Global golf holiday sales were up 9.3% in 2012 from the previous year, according to a brand new report from the International Association of Golf Tour Operators (IAGTO).
The 2013 IAGTO Annual Golf Tourism Report is the largest and most comprehensive international golf survey ever undertaken.
The report’s findings come from data provided by 48% of IAGTO’s golf tour operator members around the world who completed a detailed survey earlier this year.
IAGTO is the global trade organisation of the golf tourism industry with 2,061 member companies in 90 countries – including 492 golf tour operators in 62 countries – who together control in excess of 85% of all golf holiday packages sold worldwide.
Data from the Golf Tourism Report shows that IAGTO operators took care of the travel arrangements for more than 1.6 million golfers in 2012, with golf holiday sales exceeding an estimated €1.5 billion (US$2 billion).
European Golf Holiday market continues to grow
The average growth in sales in 2012 over 2011 reported by IAGTO golf tour operators based in Europe was 9.4%, fractionally above the global average of 9.3% (European operators account for 57% of all IAGTO operators worldwide).
Another recent report from KPMG’s Golf Advisory Practice, “The Golf Travel Insights Report,” showed that Turkey has become the fourth most popular golf destination in the world behind Spain, Portugal and Scotland.
Growth in sales was reported from all continents by IAGTO:
Europe: 9.4%
North America: 13.5%
Asia Pacific: 5.1%
Business booming in Middle East, Africa and Latin America
Tour operators in Latin America, the Middle East and Africa reported a sales growth on average in excess of 20% for the same period.
The report also shows that 38% of IAGTO’s golf tour operators sell only golf holidays, whereas the remaining 62% also sell other types of holidays, including special interest and general leisure, along with meetings, incentive and business travel services.
IAGTO’s chief executive, Peter Walton, said: “This is by far the largest and most comprehensive survey to have been conducted within the golf tourism industry since IAGTO was founded 16 years ago. More than 650 of our member companies completed a detailed and dynamic online questionnaire, tailored to their individual business, and the report will serve as a benchmarking document for future annual surveys.”
Walton added: “For the first time, we have been able to assess the relative growth of 75 golf destinations and get an indication of their importance in terms of sales volumes to IAGTO operators. A wealth of marketing intelligence has been presented which will be of enormous benefit to our member golf resorts, golf courses, hotels, tour operators and tourist boards.”
This initial report is based on the findings from IAGTO’s golf tour operator members.
For more on IAGTO, visit: http://www.iagto.com/
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