008
European Tour Tournament. Furthermore, he is also the first Indian to make to
the top 100 of the Official World Golf Ranking in October 2006. He has been
awarded Padma Shri in 2007, by the Government of India. His father, Milkha
Singh is also a celebrated athlete.
5) Sharmila Nicollet – Nicollet, the 28-year old from Bengaluru, has played for
India in the Asian Games at Doha 2006 and in Asia Pacific Junior Golf
Tournament. Nicollet was the youngest female golfer to win the All-India Ladies
Amateur Championship in 2007–2008. Along with seven Open Amateur
Tournaments. She was qualified with a full tour card for the Ladies European
Tour in 2012, being the youngest Indian golfer to qualify.
Indian Golf Union is an apex body of Golf in India affiliated to the International Golf
Federation (IGF). At an international level, IGF is identified by the IOC (International
Olympic Committee) as the supreme body for golf. Professional Golf Tour of India
(PGTI) is the controlling body for professional golf in India, whereas, Women Golf
Association of India (WGAI) is a women’s pro golf association.
As Indian golfers ascend new heights, the popularity of the sport is bound to
improve and appeal to larger section of the country. However, the sport
suffers from some major roadblocks and accessibility remains one of the
prime ones for aspiring golfers and golf tourists.

4.3. Advantages for Golf Tourism in India
India is a thriving place for cultural tourism, heritage tourism, MICE tourism, medical
& wellness tourism. Golf tourism augmented with these themes offers a holistic tourism
experience.
Contrary to countries in the Scandinavian region and Russia where golf tourism is
open for only 3 – 4 months in a year, India is a 365 days destination owing to its
climate.
Terrain plays a significant role in golf and the uniqueness of the terrain is a matter of
definition of the golf course. The varied terrain across the country is a sure shot plus
point that India can benefit from.
India as a country is in its budding stage when it comes to admiration of golf as a sport
and awareness of tourism aspects associated with golf. This can be construed as an
indication that focused efforts to attract international tourists be implemented to
capitalize on immediate gains. This potential with international tourists is a promising
avenue for additional foreign exchange earnings.
Domestic tourism in India is much larger in terms of footfalls. Developing Golf Tourism
as an attractive theme for domestic tourists needs to be given equal if not higher
importance.
“Golf tourism is growing at 9.3 pc a year and about 1.6 million people
travel for golf tourism every year. Countries like Thailand, Vietnam
and Mauritius have promoted Golf Tourism and have become popular
destinations.
Jammu & Kashmir, Chandigarh, Delhi-NCR have maximum signature
courses; while Gujarat, Pune, Coimbatore, Bangalore and Cochin,
have amazing golf courses. Hence, there is a huge opportunity and
scope to promote golf tourism in India.”
- Rajan Sehgal,
President, India Golf Tourism Association

4.4. Golf Tourism Promotion by the Government
Training of Golf Caddies as part of Hunar Se Rozagar initiative of Ministry of Tourism
The scheme aims at facilitating and funding training courses intended to infuse tourism
sector service providers who are specifically skilled as Golf Assistants/Caddies. The 6
weeks course is targeted at skilling people in the age group of 18 to 28 years. Each
candidate will be certified based on attendance and scoring in the end of the course
test. The scheme comes with forward linkage for employment i.e. the training agency
will proactively arrange for campus interviews to ensure employment right after the
training program
Guidelines for support of the Ministry of Tourism for promoting Golf Tourism
The Ministry of Tourism has released guidelines to define the mission and strategy for
the promotion of golf tourism in India. The key features are.
• Formation of a nodal body – Indian Golf Tourism Committee (IGTC) – to
promote India as a preferred golf destination.
• Financial assistance for events like i) International Corporate Golf
Tournaments, ii) Domestic Corporate Golf Tournaments and iii) Supporting
Professional Golf Events & Tour Events
• Support for publicity and promotion through workshops, events, fairs, meets
and seminars.
The Ministry of Tourism, Government of India endeavours to work as a catalyst and
active supporter for the development of golf tourism in the country. In order to tap the
growing interest in golf tourism, the Ministry is creating a comprehensive and
coordinated framework for promoting golf tourism in India, capitalizing on the existing
work that is being carried out and building on the strength of India’s position as the
fastest growing free market economy.

5. Recommendations
Brand India, thanks to Incredible India, has constantly been improving on global
tourism rankings. The focus of development is rightly targeted towards infrastructure
development and promotion. The sport is gaining popularity. Urbanization is on the
rise. Indians are constantly looking for new experiences in Tourism. New tourist
circuits are being developed and more are evolving. The trends in tourism space in
India are rightly poised for development of India as a Golf Tourism Hub.
However, targeted and persistent efforts need to be undertaken with a long-term vision
for the development of Golf Tourism. Unique golf tourism packages for domestic and
foreign tourists need to be developed. The packages need to be tailor made for various
segments of tourists across parameters such as duration of stay, nature of the visit,
single or multiple courses, group vs individual, serious vs casual, etc.
Roadmap for development of Golf Tourism
Strategic investments in infrastructure
considering the USP of India
Industry connect for support in funding,
skilling and support linkages
INFRASTRUCTURE DEVELOPMENT
INDUSTRY COLLABORATION
IMPROVING ACCESSIBILITY
Eliminating the roadblocks for
different customer segments to
make golf accessible &
affordable for all
PRODUCT
DEVELOPMENT
Creating products centered
around golf & in conjunction
with other tourism products
1
2
3
4
PROMOTION
Targeted promotion through
events, roadshows,
tournaments, etc.

5.1. Infrastructure Development
• To attract more tourists, golf related infrastructure like golf courses and adjacent
five-star hotels need to be developed, especially in tier-2 cities. With this, tier-2
cities near metros can serve as weekend getaway destinations for golf
enthusiasts.
• Tier-2 cities also have the advantage of inexpensive real estate to develop a
golf course. Luxury resorts can be developed in exotic locations with golf-
courses as a part of the package, since golf course can be built with minimal
permanent constructions.
• India has splendid diverse terrain throughout and golf tourism gives an
opportunity to develop mini golf tourism towns in remote areas. E.g. The
weather and terrains of North Eastern states can be utilized for golf tourism
leading to all-inclusive socio-economic development. This also ensures last
mile connectivity to isolated places.
• In a developing country like India, it is extremely important to use resources
judiciously and be responsible about the environment. With golf requiring huge
land parcels and continual maintenance, the consensus of the local community
and enforcement of Environment Impact Assessment before project
commencement allows us to develop golf tourism in a sustainable fashion.
• AR and VR technology has enabled virtual golf courses and golf simulators
which can aid the physical golf courses in the sensitization of the players, and
also function as standalone establishments.
5.2. Accessibility of the Sport
• Awareness about the sport and entry to golf courses still has several roadblocks
for a common man in India. Staggered membership offers can be a way to solve
this. Golf courses and operators need to create staggered membership deals
with different benefits that can be bought by distinct customer segments.
• Virtual golf courses and golf simulators can bridge the gap aid in making the
sport accessible to virtually everyone.
• The notion that golf is an elite sport still persists in India. This perception needs
to be changed by bringing the sport closer to the people in a phased manner.

It becomes the responsibility of industry bodies, organizations, enthusiasts and
government to make the sport all accessible, to ensure that no talent is missed
out.
5.3. Industry Collaboration
• The government should explore avenues to enable pay-per-use and similar
models to make the golf courses accessible to a larger section of enthusiasts,
in the existing golf courses and the ones that come up in the future.
• The government should also facilitate golf courses in collaborating with pockets
of potential golfers to develop mutually profitable partnership models. For
example, a business model can be designed exclusively for the leadership
teams of corporates for a shared package. These employees can use the golf
course for a certain number of hours per month.
• The golf clubs can collaborate so that the members who frequently travel
between cities can use multiple facilities with a comprehensive membership.
“To develop golf tourism in India, there needs to be a focus on
domestic golf enthusiasts. With more domestic golf tourism, there
would be more activities happening in the golf courses which will
increase the popularity of the facilities not just in India but also
abroad.
To develop domestic golf tourism in-turn, golf tour operating
companies should run weekday and weekend packages to attract
players from the surrounding states. Hotels should have separate
policies for these golf players playing in their property and airlines
should have friendly baggage policies for sports kits.”
- Gaurav Dogra
Founder, Plan Your Holiday

5.4. Product Development
Tourism circuits can be created centred around golf tourism, which will increase the
duration of stay of tourists and boost revenues from associated activities.
This can primarily be done in 2 ways:
• Golf-exclusive Circuits – A nexus of golf courses across cities can be curated,
promoted and sold to golf enthusiasts. Provisions to give them golfing
experience should be added at each location.
• Cross-thematic Circuits – Making use of the diverse tourism themes of India
and tying them up with golfing destinations will present tourists with an eclectic
mix of experiences and this serves the dual purpose of exposing general
tourists to golf tourism and golf specific tourists to the other aspects of Indian
tourism. These tourists will cherish their experiences and will act as
mouthpieces for promotion of golf tourism in India
5.5. Extensive Promotion
• Targeted promotion with respect to time and locations – the off seasons for golf
in the countries where the sport has a dominant presence is a low hanging fruit
for India and efforts to invite international golfers during this time should be
focussed on.
• Efforts should be made to organize reputed international competitions and
events in the golf courses of the country and to invite larger and diverse
participation from international golfers to the golf events and competitions.
• Inspection visits and familiarization trips for international & domestic forums,
players, clubs and industry connections that can showcase the varied terrains
and conditions around India can help reach out to the right set of individuals.
• Using existing infrastructure like hotels and tourism attractions for the promotion
of golf tourism and vice versa will render mutual benefits.
• Induction for golf tourism should happen from the grass root level and in this
case, tour operators play a substantial role in the decision of itinerary for tourists
and activation should be done at this stage to include golf attractions in tourist
schedules.

NOTES

PHD CHAMBER OF COMMERCE AND INDUSTRY
PHD Chamber of Commerce and Industry, established in 1905, is a proactive National Apex
Chamber working at the grass-root level and with strong national and international linkages.
The Chamber acts as a catalyst in the promotion of industry, trade and entrepreneurship. PHD
Chamber, through its research-based policy advocacy role, positively impacts the economic
growth and development of the nation. PHD Chamber is more than an organization of the
business community, as it lives by the chosen motto ‘In Community’s Life & Part of It’ and
contributes significantly to socio-economic development and capacity building in several
fields.
PHDCCI is one of the Premier Chambers in India to have been accredited with ‘Diamond
Grade’ by NABET (QCI), at national and international level.
PHDCCI is a National Apex Chamber having its international office at Bahrain for 6 GCC
countries, with 1,30,000 companies as its members base, as total focus on the development
of small and medium businesses. PHDCCI has co-opted National and International Industry
Associations and Organizations through over 100 MoUs signed between the parties.
PHD Chamber provides customized and value-added knowledge and information ranging
from business opportunities to important policy changes to help you stay ahead of the
competition. PHD Chamber is represented in more than 130 Central and State Advisory/
Consultative bodies. Both Central and State Governments consult PHD Chamber before
announcing or formulating any major economic/ industrial policy.
PHD Chamber produces well researched background and policy papers on topical issues to
initiate informed debate and discussion.
Contact:
Dr. Jatinder Singh, Director, PHDCCI
jatinder@phdcci.in | 011 26863801 Ext. 293

AUCTUS ADVISORS PRIVATE LIMITED
Auctus Advisors is an India originated management consulting firm committed to supporting
Board members, CXOs and senior managers in finding solutions to their most important
business problems spanning strategy, organization, business operations. We support
development of strategy & execution of solutions for client leadership across their organization
and in the process create sustainable value for our clients across Infrastructure,
Transportation, Energy, Real estate, Consumer & Retail, & Technology sectors. We work with
private entities, governments and Funds.
With offices in India (Delhi, Mumbai, Bangalore, Hyderabad), South-east Asia and USA.
Auctus is a well-respected brand in the consulting domain, with hiring from Tier-1 IIMs & IITs.
‘Auctus’ in Latin stands for sustainable growth and we believe that the best way to
grow sustainably is through partnerships with our clients.
Our long-term engagements with clients in Tourism have helped us develop strong expertise
in the sector. Our consultants have developed relevant proficiency and have been delivering
quality results in the following aspects of tourism:
• Planning & Program Management - Involved in strategy planning at state level and
effective implementation of strategy through active program management. Strong
credentials in research and generating actionable inputs.
• Policy Development – Expertise in development of Tourism policy. Have been
instrumental in development of policies like water tourism policy, eco-tourism policy,
HR policy and support in policy studies for drafting subsequent policies.
• Product Development - Dynamically involved in concept generation, supporting
master plan development and financial modelling for product development. Experience
in introducing novel tourism products like cruises, adventure and rural tourism.
• PPP Expertise - Comprehensive end to end handling of PPP projects including bid
process management, investor identification and grounding of projects.
Contact:
Manish Chheda, Managing Director Nishanth Amuluru, Consultant
manish.chheda@auctusadvisors.in nishanth.amuluru@auctusadvisors.in
+91 22 66879367 +91 91987 36617

Auctus Advisors Private Limited: #1102, 11th Floor, B Wing,
Peninsula Business Park, S B Road, Lower Parel, Mumbai - 400 013
PHD Chamber of Commerce and Industry: PHD House,
4/2 Siri Institutional Area, August Kranti Marg, New Delhi 110016

PHD Golf Tourism Conclave - Auctus Advisors Knowledge Report (Dec'19)

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