Everyone is aware that golf is one of the destination’s main products, a strategic segment in which Andalucía is especially productive in comparison with other areas. The region has more than 100 golf courses, the most of any Spanish region.
Furthermore, in addition to these specific amenities, the region also offers a multitude of other complementary products for visitors. Golf tourists are extremely interested in culture, gastronomy and shopping, among other segments of major importance to the region.
Similarly, golf is also an exceptional complementary activity for those who travel to the destination for other reasons, such as sun and beach or congresses and meetings.
Andalucía is, therefore, a privileged destination that is hugely attractive to travellers who want to play golf, offering numerous hours of sun throughout the year and thus enabling golfers to play a round nearly every day. This fact, together with the quality of the amenities, has provided Andalucía with an outstanding additional option during the low season for sun and beach, and been a key tool in easing the seasonal nature of tourism.
With that in mind, due to its undoubted importance and business-generating capacity, golf is one of the focal points of the regional ministry of tourism and commerce’s action plan. In 2011, Andalucía welcomed a total of 425,000 golf tourists, with a particularly interesting profile, as more than 64 per cent stayed in hotel establishments, for a relatively high average period of 11.7 days, and with considerable spending power – an average of €80.31 a day.
They are also very loyal visitors, with 82 per cent of those who travelled to Andalucía in 2011 having visited during the four previous years, and 76 per cent having spent their last holidays in the region specifically to play golf. A total of 84 per cent said they would return and rated the region very highly, eight points out of 10.
As these figures show, it is clearly a vital segment for the Andalucian tourism industry, and the ministry is undertaking a major promotional initiative based on a new strategy, focused on activities that provide more cost-effectiveness for the destination.
Action Plan for 2013
The ministry’s 2013 Action Plan makes a firm commitment to diversity, demonstrating the region’s exceptional touristic wealth and variety, with special attention paid to those segments that achieve the best results, as is the case with golf. To that end, a total of 46 initiatives are planned in relation to the promotion of Andalucía’s golf amenities, throughout the year and in approximately 20 different countries.
The destination’s main market, the national one (Spanish), is one of the key objectives, with attendance at such fairs as the recent Madrid Golf, a circuit held in conjunction with the Royal Spanish Golf Federation that ends in Andalucía, and a specific media campaign. In addition, the region’s amenities will be highlighted to international tour operators and professionals taking part in the IGTM congress in Spain in November.
As for the main international source market, and one of those most interested in golf, the United Kingdom, marketing missions specifically related to golf are planned in May, as well as attendance at such events as the Scottish Golf Show and Manchester Golf Show, and a direct initiative, “Andalucía at the Open”.
Great interest and potential
Germany and France are also markets of great interest and potential for Andalucía, and the Action Plan includes such measures as a golf circuit with Touristikaktuell (the final will be in Andalucía) and attendance at Rheingolf in Dusseldorf and the French Open; while in the Netherlands the region’s attractions will be showcased at the KLM Open.
Also planned are golf marketing missions to the Scandinavian Masters; a specific initiative with Finland, Norway, Sweden and Denmark; the “Andalucía molto di piu” promotion in Italy and other initiatives in Portugal, Switzerland and Vienna.
Finally, campaigns will be initiated in emerging markets, including central Europe and eastern Europe, as well as the Middle East, with the aim of diversifying source markets and attracting travellers from countries with an elevated potential for growth.
This is a an ambitious series of initiatives, with the main focus on cost-effectiveness and achieving better results for the Andalucian tourist industry, and the objective of consolidating the region as one of Europe’s leading golf destination.
Fotos:
Participantes en el Torneo Andalucía Golf Challenge disputado en Valderrama en febrero.
El famoso hoyo 17 de Valderrama, escenario de duelos apasionantes entre los mejores jugadores del mundo.
Vista panorámica de Finca Cortesín, campo escenario de tres Volvo World Match Play Championship.
