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EMERGING MARKETS sports tourism to have a strong impact on golf courses overseas. Firstly, as weather CAN AFRICA BENEFIT FROM CHINESE GOVERNMENT’S conditions in the country allow golfers to CAMPAIGN AGAINST ‘EXTRAVAGENCE’? play only from March to October, more committed or curious golfers such as Although the Chinese government’s on to quote Louise Granger-Brown, Li will often travel to nearby Southeast well-publicised campaign against Kenya tour rep with Southern Asian countries such as Malaysia, the ‘extravagance’ may impact the Cross Safaris Ltd, as saying: “We Philippines and the Maldives. country’s golf industry in the short are trying to promote Kenya as a Secondly, the exclusive and famed term – particularly at the most golf destination, trying to educate golf courses of the US and Europe appeal luxurious upper end – China-watchers club members to welcome greatly to Chinese consumers, given believe that such crackdowns are visitors and accommodate them their propensity to spend on products cyclical and usually short-lived. where possible.” and services that burnish their social In the interim, wealthy golfers In South Africa, luxury golf status and golf’s reputation in China as a may seek to indulge their passion tour operator Giltedge Golf ‘luxury sport’ played by intellectuals and outside the country and away from & Safari already has its own successful executives. the prying eyes of officialdom. The Chinese language brochure and Finally, as the Chinese middle class New York Times noted in an article marketing literature as “part of grows wealthier and domestic golf in May that luxury group Richemont an effort to attract the millions courses fall within their spending power, – which includes brands such as of active Chinese golfers to the upper class will have a greater desire Cartier, Alfred Dunhill and Montblanc South Africa”. According to the to visit courses overseas that enable in its stable – has seen sales in China company, “the combination of them to differentiate themselves from dip, but its sales in Europe and the luxury accommodation, big five the mass market. These travelling golfers Americas have increased by around game viewing, world-class golf have the potential to bring business 9% as a result of offshore purchases courses and diverse off-course not only to the golf courses, but also by Chinese tourists. activities make South Africa to the cities that host them and to the International luxury golf resorts, the perfect golfing holiday international tourism industry in general. including those in Africa, could destination”. As China’s economy continues to therefore benefit in the same way. Last year Giltedge secured grow and individual wealth among the According to the website Traveling Approved Destination Status (ADS) country’s elite continues to rise at a Golfer, golf tourism in general from the People’s Republic of phenomenal pace, the country is slowly already accounts for some 50-million China, becoming the first specialist beginning to see the emergence of a tourists travelling the world to Golf Tour Operator in South Africa new upper class. These new consumers, play on around 32 000 golf courses. to do so. The company is also typified by a desire for experiences “Kenya is trying to grab a piece of involved in promoting golf tourism outside the ordinary, and for products and that market”, it reports. The site goes to Mauritius. services that both burnish social status and cater to personal gratification, have increasingly taken up golf as a preferred What wealthy Chinese golf hobby and pastime. This has already tourists want to see. Wildlife on a golf course near Cape Town resulted in the growth of a distinct golf culture in China, and ultimately has the potential to significantly impact the global golf culture too. First published December 2013. Reproduced with permission from Knowledge@Wharton (http://knowledge. wharton.upenn.edu). © 2013 The Trustees of the University of Pennsylvania. All rights reserved. This article was written by Ting Cui, Josh Lim, Andrew Maloy, Wesley Tillu, PHOTOS: SUPPLIED and Jason Wang, members of the Lauder Class of 2015. 56 strategicmarketingafrica Third quarter 2014 52-56 Emerging Markets v5.indd 35 2014/06/26 12:32 PM