DESTINATION GOLF 2022
DG : How do you see 2022 shaping up for Scottish Golf ?
GW : Very busy , but it includes a huge number of clients who have rescheduled from 2020 and 2021 . We are already seeing massive price hikes this summer across the tourism sector and some of us can remember how quickly currency changes , markets and other external factors can affect travel so we have to be careful . SIGTOA offers a barometer in these instances as we see enquiries long before they materialise into bookings .
DG : The Scottish Government have been highly supportive of the Scottish Golf Industry during the pandemic . Why is that ?
GW : They have been made to understand the true value of inbound tourism . It ’ s not just the money spent on the package , it ’ s also the out-of-pocket spend when golfers are here . They spend significant amounts on caddies , in restaurants , pubs , pro shops etc . The supply chain is long , and we estimate USA clients easily spend £ 400 + per day out-of-pocket .
But the most significant thing about overseas visitors is that it ’ s all foreign currency flowing into Scotland , not just Sterling being recirculated by staycationers .
DG : What is your individual managing role for the year ? DG : Why should travelling golfers choose a SIGTOA member ?
GW : As Chair of SIGTOA , I will represent the Association as required , be it on panels , lobbying groups etc ., but these tasks are also delegated amongst the members such is the commitment of them all .
On a day-to-day basis it ’ s more about encouraging and facilitating our members to highlight issues and concerns as they apply to our group . Making full use of web apps means we can filter out gut reaction to formulate proper plans and strategies .
We have already identified that Scotland seems to be lagging behind our main competitors when it comes to international marketing and that is something we are presently discussing .
DG : How successful has SIGTOA been in recent years ?
GW : The last two years have seen our profile increase massively . We have been at the top table in discussing grant support for Inbound Tour Operators and that fund has now reached just under £ 19 million .
GW : Our members fully understand that there are many ways golfers can book a package to Scotland . Booking with a Tour Operator , however , comes with many advantages : local knowledge , preferential rates , and the fact that we have the interests of the client at heart . We are not a booking engine , we do not sell off the shelf packages as every tour is designed in consultation with the golfer and their group .
And for those golfers looking for a GUARANTEED Old Course tee time most of our members receive an allocation of times from St Andrews as Authorised Providers .
DG : Tell us how SIGTOA tackled Covid over the past two years .
GW : SIGTOA members have always pooled our annual sales figures , including turnover and how that relates to number of rounds and hotel bed nights for the hotels and courses . These are very detailed and also confidential . They are , however , used selectively in discussions with the tourist board and the Scottish Government , which played an important role during Covid .
When Covid struck , these stats became a source for monitoring the effects of the pandemic on the Scottish golf business . Our members ’ commitment to compiling stats was invaluable as we were able to turnaround specific issue questionnaires in a matter of hours . Collectively , this put SIGTOA in a position where we could report on the immediate effect that Government restrictions were having on inbound trade . Everyone else was reporting apocryphal information or reporting as it was based on their own single business . Ours was collective and was a barometer on how the industry was faring .
As soon as Covid took hold , SIGTOA was invited to be part of a lobbying group of all Inbound Tour Operators to put the case of support funding for our industry . Dialogue has continued for over 18 months with numerous Zoom meetings with the Scottish
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