International golf tourism strategy

TNZ working group to develop an international golf tourism strategy

Tourism New Zealand has today announced the appointment of a working group (WG) tasked with developing a long-term strategy for golf tourism in New Zealand.

Over the next eight weeks the WG will undertake a comprehensive review of golf specific tourism in key in-bound markets, economic benefits, marketing and infrastructure needs.

Initial desk-based research and data collection is already underway.

The WG’s activity is part of Tourism New Zealand’s strategy to drive higher-value visitors, with a focus on delivering value growth for the industry now, as well as in the medium and long-term.

It is further supported by Tourism New Zealand’s recent increase in funding to up-scale the promotion of special interest travel from core markets.

Justin Watson, General Manager Marketing Communications, says golf has been identified as a priority special interest sector due to the number of high-value travellers it attracts and its strong potential for growth.

“Golf is a popular international visitor activity. New Zealand has always been fortunate to have amongst the most golf courses per capita anywhere in the world. In recent years there has also been an enormous investment in both existing and new facilities resulting in an outstanding opportunity to grow this highly valuable sector of our tourism industry."

Meeting for the first time this week, the working group (WG) is comprised of five members: Greg Turner (Chair); Geoff Burns; Peter Cutfield; Michael Goldstein and Chris Atkinson. The group has been selected based on their cross section of professional skills in business, tourism and golf sectors.

The strategy will identify ways to use golf tourism as a means to increase the returns from international visitors to New Zealand.

The WG is working to produce a draft strategy to Tourism New Zealand by the end of June.

ENDS

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