Singapore: Early insights from a pioneering study on Asian golf depict an industry and a region prime for investment in the short, medium and long term.
 
Golfers expect to play and follow more golf. Spend is also likely to increase. More golfers plan to increase spend on golf than expect to spend less, whether the time frame is the next three months, three to six months or six months to a year.

In the Philippines, Singapore and Korea, almost half of golfers plan to spend more than usual on golf in the next six to 12 months.

This increased spend will boost several sectors of the golf industry. Golfers expect, on aggregate, to spend more rather than less on green fees, golf equipment, golf holidays, and apparel.

Another opportunity may come in the form of home training products with 20 per cent playing and/or practising golf at home more than before the pandemic.

Although a similar percentage say that they are doing this less, it is still significant that 76 per cent of those playing more golf at home plan to continue. Golfers from the Philippines, Indonesia and Thailand are most likely to be doing this.

The figures are the first released as part of Sports Marketing Surveys’ (SMS) landmark investigation of Asian golf.

To access more insights on areas including golf during and after Covid-19, golf media, spend, attitudes to competitions, clubhouses and fellow golfers, download the report here.

“The optimism around both playing and spending reflects the safety of golf, which overall feels safer than any other activity tested in the study,” said Eric Lynge, Special Advisor for Asia at SMS, a Full Business Member of the Asian Golf Industry Federation.

“It also highlights the mental and social well-being that the sport provides – 74 per cent gave scores between eight and 10 out of 10 when asked how much they missed golf during lockdowns, including 42 per cent of golfers who said that they missed golf like ‘crazy’ (10/10). The benefits of fresh air, socialising on the course and ‘simply playing’ were common refrains.

“These results should inspire confidence across the industry. Whether you are already involved in Asian golf or thinking about investing in the coming years, it’s important to understand how golf is transforming, both in response to Covid and through other underlying trends.

“The topline report is an important first step in helping businesses navigate the changing landscape. We also look forward to releasing a wealth of additional insights for businesses and federations to sink their teeth into over the coming months,” added Lynge.

The report contains the views of 10,480 golfers in total. The number of responses in each market has been weighted to reflect the number of registered golfers in that market as a whole.