\"Victoria

Born in Benahavís, one of the municipalities with the highest number of golf courses in Spain, Victoria Guerrero is Secretary of Tourism for the Western Costa del Sol Association of Municipalities – a public utility association that comprises 11 Málaga province municipalities.

1. Can you picture the Costa del Sol without golf?

No, these days they are complementary and inseparable resources. We have to be increasingly clear that golf is not only a sport but also a tourism product that has an effect on the Andalucian region in various ways – in particular, in our area. Benahavís has a lot to say in this respect. We have 14 golf courses – imagine what that means in every sense! So, no, we can’t imagine the Costa del Sol without golf; it is part of the culture and everyday life of many people

2. This is one of the few sports which enthusiasts travel to play. Do you believe the authorities, and politicians in general, are aware of the importance of this tourism segment?

They should be and I believe they are, bearing in mind the importance of the resources it generates, the quality of the amenities and the demand. Fortunately, there is increasing awareness of this. In addition, it is important to recognise the fact that the Patronato de Turismo de la Costa del Sol (tourism board) is working intensively to elevate golf to the level it deserves – even higher if possible

3. You represent the left in Andalucian politics. Do you believe that everyone of your political ideology understands that the golf phenomenon is part of the tourism industry, or do they continue to have prejudices against the sport?
Who has told you that people, or some people, on the left of Andalucian politics have prejudices against the golf industry? This must be a misunderstanding or the rumour mill. How can we not be committed to a first-class tourism product that has such a key effect on tourism? That could not be the case! Tourists who play golf come here from October to April, which is when their own courses back home are closed because of the weather. This coincides with our low season for tourism, and it means a great deal to the industry, mainly hotels that are not obliged to close in winter or, for example, have their staff on “discontinuous-permanent” contracts. Furthermore, any prejudice against golf diminishes as the sport becomes more accessible and widespread; and this is what all of us involved in golf are working towards, bringing golf closer to the general public.
4. With more than 50 golf courses in the municipalities that comprise the Mancomunidad, do you believe, as it is claimed, that this is the best golf tourism destination in Europe?
Yes, it is one of the best tourism destinations in Europe for playing golf, and proof of that comes in the number of golfers who visit us. And that’s because we can offer a series of prerequisites that visitors value highly: good climate, good gastronomy… It should not be forgotten that golf is much more than a sport. It enhances the tourism amenities and gives added value to other tourism resources that might spring up around a golf course.
5. Things have been bad in recent years. What do you believe can be done to ensure this area remains a premier golf destination?
Continue on the same path, continue doing things well, improve those things that are not entirely satisfactory and, in short, dedicate our efforts and enthusiasm to an industry that has already shown itself to be first-class. You can always do more and that is exactly what we have been advocating within the Socialist group in Benahavís, stressing to the ruling Partido Popular that we should be offering more and better services and amenities to those who spend their leisure time playing golf in our municipality.
6. You play golf yourself. What you think about the quality of the Costa del Sol’s golf courses?
Everything can be improved on but I sincerely believe that the quality conditions and climate are, together with the setting, the most competitive in Europe. In any event, it is advisable to continue focusing on the sustainability of courses, services and access, on public golf academies, on events related to the culture of golf and the image of tourism-based municipalities in reference to golf.
7. Some environmentalist groups are strongly opposed to golf, arguing that they cause environmental damage. However, a high percentage of golf courses on the Coast use recycled water for irrigation and many also favour the recuperation of native flora and fauna. Do you believe these groups are poorly informed or simply maintaining pre-conceived notions?
When any group maintains a position on a certain point, they must have their reasons – I’m not going to enter into that. Nevertheless, it should be noted that things have improved greatly, transforming less plant cover and maintaining the native fauna. As for environmental damage, any environmental impact is currently being corrected constantly, and the focus is on developing a sustainable model for the golf industry.
8. The crisis has encouraged many courses to lower their prices. Do you believe the relationship between quality and price is now more appropriate?
There has always been quality, although it is true that lately prices have been adjusted a bit more, the same as has occurred in most industries due to the crisis. It should be stressed that more people are now playing golf and it is becoming more accessible to more people
9. Why should a golf tourist should choose the Costa del Sol and not some other destination?
Because this is a privileged destination and we have excellent golf courses. And if we add to that the diversity of our gastronomic and cultural amenit