Kuala Lumpur, Malaysia: Catalina Tapia and Jay ‘Jieun’ Heo will deliver a marketing masterclass at this month’s Asian Golf Industry Federation (AGIF) Annual International Summit 2026.

During a joint presentation entitled Beyond the Logo: Brand and Marketing Masterclass, Tapia and Heo will discuss how golf clubs can make themselves distinctive, communicate their value and create experiences that customers remember.

The AGIF Annual International Summit is established as the region’s premier gathering for golf industry professionals, business leaders, club executives, superintendents, developers, architects, tourism stakeholders, suppliers, technology providers and industry decision-makers from across Asia-Pacific.

Featuring a high-profile line-up of speakers, the Conference will take place at the Sime Darby Convention Centre (SDCC) within the grounds of the Kuala Lumpur Golf & Country Club (KLGCC), on October 28-29.

Tapia is an award-winning creative director and brand specialist, whose career has taken her from Sydney and London to Dubai, Europe and Asia, working across luxury, hospitality, tourism, professional services and emerging businesses. 

Heo is the Founder of Maisonje, combining a background in fashion design with a Master’s in Luxury Business and Management Consulting from ESSEC Business School. She leads the brand’s creative direction to craft functional, design-driven accessories for modern professionals, creating refined pieces that empower individuals balancing business, travel, and active everyday lifestyles.

Tapia, an AGIF Board member and Global Beauty Editor at The Raven Reports, said: “I’ll be exploring why a strong brand is so much more than a great logo, and how golf clubs can rethink their marketing, connect with new audiences and create experiences that turn customers into loyal advocates.

“I’ll also be taking a practical approach to AI, demonstrating how golf clubs can use accessible AI tools to work smarter, streamline marketing, create compelling content and improve customer engagement without the need for big budgets or specialist teams.

“Having spent years working across brand strategy, design, marketing, I’m looking forward to sharing practical insights, challenging traditional approaches.”

The theme for the 2026 Summit is: The Future of Golf in Asia: Innovation in Club & Turf Management with parallel tracks on day one for club managers and executives (Leading the Club) and course superintendents, greenkeepers and agronomists (Mastering the Turf).

This year’s Summit programme also includes the AGIF Golf Business Leaders Tournament at Templer Park Country Club on October 27, the AGIF Annual Awards Gala Dinner (October 28) and exclusive access to the Maybank Championship experience.

On the adjacent West Course at the KLGCC, the LPGA Tour’s US$3 million Maybank Championship – featuring many of the world’s top players – will be held from October 29-November 1.

Located less than 20 minutes from Kuala Lumpur city centre, the SDCC is surrounded by greenery and accessible from five major highways.

Chris Gray, AGIF President, said: “We’re grateful to the Sime Darby Convention Centre and KLGCC for accommodating us. We look forward to welcoming a wide range of golf industry personnel from around the region for what promises to be a memorable week.”

For the first time since the Summit’s inauguration, the conference fee paid by companies for eligible Malaysian employees is HRD Corp claimable, allowing them to receive full reimbursement.

The AGIF Annual International Summit 2026 is supported by The R&A with Bunker Solution, Centaur Asia Pacific, Jebsen & Jessen, Tee Time, Toro and Trojan Battery Company as sponsors.

Sime Darby Convention Centre is the Venue Partner and M Resort & Hotel, Kuala Lumpur is the Hotel Partner.

Supporting Partners are Tourism Malaysia, the Malaysian Association of Golf Recreational Club Owners (MAGRO), the Golf Course Superintendents’ Association of Malaysia (GCSAM) and the Golf Club Managers Association of Malaysia (GCMAM).

*To register for the Summit, please click here.

**Click here to learn more about the conference and view the agenda:

AT A GLANCE

Name: AGIF Annual International Summit
Date: October 27-29, 2026
Venue: Sime Darby Convention Centre, Kuala Lumpur, Malaysia
Organisers: Asian Golf Industry Federation
Sponsors: The R&A; Bunker Solution, Centaur Asia Pacific, Jebsen & Jessen; Tee Time, Toro; Trojan Battery Company
Venue Partner: Sime Darby Convention Centre
Supporting Partners: Tourism Malaysia, Malaysian Association of Golf Recreational Club Owners (MAGRO); Golf Course Superintendents’ Association of Malaysia (GCSAM)
Official Partner Hotel: M Resort & Hotel, Kuala Lumpur

Name: AGIF Business Leaders Invitational
Date: October 27, 2026
Venue: Templer Park Country Club
Organisers: Asian Golf Industry Federation

Name: AGIF Awards Gala Dinner
Date: October 28, 2026
Venue: Sime Darby Convention Centre
Organisers: Asian Golf Industry Federation

***For sponsorship opportunities, delegate registrations and speaking enquiries at AGIF conferences, please contact the AGIF Events Team by email at events@agif.asia