GOLF TOURISM: GLOBAL MINDSET

What is your role at 54 and how do you envision global golf tourism?

As Head of Tourism at 54, I connect top golf destinations with global travelers, blending sport, culture, and experience. We see golf as more than just a sport, it's a tool for storytelling, destination development, and sustainable growth. In every market we operate, we aim to redefine how destinations are discovered and experienced, using data, strategic insights, and immersive activation to create memorable golf travel experiences that resonate worldwide.

How do you see golf tourism recovering post-pandemic?

We see this momentum as a redefinition, not just a rebound. Post-pandemic, travelers now seek deep, bespoke, and meaningful experiences. Golf tourism, with its natural beauty and established demographics, was uniquely positioned for recovery. High-net-worth and aspirational travelers have embraced golf as a lifestyle, not just a sport. At 54, we view this as an opportunity to redefine golf tourism as a premium, culturally integrated product for experience seekers, not just golfers.

What are the key drivers of golf tourism growth?

Three stand out:

• Lifestyle integration – Golf blends with wellness, gastronomy, and luxury.
• Infrastructure investment – Many nations see golf as strategic and invest heavily.
• Digital amplification – Social media and digital storytelling turn hidden courses into global icons.

VIETNAM: ASIA’S NEXT GOLF CAPITAL

Where does Vietnam stand globally?

Beyond traditional golf hubs like Scotland, Spain, or Florida (U.S), emerging markets such as Morocco, Thailand, and especially Vietnam are gaining ground. Vietnam stands out with its stunning landscapes, diverse regions, and world-class courses by legendary designers. Eight-time winner of Asia’s Best Golf Destination Award, Vietnam is quickly moving from emerging to essential on the global golf map.

What is Vietnam's competitive advantage?

Vietnam is on a remarkable trajectory. With over 30 world-class courses, stunning coastlines, and a rich culture, its golf potential is immense. Backed by government support, a dynamic tourism sector, and a growing middle class, Vietnam is poised to become Asia’s golf capital with the right strategy and global partnerships.

54 AND STRATEGY TO BRING VIETNAM TO THE WORLD

What makes 54 different?

We don't just sell tee times; we craft experiences. Through strategic advice and engaging activations, we use data and innovative marketing to create impactful golf tourism that resonates with new audiences. We design immersive, measurable experiences, from local culture integration to premium events, pushing boundaries to deliver truly transformational journeys.

How is 54 promoting Vietnam globally?

We’re leading integrated initiatives to connect Vietnam’s golf industry with the global market, offering strategic advice on branding, market entry, and positioning. Using data-driven insights, we tailor messaging for key markets like South Korea, Australia, and Europe, while designing golf experiences that blend culture, cuisine, and local stories.

Events play a vital role; we’re hosting international media and trade partners to create real-time exposure and launching campaigns to position Vietnam as a year-round golf destination offering more than just great courses.

What are your goals for the next 1–2 years?

Vietnam is entering a pivotal stage, and 54 is proud to support its rise in golf tourism. Over the next two years, we aim to make Vietnam a key part of our Asia-Pacific strategy. We’re launching the Vietnam Golf Showcase to connect local operators with global buyers and media, alongside crafting premium golf itineraries that blend top tier play with culture and luxury. Behind the scenes, we’re advising on national standards like course ratings and service quality to ensure sustainable, strategic growth. Vietnam has the drive and potential, what’s next is global visibility, credibility, and coordination, which 54 is actively helping build.

Thank you for your thoughtful insights.