Simulators will help tee up interest in game, tour chief says

Simulated golf may be the answer to get more people in China involved in the sport, Ben Cowen, chief tournament and operation officer of the European Tour, told China Daily in an exclusive interview.

Cowen, who first visited China in 1999, noticed that the growth of player participation and viewers wasn't as rapid as he had once hoped. Cowen has been working alongside the European Tour to boost the game in China.

"I think one of the things that they would need to focus on going forward is creating more opportunities for people to play golf. So that might be driving ranges or new public golf courses," Cowen explained.

During the pandemic, there has been an increased number of golfers worldwide, including in China. Recognizing this trend, Cowen hopes to seize the opportunity.

"To go to the next level, we need to create more opportunities for people to play. And I think one of the ways that has happened here in China at the moment is through simulator golf.

"If we can get people playing on simulators, it gets them interested in the game. And then they can take that forward and maybe try and play on a golf course or a driving range afterwards," Cowen said.

Moreover, Cowen emphasizes the importance of having iconic figures in a sport to foster its widespread appeal.

"We've had some great success over the last few years with Li Haotong, Wu Ashun winning four or five times on the DP World Tour. And that is very inspirational for the young players to see.

"What we now need is somebody to go on to the next level and maybe play consistently on the PGA Tour and win big tournaments or even an Olympic gold medal, which would be the sort of the pinnacle.

"We're open to people playing in any format of the game. We just want to get people into the game of golf," he added.

In addition to the 2024 Hainan Open European Challenge Tour and the 2024 Hangzhou Open, the 30th Volvo China Open, supported by DP World Tour, will take place from April 17 to 20, 2025, at the Shanghai Enhance Anting Golf Club with a prize purse of $2.5 million.

During a media conference in Shanghai on Tuesday, Volvo Cars announced the extension of its contract with China Golf Association and the DP World Tour to title sponsor, operate, and promote the China Open for the next five years.

The tournaments will be co-sanctioned by the China Tour.

Tian Xiaojun, vice-chairman of China Golf Association, stated that the groundwork for China's involvement in the 2028 Los Angeles Olympic Games was already in progress, with the staging of the Volvo China Open playing a pivotal role in the preparations.

"We are aware that the brightest Chinese talents need to hone their game in international events to become more competitive against their counterparts from around the world, and the Volvo China Open is an ideal platform.

"The national championship gives Chinese golfers the opportunity to learn from top international players and earn valuable world ranking points. When 2028 arrives, we can make our mark in the Olympics," Tian expressed.

Cowen views the event as a significant opportunity, stating: "This event is the flagship event for golf in China now. It's our flagship event on the DP World Tour in China."

According to Cowen, its primary role is to provide at least 40 players from the China Tour with the opportunity to compete against some of the world's best players on the DP World Tour. "They will receive an exemption for the remainder of that year on the DP World Tour, along with an additional two years."

Over the years, the Volvo China Open had produced such homegrown champions as Cheng Jun in 1997, Zhang Lianwei in 2003, Wu Ashun in 2015, Li Haotong in 2016, Zhang Huilin in 2020, and Zhang Jin in 2021.

"The previous 29 editions of the Volvo China Open, which were held in some of the major cities across China, have formed a huge fan base," said Cowen, noting the championship was returning to the DP World Tour schedule for a second time after a four-year absence.

"Hopefully, the DP World Tour stars can put on a spectacular display of golf for the fans when the 30th Volvo China Open is held in Shanghai," he added.

Cowen mentioned that they remain open to considering a second event alongside the Volvo China Open. "That's probably as much as we can do."

He emphasized, "but what we really want is for the China Tour to grow its tournaments and the number of events that it has, so that you're creating a more regular chance for the Chinese players to play here in China and not have to always travel abroad".