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Golf Tourism plots new course

Press release   •   Oct 10, 2016 11:01 BST

64 tour operators, from 33 different countries across the globe, are set to land in Scotland this week for the inaugural Scottish Golf Tourism Week.

Supported by VisitScotland and Scottish Enterprise, the innovative Scottish Golf Tourism Week will see Scottish Golf businesses meet with global tour operators at Fairmont, St Andrews (11-14 October).

As the first event of its kind in Scotland, the week has the potential to change the way the country engages with global golf tour operators, creating more opportunities than ever before for golf travelers to visit the place where the game began.

Tour operators attending the week deliver a combined 38,700 golfers to Scotland, accounting for 255,000 rounds of golf.

Over 70 Scottish businesses, including golf courses, accommodation providers and hotel resorts, will have the chance to exhibit on an individual basis, allowing them the opportunity to meet global buyers face-to-face. For smaller businesses this will represent the first time they have been able to meet with key tour operators at an event of this scale.

Malcolm Roughead, Chief Executive of VisitScotland said:

“Scotland has always been a land of golfing firsts from the original rules of the game, the oldest golf courses and the first ever Open Championship. Scottish Golf Tourism Week is another great example of that innovation and will change the way Scotland’s golf businesses engage with global buyers.

“Rather than taking Scotland to the where the buyers are, we will be bringing the buyers to Scotland and letting the outstanding golfing product speak for itself when selling the country.”

Organised by PSP media group, who also run the successful Scottish Golf Show, Scottish Golf Tourism Week will consist of a series of one-on-one business meetings, familiarisations trips for buyers, seminars and networking opportunities.

The creation of Scottish Golf Tourism Week is seen as a strong signal of intent to grow the industry by capitalising on Scotland’s position as the Home of Golf, and the global focus on the country following a series of global events in recent years.

Malcolm Roughead added:

“It is vital that we build on the successes of recent years given the huge exposure afforded to Scotland on the back of the 2014 Ryder Cup and The Open championships at St Andrews in 2015 and at Royal Troon earlier this year. We have more outstanding events to look forward to in future years, including The Open at Carnoustie in 2018 and the Solheim Cup at Gleneagles in 2019 among many others.

“These events provide a multi-million pound benefit to Scotland – the home of golf - both urban and rural, and undoubtedly help our world class golf industry grow with innovations such as the Scottish Golf Tourism Week set to see it go from strength to strength.”

Scottish Golf Tourism Week will culminate with the prestigious Scottish Golf Tourism awards, where tourism businesses from across Scotland will vie for the title of Scotland’s Best Golfing Experience, as voted for by the public.

Tom Lovering, Director of PSP Media Group, commented:

“Scotland embodies everything that is great about golf: a rich history, many of the world’s finest courses, tremendous value for money, variety, and unrivalled hospitality. Scottish Golf Tourism Week is designed to shine a light on all of these things.

“It will be an exciting and unique event for all involved, bringing together some of our leading golf destinations and a selection of the world’s top golf tour operators. I have no doubt that it will reinforce Scotland’s reputation as the ‘go to’ place for the perfect golf break.

Graeme White, international sector head for tourism at Scottish Enterprise said:

“Golf is in our DNA. With 14 entries in the world’s top 100 courses, Scotland consistently punches above its weight as a global golfing destination. Despite our status as the “Home of Golf”, however, we cannot and should not become complacent when promoting our golf offering. It is no longer enough to have an unrivalled golfing heritage.

“To attract first time and repeat visitors we will promote new initiatives in an increasingly competitive global market place. As innovators, we need to listen and respond to the needs of the industry. By hosting our very own dedicated “meet the buyer” event, we not only showcase what Scotland has to offer the global golf visitor, but also deepen grass roots industry participation in overseas marketing activity.”

For more information about Scottish Golf Tourism Week visit,

Notes to Editors

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  • The organisation’s core objective is to contribute to the Tourism 2020 Strategy ambition of growing tourism revenues by £1 billion by 2020.
  • This will be supported by seven overarching strategies:
    1. Marketing: we will market Scotland and its outstanding assets to visitors from all parts of the world, including the promotion of Scotland to people living in Scotland       to visit different parts of the country
    2. Events: we will support the national events strategy and its delivery, and sustain, develop and promote Scotland’s international profile as one of the world’s foremost events destinations
    3. Internationalisation and International Engagement: we will utilise all our platforms to enable Scottish-based tourism businesses to better understand international       opportunities and market to a global audience and we will work within One       Scotland Partnerships to optimise the potential of Scotland’s Diaspora and our strategic partners at regional, European and global levels
    4. Customer Experience: we will provide information and inspiration to visitors both locally and globally via their preferred medium of choice
    5. Quality and Sustainability: we will provide support and advice to businesses, with the goal of improving the quality and sustainability of the tourism sector in Scotland. We will provide quality assurance to visitors through our Quality Schemes
    6. Inclusive Tourism: we will strive to make tourism in Scotland inclusive and available to all
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