WITH the Malaysia Golf Tourism Association teeing off yesterday, the country will pursue more high-yield tourists and increase revenue from the sport by 15 per cent a year. This is up from the RM200 million (US$65.5 million) in 2010.

The association, which will embark on a strategic five-year development plan to turn Malaysia into The Golf Destination in Asia, was launched by Tourism Malaysia chairman Dr Victor Wee on behalf of Tourism Minister Dr Ng Yen Yen.

More than 85 per cent of golf tourists to the country are Singaporeans who are day trippers, said Paul Gibbons, pro tem chairman, Malaysia Golf Tourism Association.

He added that the main challenge was to attract golf tourists, who spend one-and-a-half times more than leisure tourists, from medium- and longhaul destinations.

The association will also gather statistics on golf tourists and develop a strong branding and marketing collateral.

Gibbons said a major opportunity for promotional efforts will be next year's IAGTO Asia Golf Tourism Convention that will be held in Malaysia for the first time.

It will bring together more than 150 specialised travel agents selling Asia as a golf destination and 150 suppliers from Asian countries.