NI Golf Tourism Strategy Northern Ireland Golf Tourism Strategy 2015 - 2020
NI Golf Tourism Strategy Today's Agenda Timings Activity 2.00 Welcome, aims and introductions Stewart Walker; BTS 2.10 Northern Ireland Golf Tourism Strategy Aine Kearney; NITB 2.25 Golf Tourism:- An Industry Perspective Gary Henry; Galgorm Castle 2.35 Confederation of Golf in Ireland Rory Leonard; CGI 2.45 Northern Ireland Golf Tourism Strategy:- Facilitators; Have Your Say! Stewart Walker / Ivan Broussine; BTS 3.45 Break 4.00 Northern Ireland Golf Tourism Strategy:- Facilitators: What You Said! Stewart Walker / Ivan Broussine; BTS 4.45 Summary with Q&As Ivan Broussine, BTS 4.55 Next Steps Stewart Walker, BTS 5.00 Close Aine Kearney; NITB
NI Golf Tourism Strategy Stewart Walker – stewart@bts-solutions.com Ivan Broussine – ivan@businesspointer.co.uk BTS – 0131 625 7040 W: www.nigolfstrategy.co.uk
NI Golf Tourism Strategy Objectives for the Day Overall goal: To gather the views and input of Golf and Hospitality & Tourism industry on how NI golf tourism can be developed further. Objectives: 1. To encourage golf tourism businesses to express their views and ideas on growing NI’s Golf Tourism 2. To explore and discuss whether new ways of working can be generated to secure an industry-led approach to developing the Golf Tourism Strategy; 3. To provide a networking opportunity for golf courses, golf tour operators, accommodation providers & other tourism businesses with a view to encouraging more industry engagement and collaboration;
NI Golf Tourism Strategy Golf – A Global Game • 80 million golfers worldwide play on close to 40,000 courses across the world. • Golf events are said to be worth close to $2 billion a year, and the golf tourism market something more than $1 billion. • Scale of the golf economy in Europe = € 15.1 billion impact • 7.9 million golfers in Europe RANK COUNTRY ALL GOLFERS % FEMALE % MALE % JUNIORS 1 Germany 740,000 35.2% 56.1% 8.7% 2 Sweden 491,000 3 Netherlands 395,000 31.4% 63.7% 4.9% 4 Denmark 198,000 29.2% 63.2% 7.6% 5 Austria 120,000 34.9% 54.9% 10.2% 6 Switzerland 95,000 33.4% 57.6% 9.0% GB & I 4,200,000 14.5% 75.2% 10.3% USA 26,200,000 17.3% 73.5% 9.2% Australia 1,140,000 21.7% 76.1% 2.2% Source – PGA Commissioned Study by Sports Marketing Surveys 2013
NI Golf Tourism Strategy IAGTO - G lobal trade organisation of the golf tourism industry • 2250 members in 99 countries • 550 golf tour operator members in 62 countries • Control 85% of golf holiday packages • Annual sales of over US$2 billion • 103 IAGTO members in 27 countries sell golf travel to NI. • In comparison there are 298 IAGTO members in 48 countries which sell Ireland • NI – 16 IAGTO member suppliers. • Ireland – 50 IAGTO member suppliers
NI Golf Tourism Strategy IAGTO 2014 Golf Tourism Survey - Key Findings • International golf holiday sales grew by: – 9.4% in 2012 – 10.1% in 2013 – A cumulative growth of 20% in two years. – 14.5% in January and February 2014 • 52% of golfers worldwide booked their golf holiday via a golf tour operator travel agency • Compared to 48% booking direct. • 51% golf holiday bookings for Golf courses, golf resorts and hotels taken outside of three months from the date of travel • 49% booking less than three months before travel. • The top 10 fastest growing golf destinations in 2013 for IAGTO member golf tour operators worldwide were:
NI Golf Tourism Strategy The top 10 fastest growing golf destinations in 2013 1. USA 2. Portugal 3. UAE 4. Scotland 5. Morocco 6. Ireland 7. Spain 8. Belgium 9. Vietnam 10. Italy • UAE jumped from ninth in 2012 to fourth in 2013, • Morocco jumped seven places from 13th to sixth. • Other destinations that showed growth in 2013 include Turkey, Thailand, Dominican Republic, South Africa and Mauritius.
NI Golf Tourism Strategy Trends in Golf Tourism • The traditional “guys getaway” to Scotland or Ireland still exists, the profile of who golf is more far-reaching • Women becoming a more important market segment travelling either independently or in groups, combining golf / spa indulgence • Evidence of more couples (husband and wife) playing together, and travel with like-minded friends (generally other couples) • Gastro Golf - Promoting not just the destinations best golf courses but also other activities like wine tasting and fine dining. • Increase in golf by private jet and heli-golf trips - generally applies to long haul clients who want to see more of the country but have less time to do so • Golfers from Germany and Scandinavia are the most likely to have taken an international golf holiday in the past 12 months
NI Golf Tourism Strategy Aine Kearney Director of Product Development NITB
NI Golf Tourism Strategy Gary Henry Galgorm Castle An Industry Perspective
NI Golf Tourism Strategy Rory Leonard Confederation of Golf in Ireland
NI Golf Tourism Strategy Have Your Say
NI Golf Tourism Strategy Have Your Say 1. Where do your golfers come from and how do you attract them? 2. What collaborations / partnerships / joint activity around golf is there and how is this working or not working 3. What type of activity/ developments / infrastructure do you think is required to grow golf tourism 4. How important are Golf Events to NI Golf Tourism and how do we maximise the impact and benefits from hosting these events 5. What support / actions need to be undertaken to strengthen the industry leadership & engagement 6. Anything Else You May Want to Say
NI Golf Tourism Strategy Q&A’s
NI Golf Tourism Strategy Next Steps • 2 More Industry Workshops – Lough Erne Resort, Rockmount Golf Club • On-line survey - October, – Golf Clubs, – Tourism Businesses, – Golf Tour Operators • Feedback findings from workshops • Consultations Key stakeholders • Presentation and discussion on draft strategy with Golf Tourism Advisory Group - November • Feedback on draft strategy from industry • Final Strategy December
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