Today I had an inspiring conversation with a client about how a country can seamlessly integrate into the world of international golf tourism and attract a wave of golf enthusiasts.
A shining example of this is Viya’s expansion of the collaboration with European Tour Destinations.
By means of addition of Yas Links Abu Dhabi and Saadiyat Beach Golf Club In addition to its vibrant network, Viya strengthens its long-standing commitment to excellence in the golf experience.
This is how Christopher May, CEO of Viyaconsiders the expansion of cooperation:
“Expanding our relationship with European Tour destinations through the addition of Yas Links Abu Dhabi and Saadiyat Beach Golf Club represents an important step in the continued international development of our portfolio.
We have seen the value of this partnership firsthand through our clubs in Dubai and we remain committed to strengthening our partnership with the group.
This expansion also brings meaningful benefits to our members providing access to a wider network of world-class destinations and enriching the whole value of their club experience.”
SWOT analysis: That’s it × European tour destinations (ETD)
Strengths
- ETD’s association with the DP World Tour enhances Viya’s credibility and premium positioning.
- ETD attracts affluent golfers, business travelers and top sports fans perfect match for Viya’s premium lifestyle/travel positioning.
- Data-rich audience insights through touchpoints at top resorts.
- Storytelling around professional golfbehind-the-scenes experiences, elite courses and player access.
- ETDs presence in Europe, the Middle East and Asia fits in with Viya’s geographical growth ambitions.
Weaknesses
- Impact on measurable KPIs in the short term (e.g. app downloads, bookings) can be less direct and require longer-term tracking.
- Access to players, events and content is subject to ETD schedules, approvals and possible rights restrictions.
- Require premium partnerships investments in activation, travel, production and relationship management.
- Viya might have to do that free up additional staff or budget to fully utilize the relationship.
- Golf is prestigious, but a specialized industry; Not all of Viya’s broader users may engage with wave-first content.
Possibilities
- Organizing tournaments, influencer trips, hospitality activations or “Viya × ETD Elite Experiences.” – I would love to participate in such trips and activations!
- Golf tourism, resort stays, spa/wellness packages and promotions for higher end destinations.
- Ability to integrate Viya into ETD’s resort ecosystems.
- ETD can open doors tourism agencies, luxury resorts, sports organizations and catering partners –possibility of cross-promotion or bundled offers.
- Exclusive videos, course features, player insights and behind-the-scenes content significantly expand Viya’s digital footprint.
- Builds a foundation for expanding into partnerships with other sports leagues and clubsor athlete ambassadors.
Threats
- Other media, travel or lifestyle brands can also join ETD or DP World Tour, reducing exclusivity.
- A heavy focus on golf could diminish Viya’s brand perception if it is not in balance with other lifestyle segments.
- Broadcasting rights, sponsorship regulations or changes within DP World Tour the board can influence access rights to content.
The expanded partnership gives all five Viya locations access to European Tour Destinations’ expertise in tournament strategy, operational development and global marketing.
Clubs also receive ongoing support in areas such as guest experience, course conditioning and long-term planning.
Meanwhile Viya teams benefit from development all year round European tour destinations:
- workshops,
- audits, and
- conferences that aim to improve standards, promote innovation and increase the international status of each venue.
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