SUCCESS STORY
Teeing Up Golf Tourism in Malaysia
- Malaysia Golf Tourism Assoc.
- Golf Marketing Association
- Kuala Lumpur, Malaysia
The Malaysian Golf Tourism Association (MGTA) is emtrusted with promoting Malaysia as Asia’s hottest golfing destination. To do so, MGTA needed a unified brand campaign with active participation from the private players. The herculean task involved partnering with international Golf Tour Operators, supporting them with cutom-built packages to proactively promote Malaysia to their own client. MGTA also suffered from financial dependence on the Ministry of Tourism and lacked capabilities to leverage on the overseas offices of Tourism Malaysia.
As the first step, GTC drafted a “Roadmap for Success” for MGTA as part of a long-term destination branding campaign. A series of interventions were then undertaken which included:
- Assessment of as-is business situation, opportunities and issues in the Malaysian golf tourism vertical
- Full Day Workshops with private stakeholders from the golf tourism sector in Kuala Lumpur & Sabah
- 35+ Individual consultation with MGTA-member Golf Tour Operators for product marketing analysis
- Production of multiple Golf & Lifestyle Experiences collaterals, tailored to top markets of Europe & US
- Representation in Asian Golf Tourism Convention 2013 to the international golfing community
→ 13% increase in Golf Tour Operators proactively advocating Malaysia as the Best Golfing Destination in Asia
→ Media exposure of Malaysian Golf & Lifestyle experiences in German speaking markets of Europe and the United States
→ More than 100% increase in Golf Tour Operators promoting Golf Holidays in Malaysia on their own websites
→ 250+ Facebook fans resulting from massive Social Media campaign promoting "brand MGTA"
Chris Syer
Executive DirectorMGTA
The workshops and seminars were a huge success and evoked a lot of positive discussion. I can assure you that there will be more such workshops. Your drive and commitment are fantastic. You are a wealth of knowledge. Thanks a lot for all your valuable advice and everything else you have done for MGTA moving forward.