Last week I attended the Asian Golf Industry Federation (AGIF) Club & Turf Management Conference in Bangkok, Thailand.
I arrived looking to better understand where Asia currently sits in its progression compared to Australia and other western golf markets.
What I discovered was not an emerging industry trying to catch up.
Instead, I found a mature golf market that appears to be preparing for its next phase of growth.
For many Australians, there is still a perception that golf in Asia is developing behind the more established markets of Australia, North America and Europe.
After spending time with club managers, industry suppliers, consultants and golf leaders from across the region, I left with a very different view.
The challenges may be slightly different.
The incentives may be different.
But the direction of travel is remarkably similar.
Robbinswood Changed My Perspective
One of the highlights of the trip was visiting Robbinswood Golf Club.
To put it simply, it was unlike anything I have seen in Australia.
The scale of investment was immediately obvious.
What stood out most was learning that the club had invested almost twice as much into landscaping and presentation as it had into the golf course itself.
At first, that might sound surprising.
But after walking the property, it made perfect sense.
Every detail had been considered.
The golf course was exceptional, but the broader experience was what truly stood out.
The arrival experience.
The landscaping.
The presentation.
The atmosphere.
Everything worked together to create a destination rather than simply a golf course.
Robbinswood Golf Club, Bangkok — An exceptional example of investment in club presentation and guest experience. The facility demonstrates the scale of commitment Asia's premium golf clubs are making to destination positioning.
Championship presentation wasn't reserved for tournament week. It was the standard.
What struck me was the commitment to maintaining that level of presentation year-round.
It reflects a broader trend I observed throughout the conference.
Many of Asia's leading golf clubs are investing heavily in the overall experience rather than focusing solely on the golf itself.
Technology Adoption Wasn't What I Expected
Before attending AGIF, I assumed that lower labour costs across many Asian markets would reduce the urgency around automation and technology adoption.
I was wrong.
Some of the most common conversations throughout the week revolved around autonomous mowing, electric equipment and operational efficiency.
The same topics dominating conversations across Australia were being discussed throughout Asia.
AGIF Bangkok 2026 — Panel discussion on autonomous mowing, electric equipment and operational technology adoption. The same conversations dominating Australian golf management are now central to Asia's strategic discussions.
One particularly interesting theme was noise management.
Many clubs are dealing with increasing pressure around early morning noise restrictions, especially those with accommodation, residential developments or hospitality offerings integrated into the property.
Electric equipment is increasingly being viewed as both an operational and customer experience solution.
The conversation wasn't whether technology was needed.
The conversation was how technology could be implemented effectively.
Labour Challenges Remain Global
Labour was another recurring theme throughout the conference.
While labour availability differs significantly between countries, many managers are already thinking about autonomy differently.
Rather than replacing staff, the focus is increasingly shifting towards better labour allocation.
The future of autonomy may be less about reducing headcount and more about ensuring skilled staff spend their time on the work that matters most.
That perspective mirrors many of the conversations currently taking place throughout Australia.
The challenge is not simply finding people.
The challenge is finding enough skilled people while maintaining the standards that modern golfers expect.
Golf Clubs Are Thinking Beyond Golf
Another interesting discussion point was club profitability and customer acquisition.
Several conversations focused on the growing influence of third-party booking platforms and the increasing commissions many clubs are paying to acquire golfers.
The parallels with the hotel industry were difficult to ignore.
Many attendees spoke about the importance of ensuring golf clubs maintain ownership of their customer relationships rather than becoming overly dependent on external booking channels.
AGIF Bangkok exhibition area — Golf clubs and equipment suppliers showcase the latest innovations in turf management, sustainability and operational efficiency. The focus reflects Asia's growing emphasis on technology adoption and golf experience enhancement.
At the same time, public golf clubs across Asia appear to be placing significant focus on entertainment, hospitality and visitor experiences.
In many cases, attracting golfers and visitors is viewed as the primary growth opportunity.
This level of commercial thinking feels more pronounced than what we often see within Australia.
A Market Preparing For Its Next Chapter
One project discussed extensively throughout the conference was the Plover Cove Golf Club development in Hong Kong.
Beyond the scale of the project itself, what interested me most was the broader vision.
Creating new golf infrastructure within one of the world's most land-constrained regions presents unique challenges.
The project represents much more than a new golf course.
It reflects the growing importance of golf as community infrastructure, tourism infrastructure and recreational infrastructure.
Combined with the continued growth of private clubs, destination golf and residential golf communities throughout Asia, it feels like the region is entering a new chapter.
Championship-standard golf course with advanced irrigation and turf management infrastructure — representative of the investment standards now expected across Asia's premium golf facilities. Modern operational infrastructure is becoming table stakes.
This doesn't feel like an emerging market.
It feels like a mature market preparing for another wave of investment and expansion.
Final Thoughts
I arrived in Bangkok hoping to better understand where Asia sits in its progression compared to western golf markets.
I left with a very different perspective.
Asia isn't trying to catch up.
In many respects, it is facing the same challenges, exploring the same technologies and pursuing the same opportunities as Australia, Europe and North America.
What differs are the local drivers, market dynamics and approaches being taken to solve those challenges.
Most importantly, the region feels optimistic.
There is investment.
There is innovation.
There is ambition.
And there is a clear belief that the next decade presents significant opportunities for golf throughout Asia.
As someone who works closely with golf facilities and turf professionals, it will be fascinating to watch how that story unfolds.
— Dom Warnaar
Founder, Ground Control