Building a New Golf Frontier: Paul Dunstan’s Vision for Golf Saudi

In a wide-ranging discussion just three months into his new role, Paul Dunstan, Director of Events at Golf Saudi, offered a detailed look at the organisation’s rapid evolution and strategic priorities as it works to support Saudi Arabia’s Vision 2030.

With nearly two decades in global golf operations—including the 2018 and 2023 Ryder Cups—Paul brings deep expertise to a nation using sport as a cornerstone of transformation.

From Start-Up Culture to Strategic Scale “It’s like we’re in an F1 race with bicycle wheels,” Paul remarked, describing the fast-paced nature of Golf Saudi—an organisation still in its infancy but already operating on a global stage.

As the commercial arm of the Saudi Golf Federation, Golf Saudi is focused on:

• Elite performance and grassroots engagement

• Hosting international golf events

• Sports tourism and inward investment

• Promoting health and wellbeing through golf

• Expanding golf infrastructure and venues

Strategic Pillars: Building a Nation of Golfers Paul highlighted Golf Saudi’s mission across several key pillars:

1. Major Events as CatalystsGolf Saudi delivers tournaments such as the Aramco Team Series, with events held in Riyadh and internationally. These events help raise awareness and act as gateways to investment, tourism, and international partnerships.

2. Mass ParticipationInitiatives like 10 free golf lessons for every Saudi citizen are central to building engagement. It’s not just about producing elite athletes—it’s about creating a national culture of participation.

3. Infrastructure on the HorizonOver 50–80 golf courses are expected to open in the coming decade, supported by collaborations with brands such as Topgolf and new developments in NEOM, Qiddiya, and the Red Sea region.

   
   

Short-, Medium- and Long-Term Priorities Paul outlined a pragmatic approach to development:

• Short term: Establish internal structure and clarity of process

• Medium term: Align events to specific Golf Saudi objectives (tourism, investment, participation)

• Long term: Ensure scalable, efficient delivery and sustained growth

“We’re putting on the right tyres, but we can’t stop the car,” Paul observed.

Commercial Growth and Digital Innovation Paul also emphasised the importance of commercial and digital development:

• Sponsorship & Revenue: Focused on local and international markets (Korea, China, UK, US)

• Data Strategy: Understanding customer journeys and ROI for more targeted engagement

• Events as Lifestyle Assets: Positioning venues as multi-use destinations

Collaboration with Giga-Projects Golf Saudi is actively working with giga-projects such as NEOM, Qiddiya, and Diriyah, positioning golf as a lifestyle driver and a commercial conduit.

“Golf is a bridge to so many opportunities,” said Paul. “Sometimes the golf is secondary—it’s what the sport enables that really matters.

Life in Saudi Arabia: A Personal Perspective Having relocated to Riyadh with his wife and two young children, Paul describes life in the Kingdom as welcoming and surprisingly family-oriented. While he misses the countryside of Devon, he’s found strong community and hospitality in his new environment.

Defining Success in Year One Paul’s first-year goals include:

• Developing a high-performing events team

• Building strategic networks within the Kingdom and abroad

• Enhancing the commercial viability of events

• Ensuring Golf Saudi’s work aligns with national objectives under Vision 2030

Final Thoughts “We’re not just growing the game of golf—we’re helping to grow Saudi Arabia,” Paul concluded. “Golf is our vehicle for meaningful, sustainable impact.”