Golfasian, Asia’s largest inbound tour operator, is utilising strength in diversity to take Thailand’s golf industry to a higher level.
The Bangkok-based company has acquired FORE Management Group, a respected organiser of golf events in Thailand. Its formidable track record includes the Thailand Open (an Asian Tour event), the World Corporate Golf Challenge, and the Thailand instalment of the Faldo Series: the only global amateur series for juniors.
Golfasian has also forged a strategic partnership with FENIX XCell, one of the region’s most creative names in golf apparel.
“Together the companies will create the strongest brands in the Asia golf industry, particularly related to golf travel, golf events, and golf apparel,” commented Mark Siegel, the founder and chairman of Golfasian.
“The new status will facilitate additional vertical integration and allow the companies to offer a broader range of products and services for golfers and international partners.”
Since its founding in 2016, FORE Management Group has established itself as the go-to firm in Thailand for professionally run, fun golf tournaments — organising over 70 events per year.
Its acquisition will allow Golfasian to utilise its logistic expertise at a packed roster of events including corporate days, charity tournaments, and open events for domestic and visiting golfers at some of Thailand’s most premium clubs.
“FORE Management Group is delighted to become the event arm of Golfasian,” said Chris Watson, the co-founder of FORE Management Group who will now become Chief Commercial Officer at Golfasian.
“Golfasian already has an exemplary reputation worldwide thanks to its status as the region’s biggest tour operator. The new arrangement strengthens its position domestically and provides numerous synergies. It’s exciting.”
The pandemic has been devastating for the golf tourism industry in Thailand. But while most companies are in survival mode, Golfasian is utilizing strength in numbers to ensure that it emerges intact AND enhanced from the global crisis.
“We believe that we are the strongest Thailand-originated brands in the industry,” says Michael Moir, the founder of FENIX XCell. “These have been very uncertain times, but by joining together we can show potential partners that we offer foresight, vision, and stability.”
Golfasian has helped cement Thailand’s reputation as a must-visit destination for golf since its establishment back in 1997.
Utilizing expert knowledge of the game and the region itself, it prides itself on being the first choice for golfers embarking on a dream vacation to the Kingdom and other thrilling golf destinations in Southeast Asia.
With international travel severely restricted, clubs have been forced to rely on domestic clients since early 2020.
But with Thailand’s government proceeding with a mass vaccination program for its population, there’s growing confidence that international visitors will be able to return to the Kingdom’s fairways sooner rather than later.
With that in mind, Golfasian believes that diversifying its services can help Thailand build momentum with a domestic audience and also swiftly regain its status as a bucket-list destination for golf travelers.
“Thailand’s reputation as a golf destination was as bright as it has ever been before the pandemic,” said Boyd Barker, Golfasian Chief Operating Officer. “We can’t wait to showcase the country to visiting golfers again while growing the domestic golf market through compelling events.”
