For the impartial observer, many would think Scotland, as the recognized “Home of Golf” and destination consistently ranked #1 for the aspirational golf trip would be overrun with visitors. The reality is quite different. True, Scotland enjoys a healthy demand at a few of the better known courses but it would be fair to say the marketing efforts and communications of many elements of the golf travel industry in Scotland have been disjointed for a number of years.
Scotland has a great golf product to tell the world about, from the most famous “Open” venues to the local courses with no name recognition or reputation to precede them. It is important to recall that many of the Scottish courses are first and foremost local golf clubs servicing the needs of their (local) members. The Committee which runs each club (equivalent in the USA of Board) is most likely comprised of local people who may have a very limited understanding of the golf travel marketplace. When the recent downturn occured and visitor numbers fell precipitously, these Committee’s were faced with harsh realities as some of the clubs had become increasingly dependent on visitor guest fees.
The following article from the Aberdeen newspaper indicates an effort to reignite Scottish golf marketing and I hope the enthusiasm displayed turns into reality.
For many years, the Irish Tourism Board did a wonderful job of marketing Ireland as a golf destination…I only hope that some lesson’s have been learnt from across the Irish Sea!
About the Author: Gordon Dalgleish is the Co-Founding Director of PerryGolf, the leading provider of international golf vacations. You can find him on Google+
