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Key Actionssection 3 |
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"I find Scotland very peaceful and relaxing, and come here at every
opportunity with my family and friends. It's the real home Greg Norman |
Scotland's position as the home of golf is a unique asset upon which we can capitalise. |
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It has the potential to underpin a prosperous and a fast-growing golf tourism industry. But realising that potential requires orchestrated action by all the key players, and on a number of fronts. The Scottish Golf Tourism Executive (SGTE), comprising the main golf and tourism agencies and the private sector, has been established to develop this national strategy and lead its implementation. An action plan covering the priority areas of development, service delivery, promotion and research and monitoring has been agreed, and the key measures to be taken are set out below. A more detailed action plan with principal responsibilities is attached as Annex 1. The main national agencies VisitScotland, Scottish Golf Union, Scottish Enterprise and Highlands and Islands Enterprise, are committed to resourcing the relevant actions identified. Development>VisitScotland, SE and HIE will appoint a National Golf Tourism Development Manager by August 2000, to lead implementation of the strategy and liaise with the Regional Golf Developement Groups and the private sector. >SE and HIE will develop training packages by August 2000 and these will be implemented to assist clubs with marketing, business planning and pricing policies etc. This will help clubs become more commercially aware and establish business benefits from golf tourism income. >The SGTE will develop a series of 'golf classic' events, similar to the Ayrshire Golf Classic, to increase the number of visiting golfers especially at off-peak times and at courses where excess capacity exists. Our target will be 4 golf classics by 2002. Service Delivery>SE and HIE will improve the quality of service for visiting golfers among clubhouse/TIC/hotel staff, through training initiatives such as 'Welcome Golfer'. Our target will be 250 participants by 2001. Promotion >VisitScotland will undertake a new golf marketing campaign aimed primarily at the main leisure and corporate golf markets of the UK, USA, Scandinavia and Germany which will include:
>VisitScotland will prepare a detailed marketing plan in consultation with a range of industry stakeholders by September 2000. >The SGTE will establish golf marketing areas for Scotland that make sense to the visiting golfer, by October 2000. >The SGTE will develop a comprehensive golf tourism website linked to relevant sites by January 2001. >In addition to promoting Scotland's more famous courses the SGTE will ensure that the lesser known and remoter golf courses are widely promoted to visiting golfers thereby generating greater regional spread of visitor benefits. >The SGTE will develop a long-term events strategy aimed at creating awareness of Scotland as a golf destination, through securing more high profile events for Scotland such as the Ryder Cup, Solheim Cup and in particular ladies and junior events. Research and Monitoring>The SGTE will put in place mechanisms to standardise the way golf tourism is measured and introduce a national golf tourism survey for the 2001 season. >The SGTE will monitor progress towards implementation of the strategy by conducting a biannual review. |
We intend to grow the golf tourism sector at a level 1% higher than the national tourism growth rate. |
TargetThe new strategy for Scottish Tourism sets an overall target for growth of 3.3 per cent. Through action on all these measures, we intend to grow the golf tourism sector at a level 1% higher than the national tourism growth rate. Measurable targets need accurate baselines, and the first step will be to establish these baselines. |
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Troon, 8th hole |
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