Scotland, the host nation of The 2014 Ryder Cup is continuing to capitalise on hosting one of the biggest sporting events in the world.
After stunning images of Perthshire’s outstanding golfing product were beamed worldwide to a television audience of over half a billion homes in September, VisitScotland has chipped in over £15,000 to a group of Perthshire golf businesses to help build on the worldwide exposure of The Ryder Cup.
Golf Perthshire, a group of more than 40 clubs and accommodation venues, is using the money from the VisitScotland Growth Fund to market its special packages to golf fans in the UK, as well as in key golfing markets like Sweden and Germany.
Golf tourism is estimated to be worth around £12.8 million to the area and this brand new marketing campaign aims to improve on this by attracting an extra 1500 golfers and increasing the average spend to £200 per person throughout the campaign.
Targeting increased overnight stays and additional rounds in Perthshire, the £31k year-long campaign which began at the start of September 2014, is match funded by the VisitScotland Growth Fund, along with Golf Perthshire and Perth and Kinross Council.
The majority of activities will direct visitors to the new Golf Perthshire website (www.golfperthshire.com) which features information on where to play, where to stay, packages and golf passes.
In addition, the campaign will target increased engagement with golf travel trade via improved communications and attendance at relevant golf trade shows.
Malcolm Roughead, Chief Executive of VisitScotland said:
“As we look back and reflect on the hugely successful Ryder Cup at Gleneagles, we are now looking to the future and the legacy that comes with hosting one of the world’s biggest sporting events.
From its majestic glens to its championship golf courses and ancient forests, there’s no denying that Perthshire, and indeed Scotland, delivered an incredible week of golf on the world stage.
With more than 250,000 spectators and a global television reach of more than half a billion homes, we need to convert these new Scotland fans into visitors and returning visitors to the country. We must grab this unique opportunity with both hands to increase awareness and drive potential visitors to come stay, play and enjoy Scotland, The Home of Golf.”
Allan Minto, Golf Project Manager at Golf Perthshire said:
“Perthshire is a golfing area with huge untapped potential. Having just staged the massively successful 2014 Ryder Cup, people are really starting to sit up and take notice of Perthshire, which is home to some of the oldest and most prestigious golf courses in Scotland.
With over 20 courses to choose from, this funding will really help us kick on with this exciting marketing campaign and continue to sell the whole of Perthshire to key golfing markets throughout the UK and abroad.”
Councillor Ian Miller, Leader of Perth & Kinross Council, said:
“The 2014 Ryder Cup was an extraordinary opportunity to show the world just what a fantastic golfing experience Perthshire offers.
The quality of our golf courses and the stunning beauty of our countryside are fresh in the minds of a huge number of people around the world, and this international marketing campaign will see golf in Perthshire promoted even further to thousands of potential new and repeat visitors.
Tourism is a very valued industry in Perthshire and this campaign is sure to have a positive and lasting impact.”