Golf tourism driving Scotland’s economy

According to data released today the economic value of golf tourism and events to Scotland has increased to £286 million per year following a bumper decade in Scotland, the Home of Golf.

The new figure has been revealed as part of an independent study commissioned by VisitScotland and Scottish Enterprise, confirming the key contribution of the golf tourism and events industry to the Scottish economy.

The study reveals that the value of golf tourism and events has increased by 30 per cent (£66 million) since 2008, supporting 4,700 jobs and spreading benefits across the country’s golfing regions.

It also shows that overseas golfing visitors spend on average £338 per night during a trip to Scotland, which is more than 4 times the daily spend of an average overseas visitor (£78.90)*.

Other key findings include:

• Almost half (47 per cent) of overnight visitors traveled from overseas to play golf in Scotland
• he North American market remains key, representing 30 per cent of all overnight golfing visitors with 14 per cent coming from Europe
• On average, overnight golfing visitors spend on average 6.79 nights in Scotland on their trip while for overseas visitors the duration jumps to 10.21 on average.
• Overnight visitors spend on average 7.5 days playing golf while they also average 3.85 days participating in other tourism activities, meaning they are also benefiting non-golf tourism businesses and attractions
• On average an overnight golfing visitor will spend £245 per night but this number jumps to £338 for visitors from overseas. For North Americans this figure increases to £405 per night
• The majority of overseas visitors (57%) had been to Scotland before suggesting that, for many, a trip to Scotland is not seen as a once in a lifetime experience
• Of all overnight visitors, 81% overall agreed their trip was one of the best golfing holidays or short breaks they had ever taken (higher for North Americans)

The results of the study come after a stellar period for golf in Scotland, which has benefited from the global media profile and economic impact of a number of key golf events including multiple Open Championships, Ricoh Women’s British Opens and The 2014 Ryder Cup among others. However, crucially, the economic impact of major one-off events such as The Ryder Cup is not included in the £286 million figure and therefore represents additional value to Scotland.

Malcolm Roughead, Chief Executive of VisitScotland, said: “These findings outline the importance golf tourism and events play in supporting Scotland’s visitor economy and the Scottish economy as a whole.

“Golf is one of Scotland’s unique selling points which resonates with potential visitors all over the world and signifies why we place huge importance promoting Scotland as the Home of Golf to a global market place. Our support of international golf events and our global golf marketing activity gives us significant media profile and I am delighted that this is in turn reflected in golf’s contribution to the Scottish economy.”

Danny Cusick, Tourism Sector Portfolio Director at Scottish Enterprise, commented: “Scotland has some of the finest golfing assets in the world as well as a rich golfing history and heritage, and with such tremendous international appeal, it comes as no surprise that the value of this important tourism sector has grown enormously in recent years.

“But we mustn’t rest on our laurels; we want ambitious Scottish golf tourism companies to capitalise on this upward trend and consider how best they can develop and scale their business to meet the growing domestic and international demand.

“We have a range of support available for companies looking to expand, develop their products, find new customers and assist their growth plans, and would encourage companies to contact Scottish Enterprise to find out more.”

The results of the study will now be used to further inform Scotland’s Golf Tourism Strategy: Driving Forward Together which specifically targets growing the industry to the value of £300 million to the Scottish economy by 2020.

Some key findings in relation to the strategy include the importance of the domestic market, particularly to Tier 3 courses and the evidence that domestic golfing visitors in Scotland showed a younger age profile than those travelling to Scotland to play golf.

In relation to The 2019 Solheim Cup, the report also showed some key opportunities for growth for female golfing visitors. On average 12 per cent of golfing visitors to Scotland were female but for Europeans this jumped to almost 1 in 5 (18 per cent). Female golfing visitors also tended to be more ‘committed’ golfers than male counterparts with more having handicaps and golf club membership and less inclination to describe themselves as social golfers.

To access the full results of the survey click here 

Old Course to host the British Seniors 2018

As part of an ongoing series of announcements on major golf events for Scotland - including the Curtis Cup - the latest news sees the British Seniors head for THe Old Course at St. Andrews in 2018. It's probably been a surprise to many that the Seniors' open has actually never been played at the Home of Golf before but this is probably due to the calendar of events that are already in place.

It's some time away (July 26-29, 2018) and proabably a little early to start making travel plans but of course their will be a SIGTOA member who can help you even now!

The announcement, which was made jointly by The R&A and the European Tour at The Home of Golf, completes the full set of Major Championships to be held over the Old Course.

The 144th Open in 2015 was the 29th occasion on which the Championship has been played at St Andrews. The Ricoh British Women’s Open has been played there on two occasions and the Old Course will now become the 13th venue to accommodate the Senior Open Championship, which this year celebrates its 30th anniversary with a return to another famous Scottish venue at Carnoustie.
Martin Slumbers, Chief Executive of The R&A, and European Tour CEO, Keith Pelley, welcomed the decision to bring the Senior Open to an iconic location with which many of the world’s greatest senior golfers have a strong affinity.

The announcement also received unanimous support from several golfing greats, including five-time Champion Golfer of the Year and three-time Senior Open winner, Tom Watson, of the United States, who was a prime instigator behind the event heading to St Andrews for the first time.

Although he never claimed the Claret Jug at The Home of Golf – famously finishing tied second behind Seve Ballesteros alongside another European legend in Bernhard Langer in 1984 – Watson spoke of his desire to compete one last time over the famous links.

The 66-year-old made what he believed would be his final flourish on the Old Course during The Open last year, when he bade an emotional farewell to the Championship, which defined him as a golfer, on the Swilcan Bridge.

Watson is now set to return for one last hurrah, however, alongside a number of champions who can boast victories at St Andrews, including Sir Nick Faldo, Colin Montgomerie and John Daly, who turns 50 this year and is set to make his Senior debut at Carnoustie this July.

He said: “I am thrilled at the news that the Senior Open Championship Presented by Rolex will be staged over the Old Course for the first time in 2018. Only last July, I played what I believed would be my final competitive round of golf at The Open, and the reception I received as darkness fell on that Friday evening will stay with me always.

“However, The R&A, the European Tour and the St Andrews Links Trust have shown the spirit of cooperation that exists in the game. By agreeing to bring this wonderful Championship to the Home of Golf in July 2018, they have allowed not just me, but many other great champions, an opportunity to return to a venue that means so much to everyone who plays the game.”

Sir Nick Faldo, who captured the second of his three Open victories at St Andrews in 1990, also bade farewell to The Open on the same Friday as Watson in 2015 but he is already thinking about dusting down the clubs to compete in the Senior Open Presented by Rolex in 2 ½ years’ time.

The six-time Major Champion and Britain’s most successful golfer, said: “It is absolutely fantastic to see the Senior Open Championship going to St Andrews in 2018.  This certainly gives me another golfing goal and I only hope my game is good enough to give it a go on the Old Course!"

Montgomerie was part of the three-man Scotland team who claimed the Dunhill Cup in 1995. Exactly a decade later the three-time Senior Major Champion finished a credible runner-up behind Tiger Woods in The Open over the Old Course, before going one better in that year’s Alfred Dunhill Links Championship.

He commented: “This is great news and will surely deliver the best field ever assembled for the Senior Open Championship. All credit to the powers that be to get the Senior Open at St Andrews for the first time. Even now, more than two years out, I am excited about the prospect. It’s a real coup for The R&A, the European Senior Tour, St Andrews Links Trust, Rolex and everyone associated with the event to get us playing senior golf at St Andrews.

“It will be great to see Tom Watson back, at the age of 68, where we thought he would play in a major for the last time in 2015. However, there will be a lot of other players, like Fred Couples and Bernhard Langer for instance, who will be excited by the prospect. It will be a real celebration of over-50s golf.”

For more information on watching golf in Scotland contact any of the members of SIGTOA through the website.