scottish golf tourism strategy

New Scottish Golf Tourism and Visitor Strategy launched

Shape and support the future of the industry.

A new Scottish Golf Tourism and Visitor Strategy has launched. It places a focus on destination development, community engagement, education and health as the industry recovers from the challenges of the COVID-19 pandemic and build for the future. 

Led by the Scottish Golf Tourism Development Group (SGTDG), in consultation with the entire golf tourism industry, the strategy has been developed to help shape and support the future of the industry from 2022 to 2030.

The SGTDG includes Scottish Golf, The PGA in Scotland, SIGTOA, Scotland Where Golf Began and Regional Golf Tourism Development Groups across the country, spanning multiple sectors including accommodation, tour operators and travel companies. Observers of the group include VisitScotland.

The strategy

The strategy, developed by strategic marketing agency platform77, was founded on the findings of research, including a wide-ranging industry questionnaire, conducted with the extended golf tourism industry and related sectors across the country.

In addition to concentrating on the recognised golfing tourist, the strategy has a wider visitor golfer focus – given their importance to the majority of golf courses and businesses at all levels – and identifies how stakeholders can effectively engage with them to positively impact their organisation.

To enable this, it focuses on core areas such as community engagement, developing opportunities for young people, improving health and wellbeing, skills development and delivering collaborative projects with key partners – with a focus on the short, medium and long-term priorities.

Summer of golf

The launch follows a unique ‘Summer of Golf’ where five tournaments – The 150 th Open Championship at St Andrews, AIG Women’s Open at Muirfield, Senior Open at Gleneagles, Genesis Scottish Open at The Renaissance and Trust Golf Scottish Women’s Open at Dundonald – were played over five consecutive weeks of the summer on some of the country’s very best and most iconic courses.

The events were enjoyed by hundreds of thousands of spectators and beamed across the globe.

It is a very important time for the tourism industry in Scotland as the sector looks to rebuild following the pandemic and domestic and international travel resumes. Scotland is the Home of Golf and this strategy, backed by £30,000 of Scottish Government funding is aiding the growth of the sector, whilst providing a range of community, educational and sporting benefits. We’ve recently had major golf events held across some of Scotland’s most famous courses, including The 150th Open Championship at St Andrews and the AIG Women’s British Open at Muirfield. The Scottish Government is fully behind the tourism and golf sectors as we build for the future. Ivan McKee, Tourism Minister

Scottish Golf is focused on strengthening partnerships within the golf industry and across the sporting sector to ensure we cater to the needs of all our stakeholders. We are delighted to see the new Golf Tourism and Visitor Strategy launched. We recognise how important visitor golfers are to clubs and this is demonstrated via the grant funding we awarded to 50 clubs across the country to develop bespoke visitor focused marketing plans. The strategy identifies a number of key areas for clubs to consider and we look forward to supporting delivery over the coming years. Karin Sharp, Chief Operating Officer at Scottish Golf

Our members across the country are very much at the forefront of delivering a memorable experience to the visitor golfer. The strategy contains key themes that are relevant to the wide ranging strategic, management and operational roles undertaken across the industry by PGA Professionals, and we look forward to engaging with the delivery going forwards. David Longmuir, Manager of PGA in Scotland

We were immensely grateful to have been provided with the opportunity by the Scottish Government to develop the 2022 – 2030 Scottish Golf Tourism and Visitor Strategy. The scope of the new strategy is far-reaching and includes areas like education, collaborative working and community engagement. This approach will provide businesses, regardless of size, type or location, with the information and support to help deliver an excellent experience for the visitor golfer. Stuart French, Chair of the Scottish Golf Tourism Development Group

Further information

For more information, please contact: [email protected]

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Scottish Golf Tourism Strategy targets £300m value

2.15am 12th September 2013 - Travel

Tourism Minister Fergus Ewing has today (Thursday Sept 12) welcomed the launch of a new collaborative golf tourism strategy, designed to unify Scotland’s approach to golf tourism.

“Driving Forward Together” is the first national strategy that has been developed by both the golf tourism industry and the public sector working in partnership for the benefit of golf tourism businesses in Scotland.

It signals an intent to capitalise on major events being held in Scotland during the next few years, including The 2014 Ryder Cup and The Open Championship in 2015 and 2016, with the aim of enhancing Scotland’s reputation as the Home of Golf and becoming the world’s leading golf destination by 2020.

The strategy has been developed to build on the strong foundations of activity from the industry, governing bodies and the public sector.  As a result of implementing the strategy, it is hoped to grow the industry’s current £220 million annual value to the Scottish economy by 20 per cent to around £300 million annually by 2020.

The document, which is published today and launched in front of more than 75 attendees at Murrayshall Hotel and Golf Courses in Perthshire, sets out seven key objectives which have been identified and agreed by the golf tourism industry through a series of workshops held throughout the country over the past 12 months.

A key strand to the strategy is unifying the golf tourism sector in a Team Scotland approach – meaning all partners work together towards a common goal – and modernising the approach taken by many businesses to marketing, promotion and customer service.

The seven key objectives in the strategy are:

• Collectively and consistently brand and promote Scotland as “The Home of Golf”
• Encourage an evidence-based approach by gathering quality visitor data, sharing market intelligence, best practice and research findings with industry
• Strengthen industry leadership and engagement
• Co-ordinated regional golf development groups
• Improve the quality of the golf tourism experience to boost reputation, increase visitor numbers, spend and repeat visits
• Maximise the impact and tourism opportunities from hosting major golf events
• Promote sustainable golf club and course management

Mr Ewing, who also provides the foreword to the strategy, said: “Golf in Scotland has never been more in the spotlight thanks to an envied schedule of world-class events taking place at the Home of Golf. These events are played on many of the world’s top ranked golf courses but Scotland also has many hidden gems too, giving golfers of all levels a variety of courses to play.

“These events, including the 2014 Ryder Cup at Gleneagles, bring with them a terrific opportunity to highlight Scotland  to hundreds of millions of potential visitors worldwide and to grow what is already a hugely important sector in terms of income generation for Scotland.

“To fully take advantage of these opportunities we need a co-ordinated and unified approach to golf tourism, and that’s why I’m delighted to welcome the Driving Forward Together strategy.

“The collaborative approach between various organisations in pulling this strategy together is exactly what Scotland’s golf tourism sector requires and demonstrates that we are all working towards one single aim – to make Scotland the must-visit destination for every golfer.”

Stewart Walker, chairman of industry-body Golf Tourism Scotland (GTS), said: “There is no doubt that the golf tourism industry in Scotland already has the greatest collection of assets anywhere in the world as well as an enviable history and heritage in the game.

“What this strategy is designed to achieve is ensuring all partners involved in growing the golf tourism industry are working together in order to sell and market Scotland as the Home of Golf to its full potential.

“Each partner involved in the strategy brings an area of expertise to the table and together we can ensure that Scotland is known as the must-visit golf destination in the world and grow the value of the industry to the economy of Scotland.”

Organisations involved in developing the strategy include GTS, VisitScotland, EventScotland, the Scottish Golf Union (SGU), Scottish Ladies’ Golfing Association (SLGA), Scottish Enterprise, and Highland & Islands Enterprise. The launch follows an exhaustive consultation exercise to ensure that Scotland’s Golf Tourism industry had it’s say in setting our future priorities.

The development of the strategy is part of Scotland’s commitments as host nation of The 2014 Ryder Cup, in order to deliver a lasting legacy to the country’s tourism industry long after the event.

To download a copy of Driving Forward Together visit www.golftourismscotland.com/strategy2020

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Scotland’s future tourism strategy has the ambition to be the world leader in 21 st century tourism

Scotland Outlook 2030, our national tourism strategy was launched on 4th March 2020, and very much remains relevant in the post Covid-19 era. The strategy is reflective of the changing world we live in, our new mindset and approach to how we live and work, and represents the beginning of a bold new approach putting our communities, our people, our visitors, our businesses, and our environment at the heart of everything we do.

Scotland Outlook 2030 was developed through an equal partnership between the Scottish Tourism Alliance, Scottish Government, VisitScotland, Scottish Enterprise, Highlands and Islands Enterprise, and Skills Development Scotland.  It was guided by a Strategy Steering Group with representatives from the industry, public bodies and partner organisations. Scotland Outlook 2030 has been informed by a robust evidence base gathered from all partners and subsequent and there has been further sense checking and research done in the post Covid-19 era. This has included significant desk research from many sources, as well as independently commissioned reports. Over 2500 tourism leaders and stakeholders from Scotland’s tourism industry have contributed to its development through dedicated events, workshops, and an online survey. A breadth of organisations from local authorities and Destination Management Organisations to business owners, operators and social enterprises were also involved in its development and will continue to be engaged as action and delivery plans are developed.

Strategy Launch Video 

The Vision – We will be the world leader in 21st century tourism. The Mission –  Together we will grow the value and positively enhance the benefits of tourism across Scotland by delivering the very best for our visitors, our businesses, our people, our communities and our environment. Key Priorities –  Our passionate people, our thriving places, our diverse businesses, our memorable experiences. Our Commitments – For each of our key priorities we have an agreed set of commitments. These commitments will ensure that we deliver on our vision to be the world leader in 21 st century tourism.

Download the strategy – “Scotland Outlook 2030 Responsible Tourism For A Sustainable Future” >>  

A year after the launch of the strategy, the STA released an updated video. A lot has happened since March 2020, however, we can STILL be the leaders in 21st century tourism.

Speaking at the 2021 STA conference, First Minister Nicola Sturgeon said:

“I set out a vision for Scotland to be a leader in 21 st  century tourism when I announced Scotland Outlook 2030 at this very conference last year. I am confident, that by working in partnership, we can still achieve this vision.”

In November 2022 as we finally emerged from Covid the Tourism and Hospitality Industry Leadership Group (THILG) was set up to champion the national tourism strategy, Scotland Outlook 2030 and help drive Scotland’s ambition to be a world leader in 21st century tourism. The THILG will also look at how tourism fits into the National Strategy for Economic Transformation (NSET).

The THILG builds on the partnership approach of the Scottish Tourism Emergency Response Group (STERG) which is the group that led the industry’s response to the Covid-19 crisis.

– Read more about STERG

The Tourism and Hospitality Industry Leadership Group brings industry representatives together with those from public agencies. It will help drive recovery and sustainable growth across both tourism and hospitality in the long term. The group will support work to grow the value and enhance the benefits of tourism across Scotland. At the same time, it will deliver the very best for visitors, businesses, and communities.

All members of the THILG have knowledge and experience of destinations, sectors and businesses and were appointed through an open application process. They sit on the group as individuals and not as representatives of companies or organisations. Separately, eight organisations are also represented on the group.

Industry Leadership Group Members:

Co-chairs: -Richard Lochhead MSP, Minister for Small Business, Innovation and Trade -Marc Crothall MBE, Chief Executive of the Scottish Tourism Alliance

Vice chair: -Judy Rae, OnFife Cultural Trust

Organisation members: -COSLA -Highlands and Islands Enterprise -Scottish Enterprise -South of Scotland Enterprise -Scottish Tourism Alliance -Scottish Government -Skills Development Scotland -Unite -VisitScotland

Industry members:

Industry members are appointed as individuals. They’re not in the Industry Leadership Group as representatives of companies or organisations.

-Aileen Crawford, Glasgow Life -Andrea Nicholas, Green Business UK Ltd/Green Tourism Certification Programme -Barbara Smith, Diageo -Benjamin Carey, Carey Tourism -Calum Ross, Loch Melfort Hotel Ltd/Highlands and Islands Enterprise/Red Roof Business Support Ltd -Carron Tobin, RuralDimensions Ltd -Chris O’Brien, Nevis Range -Chris Greenwood, Moffat Centre for Travel and Tourism Business Development Glasgow School for Business and Society (Glasgow Caledonian University) -Debbie Johnson, IHG Hotels and Resorts -Joshua Ryan-Saha, Traveltech for Scotland TourismTech at Edinburgh Futures Institute (University of Edinburgh) -Joss Croft OBE, UKinbound -Kat Brogan, Mercat Tours and Mercat Tours International -Kelly Johnstone, The Springboard Charity -Leon Thompson, UKHospitality Scotland -Melanie Allen, Chair, Galloway and Southern Ayrshire UNESCO Biosphere/owner, Nithbank Country Estate -Michael Golding, Visit Inverness Loch Ness -Russell Murray, Wilderness Group/Wilderness Scotland -Stephen Duncan, Historic Environment Scotland

For more information and updates on the work of the THILG, including minutes of meetings please visit the dedicated THILG pages hosted on VisitScotland.org and the Scottish Government via the links below:

– VistScotland – Scottish Government

Golf tourism driving Scotland’s economy

The economic value of golf tourism and events to Scotland has increased to £286 million per year following a bumper decade in Scotland, the Home of Golf.

The new figure has been revealed as part of an independent study commissioned by VisitScotland and Scottish Enterprise, confirming the key contribution of the golf tourism and events industry to the Scottish economy.

The study reveals that the value of golf tourism and events has increased by 30 per cent (£66 million) since 2008, supporting 4,700 jobs and spreading benefits across the country’s golfing regions.

It also shows that overseas golfing visitors spend on average £338 per night during a trip to Scotland, which is more than 4 times the daily spend of an average overseas visitor (£78.90)*.

Other key findings include:

• Almost half (47 per cent) of overnight visitors traveled from overseas to play golf in Scotland
• The North American market remains key, representing 30 per cent of all overnight golfing visitors with 14 per cent coming from Europe
• On average, overnight golfing visitors spend on average 6.79 nights in Scotland on their trip while for overseas visitors the duration jumps to 10.21 on average.
• Overnight visitors spend on average 7.5 days playing golf while they also average 3.85 days participating in other tourism activities, meaning they are also benefitting non-golf tourism businesses and attractions
• On average an overnight golfing visitor will spend £245 per night but this number jumps to £338 for visitors from overseas. For North Americans this figure increases to £405 per night
• The majority of overseas visitors (57%) had been to Scotland before suggesting that, for many, a trip to Scotland is not seen as a once in a lifetime experience
• Of all overnight visitors, 81% overall agreed their trip was one of the best golfing holidays or short breaks they had ever taken (higher for North Americans)

The results of the study come after a stellar period for golf in Scotland, which has benefited from the global media profile and economic impact of a number of key golf events including multiple Open Championships, Ricoh Women’s British Opens and The 2014 Ryder Cup among others. However, crucially, the economic impact of major one-off events such as The Ryder Cup is not included in the £286 million figure and therefore represents additional value to Scotland.

Malcolm Roughead, Chief Executive of VisitScotland, said: “These findings outline the importance golf tourism and events play in supporting Scotland’s visitor economy and the Scottish economy as a whole.

  “Golf is one of Scotland’s unique selling points which resonates with potential visitors all over the world and signifies why we place huge importance promoting Scotland as the Home of Golf to a global market place. Our support of international golf events and our global golf marketing activity gives us significant media profile and I am delighted that this is in turn reflected in golf’s contribution to the Scottish economy.”

Danny Cusick, Tourism Sector Portfolio Director at Scottish Enterprise, commented: “Scotland has some of the finest golfing assets in the world as well as a rich golfing history and heritage, and with such tremendous international appeal, it comes as no surprise that the value of this important tourism sector has grown enormously in recent years. “But we mustn’t rest on our laurels; we want ambitious Scottish golf tourism companies to capitalise on this upward trend and consider how best they can develop and scale their business to meet the growing domestic and international demand. “We have a range of support available for companies looking to expand, develop their products, find new customers and assist their growth plans, and would encourage companies to contact Scottish Enterprise to find out more.”

The results of the study will now be used to further inform Scotland’s Golf Tourism Strategy: Driving Forward Together which specifically targets growing the industry to the value of £300 million to the Scottish economy by 2020.

Some key findings in relation to the strategy include the importance of the domestic market, particularly to Tier 3 courses and the evidence that domestic golfing visitors in Scotland showed a younger age profile than those travelling to Scotland to play golf.

In relation to The 2019 Solheim Cup, the report also showed some key opportunities for growth for female golfing visitors. On average 12 per cent of golfing visitors to Scotland were female but for Europeans this jumped to almost 1 in 5 (18 per cent). Female golfing visitors also tended to be more ‘committed’ golfers than male counterparts with more having handicaps and golf club membership and less inclination to describe themselves as social golfers.

To access the full results of the survey visit http://www.visitscotland.org/research_and_statistics/tourism_sectors/golf.aspx

For further information contact:

David Connor

Golf PR Manager

Tel: (0131) 472 2063

Mob: 07794 046 295

[email protected]

Contact Information

Laura suarez.

Scottish Enterprise

0141 468 5728

07747 007256

[email protected]

Notes to editors

Notes to Editors The study was compiled by SQW and Progressive to build an up-to-date picture of the Scottish golf tourism landscape. A mixed method approach was used to gather the research data.  The survey incorporated face-to-face interviews with golfing visitors at golf courses (1,412 interviews), short ‘profile card’ questionnaires distributed at golf courses (1,118 cards returned) and an online survey (590 responses). The research also included a survey of 205 golf courses throughout Scotland to gather visitor revenue data.

Overall, the direct annual expenditure as a result of golf tourism was £183 million in 2015. Including multiplier effects this created £286 million of economic output across Scotland’s economy, with 4,700 jobs and £154 million in GVA. The scale of output has increased by £66 million since the last study which used data from 2008. This represents growth of 30% or 4.3% per annum.

• Follow us on twitter: @visitscotnews
• VisitScotland is Scotland’s national tourism organisation. Its core purpose is to maximise the economic benefit of tourism to Scotland.
• 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:
• 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
• 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
• 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
• Customer Experience: we will provide information and inspiration to visitors both locally and globally via their preferred medium of choice
• 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
• Inclusive Tourism: we will strive to make tourism in Scotland inclusive and available to all
• Working in Partnership: we will listen to and work with the industry, partners and communities to shape our offering and support
• VisitScotland works together with tourism businesses to make tourism a success for everyone and ensure the industry continues to grow.
• The organisation employs 700 people and has offices and VisitScotland Information Centres across Scotland.
• Spending by tourists in Scotland generates around £12 billion of economic activity in the wider Scottish supply chain and contributes around £6 billion to Scottish GDP (in basic prices). This represents about 5% of total Scottish GDP
• The Scottish Government is the Managing Authority for the European Structural Funds 2014-20 Programme. For further information visit www.gov.scot or follow @scotgovESIF
• For VisitScotland’s press releases go to http://www.visitscotland.org/media_centre.aspx , tourism statistics and frequently asked questions go to http://www.visitscotland.org/
• Where possible, a Gaelic speaker will be made available for broadcast interviews on request (Far an tèid iarraidh, agus far am bheil sin nar comas, bruidhinnidh neach le Gàidhlig aig agallamh)
• For holiday information on Scotland go to www.visitscotland.com
• For information about business tourism in Scotland go to www.conventionscotland.com

2017 Year of History, Heritage and Archaeology

• 2017 is the year to delve into the past and discover Scotland’s fascinating stories through a wide-ranging variety of new and existing activity to drive the nation’s tourism and events sector, boosting tourism across Scotland.
• The Year of History, Heritage and Archaeology begins on 1 January 2017 and will end on 31 December 2017.  It will build on the momentum generated by previous themed years in Scotland including the 2015 Year of Food and Drink, Homecoming Scotland 2014, the Year of Creative and the Year of Natural.
• The Year of History, Heritage and Archaeology is a Scottish Government initiative being led by VisitScotland, and supported by a variety of partners including Creative Scotland, Scottish Tourism Alliance, Scottish Enterprise, The National Trust for Scotland, Historic Environment Scotland, Highlands and Islands Enterprise, Built Environment Forum Scotland, Heritage Lottery Fund, Museums Galleries Scotland and Traditional Arts and Culture Scotland.
• The Year of History, Heritage and Archaeology is supported by £570,000 of Scottish Government funding.
• The Year of History, Heritage and Archaeology events fund is managed by EventScotland, part of VisitScotland’s Events Directorate. 
• For more information visit visitscotland.com/HHA2017 or join the conversation at #HHA2017

Driving Forward Together - Scottish Golf Tourism Development Strategy 2013 2020

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Scotland, a huge travel in the country of golf

S cotland, a land of hidden gems, is globally renowned not only for its millennium-old distillery traditions—from Scotch to Cider—but also for the fusion of Celtic and British populations that have coexisted for centuries.

This blend has fostered a strong sense of patriotism and a rich sporting culture.

Scotland, golf

Indeed, it was in Scotland, centuries ago, that two of the world's most beloved sports were born: curling in the mid-1500s and golf during a pleasant summer day in the early 1400s.

Since then, Scotland has become the hallowed ground for golf enthusiasts, hosting some of the oldest tournaments in the world along its scenic landscapes between England and the Atlantic Ocean. Playing at Kilspindie Golf Club is like stepping back in time, allowing you to breathe in the pure, unspoiled essence of Scotland.

From views of Edinburgh to the seagulls soaring in search of food and seals basking on the beaches, the experience is a blend of natural beauty and historical charm. Kilspindie Golf Club, founded in 1867 originally as Luffness Golf Club, was the 35th registered golf club in the world.

The course was originally located across the Peffer Burn in what is now part of the Aberlady Bay Local Natural Reserve. In 1899, following a split in the club due to the creation of a new course closer to Gullane Village, the remaining members accepted an offer to build a new course on adjacent land, leading to the birth of Kilspindie Golf Club.

With a tradition spanning over 157 years, Kilspindie Golf Club is known for its warm and welcoming clubhouse atmosphere. Here, modern devices are set aside—mobile phones are banned except for emergencies—allowing guests to fully immerse themselves in the tranquility of golf as it was over a century ago.

The golf course, a par 69 designed by Willie Park Jr. and Ben Sayers, challenges golfers right from the start, particularly at the 2nd hole—the only par 5, which can feel more like a par 6 or 7 in windy conditions. The course layout and the untouched setting make Kilspindie a must-visit for golf purists.

Scotland is experiencing a golden age of tourism, revered not just for its golf courses but also for its wild nature and historical and architectural wealth. It offers a blend of the stunning Highland landscapes and the historic streets of Edinburgh, the UK's second most-visited city.

For those looking to explore beyond the city limits, Scotland offers a plethora of destinations: Loch Lomond in the Trossachs National Park is the largest lake in Great Britain, surrounded by idyllic paths and typical Highland vegetation.

The Fife region, north of Edinburgh, captures the essence of Scotland with its fishing villages along the rugged North Sea and picturesque inland hills.

Dunnottar Castle, although a bit of a journey, offers breathtaking views atop cliffs overlooking the sea, perfect for a sunrise.

Dr Neil’s Garden, often described as Edinburgh's secret garden, is a serene spot featuring the Thomson’s Tower, a historical building from 1825 related to the local curling society.

Edinburgh Gin Distillery provides insights into the production of Scotland’s famed spirits, offering a delightful range of gins and liqueurs.

Historical landmarks like the Old Town, Edinburgh Castle, and St Giles' Cathedral showcase the best of Scottish architecture and offer a deep dive into the nation's proud heritage.

Visiting Scotland is a journey through time, nature, and culture, with each step revealing more about this proud and beautiful country. Whether you come for the golf or the breathtaking scenery, Scotland leaves a lasting impression on all who wander her ancient lands.

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