AQW 10698/22-27

Mr Stephen Dunne
Democratic Unionist Party
North Down

Tabled Date: 23/04/2024
Answered On Date: 13/05/2024
Priority Written: No

Question:
To ask the Minister for the Economy to detail the action his Department is taking to promote golf tourism.

Answer:

The value of golf tourism to the North in 2023 was £68.2 million. This has been achieved by promoting golf tourism at trade shows and directly to the consumer through various marketing channels.

Over the past 12 months Tourism NI (TNI), working in partnership with Tourism Ireland (TI), has undertaken consumer marketing including digital, print and in-person promotion in all target markets.

TNI also regularly runs consumer campaigns in partnership with major online golf travel agencies such as YourGolfTravel, GolfNow and GolfBreaks to encourage golfers to take short breaks here.

The agencies’ golf teams are regularly present on promotional stands at USPGA and DP World Tour events with a focus on promoting golf in the North directly to golfing audiences in the US, UK, Europe and UAE markets, as well as attending targeted trade shows in the same markets. The agencies are also joined by representatives from local golf clubs, tour operators and accommodation providers.

Golf Influencers with large social followings are also used to promote the destination and golf product directly to golfing audiences in the USA, Britain and Europe.

In October 2023, TNI hosted the International Association of Golf Tour Operators “Golf in Ireland” Convention at The Ebrington Hotel in Derry, pairing forty international golf tour operators with forty local golf partners, as part of a 3-day familiarisation trip.

Finally, my Department has provided TNI with the funding necessary to secure the return of the Irish Open to Royal County Down this year and the British Open next year, which will further promote the North as a world class golfing destination to large global audiences.