East Lothian is one of the best regions you will find for links golf. Recognising the potential of this, East Lothian Council appointed Allan as a consultant to develop a golf alliance to bring the industry together and maximise the benefits of such a rich resource. Allan worked as a consultant in this field for ten years and during that time created and grew the East Lothian Golf Tourism Alliance into a model which is now being copied across Scotland’s other key golfing areas. The ELGTA includes not only golf clubs and schools but also accommodation providers, all of whom see the benefits of working together to promote the area and all it has to offer golfers. Key to the success has been the development of a tiered membership, an informative and highly visible website, branding and joint marketing. Allan has worked with industry and other partners to secure a wealth of major golfing events in East Lothian including the US Kids, The Ladies Scottish Open and The Open at Muirfield in 2013. Leading up to this Scotland’s Golf Coast brand was created, Scotland’s Golf Coast Road was launched and the marketing headline Pure Perfection was implemented. All are delivering excellent results. Allan’s skill and expertise ensure that media interest in and coverage of the area continues to grow as does the value of this and of golf tourism in general to the area.