In professional golf, growth is measured not just by wins, but by the sport’s expanding global footprint. As the Asian Tour evolves rapidly, technology, player trends, and digital media reshape the game. As it accelerates, the stakes grow higher.

In a conversation that spans the practical application of tech on the green and its future in the game, key figures from the Asian Tour share their insights on how innovation is reshaping the sport, from individualized player feedback to more strategic team dynamics.

GROWING THE TOUR 

The Asian Tour has grown significantly geographically and in terms of scale. In its early years, the tour relied heavily on co-sanctioned events with other tours, including six or seven with the European Tour, two or three with the Japan Golf Tour, and a few with Korea. Many large-money events, particularly those worth over $1 million, were co-sanctioned, meaning the Asian Tour only had half the field. However, this has evolved. 

Asian Tour CEO Cho Minn Thant says, “Now we don’t have co-sanctioned events, and many of our tournaments are full-field Asian Tour events, with prize purses of $2 million to $2.5 million.” This shift marks a major milestone for the Asian Tour, as it no longer depends on bigger tours to host large-scale tournaments.

Discussing the calendar for 2025, Thant highlighted the importance of collaboration with other tours while emphasizing the need to avoid scheduling conflicts, even though some are unavoidable.

“We don’t want major tournaments in Korea, Japan, and Australia happening simultaneously as our biggest tournaments in Asia, as we have a lot of dual members.” To address this, the Asian Tour has been comparing schedules with other tours, and Thant confirmed that a schedule announcement will be made soon. 

“We’ll be coming out with a schedule announcement next week if we’re lucky.” 

PARTNERSHIP AND MERGER 

Thant clarified the Asian Tour’s position on the ongoing merger talks between the PGA Tour and other entities. “I think we’re somewhat removed from that to a degree,” he said, acknowledging the high-level discussions between the Public Investment Fund (PIF) and PGA Tour Enterprises on a potential business partnership. 

However, for the Asian Tour, it’s “business as usual.” He said the ongoing partnership with LIV Golf is focused on long-term plans. “They’re looking to 2025, 2026, and even 2027,” Thant added, saying Asian Tour’s intention to continue and renew its partnership with the International Series, regardless of developments at the top levels.
The Asian Tour encompasses the Middle East–one of its most lucrative tournaments is the $5 million Saudi International. In 2023, two inaugural International Series tournaments in Oman and  Qatar were held – marking the first time the International Series visited the region. 

Meanwhile, the investment in local talent is gaining momentum. As Thant noted, young players are sent abroad for coaching when their potential is identified. One success story is Rehan Thomas, an Indian player who grew up in the UAE, had a successful amateur career and is now a professional. “He’s the real deal,” he said, hoping more players would emerge from the region. The ultimate goal, he said, is to make golf a popular tourism draw and cultivate local talent to compete internationally.

MAJOR CHALLENGES

The idea is inspiring—but, to a surprising extent, there are challenges amid the growing interest in the sport. First, Thant said, golf remains an expensive sport, and there is a lack of golf facilities and courses, particularly in cities like Singapore, where land is being repurposed, limiting access to the sport. This shortage of space affects the development of the next generation of players. The second challenge is lacking a “home country” or central identity for the Asian Tour. 

“Unlike other tours, which have a clear geographic home base (such as the PGA Tour in the US or the European Tour), the Asian Tour operates across many countries—Hong Kong, Qatar, Saudi Arabia, the Philippines, India, Korea, and more. This lack of a home base makes creating a strong, centralized community or a dedicated fanbase that can rally behind the tour difficult. 

The solution, he suggested, may lie in adapting to regional identities, such as creating channels or content specifically targeted at audiences in countries like Thailand or Korea to foster a more localized following.

In addition to these challenges, the climate in the region presents another hurdle.

In the Middle East, while there is increasing investment and interest in developing golf as a mainstream sport, Thant said, it can only be played during cooler weather. “It’s quite difficult for amateurs wanting to play golf on the weekends just because there’s that tiny window of perfect weather.” However, the focus is shifting toward sports development, with many countries integrating golf into their cultural fabric and school systems.

He suggested that indoor alternatives like simulator golf could be a solution, drawing a comparison to Korea, where the concept has become popular. “Every cafe has a golf simulator, and there are golf-specific simulator cafes and teaching centers.” 

“Golf’s a great game. Once you start playing, you get hooked,” he said, adding that simulator golf could significantly broaden golf’s reach and make it a mainstream sport in the Middle East.

ITS ALL ABOUT TECH 

Technology is having a transformative impact on golf, especially with the widespread use of launch monitors like TrackMan and GC Quad. These devices have revolutionized how players approach their game, offering immediate, data-driven insights into swings. 

Even coaches incorporate technology into their sessions, helping players target specific metrics for improved performance. 

Today, even on the Asian Tour, a significant portion of players—around 50-60%—carry their launch monitors, marking a clear trend toward data-driven improvement.

Technology is making the game more efficient, providing instant feedback with each shot, so players no longer need to hit thousands of balls to gauge their progress. 

“Players now have access to detailed stats on their performance, such as how many greens and fairways they hit, and which clubs and shafts work best for them. This advanced level of data, along with the accessibility of these devices, allows players to finely tune their game and make improvements daily,” added Thant.

He emphasizes that while physical skills like hand-eye coordination and decision-making remain essential in golf, technology like AI significantly enhances players’ performance. AI even helps create better equipment while providing players detailed insights on technique, training, and nutrition. 

Thant added, “The modern approach to golf is much more scientifically driven, with players relying on strict diets, periodization, and professional support to optimize their performance.”

UNIQUE APPEAL

Talking about the growth of the International Series, which began three years ago with the support of LIV Golf and the Asian Tour, Thant said that initially, LIV Golf shouldered much of the financial burden for these tournaments. But now, local public and private sectors, along with more sponsors, are stepping in, indicating a growing market interest. 

New destinations, such as Cambodia, the Philippines, and India, are joining the series next year.

Talking about competition from other sports like F1, he highlighted the unique appeal of golf, especially in its Pro-Am tournaments, where sponsors and their guests can play alongside professional players. This offers a rare experience for amateurs and pros to share the same playing field. 

Circling back to developing a golfing culture, Thant said producing professional and amateur players from scratch takes roughly 7 to 10 years. “A decade ago, golf wasn’t a popular choice for children in China, but now there’s a growing interest, with many young athletes going to college in the US for training and returning to Asia to compete at a world-class level.” 

It is also a highly inclusive and immersive sport, said Thant, adding that it attracts a broad range of people, from young children to older adults. This inclusivity makes golf an attractive sponsorship platform compared to other sports like F1, where fans don’t get the same hands-on experience.

FUTURE PLAN

For the Asian Tour, the primary goal for 2025 and beyond is to continue improving and expanding the sport. “This involves increasing the number of events, raising prize money, and enhancing the experience for sponsors and stakeholders,” said Thant.

“In the future, while the fundamentals of the sport will remain unchanged, there is a shift in how it is covered,” he added. Golf, much like UFC, is exploring shorter, bite-sized content that can be consumed outside of live events. 

By focusing on these smaller, engaging pieces of content, he hopes to capture the audience’s attention between tournaments.

Saudi Arabia, he said, has become a significant part of the Asian Tour’s fabric, with its largest tournament and season-ending event now held nationwide. “The investment from LIV Golf is helping strengthen Saudi Arabia’s role within the tour, and there is potential for more tournaments in the region, which could help build a year-round narrative promoting Saudi Arabia’s impact on golf.”

However, he emphasized that Southeast Asia continues to be a critical region for the tour’s identity and growth.