After a highly successful year in 2017, when record numbers of golfers visited the Highlands, the drive to build on the momentum of the past 12 months will continue at the first major industry trade show of 2018.
Highland Golf Links (HGL), representing three leading courses and a trio of hotels, will showcase the area to a potential audience of more than 40,000 business leaders from 74 countries attending the PGA Merchandise Show in Orlando, Florida, from January 24-26.
The company believes the event presents an “ideal platform” to further market the area at one of golf’s biggest gatherings.
With more than 1,100 exhibits and the chance to meet golf merchandise manufacturers and distributors, it offers a series of promotional opportunities, as well as educational sessions and advice on business growth.
The HGL delegation will promote internationally-renowned links courses at Castle Stuart Golf Links, Royal Dornoch Golf Club and Nairn Golf Club, as well as partner hotels, the Kingsmills and Culloden House in Inverness and the Royal Golf in Dornoch.
Royal Dornoch was recently placed second on the Golf Digest 100 Greatest Golf Courses list, while Castle Stuart featured at number 53.
Fraser Cromarty, of HGL, said: “The timing is right for the Highlands and HGL, as in 2017 we enjoyed our most successful year ever.
“We saw unprecedented numbers of golfers visit the area, generating in excess of £500,000 in off-peak income. For the sixth successive year we saw a rise in sales of ‘play and stay’ deals to boost business during the ‘shoulder’ months of April, October and November – and advance sales for 2018 are continuing the upward trend.”
Last year saw the number of deals rise by more than 3% on 2016. With bookings for this year up 25%, it means there will be more than 3,000 rounds played in the off-season.
Mr Cromarty added: “Our visitors get to play some of Scotland’s finest links courses. Castle Stuart has hosted the European Tour’s Scottish Open four times in the last seven years. Nairn, which hosted the Walker Cup in 1999 and the Curtis Cup in 2012, staged the 2017 Boys Amateur Championship; while Royal Dornoch will this year be the venue for the Boys Home Internationals.”
Figures released by VisitScotland last year showed the economic value of golf tourism and events to Scotland had increased to £286million-a-year.
The research also showed overseas golfing visitors spending an average of £338-a-night.
