Boosting golf tourism

The International Series Philippines (ISP) presented by BingoPlus at the Sta. Elena Golf and Country Club next week is not just a mere competition. It is a strategic masterstroke aimed at barging into the vast Philippine market, proving that the country is not just a tropical getaway but also a playground of club-wielding enthusiasts with strong purchasing power.

In a country known for its love of basketball, volleyball and boxing, golf had taken a backseat.

But four years ago, a small miracle happened. A Filipino-Japanese shotmaker in Yuka Saso made a breakthrough when she won the prestigious US Women’s Open title. The victory was greatly celebrated back home while opening the floodgates to young athletes picking up golf lessons in various driving ranges around the country. Suddenly, golf was no longer a sport; it became a family affair, a weekend bonding activity between parents and their children dreaming of becoming the next Yuka Saso.

Although Saso later opted for Japanese citizenship to make it easier for her to compete in the Ladies Professional Golf Association Tour, her victory put the Philippines on the international golfing map, giving organizers the idea that the sport that used to be exclusive to British and American expatriates was now being embraced by ordinary Filipinos.

That’s exactly one of the reasons why the ISP — an elevated event sanctioned by the Asian Tour — came here. They’ve seen the potential of the Philippine market, knowing that bringing some of the world’s elite golfers here will further raise the sport’s profile and inspire countless young Filipino golfers.

For the national government, especially the Department of Tourism, rolling out the red carpet to the ISP is also a brilliant move.

The most significant impact of the ISP is the injection of global recognition and media value.

The ISP provides a broadcast platform that will showcase the chosen Philippine golf course — with its lush fairways, challenging design, and stunning natural backdrop — to millions of affluent viewers worldwide. This is priceless, organic marketing. Instead of generic promotional videos, the world will see elite professional golfers navigating the very courses the country is promoting.

Crucially, the tournament serves as a powerful catalyst for golf tourism packages.

The event attracts not just players and their caddies, but also their teams, international media, and, most importantly, wealthy spectators and corporate sponsors. These visitors will book hotels, dine at local restaurants, and often extend their stay to play other nearby courses.

The momentum created by the ISP will allow local tour operators to craft compelling “play-and-stay” packages, combining a round on the championship course with tours of the Philippines’ renowned beaches and heritage sites, turning a golf trip into a multi-faceted travel experience. This aligns perfectly with the DoT’s new Philippine Golf Experience program, which aims to systematically showcase the country’s some 100 world-class golf courses.

With tourists coming in, golf courses will have to upgrade their facilities to keep up. Competition is expected to be tight and local golf developers, managers and staff will definitely try to outdo each other, making sure to get the huge chunk of foreign guests who are coming in to experience both their world-class facilities and warm Filipino hospitality.

True enough, the ISP is a decisive swing that puts the country on the global golf map. It is a strategic investment that leverages the sport’s unique demographic, boosts international visibility, forces an upgrade in domestic infrastructure, and integrates seamlessly with the national sports tourism agenda.

Soon, we’ll not just see young golfers dreaming of becoming the next Yuka Saso. We’ll also see a very dynamic industry giving a big boost to the national economy.