Dan Flinter, Golf Forum; Teresa Griffin, Ballybunion; Tony Lenehan, Fáilte Ireland & John McLaughlin
New Fáilte Ireland research shows golf to the fore in delivering tourism revenue of €202m
Fáilte Ireland, the national tourism development authority are today hosting almost 40 international golf tour operators who will meet with more than 50 Irish golf clubs, trade and marketing groups from around Ireland at a workshop in the K-Club, County Kildare. The event is being organised in partnership with the International Association of Golf Tour Operators (IAGTO). These international golf tour operators are based throughout the world and come from such diverse countries as Australia, Brazil, China, Singapore, Slovakia, and the USA among others.
Recent Fáilte Ireland research reveals that the golf sector provides a total overseas spend of €202m for the Irish economy. The analysis of the value and profile of overseas golf visitors to Ireland shows, with 163,000 having played golf while in Ireland in 2012, that each overseas golf tourist is worth €1200 to the economy (two and a half times that of the average tourist).
Points from the research include:
• Amongst overseas golfers, North Americans are the biggest spenders with an average per capita spend of roughly €1,800;
• Approximately 21% of expenditure by overseas golfers is spent on green fees or other golf-related expenditure. This means that ancillary spend by golf tourists to Ireland benefits many other sectors, including accommodation, bars, restaurants and attractions;
• As well as being a valuable sector, Golf tourism has also been outperforming the general tourism market in recent years, averaging 6% growth per annum between 2009 and 2012;
Commenting from the workshop, Tony Lenehan, Fáilte Ireland’s Head of Golf Tourism, said –
“Ireland has a world class golf product, ranging from trophy links to value for money parkland courses, but there is a need to convert high international awareness into actual golfing trips to Ireland. We hope that the workshop which is being held today in the K Club will enable the international golf tour operators to develop lasting business relationships with Irish trade as well as new and different packages around the Ireland golf product.”
“The most important factors in the destination decision for golfers are quality of courses, price, and the number of courses in the area. Research also shows that Ireland is hitting the mark on both satisfaction levels and value for money for our overseas guests – with satisfaction rates at 94% and value for money at 83%. A high level of awareness of Ireland as a golfing destination has been created in key markets through hosting of major events and on-going marketing and promotion."
Other interesting points from the research include –
• North Americans and mainland Europeans are more likely to travel in groups of peers, while British golfers are more likely to travel with a spouse or partner;
• Ireland’s golfing tourists are also avid golfers, with nearly almost 90% describing golf as important and over 60% claiming that golf was ‘extremely important’ in their choice of holiday.
The IAGTO (International Association of Golf Tour Operators) is the global trade organisation for the golf tourism industry. Established in 1997, IAGTO's membership comprises 2108 accredited golf tour operators, golf resorts, hotels, golf courses, receptive operators, airlines, tourist boards, approved media and business partners in 94 countries including, at its core, 509 specialist golf tour operators in 62 countries. There are over 250 IAGTO Operators in 42 countries selling golf tourism to Ireland. It is estimated that IAGTO’s operators control over 85% of golf holiday packages sold worldwide and turnover more than €1 billion per year.
Commenting on the services they provide, Peter Walton, Chief Executive, IAGTO, said
"We strive to provide information, create opportunities and make introductions that will help develop business faster, with less effort and less cost. In addition to organising fam trips, press trips, workshops, destination conventions and events, our staff around the world are constantly developing new services for our members.
ENDS
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