Nico-James Visser on Golf, Growth and the Good Life
When you picture golf in Dubai, a few things instantly spring to mind: manicured fairways that look like they’ve been painted on, glittering skylines towering over tee boxes, and a lifestyle that fuses five-star leisure with world-class sport. At the heart of it all stands Emirates Golf Club – the original grass course in the Middle East and still very much the benchmark for golf in the region.
Steering the ship is Nico-James Visser, the club’s Director of Golf and a man whose own journey from South Africa to Dubai mirrors the region’s evolution. A PGA Class AAA Professional with more than a decade of experience running premium golf facilities across the Middle East, Visser is equal parts coach, innovator, and custodian of tradition.
Ask him about his philosophy and he’ll smile and tell you it’s all about balance: protecting heritage, embracing innovation, and making sure golf remains as welcoming as it is aspirational. And judging by the buzz around Emirates Golf Club – from Tour events to junior programmes – it’s a balance he’s striking beautifully.
“The Middle East is a golfer’s playground,” Visser says, sipping a coffee on the terrace that overlooks the Majlis Course. “You’ve got the links-style challenge of Yas Links – now ranked in the world’s Top 100 – the lush parkland beauty of the Majlis itself, and even the surreal magic of playing night golf under the floodlights on the Faldo Course. Where else in the world can you get that variety within a couple of hours’ drive?”
He’s right. Nowhere else can you tee off in the desert at sunrise, play through a skyline at noon, and then squeeze in a floodlit round at night – all while the city buzzes around you with restaurants, shopping, and nightlife that rivals anywhere in the world. It’s this heady mix of world-class golf and lifestyle that has turned Dubai into a must-visit for players of all levels.
What really sets the region apart, though, is consistency. “The conditioning here is second to none,” Visser explains. “From October through May, courses are immaculate. That, paired with the wider lifestyle offering of Dubai, makes the UAE one of the most exciting golfing destinations anywhere.”
As the first grass golf course in the Middle East, Emirates Golf Club is steeped in history. Seve Ballesteros, Tiger Woods, Rory McIlroy – all have left their mark here. But Visser knows heritage alone isn’t enough to keep the club relevant in a city that thrives on reinvention.
“Heritage is what makes Emirates Golf Club special – but innovation is what keeps us ahead,” he explains. “We’ve introduced digital platforms to improve the member journey, invested in Trackman Range technology, and opened the new Peter Cowen Golf Academy.”
The Academy is a jewel in the club’s crown: four swing studios, a state-of-the-art putting lab, simulators, and a stylish café where players can linger after lessons. And with Pete Cowen himself mentoring the club’s professionals, members and visitors have access to some of the most advanced coaching in the game.
“Pete’s philosophy has produced winners at the very top of the sport,” says Visser. “Here, our pros combine that with world-class technology – GC Quad, ZEN Greenstage, PuttView, SAM Putt Lab, Swing Catalyst – to give golfers of all abilities real, data-driven progress. Whether you’re a complete beginner or a Tour player, you’re getting the very best coaching possible.”
That ethos runs straight into the grassroots. The Cowen Cubs junior programme has become one of the most popular in the region, with over 180 children taking part each term. They progress through Cowen’s Pyramid of Learning, compete in monthly events, and – more importantly – fall in love with the game from the very start.
Visser beams when talking about it: “That’s the future. If we can get juniors excited, if we can create environments where women feel comfortable learning, and if even our colleagues here at the club are picking up the game through summer lessons, then we’re building something far bigger than a single club – we’re building a golfing culture.”
If there’s one week that defines Emirates Golf Club each year, it’s the Hero Dubai Desert Classic. The event has become one of the DP World Tour’s crown jewels, and for Visser, it’s both the busiest and most exhilarating part of the calendar.
“It’s electric,” he says. “You’re welcoming the world’s best players, working with partners like Falcon to deliver an unforgettable event, and at the same time making sure our members feel looked after. Our agronomy team does an incredible job preparing the Majlis to a standard where the best golfers on the planet can showcase their skills. It’s a privilege to be part of it.”
But the Classic is just the start. In October 2025, Emirates Golf Club will host the Asia-Pacific Amateur Championship – a tournament that hands its winner invitations to both The Masters and The Open Championship.
“That’s huge,” says Visser. “We’re working with Augusta National, The R&A, and the Emirates Golf Federation to make it unforgettable. It’s a chance for the best young amateurs in the region to test themselves on a global stage – and potentially change their careers overnight.”
Looking ahead, Visser sees no slowdown. “Demand is huge. There aren’t enough courses to keep up with the appetite for golf during peak season, which tells you just how strong the game is here. Add to that the growth of junior golf, the rise of women’s programmes, and Dubai’s constant reinvention, and I can only see the sport going from strength to strength.”
