Chris Gray: “We want to bring AGIF back to Vietnam!” 11:39, 13/10/2023

After the success of AGIF Danang Conference 2023, VietnamGOLF has special chat with AGIF President – Mr. Chris Gray about the role of Asian Golf Industry Federation and potential of golf in Vietnam so far.

AGIF Conference to Raise Danang’s Golfing Profile

*Mr. Chris Gray is the current President of the AGIF and Head of Sustainable Golf and Agronomy - Asia-Pacific, for The R&A.*

Can you introduce yourself to our readers?

My name is Chris Gray originally from Australia, and I have been living and working in Asia for over 30 years. I have worked extensively as an agronomic consultant, golf course manager and golf course project manager in the Asia-Pacific, Central Asia and Middle East regions. I am the Head of Sustainable Golf and Agronomy - Asia-Pacific, for The R&A. I joined The R&A in March 2020, and am also the current President of the AGIF, having served as an AGIF Board Member since 2012.

How long have you been playing golf?

I started playing golf as a teenager in Australia and have been fortunate to play many great golf courses all over the world.

Which are the benefits golf has brought to you?

I love all things about the game of golf, and there is something very special about playing a sport on so many different types of courses in varying climatic conditions. I have been fortunate to work in the golf industry my whole career to date, and thing I love most about golf is the history and tradition of the game and the history of the golf courses. I have met many wonderful people through working the golf industry and through playing golf, so lifelong friendships and fellowship would be a key benefit that golf has brought to me.

What challenges did you face with on behalf of AGIF’s president?

I took on the AGIF President’s position in March 2021, and like most other organisations we faced many challenges brought on by the Covid pandemic. Prior to the pandemic, the AGIF hosted many regional education seminars and networking field day events focused on bringing the local golf industry together with our many members. With the travel restrictions in place during the pandemic we were unable to hold these activities and getting back to running a full calendar of events in 2024 will be a high priority for the Federation.

Tell us more about the AGIF history and its main activities?

The AGIF was formed in 2010 as a not-for-profit industry Federation with members and partners involved in all facets of the industry throughout Asia. The Federation seeks to assist the golf industry in Asia to take the next step in development toward a sustainable industry. As well as launching the Certificate in Greenkeeping in partnership with The R&A, the AGIF is an Affiliate Partner of the Club Management Association of America (CMAA) in Asia, running the Certified Club Manager education. We run other greenkeeping and club management education sessions in various Asian countries which link overall facility management, environmental and economic sustainability, research and growing the game initiatives. Like the AGIF Conference, held in Danang for the past two years, these platforms offer priceless networking opportunities to all those involved with the golfing industry.

What is the operating principles of AGIF?

As a not-for-profit organisation, the AGIF predominantly relies on membership dues which are paid annually. These fees enable the AGIF to carry out heavily subsidized educational gatherings, specifically for golf course superintendents, via our Certificate in Greenkeeping programme, which is also supported financially by The R&A and long-time AGIF member companies Jacobsen, Jebsen & Jessen, John Deere, Syngenta and Toro.

What are the goals of AGIF for the next 5 years?

The goals of the AGIF are clear – to remain the umbrella organization for the golfing industry in Asia. Among the core objectives is to continue providing world-class educational programmers (special events, seminars and workshops) and materials to meet the diverse educational needs of the Federation’s membership base and external stakeholders. There will also be a focus on addressing key issues relevant to the turf and club industry such as the protection of intellectual property, environmental sustainability and growth of the game.

How do you evaluate the second of AGIF conference in Danang this year?

We are still in the evaluation period in the immediate aftermath of the conference. In the coming weeks, we’ll be having internal meetings and debriefs, highlighting what worked and what can be improved upon for future conferences. We take very seriously the feedback from delegates and speakers and I’m pleased to say that the initial responses have been positive. Once the evaluation process has been completed, we’ll hopefully be in a position to start putting together an outline for the AGIF Conference in 2024.

*Mr. Chris Gray at AGIF Danang Conference 2023.*

Which issues need to be given priority first after the AGIF conference?

There are many important topics in the golf industry upon which it is necessary to shine a light. They all need to be given priority status. It’s crucial for the industry to focus on a variety of key areas including education, sustainability, growing inbound golf tourism to Asia, making the game more accessible and affordable … and encouraging a greater presence of women in golf. There’s much work for us all to do – and no time to rest on our laurels.

How to attract the participation of delegates for the year to go?

As any conference organizer will attest, in order to attract delegates – both domestically and from around the world – there are numerous elements that need to be taken into consideration. First and foremost, you need to have topical topics on the agenda along with respected speakers. Infrastructure and accessibility is also key – are there direct flights, a variety of hotels and F&B and entertainment outlets within close proximity? For most attendees, cost is a factor (flights, accommodation, delegate fee; food and beverage) as well as the amount of time they’ll be away from their office. From the feedback we’ve received, providing opportunities for delegates to network with each other and the speakers is a critical point, too.

What is the benefits of Vietnam when hosting AGIF conference?

For some of the delegates at the conference, it was the first time they had visited Vietnam. I know they were mightily impressed with what they saw and heard. When they return to their respective home countries they will undoubtedly talk positively about their experience in Vietnam. That’s how word spreads. Multiply that by dozens of individuals and you can see it becomes a powerful tool. I think Vietnam also benefitted from the media exposure generated by the conference, not just in terms of coverage by traditional golf media, but also via the social media postings of delegates. All of this will hopefully result in more golfers from around the world visiting Vietnam as golfing tourists in the years ahead.

How many golf course you play in Vietnam so far?

I first come to work in Vietnam in 1995 to assist in the building of the Ocean Dunes Golf Club in Phan Thiet, which sadly was redeveloped for real estate, and again in 2008 for the development of Montgomerie Links Golf Club in Danang, I have been fortunate to have been able to visit many of the original and newer golf courses in the country. Vietnam has the most dramatic variety of landscapes for golf compared to other countries in the region, from seaside Links courses along the beautiful coastline, to the Forest and Mountain courses, it is hard to name one. However, I really do love the heritage, mountain scenery and climate of Dalat Palace Golf Club in the beautiful Mountain town of Dalat.

What is the potential of Vietnam golf tourism and industry so far?

The potential for golf tourism and the golf industry in Vietnam is immense. Golf is still very much in its infancy in Vietnam, but the signs for steady growth for the next decade at least are hugely encouraging. We had speakers from the Vietnam Golf Association and Danang Tourism who not only outlined how the number of golfers and golf courses in the country have grown during the past decade, but provided projections as to their continued growth in the years ahead.

*“In terms of scenery, in terms of course conditioning, in terms of the eagerness of the country to embrace golf, Vietnam is second to none in Asia" - Mr. Chris Gray*

What solutions need to be done to further develop golf tourism in Vietnam?

Staging more high-profile golf tournaments will help to spread the word about the delights of golfing in Vietnam. One of our keynote speakers at this year’s AGIF Conference was Cho Min Thant, Asian Tour Commissioner and CEO. His words resonated strongly. He said: “In terms of scenery, in terms of course conditioning, in terms of the eagerness of the country to embrace golf, Vietnam is second to none in Asia. The coastline is beautiful; the climate is great. It’s just a matter of time before Vietnam becomes a destination that’s very recognizable in the world of golf tourism.” I echo Cho’s comments and sentiments 100 per cent!

Will AGIF be back to Danang in the next years?

The Federation would love to bring the AGIF Conference back to Vietnam in 2024, and this is something that our working committee will be focused on the coming months in order to ensure the next AGIF Conference will be bigger and better, with a focus on bringing more people from the industry together.

Thanks for your sharing!