49-50 ttg_lux_advertorial golfv2 15/6/09 09:49 Page 49
STROKE
PLAY
W
ith more than six million
golfers regularly hitting the greens in
Europe, it makes sense to get more
involved with golf.
At least half of these golfers have been
The golf market does not seem to be as handicapped on a golfing holiday and about 30% of
by the recession as other sectors, but targeted
them will take a holiday where golf is the
primary purpose of travel each year. And
marketing is still essential, reports April Hutchinson
they could all be persuaded to use the
help of a travel agent or tour operator.
In fact, many of them already do,
according to Peter Walton, chief executive
of the International Association of Golf
Tour Operators. He says: “It is estimated
that the IAGTO tour operator members
control more than 80% of all golf holiday
packages sold worldwide, with annual
sales in excess of €1 billion.”
Many golf destinations have come to
the fore only in recent years and
golf tourism is considered a
priority niche market for many
tourist boards. Tunisia, for
example, recently
hosted the IAGTO
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feature golf
summer 09 ttgluxury.com
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