Tradebytes

Kuoni Holidays targets golf destinations

ETW Staff - New Delhi

Celebrating its centenary year in the travel industry, Kuoni Holidays is entering the segment of golf destinations by organising Kuoni Holidays Golf Challenge, a golf tournament for amateurs. Tourism Malaysia and Air India have been roped in as associate partners for the Kuoni Golf Challenge, which will be held in 22 countries from June 2006 till April 2007, providing a unique opportunity for amateurs to play, feel and experience golf tournaments like professional players.

The tournament has been organised to reinforce Kuoni Holidays' positioning by bringing destinations, air travel and best of leisure sports, like golf, all under one roof. Sunil Gupta, chief operating officer, India and South Asia (outbound division), Kuoni Travel Group emphasised on the market segment where golf could be associated with travel to make for perfect holidays. He said, "There is a segment where about half a million people in India can spend upto US$1,00,000 per year on leisure holidays and who are conscious about the resort they stay in, the cuisine, couture and leisure sports like golf. Since this customer segment has been largely untapped, we decided to enter it." Describing Air India's involvement, Vijay Lakshmi of Air India said, "We are proud to be associated with the golf tournaments by Kuoni in India and abroad as a flagship brand." She also talked about the number of flights Air India is increasing to various international destinations. “Air India is getting 68 aircrafts by November this year to increase its reach internationally, especially connecting to destinations where Kuoni has a presence," she informed.

Malaysia has also strongly positioned itself as a golf destination. "We have associated with Kuoni Holidays to promote golf holidays and want Indians to choose Malaysia as a value-added destination, which provides best golfing facilities," said Mohd. Roslan Abdullah, director, Tourism Malaysia. Malaysia alone attracts 3,57,000 tourists every year as a golf destination with almost 200 golf courses spread across the country where Kuala Lumpur alone has 48 golf courses. "Malaysia is promoting golf as a leisure segment at the recreational and competitive level," Abdullah said.