AQW 22503/17-22
Ms Claire Sugden
Independent
East Londonderry
Tabled Date: 15/09/2021
Answered On Date: 23/09/2021
Priority Written: No
Question:
To ask the Minister for the Economy to outline any plans he has to maximise the number of north coast businesses, including those in hospitality, retail and tourism, to be able to benefit from the 2025 British Open in Portrush.
Answer:
The decision to bring The Open Championship back to Royal Portrush, is another ringing endorsement of the quality of the golf experience in Northern Ireland and our ability to stage world-class events. It comes at an important time in our economic recovery from Covid, as the international tourist market starts to open up. The announcement will encourage golf visitors to explore NI's great golf offer in the years preceding the event, as well as when we host the Championship again in 2025. The 148th Open was a phenomenal success, attended by 237,750 patrons making it the largest ever Open to be held outside St Andrews and the second largest attendance in the event’s history. In excess of £100 million of combined economic and media benefit was generated for Northern Ireland from the event itself. Independent event research shows a significant amount of net additional spend was generated in the North Coast area. It also assisted in delivering a record year for Golf Tourism, with 2019 generating £52 million into the Northern Ireland Economy. The collective ambition of the R&A, Royal Portrush Golf Club, the NI Executive, Tourism NI and key delivery partners, such as the Causeway Coast and Glens Council is to make the 153rd Open Championship even better than the 148th. Tourism NI will once again work closely with key partners to plan for and support delivery of the event, including engagement with councils and the business community to maximise the economic benefits of hosting such a prestigious tournament. This will build on the successful model deployed in 2019, including industry workshops, toolkits, a dressing and animation programme and customer service excellence training initiatives. Tourism NI, in partnership with Tourism Ireland have a significant golf marketing programme in place for the next 4 years, that will build on the legacy of The 148th Open at Royal Portrush. This will include securing international sales platforms to put Northern Ireland on the map and allow businesses to increase their international sales. Consumer campaigns will also run in the lead up to the event. Tourism NI will continue to work closely with the International Association of Golf Tour Operators (IAGTO) and Golf Clubs through its Quality Assurance Programme to develop the product and to increase sales through international sales promotion. The Northern Ireland - Embrace a Giant Spirit brand offers an exciting opportunity for Northern Ireland tourism industry to get involved in the development of new and immersive authentic experiences that will resonate with visitors across the world. Tourism NI will continue to develop and support new and existing experiences along the North Coast which will help to support the overall tourism offer for the area. By having more experiences on offer, this in turn will hopefully help to increase opportunities for additional dwell time and spend for businesses from visitors coming to the area as a result of The Open in 2025. There is no doubt that the 153rd Open Championship offers an abundance of opportunity for businesses in the North Coast and across Northern Ireland, in the led up to the event in the next four years and during event week itself. I would encourage businesses to get engaged with the platforms, initiatives and opportunities that will be rolled out by Tourism NI and key partners in the years ahead, as well all prepare to make this another record-breaking Championship.
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