Teeing up for successHelping you make the most of golf tourism in the lead up to and beyond The 2014 Ryder Cup

Chairman’s foreword

Golf tourism is worth £220 million each year to the Scottish economy and is therefore a major contributor to the country. The profile of golf in Scotland over the next couple of years

is going to be extremely high, so it’s important that we capitalise on every opportunity afforded to us to ensure Scotland remains at the forefront of golfers’ minds all over the world.

We had fantastic events in 2013, and in 2014 we have the opportunity to reposition Scotland on the global stage with one of the world’s largest sporting events. The 2014 Ryder Cup is set to create the optimum platform for a lasting golf legacy in Scotland. With the event being broadcast to 183 countries and reaching half a billion homes each day of the competition, it truly is Scotland’s moment to shine.

It is estimated that the tournament could contribute up to £100 million to Scotland’s economy, supporting people, businesses and the surrounding communities.

In this AdviceLink guide, you will find a wealth of information on who our golf visitors are, how to meet and exceed their expectations, and how you can work with VisitScotland to reap the benefits of the golf market. I hope it will prove informative and inspiring, allowing your business to engage as fully as possible with the opportunities ahead.

Yours sincerely,Mike CantlayChairman, VisitScotland

Contents4 The facts

6 The Ryder Cup

8 10 ways to take advantage of Ryder Cup interest

10 Why do golfers come to Scotland?

11 What should you think about providing?

12 Tips for partnering with other businesses to attract golfers

13 Promoting your golf product in the lead up to The 2014 Ryder Cup

16 How VisitScotland markets to golfers

20 How to promote your business through VisitScotland

24 VisitScotland’s golf campaign

26 Future outlook for golf tourism in Scotland

28 Case studies

29 Castle Stuart Golf Links, near Inverness

30 Burnbank B&B, Kinross

32 Cairndale Hotel, Dumfries

34 Regional golf groups and contacts

34 National and international golf tourism associations

Golf tourism is worth £220 millioneach year

Foreword

32

Contents

£

spent in the Scottish economy can be linked to the golf industry.

The factsGolf in Scotland is now a £1 billion industry and our reputation as ‘The Home of Golf’ will be reinforced as we host one of the biggest events on the global golf calendar at Gleneagles in 2014.

The 2014 Ryder Cup is set to put Scotland’s golfing credentials on the world stage, with

attending the event, which is anticipated to generate more than £100m for Scotland’s economy.

The global golf spotlight will be on Scotland over the next three years as the nation hosts the Aberdeen Asset Management Scottish Open annually, The Ryder Cup at Gleneagles in 2014, The Open Championship at St Andrews in 2015, the Ricoh Women’s British Open at Turnberry in 2015, and The Open Championship at Royal Troon in 2016.

Scotland is home to the most iconic links courses in the world – including The Old Course at St Andrews and The Ailsa Course at Turnberry.

from every £25

In 2011, golf tourists are estimated to have spent

Of this, the major areas of expenditure were:

across the globe receive Ryder Cup coverage, reaching an estimated half a billion homes each day of the competition. The Ryder Cup is hugely important for Scotland and will provide a pivotal focus for the promotion of golf in the run up to, during and after the event.

In 2011, Scotland’s golf courses were counted at 597, which is more golf courses per head than anywhere else in Europe. This signifies a remarkably strong supply.

Short stay golf tourists stay 2.7 nights on average in Scotland, and typically spend up to £150 per day on golf related services.

250,000 visitors

£70 million

597 golf courses

2.7 nights

183 countries

half a billion homes

£100 million

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£150 per day

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4 5

The facts

visitors are expected on each of the six days of the event.

Up to

45,000

The Ryder Cup Gleneagles, Sept 2014

The Ryder Cup is held every two years and contested by teams representing Europe and the United States, with the host venue alternating between the two. The first official match took place in 1927 in Worcester CC, Massachusetts in the USA.

When the tournament returns in 2014, it will mark 41 years since Scotland last hosted the event at Muirfield, East Lothian in 1973 and only the second time Scotland has played host to one of the most historic rivalries in sport.

The 2014 Ryder Cup is set to provide a welcome catalyst for inbound tourism growth, attracting up to 45,000 visitors on each of the six days of the event, many of whom will be overseas tourists. The impact of the event on Scotland’s golf tourism industry will be felt before and after, as Scotland’s profile as ‘The Home of Golf’ is placed firmly on the world map.

The PGA Centenary Course, Gleneagles – Host Venue of The 2014 Ryder Cup

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The Ryder Cup

Value for money

£ Exceed visitor expectations by adding value during their stay.

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value

Visitors are already looking for accommodation so release availability dates for

Work with other local businesses to offer visitors a reason to stay longer, or to come back in the future.

Apply fair pricing which offers value for money.

Learn more about the event so that you can pass on information to your visitors – go to

www.rydercup2014.com

Consider what would be a suitable length of any accommodation package you want to offer – don’t just focus on a 5-night minimum stay.

Use VisitScotland golf passes to sell your own golf packages.

Promote your golf offers and packages through your VisitScotland.com web listing.

Use your own website and social media channels to promote your availability and packages or offers.

Join The Ryder Cup conversation on Twitter www.twitter.com/RyderCup2014 #2014RyderCup

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Look to the future

Ryde

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Not just 5 nights

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September 2014 now.

10 ways to take advantage of Ryder Cup interest

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10 ways to take advantage of Ryder Cup interest

Why do golfers come to Scotland?Scotland’s history and reputation as ‘The Home of Golf’ brings golfers from all over the world to play on our variety of coastal links and inland courses, including some of the most iconic golfing venues in the world. With more golf courses per head than anywhere else in Europe, as well as historic castles, fantastic food and drink, beautiful scenery and a rich cultural offering, it’s no wonder Scotland was recently ranked among the top 3 golf tourism hot spots for the coming years*.

What should you think about providing?Flexibility – golfers plan their holidays around available tee times so consider offering early breakfasts and late dinners.

Transport – golfers carry a lot of equipment so need good transport links. If possible, offer pick-ups and drop-offs between your accommodation business and nearby golf courses. If this isn’t possible, team up with taxi companies to provide discounts and make sure you have plenty of information on public transport options.

Good facilities for storing and drying golf equipment – golfers sometimes get wet, muddy and cold and need facilities to make them feel comfortable when they return from playing. They have similar requirements to other outdoor sports enthusiasts.

No hassle – planning different courses to play, booking accommodation, organising transport and deciding on things to see and do can make a trip stressful for a group of golfers. Provide an incentive for them to come to your business by collaborating with other businesses to offer packages. This takes the hassle out of their planning.

Value for money – many golfers seek value for money. Provide this by offering to arrange golf for visitors at a competitive price and throwing in extras such as a complimentary gift for golfers booking during a tournament and discounts for repeat customers.

Friendly, knowledgeable staff – golfers like to know where to play, how to get a tee time, how to get from A to B, and what else there is to do for non-golfers in the group. Make sure you and your staff are able to offer the information they need.

Online booking – visiting golfers tend to plan much of their trip in advance, so it is important that all the information they need is available online. If you are a golf course, consider offering the facility to book tee times online – St Andrews Links website is a good example www.standrews.org.uk.

If you are an accommodation provider, make sure you link to local course websites from your own.

How can golfers play a round of golf? – it sounds simple but you can really help your golf visitors by finding out how your local golf courses operate and offering to book tee times. Some golf courses are private members’ clubs, who may only offer limited visitor tee times, so make sure you’re aware of your local clubs’ visitor policies. For a full list of courses go to www.visitscotland.com/golf

Regional golf passes – golf passes are vouchers that visitors can buy in advance to play at more than one course in an area at a discounted rate. In some cases accommodation providers can purchase these passes on a sale or return basis and sell them to guests, earning a small commission in the process. Passes provide an incentive for guests to stay longer and spend more within a particular region. Find out more on p18.

Our key selling point is the spectacular landscapes our golf courses are set within, as well as a range of activities that allow visiting golfers to experience the game’s traditions. In the Year of Natural Scotland 2013 visitors have been encouraged to take advantage of our natural environment and plentiful outdoor and sporting activities, including golf.

In 2014, not only are we hosting The Ryder Cup, but we will also be welcoming the

Commonwealth Games to Glasgow, as well as an exciting programme

of activity to celebrate the Year of Homecoming Scotland. There has never been a better time for visitors to come to Scotland.

*Source: KPMG research

Who comes to Scotland to play golf?The core markets for inbound golf tourism in Scotland are the UK, Ireland, North America, Scandinavia and Germany. Typically, these are experienced golfers who come to enjoy the Scottish ‘links’ experience and the associated history and heritage. Their main influence in choosing Scotland as a golf destination is the quality of courses, and around 20-30% of them have golf as their primary motivation for visiting.

For further information on who comes to Scotland to play golf, have a look at our corporate website: www.visitscotland.org/golf-research

Meeting the needs of visiting golfersGolf is a major source of income for Scotland and our golf courses are renowned worldwide. We need to ensure that the hospitality encountered by our visiting golfers meets, or preferably exceeds, their expectations.

Golfers have varying requirements depending on whether golf is the primary motivation for their trip. Those that come to Scotland specifically to play golf often seek a luxury holiday and require accommodation within proximity to a cluster of top-quality courses. Those that visit with golf as a secondary activity seek a more relaxing break and tend to travel in groups of friends or family. They look for accommodation close to attractions and things to see and do, as well as value for money.

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Why do golfers come to Scotland? What should you think about providing?

Tips for partnering with other businesses to attract golfers

Margaret Kelly from Bayview Bed and Breakfast offers tips for golf clubs:

Tips for using social media to promote golf in your area• Use your Facebook page and Twitter

feed to highlight up-to-date golf offers and packages.

• Link to images and videos showcasing golfers enjoying the local facilities and good weather.

• ‘Like’ VisitScotland’s ‘Scotland Home of Golf’ Facebook page to keep up-to-date with how we are marketing golf to consumers. We can share your posts on our site and vice versa. Go to: www.facebook.com/ScotlandHomeOfGolf

• Follow the @RyderCup2014 Twitter feed and use #HomeofGolf and #2014RyderCup to follow and join the conversation.

Online tee booking systemsCurrently, only a small number of clubs market themselves as having online tee times for visiting golfers, meaning that most independent golfers are forced to go through a cumbersome process when booking a round of golf. If you are a golf course, consider displaying available tee times online.

Online tee booking solutions include:

Speeditee – www.speeditee.com

Golfbox solutions – www.golfbox.net

Teeofftimes – www.teeofftimes.co.uk

BRS Golf – www.brsgolf.com

If you are an accommodation provider, try linking to golf courses in your area that provide online tee booking facilities. For a list of these, go to www.scottishgolf.org

Promoting your golf productWith the decline in golf club memberships across Scotland, many golf clubs are increasingly looking to attract new members and visitors who are perhaps younger and more likely to plan activities using the internet. Make sure your website is up-to-date and has links to your social media sites, video footage, other local golf providers that you work with as well as online booking facilities for tee times and packages.

• Speak to other businesses and agree to do cross-referrals or packages and promotions.

• If you are not a golfer, find out more about the sport to understand the needs of your customers better.

• Find out when the next big golfing events are to plan packages around them.*

• Provide Sky Sports on your TVs.** Golf visitors from the United States for example, might be keen to watch PGA Tour events so providing this facility will add value to their decision to stay with you.

• Refer visiting golfers to nearby accommodation businesses that you know cater for their needs (i.e. provide storage facilities, drying areas, early breakfasts).

• Host an event for local accommodation providers to discuss opportunities for collaborative working.

• Offer off-peak and winter golf rates to guests referred by local accommodation businesses to increase income from golf visitors during the shoulder season.

• If there are certain accommodation businesses in your area that refer business to you, provide them with an agent rate so that the guests they refer are given a discount at your course.

• Offer second or third rounds at a reduced rate to encourage repeat business from visiting golfers.

Fraser Cromarty from Castle Stuart Golf Links offers tips for accommodation providers:

*Have a look at www.eventscotland.org/golf for information.** VisitScotland is working in partnership with Sky Sports to offer a suitable package for businesses. More details will follow shortly.

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Tips for partnering with other businesses to attract golfers Promoting your golf product in the lead up to The 2014 Ryder Cup

Golf offers and packagesWhen visitors are searching for accommodation, attractions and activities in Scotland they can use the VisitScotland.com search function to look up businesses with stay and play packages and golf offers.

The search screen looks like this:

Search result listing examples:

Here are some examples of offers that display in search results when a visitor searches stay and play packages and golf offers.

Golf package examplesHere are some examples of golf offers and packages that tourism businesses are promoting. Consider whether you could offer something similar and try adding the offer to your VisitScotland web listing.

Off-peak golf offers

• 4 ball for £** mid-week• 2 rounds of golf for the price of 1 (mid-week/Mon-Wed between

1pm and 4pm)• Winter golf packages

Kids special

• Kids (0-5) go free / Kids (6-13) go half price• One child of 14 years or younger can play golf for free when

playing with one full paying adult

Group offers

• Groups of 10+ packages - including arrival tea/coffee, lunch, a round of golf, 2 course dinner

Off-peak stay and play offers

• Stay and play a round of golf mid-week for as little as £** • Mid-week stay and play unlimited golf for £** per day

Stay and play packages

• 2/3 days package from £**pp DBB • 2 rounds for £** plus 10% discounted room rates

Peak offers

• Receive a complimentary gift when booking for 4 nights or more during golf tournaments

If you have a VisitScotland.com web listing you can upload offers and packages for free using your extranet.

To upload your offer to your listing, log in to your VisitScotland.com extranet with your user name and password at: www.provider.visitscotland.com

Click the Special Offers tab. Select ‘Golf Offer’ or ‘Stay & Play package’ in the package drop down and enter a description of your listing in the text box. Click ‘Apply’ to save your changes. Your offer should appear on your web listing on VisitScotland.com and in search results when a user searches golf offers or stay and play packages.

If you do have a web listing, but you are unsure of your log-in details for your extranet, contact the VisitScotland Tourism Services Team on 0845 602 3779 or email updates@visitscotland.com

If you don’t have a VisitScotland web listing and are interested in getting one go to www.marketingopps.visitscotland.com

How to upload your golf offers and packages to your VisitScotland.com web listing

Balgownie Links, Royal Aberdeen – venue for the 2014 Scottish Open © David J Whyte

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Promoting your golf product in the lead up to The 2014 Ryder Cup

How VisitScotland markets to golfersEventScotland is leading the delivery of the country’s preparations for The 2014 Ryder Cup and Scotland is investing in golf tournaments and international marketing activity directly as a result of the event.

If you are a tourism business that would like to participate in VisitScotland’s marketing activity, go to www.marketingopps.visitscotland.com

How VisitScotland promotes golf at a regional levelVisitScotland currently receives funding on an annual basis from six of Scotland’s regions to support the promotion of golf in those regions. The six regions are:

• Aberdeen City and Shire

• Ayrshire & Arran

• Dumfries & Galloway

• The Kingdom of Fife

• Perthshire

• The Scottish Borders

VisitScotland also works closely with regional golf development groups to assist them in the promotion of golf in their region (e.g. Golf East Lothian, Carnoustie Country, Highland Golf Links and Fife Golf Partnership).

Depending on the level of funding received in a region, VisitScotland works to deliver local golf campaigns comprising the production of a regional golf guide, which is available online and in print, digital advertising, press adverts and, as appropriate, the operation and promotion of regional golf passes. The objective of campaign activity is

to raise awareness of the diversity, quality, value and accessibility of golf in each region while generating new contact details to VisitScotland and partner databases through competition activity.

Regional golf guidesFor 2014, there will be five regional golf guides produced covering Aberdeen City and Shire, Ayrshire & Arran, Dumfries & Galloway, Perthshire and the Scottish Borders. An online guide to golf in Fife will also be produced to complement print activity being undertaken by the Fife Golf Partnership.

All of the golf courses in a region are listed for free in the guides and there are opportunities for accommodation providers to take enhanced advertising entries containing multiple images, which is a cost effective way of marketing to golfers.

The guides are primarily distributed via VisitScotland Information Centres, in response to consumer enquiries generated from our marketing activity and at golf events. There is also an opportunity for business leaflet insertion in the posted guides.

VisitScotland has a dedicated golf marketing programme which targets golfers throughout the UK and Ireland and in key international markets. This includes a dedicated consumer site for golf visitors: www.visitscotland.com/golf

There is a wealth of information on the site for visitors to plan their golf trip with a variety of offers, packages, news, events and competitions. If you are a tourism business that would like to participate in VisitScotland’s marketing activity, go to www.marketingopps.visitscotland.com

Alternatively, you should contact your regional VisitScotland Quality and Tourism Advisor. To find out more go to www.visitscotland.org/your-tourism-advisor.aspx

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How VisitScotland markets to golfers

Golf passesGolf passes provide visitors with discounted golf at various courses throughout a region, making it easier to book a golf holiday. Golf passes have the aim of helping golf clubs boost mid-week business by attracting visiting golfers and encouraging travel and spend across a region.

Other benefits of golf passes:

• In some cases accommodation businesses can gain commission from sales of golf passes

• Passes are actively promoted through VisitScotland.com, regional golf guides and campaign activity

• Golf passes can encourage longer stays within a region

How do golf passes work?

Golf passes generally operate from 1 April – 31 October in the season of purchase. A consumer buys a book containing vouchers for multiple rounds of golf, which are then presented at participating golf clubs throughout a specific region. In the case of those passes which are administered by VisitScotland, the golf pass voucher is returned to VisitScotland to pay back to the golf club at a previously agreed rate, either on a month by month basis or at the end of the season.

Can accommodation businesses benefit from using golf passes?

In some cases, accommodation businesses can obtain golf passes from VisitScotland Information Centres on a sale or return basis, price and package them up with their accommodation offering and sell them as a golf stay and play package.

Any tickets that are sold as part of a package are paid back to VisitScotland – in some cases* at a discounted rate – so the provider stands to gain a small amount of commission in addition to their package sale. If no golf passes are sold, the accommodation provider simply returns the tickets at the end of the golf season.

*With the Gateway to Golf Pass and Freedom of the Fairways Golf Passport, passes must be purchased for a named golfer.

Which passes does VisitScotland administer?

While there are various golf passes available throughout the country, VisitScotland administers passes in three regions:• Dumfries & Galloway (Gateway to Golf

pass) – covers 26 courses and is available as a 3-round pass and a 6-round pass.

• Perthshire (Perthshire Green Card and Perthshire Highlands Golf Ticket) – The Perthshire Green Card offers discounted access to seventeen 18-hole courses (3 and 5 round passes available) while the Perthshire Highlands Golf Ticket lets golfers explore some of the region’s 9-hole courses at a reduced rate (3 and 5 day passes available). Specifically for 2014, a special Ryder Cup Volunteer Perthshire Green Card will be produced targeted at those who will be staffing the event.

• The Scottish Borders (Freedom of the Fairways Golf Passport) – This long-running initiative covers 21 courses in the Scottish Borders and allows golfers to play up to 10 rounds of discounted golf.

The passes mentioned above can be purchased at VisitScotland Information Centres in their respective regions. The Freedom of the Fairways Golf Passport can also currently be purchased online. The ambition is to move both the Dumfries & Galloway and Perthshire passes online for 2014.

Each pass operates in a slightly different way – to find out more about the golf passes available in your region and how they operate go to: www.visitscotland.com/see-do/activities/ golf/passes

Selkirk golf course

1918

How VisitScotland markets to golfers

Market your business in VisitScotland’s regional golf guides – the guides contain listings of local golf courses and the opportunity for display advertising in a range of sizes for all business types.Enhanced entry opportunities for accommodation providers have been tailored to suit a variety of budgets and preferences. Guides are distributed at VisitScotland Information Centres throughout the country and in response to consumer enquiries.

Get a VisitScotland.com web listing – a web listing on VisitScotland.com provides a platform for your business to promote services, increase awareness of your product and drive sales. Web listings are now free and golf courses and clubs are encouraged to enter their details to maximise promotional opportunities around The 2014 Ryder Cup and beyond. If you don’t have a VisitScotland web listing and are interested in getting one, go to www.marketingopps.visitscotland.com.

Golf e-newsletter – VisitScotland targets two key international markets with enewsletters – North America and Scandinavia. The enewsletters are sent 6 times a year and target golfers who have shown an interest in playing golf in Scotland. The North America enewsletter is sent to a database of circa 14,000 contacts and the Swedish enewsletter is sent to circa 5,200 contacts. Being included in the enewsletters is an excellent way for businesses to market golf products and services to Scotland’s two main international golfing markets. The cost of participation includes:

Submit golf offers and packages via your web listing – previously businesses had to pay to submit golf offers to be featured on www.visitscotland.com/golf. Now however, golf offers and packages can be uploaded to your extranet for free and you can manage them yourself. You can add details of specific packages you have arranged, or simply mention that you offer early breakfasts to fit in with golfers’ tee times. See p15 for more details.

Reserve an advertising space in the Official Guide to Golf in Scotland – each year, 100,000 copies of the 132 page full colour guide are printed and distributed at trade and consumer exhibitions in the UK and overseas, via marketing and advertising campaigns to consumers and to every golf club in the UK. Advertising space is allocated on a first come first served basis and closes in August each year. If you are interested in advertising in the main guide and to find out more go to www.pspbookings.com.

• Anadvertincludingimage,50wordsoftextand web link to the company’s website

• Flexibilityinchoiceofmonthstoadvertise on a first come first served basis

• Translation(fortheSwedishenewsletter)

Offer competition prizes and assist with press or familiarisation trips – let your VisitScotland Quality and Tourism Advisor know if you are interested in being included in VisitScotland marketing or PR opportunities to promote your golf product, and you will be added to our contact list. Go to www.visitscotland.org/your-tourism-advisor.aspx for further information.

How to promote your business through VisitScotland

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How to promote your business through VisitScotland

Members of the Golfers Welcome Scheme and Visiting Golfers Welcome Scheme will enjoy the following benefits:

Put your business forward to join VisitScotland at major golfing events – VisitScotland annually takes exhibition space at major national and international golfing events, and there are opportunities for businesses to join us. For example, for 2013, VisitScotland secured exhibition space at the BMW Wentworth, the Scandinavian Masters in Sweden, the BMW International in Germany, IGTM in Spain and the Scottish Open at Castle Stuart amongst others. Businesses that attend as VisitScotland partners benefit from the opportunity to showcase their region, product and services to consumers and other local golf businesses and capitalise on excellent networking opportunities.

Join one of our golf related welcome schemes – Welcome Schemes complement VisitScotland’s Quality Assurance Scheme and help consumers identify establishments that cater for their interests. Our Golfers Welcome Scheme and Visiting Golfers Welcome Scheme recognise the provision of facilities and services that cater for golf visitors to help ensure they meet, or preferably exceed expectations. The golf

schemes provide an easy means for you to market your business to golfers and give you a competitive edge.

• WelcomeSchemewindowsticker4¾“x4¾“(120mmx120mm).

• WelcomeSchemecertificate,designedtobeframedanddisplayed.

• A Welcome Scheme digital logo (JPEG) can be requested and will be provided free of charge.

• The Scotland ‘Home of Golf’ logo can also be requested free of charge for use in promotional materials.

• Visitors can see at a glance that they are provided for and would be made welcome.

• The stickers feature the VisitScotland thistle, which associates the scheme with Scotland’s renowned tourism brand.

VIC racking – golf courses and other businesses in the non-accommodation sector receive free racking in VisitScotland Information Centres as part of marketing opportunities with VisitScotland.

‘Like’ our ‘Scotland Home of Golf’ Facebook page – keep up-to-date with how we

are marketing golf to consumers and share images and posts with us: www.facebook.com/ScotlandHomeOfGolf

• Golfers Welcome Scheme – recognises businesses that provide facilities and services to golfers (e.g. lockable storage, details of local transport).

• Visiting Golfers Welcome Scheme – open to golf courses and clubs who wish to attract visiting golfers. Members of the Visiting Golfers Welcome

Scheme will enjoy the added benefit of having the scheme logo appear next to their listing in the printed and on-line version of the ‘Official Guide to Golf in Scotland’, and regional golf guides. Go to www.visitscotland.org/welcome-schemes.aspx to find out more.

Follow The Ryder Cup Twitter feed – www.twitter.com/RyderCup2014 and use #HomeofGolf and #2014RyderCup to follow the conversations.

If you’re interested in any of the opportunities listed, contact your regional Quality and Tourism Advisor by going to www.visitscotland.org/your-tourism-advisor.aspx

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How to promote your business through VisitScotland

VisitScotland’s golf campaignIn 2013, VisitScotland’s ‘Drive it Home’ campaign ran from March until May and generated almost 170,000 visits to the campaign micro site, 50,000 competition entries and 14,000 referrals to partner websites.

VisitScotland’s biggest ever global golf campaign will run from September 2013 through to August 2014, just before the start of The 2014 Ryder Cup and businesses will have the opportunity to supply special offers to promote via our golf marketing activity. Additionally campaign materials will link to business web listings and golf offers and packages. Marketing activity will be supported by sales promotion and media buying activity in our key golfing markets (North America, Sweden, Germany and the UK & Ireland).

What started out with the sponsorship of Sky Sports’ Ryder Cup coverage in 2012, has developed to include the launch of a mini site on the Sky Sports website www.skysports.com/visitscotland.

This links to the VisitScotland golf website, where accommodation and golf offers are listed. The site also has a live Facebook feed showing the Scotland Home of Golf page. Additionally, VisitScotland is working with Sky Business to create opportunities for tourism businesses to install Sky at a cost effective rate, specifically Sky Sports, so that visitors can watch The 2014 Ryder Cup.

Since 2012 VisitScotland has worked in partnership with Sky Sports to promote Scotland’s golf offering.

More information about VisitScotland’s golf marketing activity, including our upcoming golf campaign and partnership activity with Sky will be communicated shortly.

170,000visits to the Drive

it Home micro site

50,000 competition entries

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VisitScotland’s golf campaign

Future outlook for golf tourism in ScotlandAlthough the golf sector has not escaped the recent economic downturn, it has fared better than other sectors. However, with many golf courses reporting falling memberships, golf tourism is an increasingly important opportunity for raising interest in Scotland’s rich and varied golf offering.

In recent times exciting initiatives such as ClubGolf have been set up to increase interest in golf among children and to expand participation beyond the traditional demographic of the sport.

The increasing participation among women is another reflection of the game’s broadening global appeal. The rise of stars such as Laura Murray, one of Scotland’s most successful amateurs who turned professional in 2013, is a fantastic inspiration to young golfers, and in particular young girls. Shifting demographics may change the way we market to golfers as the game becomes a more popular holiday activity among families, women and young people. Tourism businesses can take advantage of this by providing golf experiences that reflect the needs of a modern golf market.

Scottish golf tourism will enjoy a significantly enhanced global profile in the lead up to and beyond 2014, which, it is hoped, will provide a stimulus for growth and success for the future of the industry. However, in a tough economic climate and with an increasingly competitive global marketplace we cannot afford to be complacent. Now is the time to capitalise on the enhanced profile afforded by hosting major events such as The 2014 Ryder Cup. We must deliver great value for money and work together to make sure our golf visitors get the best customer experience possible. Performance generated from The 2014 Ryder Cup has the potential to deliver an increase in tourism expenditure in Scotland many years after the event, creating a positive long term legacy.

ClubGolf has been set up to increase interest in golf among children.For more information:clubgolfscotland.com

© Cal Carson Golf Agency

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Future outlook for golf tourism in Scotland

Castle Stuart Golf Links

Castle Stuart Golf Links, a championship links course overlooking the Moray Firth, forms the centrepiece of a golf resort encompassing a bespoke golf hotel, a small luxury hotel and spa, lodges and apartments, plus a second seaside course.

The resort offers drying and storage facilities, complimentary WiFi throughout and fully integrated multi-room Sky TV.

The business collaborates with two other golf courses and five hotels as part of the Highland Golf Links, a destination group which works to attract golfers to the area through cross-promotions and stay and play packages. Planning ahead for the increased focus on Scotland as a golfing destination, as we host The 2014 Ryder Cup, Castle Stuart Golf Links has already organised its annual pro-am to take place on the Monday, Tuesday and Wednesday after the

tournament. The event has proven popular with 180 of 320 places already filled. However, according

to Fraser Cromarty, Sales and Marketing Director of the resort, it’s in the wake of the competition that Scotland will reap the real tourism benefits.

“The2014RyderCupshouldactasacatalyst for business, and after the tournament is broadcast worldwide I expect that there will be an increased interest in Scotland as a golfing destination. It’s likely that there will be more bookings for 2015 and beyond as a result.”

With around 70 golfing facilities in Scotland all competing with packages and promotions, how does Castle Stuart Golf Links stand out from the crowd?

“Simple,”saysFraser,“it’sthroughdedicationtoexcellentservice. For golfers, visiting a new course can be nerve-racking. They won’t know the layout of the course or what the rules are. We always have someone at front of house to meet and greet and show them around the course, the shop, clubhouse or restaurant. All staff should be aware of golf visitors’ needs and be there to welcome new guests with a smile.”“The 2014 Ryder Cup should act as a catalyst for

business, and after the tournament is broadcast worldwide I expect that there will be an increased interest in Scotland as a golfing destination.”Fraser Cromarty, Sales and Marketing Director

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case studies

online at www.

visitscotland.org/

golf-tourism.aspx

See the Highland

Golf Links case study

on VisitScotland.org

for more on Castle

Stuart’s collaboration

with other local

businesses.Castle Stuart Golf Links, near Inverness

To find out more about Castle Stuart Golf Links, visit their website: www.castlestuartgolf.com

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Case studies

To find out more about Burnbank B&B, visit their website: www.burnbank-kinross.co.uk

Burnbank B&BKinross

Located just minutes away from the Montgomery and Bruce courses in Kinross, and halfway between Gleneagles and St Andrews golf courses, Burnbank B&B is already seeing the business benefits of The 2014 Ryder Cup.

“Wearefullfortheweekofthetournament,”says AnnBarlow,proprietor.“Weweren’tpreparedfor the huge amount of enquiries we would receive after the announcement that the event was to take place at Gleneagles.”

Ann and her partner Trevor are used to receiving golf visitors because of the location of their bed and breakfast but they don’t normally take bookings so far in advance. “Weinitiallysaidnotoenquiries,thenwhenwerealisedthe big business opportunity The 2014 Ryder Cup presents, we decided to accept bookings.”

Ann and her partner Trevor are making special arrangements to cater for the three

groups of Ryder Cup volunteers she has booked in for the week of the

tournament, two of which are fromtheUSA.“Wehaveofferedto provide pick-ups and drop-offs for our guests that will be travelling to the park and ride area each day,” explainsAnn.“Thevolunteerswillberequiredon site very early and won’t be back until late so we will provide flexible meal times and will cater for them as best we can.”

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studies online at

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org/golf-tourism.

aspx

“We weren’t prepared for the huge amount of enquiries we would receive after the announcement that the event was to take place at Gleneagles.”Ann Barlow, proprietor

Burnbank B&B, Kinross

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Case studies

3130

To find out more about the Cairndale Hotel, visit their website: www.cairndalehotel.co.uk

Cairndale HotelDumfries

Cairndale Hotel is a member of VisitScotland’s Golfers Welcome Scheme and set up the joint marketing group ‘Play the best in the South West’ in collaboration with one other hotel and three golf courses in the region to provide packages and promotions to visiting golfers.

The hotel also sells Gateway to Golf passes to guests to provide a cost effective means for golfers to play

aroundDumfries&Galloway.“Usingthepasses, golfers can play up to six rounds of golf on a trip,” comments Michael Dickie, Golf Co-ordinator at the Cairndale and Secretary of LochmabenGolfClub.“Thismeanstheycanplay a variety of courses, from championship to undiscovered gems. The passes spread business throughout the region, and golfers might even be encouraged to play at courses they’d never heard of previously.”

Michael is optimistic about opportunities for business around and beyond The 2014 Ryder Cup and feels that more people will come to Scotland as a result of the event.

“Thetournamentwillhelptomakepeople aware of the market place. Hopefully people will be staying in Scotland longer than normal around the event so we need to think of ways to persuade them to come to Dumfries & Galloway.”

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Cairndale Hotel, Dumfries“The passes spread business throughout

the region, and golfers might even be encouraged to play at courses they’d never heard of previously.”Michael Dickie, Golf Co-ordinator

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Case studies

Regional golf groups and contacts

National and international golf tourism associations• Golf Tourism Scotland

Scott Abercrombie 01786 459224 scott.abercrombie@golftourismscotland.com

• International Association of Golf Tourism Operators (IAGTO) Callum Taylor 0208 9063377 c.taylor@iagto.com Old Course, St Andrews

• Perthshire (Perthshire Golf Breaks) Douglas Cleeton 01250 872622 manager@theblairgowriegolfclub.co.uk

• Aberdeen City and Shire Golf Alliance Elaine Booth 01224 522000 elaine.booth@aberdeenshire.gov.uk

• Scottish Borders (associated with the Freedom of the Fairways Golf Passport group) Nicholas Brown 01750 32711 wollgolf@tiscali.co.uk

• Golf South West/Ayrshire Daniel Steel 01292 616197 daniel.steel@south-ayrshire.gov.uk

• Dumfries & Galloway (associated with the Gateway to Golf Pass group) Mark Geddes 01387 273993 mark.geddes@dumgal.gov.uk

• Highland Golf Links Fraser Cromarty 01463 796111 fcromarty@castlestuartgolf.com

• Golf East Lothian Allan Minto 01620 827178 aminto@eastlothian.gov.uk

• Carnoustie Country Jane Taylor 01307 473263 taylorJ2@angus.gov.uk

• Fife Golf Partnership Liam Barn 07710 199973 liam@visitfifegolf.com

34 35

Regional golf groups and contacts

Are you teed up?www.visitscotland.org

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First published by VisitScotland Partnership Communications Advice team in September 2013.

Disclaimer: This guide is designed to provide accurate information in regard to the subject matter covered and is correct at the time of going to press. VisitScotland does not accept any responsibility for factual errors within the case study text arising from the information provided by the case study candidate.

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