Golf tourism - Global market segmentation 11:00, 09/12/2021

As travel reopens and tourists acquaint themselves with new regulations and safety measures, thoughts in the golf industry are turning to how the sport can make golf tourism feel as safe and enjoyable as possible. That means reopening old destinations, but also taking the chance to show off new countries and courses to golfers. 

Golf tourism can be a valuable part of a country’s income. Golfers are typically high spenders on items like hotels, food and beverages. Importantly, they also often mix a golf trip with other, more traditional tourist excursions. While golf tourism spending can often be forgotten in larger markets, it is still an important part of the equation. And, when it comes to smaller markets, it can be even more vital. 

Research by Sports Marketing Surveys for Visit Wales and Tourism Northern Ireland (two of the four countries that make up the United Kingdom) calculated the crucial impact of golf tourism on the economy. The results were presented at the highest levels of government, building a case for investment and proving the return on investment generated by focusing on golf. In Northern Ireland, for example, the research found that golf tourism contributed £42.6m per year to the national economy. The monitoring period also coincided with a golden age of golf for Northern Ireland. 

The research is much more than a data gathering exercise. Results are used simply and transparently, to help tourism operators tailor golf packages, to help hotels understand what services to focus on, and to help governmental bodies responsible for boosting golf understand which tribes of golfers are realistic targets interested in a potential visit. In other words, more research into this area means more attractive packages for golfers. 

To date, these approaches have mostly been used in the west, but Asian markets are increasingly starting to take note.  As for Vietnam, can it become a go to destination for professional and amateur golfers? The honour of winning the World’s Best Golf Destination 2019 award, could not be fully capitalized on as COVID interrupted travel months later. Now though, Vietnam has won the award again in 2021. Its second title in three years also meant a fifth straight year of being honoured as the best Asian golf destination. As travel comes back onto the menu, Vietnam could be well placed to attract golf tourists from Asia and further afield.