Reaffirming Scotland's credentials as the 'Home of Golf' - A New Strategy for Golf Tourism

Durness

Introduction

The world knows and celebrates Scotland as the home of golf.

The game which, more than any other, obsesses players of all ages in every corner of the globe began somewhere around the year 1400 when the first ball was struck in Fife. Scotland's unique position at the very heart of the game is not just historical. Scottish golf remains highly regarded worldwide.

Scotland's reputation at the uppermost levels of the game is beyond dispute. The Open Championship, widely recognised as the world's most illustrious tournament, takes place in Scotland at least every second year. Five of the eight Open Championship courses are Scottish, and they attract numerous high-profile events. But golf in Scotland is not the preserve of the privileged. Even though a Scottish King, James II, once tried to ban the game, its popularity among Scots has never faltered. Participation runs at twice the UK level, and the number of courses on offer continues to grow, now exceeding 500.

This diversity offers visitors a rich choice of golf experiences. The Open Championship and other world-renowned courses are always in high demand, but there is growing interest too in Scotland's 'hidden gems' those excellent courses outwith the championship network that offer an outstanding golfing experience. With participation both in golf and in golf-related travel expanding rapidly worldwide, the prospects for increasing the number of visitor golfers coming to Scotland are encouraging, and the opportunities look promising for businesses in the Scottish golf sector.

Over 50 million people are estimated to play the game worldwide. Golf tourism is therefore targeted as an important growth area in both the Scottish Golf Strategy and the New Strategy for Scottish Tourism. A co-ordinated approach is needed, however, to make the most of the opportunities for developing the sector, to raise Scotland's international profile and to increase the economic benefits that flow from golf tourism. This strategy has been formulated to achieve just that. It addresses golf not as a game but as a business: and it seeks to marry Scotland's golfing assets, both historical and contemporary, to modern business principles and practices.