Global golf vacation sales grew by an average of 9.3% in 2012 over the previous year, according to the first annual IAGTO (International Association of Golf Tour Operators) Golf Tourism Report, released today.
This is the largest and most comprehensive international golf survey ever conducted. The report’s findings come from data provided by 48% of IAGTO member tour operators worldwide, who completed a detailed survey earlier this year.
IAGTO is the global trade organization for the golf tourism industry and currently has 2,061 member companies in 90 countries, including 492 golf tour operators from 62 countries that control more than 85% of all golf vacation packages sold worldwide.
The Golf Tourism Report shows that tour operators handled travel for more than 1.6 million golfers in 2012, with golf vacation sales exceeding €1.5 billion ($2 billion).
Average sales growth in 2012 over 2011 reported by IAGTO golf tour operators based in Europe was 9.4%, a tenth higher than the global average of 9.3% (European tour operators account for 57% of all IAGTO tour operators). Sales growth was recorded on all continents: Europe 9.4%, North America 13.5% and Asia Pacific 5.1%.
Tour operators from Latin America, the Middle East and Africa recorded average sales growth of over 20% for the same period.
The report also shows that 38% of IAGTO tour operators sell exclusively golf vacations, while the remaining 62% also sell other types of vacations, including general leisure, along with meetings, incentives and business travel services.
IAGTO CEO Peter Walton says of the Report, “This is by far the largest and most comprehensive survey to be conducted within the golf tourism industry since IAGTO was founded 16 years ago. Over 650 of the member companies have completed a detailed online questionnaire tailored to their individual business, and the report will serve as a reference document for future annual studies.”
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 volume for IAGTO tour operators. This is important marketing material that will be of great benefit to our partners: golf resorts, golf courses, hotels, tour operators and tourist boards.”
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