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Women golfers targeted

Video and advertising to boost market share

A golf campaign aimed specifically at encouraging more women to travel to Scotland to play golf has been launched today by VisitScotland.

The campaign features four women who, as friends, are filmed enjoying a golf break which also involves other fun activities off the course.

The result is aimed at VisitScotland’s key golf markets in the UK, Germany, North America, Scandinavia and The Netherlands.

The video has adopted the #HerScotland hashtag and has a 60-second video displayed on VisitScotland’s YouTube Channel https://youtu.be/KfMNvtRfw9Q

It will be backed by paid in-market campaigns coinciding with key events in the golfing calendar. The landing page www.visitscotland.com/womensgolf/ holds information about the featured cast, the filming locations and example itineraries aimed at female golfers.

Currently only 12 per cent of golf visitors to Scotland are female which represents a huge potential for growth considering that female golf participation in some European countries in particular is in excess of 35 per cent.

Golf tourism is also a key part of Scotland’s visitor economy and is worth more than £286m annually with a target to grow that to £325m by 2020.

Research shows that golf tourists spend around 3.5 times that of a regular tourist and with half of all female golfers visitors to Scotland describing themselves as either “luxury” or “holiday” golfers.

This indicates a willingness for a high-spend and to undertake a variety of other activities during a golf trip, visiting multiple regions.

VisitScotland hope the campaign will support this growth potential by dispelling myths that golf in Scotland is male dominated and only accessible to highly skilled and competent golfers.

The initiative will be used to help support raise awareness of The 2019 Solheim Cup which is being held from September 9 to 15 at the PGA Centenary Course, Gleneagles.

The event aims to attract 100,000 attendees, providing an economic boost for Perthshire and Scotland as well as showcasing the country as an inspiring and welcoming golf tourism destination.

 

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