Golf tourism is one major growth market, as a key attraction for many high-end travellers looking for ways to relax in beautiful surroundings. Virtually every day, IAGTO, the global gold tourism association, highlights new campaigns and openings, with a plethora of ideas for travel professionals seeking inspiration.
The importance of golf as an attraction is underlined by the recent announcement by Golf Tourism England that it is to receive Government support through the Discover England Fund to target the lucrative golf tourism market and drive inbound golf tourism. Golf Tourism England was set up in 2014 and has made significant inroads, developing new product strands and unlocking new trade partnerships, providing a clear pathway to increased inbound visitor volumes. Meanwhile, in the Americas, Hilton Head Golf Island in South Carolina has been voted the “No.1 Island in the Continental US” by Travel + Leisure magazine readers, while the Dominican Republic has become known as the “Golf Capital of the Caribbean”. Underlining that, it was named Latin American & Caribbean Golf Destination of the Year for 2016 in the IAGTO Awards – for the third time.
SHOPPING TOURISM KEY FOR DESTINATION MARKETING
“One of the most used tools in the promotion of destinations” this is how Shopping Tourism was described at the opening of the 2nd Conference on this segment, organised by the World Tourism Organization (UNWTO) in January 2016. Shopping Tourism “is a highly relevant component for travellers when choosing and preparing their trip” underlined Yolanda Perdomo, Director of the Affiliate Members Programme at UNWTO.
The segment is indeed transforming the promotion of destinations worldwide. Jörn Gieschen, Researcher at the Instituto de Empresa and the MasterCard Observatory on Premium Markets and Prestige Products underlined that small and local shopping experiences are much more attractive for travellers than the big global brands. One of the trends shared was the so-called “Bleisure” – the combination of Business and Leisure. “58% of business travellers add a day or even a weekend to their business trip,” he said.
Michel Durrieu, Director of Tourism at the Ministry of Foreign affairs and International Development in France, states that shopping and gastronomy are major criteria to decide on destinations, and therefore should be included in any strategy. Diversity, price and quality,opening hours, customer orientation in shops, handicrafts and souvenirs quality are, says Durrieu, key aspects to advance in shopping tourism.