The latest figures released by the Welsh Government show the value of golf tourism has increased over the last eight years from £23million a year to more than £38million a year.
Between 2004 and 2011 golf tourism generated a total of £242million for the Welsh economy from a total of 1.34 million golf visits. The annual total volume of golf visits to Wales increased by 36% during this period.
The latest figures are from the 2011 Wales Golf Tourism Monitor, undertaken annually since 2004 to quantify and profile golf tourism in Wales and to gauge awareness in the run-up to the Ryder Cup in 2010.
The period also corresponds with specific marketing activity for golf in Wales.
The data shows the total expenditure during this period has risen year on year – from £23m to £38.4m – apart from Ryder Cup year when, as anticipated, it peaked at £41.9m.
Wales continues to receive high satisfaction levels for all elements of the golf visit, with the welcome given to visitors scoring 4.8 out of a possible 5.
Business Minister Edwina Hart said the figures illustrated the success of the Welsh Government’s concerted marketing campaign leading up to Ryder Cup year in 2010.
“Last year Wales attracted 189,300 golf visitors to Wales – the second highest figure of the monitored period which means we are witnessing a continuing legacy from the Ryder Cup.
“There is no doubt the ability to host the Ryder Cup and the associated marketing campaign has raised the profile of Wales tremendously as a key golf destination and I am pleased to see this global promotion is bringing real economic benefits to Wales.
“The increase in visitor numbers and spend is all the more significant given it was achieved during a period of extremely difficult trading conditions.”
The survey for 2011 shows that day trippers continue to outnumber staying visitors while the main shift last year was the considerable increase in day visitors from the UK.
Last year Wales attracted 189,300 golf visitors generating £38.4m expenditure. The average length of stay was 3.8 days with individuals spending on average £469 per person, per trip – an increase of almost 10% when compared with 2010 and a 17% increase over 2009.
Dan Clayton Jones, Chair of the Welsh Government Tourism Advisory panel, said golf tourism attracted high spending visitors and Wales was now firmly established as a strong stand alone golf destination of choice.
“The results for last year are encouraging and it is good to see, post Ryder Cup, that Wales remains an attractive, welcoming, value for money golf destination for players of all abilities. It’s also excellent news to see that whether golfers have travelled to Wales from the UK, Europe or further afield they are recording high satisfaction levels.
“We will continue to work with the Welsh golf industry to look at ways of increasing the proportion of visitors that stay overnight and Visit Wales will continue to work with golf clubs and the golf clusters to further develop their marketing activities, build on the increased awareness of golf in Wales and increase the use of online booking to attract overseas visitors.”
The Monitor has been run for one year post-Ryder Cup in order to gauge early legacy and business retention.
