INSIGHT Hanoi, and Truong Thinh Bao Ninh, a pure links course carved through coastal dunes and casuarina forests. These two projects highlight Vietnam’s incredibly varied natural settings and show how golf can be environmentally sensitive when done correctly. Since my first term as a ‘Vietnam Tourism Ambassador’ from 2018 to 2021, I’ve witnessed remarkable growth – stronger infrastructure, more developers and a government that truly understands golf’s ability to drive tourism and investment. Golf tourism revenue has risen roughly 20 per cent each year since the pandemic and is projected to reach US$1 billion by 2025, accounting for about 10 per cent of all tourism revenue. Even more significant is that golf is now officially recognised as a pillar of the national tourism strategy for 2026–2030. But none of this progress happens without deep, hands-on engagement. I’ve always believed you cannot design great golf courses from a distance. You need to walk the land, feel the wind, study the soil and understand the community. Vietnam is one of the places where I have been most involved personally through regular site visits and long stretches spent on the ground. And one of our greatest competitive advantages is our fulltime GNGCD team based in Vietnam. That local presence allows us to work closely with developers, government stakeholders, contractors and communities to ensure every project is built with cultural sensitivity, environmental responsibility and long-term vision. Beyond the golf, what keeps me coming back to Vietnam are the people. Vietnamese hospitality is unmatched – warm, humble and deeply genuine. The culture, the food and the spirit of the country all contribute to an experience that goes far beyond the fairways. As I begin my second term as Vietnam’s Tourism Ambassador (2025–2030), I’m incredibly proud of what has been achieved and even more excited for what’s ahead. Vietnam has created a blueprint for how golf can fuel tourism, investment and community development. What began as one golf course on a stretch of sand has evolved into a national movement, reshaping global perceptions and inspiring millions to see Vietnam in new ways. For me, that’s the real legacy: not simply designing great courses, but helping a nation tell its story, one fairway at a time. Van Lang Empire T&T Golf Club, in the hills north of Hanoi, will open in 2026 “ Vietnamese hospitality is unmatched – warm, humble and deeply genuine” 35
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