(TAN): Scotland has launched a marketing campaign to promote golf tourism in the country.
A film promoting golf tourism has been produced, and this can be seen on TV and online. The film intends to convey the message “only in Scotland can travelling so little make such a big difference”.
This campaign is part of the wider VisitScotland GBP 3 million (USD 9 million) marketing campaign welcoming back Scottish tourism and reminding domestic tourists of the beautiful country they have right on their doorsteps.
Aimed at the domestic market, the video encourages people to rediscover the world-class golf tourism product on their own doorstep and to take their golf holidays in Scotland rather than flying abroad. As well as avid golfers, the film also targets those who have not played for a while or not tried it before to appreciate how golf combines fresh air, exercise, scenery, companionship and friendly competition.
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The film features a blend of some of Scotland’s iconic championship courses as well as those to suit any ability level and budget.
Golf tourism is worth more than GBP 286 million to Scotland annually and employs over 4,400 people.
Speaking about the activity, VisitScotland CEO Malcolm Roughead said: “Scotland is the home of golf and a world class destination for anyone with a passion for the game. As an important part of our overall tourism product, we’re delighted to launch a golf marketing campaign to encourage Scots to embrace the health and well-being benefits the sport offers. The COVID-19 pandemic has had a devastating impact on the tourism industry, and golf is playing a key role in restarting our domestic visitor economy. It’s not just golf operators that benefit but accommodation providers, hospitality, transport and retail.”
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Rural Economy and Tourism Cabinet Secretary Fergus Ewing said: “Scotland’s golf tourism industry, like the rest of the tourism sector, has been hit hard in the past few months but thanks to the dedication of people across the country to suppress the virus our golf courses and accommodation providers can begin welcoming visitors and guests again.”
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