Scottish Golf Tourism

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  • Topic: Carnoustie Golf Links, Scotland, Old Course at St Andrews
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Scottish Golf Tourism Market Analysis
Report to Scottish Enterprise
June 2009

Scottish Golf Tourism Market Analysis Report to Scottish Enterprise

Contents

1: Introduction ....................................................................................................................... 1 2: Economic impact of golf tourism ..................................................................................... 5 3: Golf tourism product....................................................................................................... 17 4: Profile of visitors and key markets ................................................................................ 28 5: Golf tourism development .............................................................................................. 42 6: Conclusions and recommendations .............................................................................. 51

Annex A: Consultees......................................................................................................... A-1 Annex B: Scotland’s golf courses.................................................................................... B-1 Annex C: Golf Tourism Scotland research ...................................................................... C-1

Contact:

John Nolan

Tel:

0131 225 4007

email:

jnolan@sqw.co.uk

Approved by:

Bruce Macdonald Associate Director

Date:

26/06/09

www.sqw.co.uk

Scottish Golf Tourism Market Analysis Report to Scottish Enterprise

1: Introduction

1.1

In January 2009 SQW Consulting was commissioned by Scottish Enterprise (SE) to undertake an analysis of the golf tourism market in Scotland. Tourism is one of Scottish Enterprise’s priority industries generating £4.2 billion annually in revenue for Scotland’s economy1 and golf is an important product within the industry. As ‘the home of golf’ Scotland attracts many high spending overseas visitors and golf tourism has the potential to generate significant spill-over benefits in local economies. It can also act as a catalyst for significant private sector investment, much of which tends to comes from abroad. As part of the tourism industry golf tourism is expected to contribute to the national target of a 50% real growth in revenue between 2005 and 20152.

1.2

Purpose of the study
1.3 The aims of this research were to estimate the economic impact of golf tourism, to review the market and identify the opportunities for growing the market over the coming years. In the past a range of estimates have been used as a “value of golf tourism in Scotland”. In commissioning this research, SE wanted to establish an accurate and agreed estimated value that will act as a baseline in the run up to the Ryder Cup taking place in Scotland in 2014. In addition to quantifying the value of golf tourism, the focus of the work is specifically on what SE’s role in supporting golf tourism should be. We stress that this must be based on sound economic principles. As with any SE intervention, there should be a clear economic rationale for their role based on the presence of “market failures” and evidence that any proposed interventions will deliver a strong return on their investment. The recommendations are based on extensive discussions with stakeholders from across the industry and focus primarily on what SE can do to support the industry. It was agreed at the outset that this research should link into other research undertaken by Golf Tourism Scotland (GTS) on behalf of VisitScotland and Scottish Enterprise, which provided the main source of estimates of economic impact based on visitor green fee revenue from Scotland’s golf courses (attached to this report as Annex C).

1.4

1.5

Methodology
1.6 This research was carried out in February to April 2009 and involved the following stages: • Desk review of all relevant documentation including surveys of golf visitors, previous economic impact studies...
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