GOLF IS ONE OF THE COSTA DEL SOL’S MOST PROFITABLE TOURIST SECTORS”

Following the departure of Marcelo Molinari to the private sector, Lynn Mitchell, a Scottish woman with considerable experience and many years working for the Costa del Sol Patronato de Turismo (Tourism Board), has taken over responsibility for the golf tourism sector. This is, without a doubt, one of the most important sectors in Málaga province and one which, to a significant degree, the area depends on for its survival – after the sun and beach seasons.

The recipient in 2009 of the Business Woman of the Year award from ADEPMA (Andalucian Women’s Association of Managers, Entrepreneurs and Professionals) also retains responsibility for holiday and leisure business development.

- With your new responsibilities, will there be changes in the golf department or a policy of continuity?

- It should be noted that both Marcelo and I represent the industry’s interests so any replacement doesn’t result in changes – only if they are recommended by the industry. I have had the opportunity to meet, together with Marcelo, representatives of the golf industry and I have been able to confirm the results of this first year’s operation in accordance with the new divisional strategy and I believe the work, in general, has been productive and profitable. Our challenge is to maximise results, and optimise resources, and I believe in this respect we can continue to improve. In short, there will be continuity, with some modifications to those initiatives that don’t achieve maximum profitability.

- Your knowledge of the world of golf is very extensive, and stretches back quite a while. Can you outline the Patronato’s promotional plans for 2013?

It is true that I have had a lot of contact with the world of golf, but several years ago now and times have changed – also in the tourism industry in general. One of the major challenges is to ensure an optimal presence online, and with our proposal for a portal specialising in golf we will be working in that direction. The role of communication is vital these days and we want to work with the specialist media, golf associations and tour operators to ensure the destination receives maximum exposure, both online and offline.

- Have you considered opening new markets – or will you be focusing on the traditional ones?

We should never stop working on our traditional markets. We have magnificent amenities – I would say the best in the Mediterranean area – but it’s not exclusive and the competition is strong. We have to fight constantly to maintain our leading position. On the other hand, we have identified markets with the potential for growth, not necessarily new ones, and they need special attention, to be pampered, to cultivate this potential. I am referring to markets such as Russia, the Czech Republic, even Switzerland, and some others in our natural environment, in addition to the United States and Canada.

- What new marketing formulas do you to use?

Following the recommendations of our members and clients, we need to analyse what works well in other destinations. It’s not about re-inventing the wheel; not is it the right moment to experiment, but rather to incorporate new techniques that have been shown to be effective and profitable. To that end, we have the benefit of collaborating with true experts in the golf industry who are members of our golf working groups. Not only can we count on their experience and contribution but also their active involvement with the creation, and realisation, of the marketing and supervision plan. We have a fantastic platform with the IAGTO, although we aren’t taking full advantage of it. We have to work more on communication: there is a role to fulfil, creating news and distributing it to both professional associations and consumers.

–- Do you believe the public administrations put enough effort into promoting golf or should they allocate more resources?

I believe they should dedicate more resources, and ensure the maximum effort possible, because golf is one of the most profitable sectors, as golfers are among the Costa del Sol’s best clients when it comes to spending power. And not only because of profitability but also because the Costa del Sol’s golf amenities are the best, at a holiday level, in Europe. We need to promote it as much as possible because this also has a domino effect on the other sectors.

- What is the best thing about the Costa del Sol destination?

The best is, without a doubt, the climate – the brilliant light is unique – and also the friendliness and personality of the people, the professionalism and experience in the tourism industry, the capacity for reinvention. There are few destinations that have this constant evolution and product adaption.

And the worst?

- If there is any weakness it is perhaps the limited long-term planning. This has been a very dynamic and profitable industry, and its development has, at times, been running ahead of planning. We should take advantage of the cycles when activity decreases to plan well for the future, and I believe that in the past this hasn’t been the case.

- Do we still maintain our standing as the premier destination in Europe or are our competitors starting to take over?

We continue to maintain this standing, and we are also regaining the prestige that was, perhaps, at risk when prices rose. In any event, the competition is massive and we can’t drop our guard at any moment. We have to fight and consolidate our efforts day by day.

- In your opinion, do politicians, in general, give the golf tourism sector the consideration it warrants?

I believe there is a high level of awareness among politicians, not just over the past one or two years but since well before – at the national, regional, provincial and municipal level.

- It seems as though 2012 was slightly better than previous years. When do you forecast a conclusive recuperation in the sector?

If I had a crystal ball… The important thing is that we have the capacity to resist everything they throw at us, and I believe we are well positioned to resist. We need to plan well in order to optimise our resources when the period of growth returns once again.