“Golfers place a high value on being able to enjoy superior quality courses and luxury amenities at competitive prices.”
Antonio Díaz Lomeña, Managing Director of Turismo y Planificación Costa del Sol, analyzes the impact of golf on tourism and the strategies to promote this key sector in the province of Málaga.
Golf on the Costa del Sol: A leading destination
The success of the Costa del Sol as a tourist destination is not the result of chance, but of a joint effort between the public and private sectors. Among the key entities is Turismo y Planificación Costa del Sol, a public company of the Diputación de Málaga that promotes the sustainable development of the region.
What do golfers who visit the Costa del Sol value most?
– Golf on the Costa del Sol is facing a new year that could once again be a record year. What factors do you think golfers value most?
– The Costa del Golf offers a unique combination of highly valued factors:
- Exceptional climate: More than 325 days of sunshine a year allow you to play golf in any season.
- World-class infrastructure: More than 70 golf courses designed by prestigious architects.
- Value for money: Luxury services at competitive prices compared to other European and North American destinations.
Strengths and areas for improvement
– What are our weaknesses and what are our strengths that we should be enhancing?
– One challenge is managing seasonality. Although the climate is favorable all year round, the greatest influx is concentrated in autumn and winter. Incentivizing visits in the low season would improve the distribution of demand.
Another aspect to be improved is accessibility. Although Malaga Airport has good international connections, internal connectivity could be improved, especially to more remote areas.
Among our strengths: promoting golf, gastronomy, wellness tourism and culture as an added value for golfers.
New markets and opportunities
– In addition to our traditional markets such as the UK and the Nordics, what new markets would you highlight?
– The British and Nordic markets remain key, but markets such as Germany and France have grown. We are also seeing an increase in golfers from Eastern Europe, especially Poland and the Czech Republic.
The potential of the U.S. market
– What possibilities do you see in the American market?
– The 2023 Solheim Cup put us on the radar of U.S. tourism. Actions such as sponsorship at the North American Golf Convention have strengthened our presence.
In addition, the direct air connection Malaga – New York facilitates the arrival of U.S. golfers. To attract more U.S. tourists, it is key to intensify promotion and highlight integral experiences (golf, culture, gastronomy and luxury).
Golf promotion strategies on the Costa del Sol
– What promotional activities are planned?
– Our strategy for 2025 includes:
- International events: Participation in fairs such as the World Travel Market (WTM).
- Organization of golf tournaments: They will attract international players and reinforce the image of the Costa del Sol.
- Collaboration with tour operators: Strengthen alliances with sports and tourism platforms.
Impact of the 2023 Solheim Cup
– What has been the real impact of the Solheim Cup on the Costa del Sol?
– The Solheim Cup 2023 was a resounding success that positioned the Costa del Sol at the center of world golf. Its figures prove it:
- 461 million people followed the event worldwide.
- Estimated economic impact of 400-500 million euros.
- Reservation of 13,000 rooms in 75 hotels.
- Arrival of almost 80,000 spectators, benefiting the tourism sector.
The support of His Majesty King Felipe VI, who presented the trophy to the European team, amplified the media impact of the event.
The Costa del Sol as a reference in golf tourism
– “The Costa del Sol, also known as the Costa del Golf, offers a unique combination of factors that golfers especially value.”
– “It is crucial to continue promoting our climate and the variety of the golf offer, highlighting the versatility of our courses for all types of players.”
???? What do you think about the growth of golf on the Costa del Sol? Leave us your comment and join the conversation.
Author: Antonio Sanchez
Leave a Reply