November 3, 2014 – At the opening address of the 17th International Golf Travel Market, Peter Walton, Chief Executive of IAGTO (International Association of Golf Tour Operators), stressed the need for both regional and national tourist boards to implement integrated golf tourism promotional and development strategies.

After announcing that 2014 marks the third year of significant and consecutive growth in golf tour operator sales worldwide, Walton went on to stress that this was the time when all golf destinations needed to put in place properly funded golf tourism strategies.

Peter Walton said: “In the good times, virtually any destination or well-run golf resort can achieve growth in sales, but what the implementation of a well-planned, destination-wide strategy does is to lay down solid foundations that help secure sustainable growth in the face of an uncertain future. In the 70s, 80s and 90s, the relative popularity of tourism destinations was often discussed as being cyclical; whereas since the turn of the new millennium these somewhat predictable cycles seem to have been replaced by more unpredictable irregular futures where the outcome for any destination is subject to a much greater variety of frequently occurring external events and vagaries.”

Walton went on to say: “The responsibility for instigating such a golf tourism strategy lies firmly at the door of the relevant tourist board or ministry of tourism. However, at a time when public sector bodies are overstretched and often cash-poor, a golf tourism strategy should not be seen as either onerous or costly.”

“Quite the opposite, in fact… it is precisely because tourist boards are under so much pressure to deliver a ‘return on investment’ that they must avoid lurching from one golf-related event or promotion to another without having first engaged with the private sector to develop an underlying plan. The strategy or roadmap then effectively helps a destination determine whether or not any particular activity is appropriate, timely and cost effective.”

In order to assist its member golf destinations and to illustrate how all the different elements of such a roadmap fit together, IAGTO has published an Integrated Golf Tourism Strategy Blueprint diagram with 10-step explanation below.

The concept of the Blueprint is based on the unparalleled experience that IAGTO has gained from developing golf tourism strategies for more than 30 countries and regions across the globe over the past 12 years. In 2014 IAGTO has been assisting in the development and implementation of golf tourism strategies for the following destinations: Dominican Republic, Mexico, Puerto Rico, Morocco, Jakarta, Malaysia y Thailand.

In the past, IAGTO has developed the strategies for Mauritius, Kenya, Brazil, Belgium, Tunisia, Egypt, Iceland, Sweden, Valencia, Galicia, Marbella, Peru and Guatemala among others and has undertaken major golf tourism studies for France and Spain.

Peter Walton explained how all of the different elements of the Blueprint interact in the following 10 steps:

THE 10 STEPS

1.- With the requirement for visible results, the objective for tourist board instigated golf tourism strategies must be increased Sales as well as increased Awareness. These twin objectives should be joined at the hip.

2.- Developing a consumer-facing Golf Destination Website is an essential tool of any strategy. IAGTO has developed a site-map formula for such websites. Promotion should not begin until a suitable website is in place.

3.- Content Development must also precede any promotion. The Content Development guides all promotions and provides a focus for the key messages. IAGTO has developed a Backstory concept for golf destinations.

4.- The Content Development informs the Website Content creation and Media Kit development and is a precursor to all Press Releases.

5.- Communications (Public Relations) and Press Trips to generate Editorial and Social Media coverage follow Media Kit completion.

6.- Any Advertising must carry the Key Message and channel interest to the golf destination Website.

7.- The Website Inspires, Informs and Directs the consumer.

8.- Trade Marketing support must be given to the local golf tourism industry and to international golf tour operators, enhancing their own sales and awareness activities and facilitating b2b business.

9.- In return, the local private sector is responsible for Tracking the growth in sales to the destination.

10.- Product Development and Product Packaging remain the domain of the local private sector and result in the overall Product Positioning of the golf destination which then drives all aspects of trade marketing and promotions and has a direct bearing on resultant sales and sustainable growth.