Edinburgh (TAN): Scotland’s national tourism organisation VisitScotland on Thursday launched a campaign to encourage more women golfers to travel to the country to play golf.
The video campaign shows four women on a golf break in Scotland. The friends are also seen engaging in other off-the-course fun activities.
The video, which is live on the tourism organisation’s YouTube channel, will be aired in VisitScotland’s key markets in the UK, Germany, the Netherlands, Scandinavia and North America.
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VisitScotland also mentioned in a newsletter they would also run paid in-market campaigns coinciding with key events in the golfing calendar.
Golf tourism is already a key part of Scotland’s visitor economy, worth more than GBP286 million on an annual basis with a target to grow that to GBP325 million by 2020.
Golf tourists typically spend around 3.5 times that of a “regular” tourist and with half of all female golfers visitors to Scotland describing themselves as either “luxury” or “holiday” golfers, this indicates a willingness for a high-spend and to undertake a variety of other activities during a golf trip, the tourism organisation said.
The campaign will also be used to help support raise awareness of The 2019 Solheim Cup, the most prestigious event in women’s golf, which is being held from September 9 to 15 this year.
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“VisitScotland is proud to be doing something that no other tourism body has done before by investing in a female focused golf destination marketing campaign,” Malcolm Roughead, chief executive of VisitScotland, said. “Scotland’s commitment to women’s golf is unquestionable with an investment in excess of GBP23 million since 2007 through our staging of both the Women’s British Open and The Aberdeen Standard Investments Ladies Scottish Open cementing our reputation as the Home of Golf.”
