Arturo Bernal Bergua is in charge of one of the most responsible departments of the Andalusian Regional Government, that of Tourism, Culture and Sports. With a degree in Economics and Business Administration and a Master’s Degree in Business Management and Administration, this native of Malaga, born in 1966, has an outstanding professional curriculum, both in private enterprise and in public administration.
In this interview, the member of the Andalusian Government talks about the major international golf events to be held this year in Andalusia, with the Solheim Cup at the head, and the importance they will have as a tourist promotion of the autonomous community.
-For golf tourism, 2023 will be above all the Solheim Cup year. Your Department has been the key for this great world event of women’s golf to be held in Andalusia. What will this tournament mean for the Andalusian golf offer in general and for the Costa del Sol in particular?
-It is going to mean a lot in several aspects, the first one, in the international image of Andalusia as the best golf destination in the world. Secondly, it will have an important impact on the area, before and after its celebration, in employment, in income, both direct and indirect. The Solheim Cup will leave a mark on the destination, as happened with the Ryder Cup, which more than two decades later is still perceived that momentum and a great showcase to link the Andalusia brand to sporting values such as effort and commitment.
The dispute of the Solheim Cup will be a before and after in the strategic approach to golf in Spain and Andalusia and will also contribute to consolidate the community as the home of golf and women’s sport. Since we were granted to host the competition, we are making an effort to involve society in general and the golf courses of Andalusia, but also the rest of the country, counting in the case of Andalusia, with ambassadors in each province that are introducing in their fields and social mass interest in this event.
-All the agents involved emphasize that your personal intervention to achieve this tournament has been key. How did the possibility of bringing the Solheim Cup here come about?
-We have been working on this event since 2016 and 2017, when we began to think that it would be a good option for the Costa del Sol and Andalusia. It was difficult, with a lot of competition, but the organization knew how to see our potential as a preferential and reference destination. I will not forget when in the 2019 WTM, being me then responsible for the Tourist Board, we announced our candidacy after a meeting with representatives of the Ladies European Tour. Since then, and until our designation in 2020, we have worked hard the different administrations and the sector, both golf courses -especially Finca Cortesín- as well as hotels, complementary offer, etc.
What were the biggest stumbling blocks during the negotiations?
-Obviously, convincing the organization that we were the best, with a competition, as I said, very tough and of high quality.
In preliminary studies that were conducted in the bidding process, the organization concluded that the direct economic impact of the Solheim Cup would exceed 227 million euros. Even so, the promoters and organizers of this event consider that it will also be a tool to attract American and Asian tourists (especially China, Japan and South Korea), markets in which the Costa del Sol still has a lot of room for growth.
-Do you think the public opinion in Andalusia is aware of the importance that major events like this have for the promotion of tourism in our community?
Of course, the tourism sector is perfectly clear about it, as well as the fans. The general public, I think, has been understanding it little by little, after many international sporting events we have hosted, some of them more popular, such as soccer or basketball, but equally important. We not only have the responsibility to convey to those who see us from outside that in Andalusia we have everything: climate, hotel facilities, recreational, leisure and cultural tourism, magnificent sports facilities… Everything, I repeat, so that golf can be an element of wealth creation that attracts golf tourists, who have a very important impact on our land. Now we have to finish bringing it closer to the people. From the Regional Ministry we have promoted golf as a sport accessible to all, with public facilities such as La Cartuja in Seville, La Garza in Jaen or El Toyo in Almeria.
In addition, I would say that Andalusia has maintained for years an idyll with the golf segment, an industry that brings a lot of economic, social and sporting value to the region. Every year 800,000 tourists come to Andalusia to play in the golf courses of our community and that is very important qualitatively and quantitatively for the destination. Now, with the Solheim, which is the largest women’s golf event, we want to make progress in attracting women golfers, who come to account for between 20% and 30% of all tourists who visit the region with this motivation, about 120,000 annually.
-Valderrama has signed an agreement to host a major LIV Golf tournament for five years, currently the only European venue for this Tour. This course and your department have maintained a close relationship during the last 25 years. Will this collaboration with the Cadiz course be maintained for this new tournament?
The relationship of the Consejería de Turismo with Valderrama is that of partners. We have collaborated with loyalty for many years. The reputation of this course reaches a worldwide level and it is a privileged showcase to bring the image of Andalusia to millions of homes. This close collaboration is destined to be long-lasting.
-The Regional Ministry has also maintained a very good and fruitful collaboration with the European Tour. Do you plan to replace the Andalucía Masters at Valderrama with another tournament or continue with the same tournament at another course?
Our commitment to bring major sporting events is very clear, and among them is golf, an important economic engine. We collaborate with all the courses, of course with Valderrama our relationship has been and is close and will continue to be in the future. We have intensified our work with the main golf operators, we have made a commitment with IAGTO to work together so that the Andalusian destination hosts every two years one of the meetings they organize, considered the main professional forums for intermediaries in this segment.
-Andalusia is, without a doubt, the leading destination in Europe in golf tourism. What do you think differentiates us from other destinations and where could we improve?
-Few destinations in the world can bring together in a single territory such a plural offer, in a safe environment, with excellent infrastructure for accommodation and transportation, for leisure and business, for relaxation and for sport. We are now focused on the sustainability of the Andalusian golf sector, in fact, practically 100% of the courses located in this area are irrigated with recycled water. Our client and golf player is very sensitive to sustainability and here we are meeting
more than those expectations.
We are also working to strengthen our positioning in the main European issuing markets and in distant markets with greater potential, such as the United States, Canada and Asia, with bets such as this tournament, which is, I repeat, a very important challenge and a great opportunity to highlight the value of this sport and what it means for Andalusia.
The promotional activity that we develop throughout the year highlights that Andalusia is the home of sport, both nationally and internationally, with golf being one of our main pillars, based on a powerful offer of more than 120 golf courses.
-In which consolidated or emerging issuing markets do you think promotion efforts should be concentrated?
-Our objective is to strengthen our positioning in the main European outbound markets and in the distant markets with the greatest potential, such as the United States, Canada and Asia. Our promotional actions include penetration in the golf tourism sector through alliances and agreements with intermediaries and professional associations related to the industry, although the latest consumer trends among golfers make it advisable to also reach the end consumer directly with a communication strategy aimed at a community of active golfers in order to arouse interest and increase loyalty to the destination.
-In general, depending on the areas, golf tourism has recovered well after the pandemic, even surpassing 2019 figures. What are your forecasts for the near future?
-The forecasts are very optimistic. Golf, which has been attracting close to 600,000 travelers annually, is positioned as a first-rate attraction to attract foreign visitors and reduce seasonality, especially now that long-distance travel is going to recover and we have achieved new air connections, such as the direct Malaga-New York flight. Golf is a segment that has a lot of potential for development in the region and we are convinced that the reactivation of tourism will further boost the figures for this product. This is what we are hearing from businessmen and professionals in the sector, who are optimistic for the coming months with an increase in bookings and the recovery of traditional markets. Golf will undoubtedly be one of the driving forces of tourism in Andalusia and will contribute to recover, in the short term, the levels of activity prior to the pandemic.
-Can you imagine Andalusia without golf?
-Well, no. We are already part of the history of the sport. The community has hosted 63 first-class international men’s tournaments and is the region in continental Europe that has hosted the most DP World Tour events. Since 1966, twenty-one editions of the Volvo Masters, eleven of the Open de Andalucía, eleven of the Open de España, eight of the Estrella Damm N.A. Andalucía Masters, three Volvo World Match Play Championship, three World Cups, two World Golf Championships and four other open tournaments have been played in Andalucía.
As a culmination, the 1997 Ryder Cup, also played at the Real Club Valderrama, in which the European team beat the American team led by Tiger Woods thanks to the good work of its players and, above all, Seve Ballesteros, its captain. Just as that tournament served to bring the benefits of Andalusia to millions of homes around the world, in 2023 the Solheim Cup, the team championship between the United States and Europe will again be a turning point and an unavoidable focus for fans and spectators.
Golf is a major tourist and sports industry for the region and, therefore, from the Andalusian Government this segment is present as a fundamental part of its strategy.
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