ICOMIA podcast: Su Lin Cheah on unlocking Asia-Pacific’s boating potential
In the latest ICOMIA podcast, Asia-Pacific head Su Lin Cheah discusses the association’s growing focus on the region and the steps needed to unlock its recreational boating potential.
With nine ICOMIA members across Asia, activity now flows both ways: Asian stakeholders are entering global markets while international brands seek a foothold in Asia. Cheah stresses that success depends on policy reform, practical access to water, a cultural shift in participation and finance that understands boating economics.
She says Asia-Pacific possesses world-class natural assets and rising demand, but progress depends on enabling frameworks and on-the-ground capability. ICOMIA’s role is to share global lessons and guide – not dictate – policy and industry development.
Cheah highlights four essential pillars for market development. First, government and regulatory frameworks must be aligned to leisure, not just commercial maritime priorities. Second, access to water must be practical and scalable, ranging from launch ramps and safe moorings to full marina networks and yard services. Third, building a boating culture is critical – with participation pathways such as charters, boat clubs and subscriptions expanding perceptions beyond the ‘luxury yacht’ stereotype. Fourth, suitable financial structures are necessary, including retail loans, wholesale and dealer finance and better insurance literacy for mid-size boats.
Investors need credible market data and a clear understanding of risk. ICOMIA’s Asia working group is initiating regional business and market reporting to support informed investment decisions. A case in point is the Hong Kong Boating Industry Association, where structured advocacy around moorings and safe harbours led to meaningful government engagement – an approach now seen as a model for other markets.
Cheah also underscores the decisive role of dealer networks, as dealers are the face of the brand. Long-term, sustainable growth requires building local dealer capability to provide after-sales support, hands-on training and a consistent customer experience – not relying on occasional ‘helicopter’ sales trips by overseas teams.
She cautions against treating Asia as a single market. Instead, brands must engage locally and choose their entry points carefully. Japan and Korea, for example, are driven by community and on-water activity, while China is strongly B2B and technology-focused. Taiwan stands out as a major builder of large yachts with global reach.
ICOMIA plays a convening role in this diverse region. The Asia working group meets regularly to share best practices, align regional priorities and coordinate advocacy across markets.
Cheah offers practical advice for brands looking to enter Asia-Pacific: be present in the region, visit multiple markets, identify the right beachhead such as Hong Kong or Singapore, invest in developing strong dealer networks and plan for a long-term growth cycle.
