Today, I had an inspiring conversation with a client about how a country can seamlessly integrate into the world of international golf tourism and attract a surge of golf enthusiasts.
A shining example of this is Viya‘s expanding partnership with European Tour Destinations.
By adding Yas Links Abu Dhabi and Saadiyat Beach Golf Club to its vibrant network, Viya is strengthening its long-standing commitment to excellence in the golfing experience.
This is how Christopher May, CEO of Viya, views the expansion of cooperation:
“Expanding our relationship with European Tour Destinations through the addition of Yas Links Abu Dhabi and Saadiyat Beach Golf Club represents an important step in the continued international development of our portfolio.
We have seen the value of this partnership first-hand through our clubs in Dubai and we remain committed to strengthening our collaboration with the group.
This expansion also brings meaningful benefits to our members by providing access to a wider network of world class destinations and enriching the overall value of their club experience.”
SWOT Analysis: Viya × European Tour Destinations (ETD)
Strengths
- ETD’s association with the DP World Tour enhances Viya’s credibility and premium positioning.
- ETD attracts affluent golfers, corporate travelers, and elite sports fans — a perfect match for Viya’s premium lifestyle/travel positioning.
- Data-rich audience insights through touchpoints at top resorts.
- Storytelling around professional golf, behind-the-scenes experiences, elite courses, and player access.
- ETD’s presence across Europe, the Middle East, and Asia aligns with Viya’s geographic growth ambitions.
Weaknesses
- Impact on short-term measurable KPIs (e.g., app downloads, bookings) may be less direct and require longer-term tracking.
- Access to players, events, and content is subject to ETD schedules, approvals, and possible rights restrictions.
- Premium partnerships require investment in activation, travel, production, and relationship management.
- Viya may need to commit additional staff or budget to leverage the relationship fully.
- Golf is prestigious but a specialized vertical; not all of Viya’s broader users may be engaged by golf-first content.
Opportunities
- Hosting tournaments, influencer trips, hospitality activations, or “Viya × ETD Elite Experiences.” – I would love to participate in such trips and activations!
- Golf tourism, resort stays, spa/wellness packages, and higher-end destination promotions.
- Opportunity to integrate Viya into ETD’s resort ecosystems.
- ETD can open doors to tourism boards, luxury resorts, sporting bodies, and hospitality partners—potential for cross-promotions or bundled offerings.
- Exclusive videos, course features, player insights, and behind-the-scenes material can significantly enhance Viya’s digital footprint.
- Builds a foundation to expand into partnerships with other sports leagues, clubs, or athlete ambassadors.
Threats
- Other media, travel, or lifestyle brands may also seek alignment with ETD or DP World Tour, reducing exclusivity.
- Heavy focus on golf may narrow Viya’s brand perception if not balanced with other lifestyle segments.
- Broadcasting rights, sponsorship regulations, or changes within DP World Tour governance may influence content-access permissions.
The expanded partnership grants all five Viya venues access to European Tour Destinations’ expertise in tournament strategy, operational development, and global marketing.
Clubs also receive ongoing support in areas like guest experience, course conditioning, and long-term planning.
Meanwhile, Viya teams benefit from year-round development through European Tour Destinations:
- workshops,
- audits, and
- conferences that aim to improve standards, foster innovation, and enhance the international standing of each venue.