Established in 1997, IAGTO's membership comprises 2239 accredited golf tour operators, golf resorts, hotels, golf courses, receptive operators, airlines, tourist boards, approved media and business partners in 98 countries including, at its core, 561 specialist golf tour operators in 62 countries.
It is estimated that IAGTO’s operators control over 85% of golf holiday packages sold worldwide and turnover more than €1.5 billion per year.
At the opening address of the 17th International Golf Travel Market, Peter Walton, Chief Executive of IAGTO (International Association of Golf Tour Operators), stressed the need for both regional and national tourist boards to implement integrated golf tourism promotional and development strategies.
After announcing that 2014 marks the third year of significant and consecutive growth in golf tour operator sales worldwide, Walton went on to stress that this was the time when all golf destinations needed to put in place properly funded golf tourism strategies.
He said “In the good times, virtually any destination or well-run golf resort can achieve growth in sales, but what the implementation of a well-planned, destination-wide strategy does is to lay down solid foundations that help secure sustainable growth in the face of an uncertain future. In the 70s, 80s and 90s, the relative popularity of tourism destinations was often discussed as being cyclical; whereas since the turn of the new millennium these somewhat predictable cycles seem to have been replaced by more unpredictable irregular futures where the outcome for any destination is subject to a much greater variety of frequently occurring external events and vagaries.”
Walton went on to say: “The responsibility for instigating such a golf tourism strategy lies firmly at the door of the relevant tourist board or ministry of tourism. However, at a time when public sector bodies are overstretched and often cash-poor, a golf tourism strategy should not be seen as either onerous or costly.
“Quite the opposite, in fact... it is precisely because tourist boards are under so much pressure to deliver a ‘return on investment’ that they must avoid lurching from one golf-related event or promotion to another without having first engaged with the private sector to develop an underlying plan. The strategy or roadmap then effectively helps a destination determine whether or not any particular activity is appropriate, timely and cost effective.”
In order to assist its member golf destinations and to illustrate how all the different elements of such a roadmap fit together, IAGTO has published an Integrated Golf Tourism Strategy Blueprint diagram (676kb PDF) with 10-step explanation below.
The concept of the Blueprint is based on the unparalleled experience that IAGTO has gained from developing golf tourism strategies for more than 30 countries and regions across the globe over the past 12 years. In 2014 IAGTO has been assisting in the development and implementation of golf tourism strategies for the following destinations:
In the past, IAGTO has developed the strategies for Mauritius, Kenya, Brazil, Belgium, Tunisia, Egypt, Iceland, Sweden, Valencia, Galicia, Marbella, Peru and Guatemala among others and has undertaken major golf tourism studies for France and Spain.
The Integrated Golf Tourism Strategy Blueprint (676kb PDF)
Peter Walton explained how all of the different elements of the Blueprint interact in the following 10 steps:
California’s desert golf destination, Greater Palm Springs, is set to take the annual North America Golf Tourism Convention (NAC) “to another level” when it hosts the seventh annual event in 2015.
Organised by global golf tourism industry organisation IAGTO (International Association of Golf Tour Operators), NAC chalked up its best-ever attendance when South Carolina’s Charleston hosted the sixth annual edition earlier this month and drew a record 360 delegates, including more than 120 golf tour operators from 24 countries around the world.
But next year’s convention is set to be even bigger. “We are going to take the event on to another level after the great success of the North America Convention in Charleston, with the objective of attracting buyers and media from Asia to augment the already record levels of buyers attending from all over the world,” said IAGTO Chief Executive Peter Walton.
“We will shortly be inviting CVBs and golf resorts from all over the US to attend and we will be expecting 150 buyers including those from Asia.”
Walton added that it would be the first IAGTO event staged in Palm Springs. “I am very excited about taking our members to Palm Springs to experience one of North America’s foremost desert golf destinations,” he continued.
“It will be taking place in a period of the highest growth the golf tourism industry has experienced in the last decade. Golf tour operators will be looking for more and more new destinations because of the upsurge in golf holiday requests, and I expect that level to be even higher this time next year.”
Rick Blackburn, Vice President, Convention Sales & Services, Greater Palm Springs Convention & Visitors Bureau, said he was looking forward to welcoming delegates to the area and to experience its 100 golf courses, and he hoped it would attract 25% more delegates than this year’s NAC.
“Greater Palm Springs has been a huge supporter of IAGTO for many years and we are honoured and very excited to be hosting the North America Convention in 2015,” he commented.
“We are ecstatic about having NAC in Palm Springs. This is a fantastic opportunity for our hotels, golf courses and resorts to showcase the destination. The whole thing about this is to have all these people on your home turf and to get them to see the Greater Palm Springs area. Once they see the beautiful golf courses we have, it will be very easy for them to sell to their clients.”
Blackburn added that Greater Palm Springs had changed over the years, so that even if people attending the convention had been before there would be a lot of new things to see and experience.
“It used to be known for a lot of retirees and Hollywood celebrities – and it is so much more than that now,” he said. “It really attracts the young crowd now as well, so there is a lot for everyone. The cultural scene is pretty vibrant and the nightlife is amazing as well. I think it is going to open a lot of people’s eyes when they see it.
“It is an outdoor playground; there is so much to do outside. We want to highlight the Palm Springs area. We have nine cities in the Greater Palm Springs area and we want to showcase all of them because they are all very different.
“We have big branded golf resorts, lots of boutique properties and everything in between. It is very important for tour operators to see the vast difference in hotels and resorts so that they can build the right trip for clients. We know that after bringing all these tour operators next year a lot of business will be coming to Palm Springs.”
Gary Orfield, Leisure Sales Account Director, the Westin Mission Hills Golf Resort & Spa, said: “I am so excited about NAC coming to Palm Springs next year. There is no way I can sell the destination any better than when people visit. No amount of photographs will justify the beauty of the destination and what it offers.
“It is just a question of getting people to go and then they realise what an exciting place it is.”
NAC 2015 will take place next June. More details of the event will be announced shortly.
Asia’s largest-ever golf tourism event has been trumpeted as a huge success, with a record 556 delegates from 40 countries attending the third annual Asia Golf Tourism Convention on China’s Hainan Island.
During the convention, more than 200 golf tour operator buyers from over 150 companies in 32 countries met with 290 supplier delegates from 150 seller companies including golf resorts, golf clubs, hotels, inbound operators and tourist boards from 19 countries across the Asia-Pacific region: China, Hong Kong, Thailand, Indonesia, Vietnam, Cambodia, the Philippines, Japan, Korea, Malaysia, Brunei, Singapore, Fiji, Mauritius, India, Abu Dhabi, Dubai, Australia and New Zealand.
There were 137 delegates from China alone, with 57 sellers and 80 tour operator buyers. The convention was also attended by 60 media, dignitaries and other invited guests.
IAGTO’s President, Peter Walton, said: “I am delighted with the attendance at only our third annual AGTC. This is one of the few travel trade conventions that attracts more buyer delegates than supplier companies. Altogether we had 556 delegates from 40 countries, which makes it the largest golf tourism event ever to have taken place in Asia.”
Tenniel Chu, Vice Chairman of Mission Hills Group and Chairman of the IAGTO China Chapter, enthused: “The third annual Asia Golf Tourism Convention has been an outstanding success on every level and Mission Hills Haikou is delighted to have played such a central role in this landmark event.”
Record attendance for the 3rd Asia Golf Tourism Convention as buyers from all over the world head to China’s Mission Hills
Almost 200 golf tour operator delegates are set to descend on China’s Mission Hills Hainan for the 3rd IAGTO Asia Golf Tourism Convention (AGTC), which takes place next week.
The event, running from 24-27 March, is being held by global golf tourism industry organisation IAGTO (International Association of Golf Tour operators) in partnership with the Mission Hills Group and the Haikou government and has attracted 194 golf tour operators from 32 countries - an increase of over 30% on last year's ground-breaking event in Pattaya, Thailand.
The biggest tour operator delegations attending are from China, Australia and Singapore, with buyers coming from countries as far afield as the Republic of Korea, the Netherlands, Vietnam, the UK and the USA.
IAGTO Chief Executive Peter Walton said: “The success of the first two conventions together with the appeal of Mission Hills Hainan and the broad spectrum of golf resorts, courses, hotels and other golf tourism suppliers from across the Asia Pacific has driven this success.”
He added: “And on the supplier side, the golf destinations have flocked to AGTC this year because of the access to these buyers and because of their desire to tap into the Chinese market.”
This year’s AGTC has seen 148 supplier companies register for the event from 19 countries including Fiji, Mauritius, Cambodia, Vietnam and India as well as the established destinations of Thailand, Malaysia and host destination China. There are particularly strong turn-outs, representing an increased focus on golf tourism, from Sanya, Jakarta, the UAE, the Philippines and New Zealand.
“We have 62 Chinese golf tour operators, golf planners and specialist golf travel agencies attending,” Walton continued. “We have also provided 12 Chinese-English interpreters this year to team up with individual buyers who may be relatively new to the international opportunities of golf travel'.
The convention begins on Monday, 24 March, with accommodation and social functions at Mission Hills Hainan and two days of appointments at the spectacular ocean-front Hainan International Exhibition & Convention Centre, where over 5,000 business meetings are expected to take place.
IAGTO will be staging its new IAGTO Excellence Awards for the Asia Pacific region at the AGTC Gala Dinner on Tuesday, 25 March. They will recognise the vision and contribution of golf tourism industry leaders (Pearl & Legacy Awards) as well as outstanding achievements of a handful of golf courses which will herald a new direction in certification for IAGTO globally (Diamond and Platinum awards).
The total number of delegates will exceed 450 this year.
Worldwide golf holiday sales by golf tour operators have grown by more than 20% over the past two years, according to IAGTO, the global trade organisation of the golf tourism industry.
Headline figures drawn from its 2014 golf tourism survey reveal that golf tour operators’ holiday sales globally grew by an average of 11.1% in 2013, on the back of 9.3% growth in 2012 – and sales are continuing to forge ahead this year.
Speaking at the inaugural HSBC Golf Tourism Forum in Abu Dhabi, IAGTO Chief Executive Peter Walton said: “Not only has the cumulative growth in golf holiday sales exceeded, on average, 21% in two years, but 2014 is set to be the third consecutive year of growth, with bookings taken in January being 14.5% ahead of bookings taken in the same month a year earlier.
Recipients from South Africa, California, Florida, New Zealand, Bulgaria, Sweden, Costa Rica, Portugal and Dubai have been honoured in the prestigious IAGTO Awards for 2014.
The IAGTO Awards sponsored by Etihad Airways are the official annual awards for the golf tourism industry. The 14th gala Awards evening took place on Thursday 14th November 2013 in front of 1200 golf industry professionals at the spectacular Tarragona Placa De Toros (Bull Ring), Tarragona, Costa Daurada, Spain at the end of the 2013 International Golf Travel Market.
China’s tropical golfing paradise beckons as Asia Golf Tourism Convention heads to Mission Hills Haikou in 2014
IAGTO have completed a review of Golf & Spa, looking at how Spa & Wellness offers can be used to increase golf tourism sales and deliver an even better experience for the visiting golfer.
The report highlights the importance of making spa facilities accessible to all golfers and offering discounted golf specific treatments for pre or post round relaxation. The presentation of spa facilities to golfers can have a major impact on their overall experience and their assessment of the venue.
To view the full report please click here (2.3MB PDF). We would like to thank all IAGTO golf resorts, hotels, golf courses and golf tour operators who provided us with information and an insight into this side of the golf tourism market.
The official Press Conference took place for the launch of IAGTO’s 2nd Asia Golf Tourism Convention (AGTC) that will be staged at The Royal Cliff Hotel in Pattaya, Thailand from 29 April to 2 May 2013.
Image Caption, L-R: Mr Peter Walton - IAGTO CEO; Mr Itthiphol Kunplome - Mayor of Pattaya; Mrs Juthaporn Rerngronasa - Deputy Governor for Europe, Africa, Middle East and America Tourism Authority of Thailand; Mr Vitaya Khunplome - CEO Chonburi PAO; Mr Chiruit Isarangkun Na Ayuthaya - Director of Domestic MICE Department Thailand Convention & Exhibition Bureau; Mr Kullatorn Mesommonta - President of The East Coast Golf Courses Management Association.
AGTC is the largest and most important gathering of Asia’s golf tourism industry. IAGTO will be bringing to Thailand 150 golf tour operators from 35 countries who all sell golf holidays to Asian golf destinations. Over 500 delegates will participate including more than 60 golf resorts, golf clubs and hotels from Thailand.
Just over a year IAGTO's Chief Executive presented a State of the Market address to over 1000 delegates at the end of the year's International Golf Travel Market. Focusing on business practices that will help companies emerge strongly from the economic crisis, the content is just as relevant today. An edited transcript of the presentation is available here to download.
IAGTO members can view the most recent State of the Market address from last November in the members' section of this website along with the accompanying slide show.
As IAGTO enters its 15th year, its membership continues to rise. Despite a turbulent decade throughout the tourism industry, IAGTO's membership has grown every year since its foundation in 1997. The landmark of 1800 members in 90 countries was passed late last year and this currently includes more than 420 golf tour operators in 59 countries.
IAGTO Chief Executive, Peter Walton, said "We expect membership to continue to increase in 2012 particularly amongst golf destinations and golf tour operators in the Asia Pacific region. We now have an office in China and representatives in Korea and Japan as well as SE Asia which has helped us tailor our global benefits and activities to the needs of individual destinations and markets.
"Despite the challenging economic times that continue unabated, IAGTO suppliers have been consistently creative in putting together great added value offers for IAGTO golf tour operators. The ease with which this interaction between buyers and suppliers now takes place and the relationships which this has helped to forge are I think two of the fundamental benefits of the IAGTO global network which goes some way to explain its continued expansion."
Technical Day on Golf Tourism
Atout France and the French Golf Federation (ffgolf) convented a meeting in Paris on 12 January to discuss the value of golf tourism to France and how to grow this sector. "La valeur ajoutée du tourisme dans le modèle économique des golfs" was opened by Philippe Maud'hui, Directeur Ingénierie et Développement de Atout France and Jean-Lou Charon, membre du Comité directeur de la ffgolf.
In 2011 IAGTO was commissioned by Atout France & ffgolf to carry out a Golf Tourism Survey amongst golf courses in France and golf tour operators selling France. The findings of this survey were presented by IAGTO's chief executive, Peter Walton to the 100 delegates attending from the French golf tourism industry, Atout France and ffgolf. France is a collection of unique golf destinations from north to south and west to east, each presenting a different experience to the visiting golf traveller.
The announcement in May that France is to host the 2018 Ryder Cup gave further momentum to the country's golf tourism industry, particularly as this survey showed that there was sufficient capacity to double the existing golf tourism business. It was clear from the meeting that there is now a great desire and enthusiasm for both public and private sectors to work together to raise awareness of the great variety of golf destinations on offer to golfers from Europe and further afield, and to generate sustainable growth of this high value, low impact tourism market.