AQW 12381/22-27

Ms Claire Sugden
Independent
East Londonderry

Tabled Date: 22/05/2024
Answered On Date: 05/06/2024
Priority Written: No

Question:
To ask the Minister for the Economy to detail (i) how Northern Ireland’s reputation as a prime golfing destination is being used to promote tourism here; and (ii) what resources are being provided to increase the quality of this asset further.

Answer:

The North is widely regarded as one of the best golfing destinations in the world, particularly following the successful hosting of The Open Championship in Portrush in 2019.

In 2023 the value of golf tourism to the North was an estimated £68 million with over 29,000 visitors travelling here specifically to play golf. This has been achieved through the promotion of golf tourism at trade shows across the globe and directly to the consumer through a wide range of marketing channels.

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

TNI also regularly deliver 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 directly promoting golf across Ireland to golfing audiences in the US, Britain, 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 on the promotional stands.

Golf influencers with large social media followings are also used to promote both golf and the wider destination 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 153rd Open Championship at Portrush next year. Hosting these events will further promote the North as a world class golfing destination to a large global audience.