SA is well established as a golf tourism destination, ranking 14th in the world’s most popular golfing destinations. What makes SA’s offering attractive and unique? Sue van Winsen reports.
Globally, golf holiday sales by specialist golf tour operators have grown by more than 20% over the last two years and by an average of 11,1% in 2013. This is according to the International Association of Golf Tour Operators’ (IAGTO) 2014 golf tourism report, which surveyed 650 golf tour operators, courses, resorts and hotels to identify some of the key trends. It also revealed that golf travel out of Europe increased by 10,1% in 2013, while out of North America there was 14,6% growth, Asia 12,8% and Australasia 22,5%.
South Africa is currently ranked 14th in terms of the world’s most popular golfing destinations, while the only African country to make it into the Top 10 list was Morocco. Natalie van Blerk, Owner of PelePele Travel Marketing, which markets golf destinations around the country with members and tourism bodies, says SA should strive to be in the Top 10, which is achievable if the country collaborates with the relevant stakeholders to put a focused strategy together. Van Blerk, who is also a council member of the South African Golf Tourism Association (SAGTA), says this process is already under way.
“There is no doubt that SA is well established as a golf tourism destination – one only has to travel overseas to see the other well-known golfing destinations like Spain, Portugal and Turkey to realise that we are up there with the best,” says Van Blerk. “We have exceptional golf courses – about 440 in the country – which are accessible to most, compared with many overseas courses that are inaccessible to the public.”
Scott Edkins, Director of Ascot Golf Tours, agrees and says there has been tremendous growth in awareness of SA’s golf offering in the last few years. “All the major golf tour operators, from Australia to Argentina, now feature SA as a golf destination and actively promote it. This was not the case as recently as five years ago, when we were lucky to have as much as a mention on their website or a half-page exposure in brochures,” he says.
One of the reasons for this rapid growth is the diversity of golf product available in SA. Patrick Barta, CEO of Golf Gourmet, says: “Where else can you play golf with wild animals roaming on the golf course?” Van Blerk echoes his sentiments and adds that, along with the bushveld courses in Limpopo, there are also excellent parkland layouts in SA’s cities like Johannesburg, links courses in other provinces, as well as courses set on dramatic coastlines. Anita Foxcroft, Director of Southern Spoor Marketing, adds that some of the world’s most scenic golf courses are in SA, designed by the best golfers, including Jack Nicklaus, Ernie Els and Gary Player.
Another key factor is SA’s favourable exchange rate, which allows for excellent value for money when compared with competitor destinations. International courses usually offer a round for between R1 000 and R1 500 whereas in South Africa you can play on fantastic courses in excellent condition for less than 50% of this price, says Edkins. “This also spreads to the food, drink and entertainment, which are all very competitive and attractive to foreign visitors looking to get value for money.”
The opportunity to package golf with other experiences is something that also sets SA apart, for example combining golf with a safari, cultural tours, wine and food, as well as beach. Foxcroft says game drives for family groups, as well as spa and wellness treatments for women are very popular combinations at the moment.
Edkins says first-time visitors tend to do more and will combine golf with a number of complementary experiences, however repeat visitors tend to concentrate on the golf. Van Blerk adds that the pro golf groups, where a professional travels with amateurs, tend to play golf almost daily, leaving time mainly for evening activities such as wining and dining at top restaurants.
Barta says in his market golf groups tend to range between four and 12 individuals, and length of stay between 10 and 14 days. However, Foxcroft says stays are becoming shorter, with more interest from FITs and Van Blerk has noticed that people tend to be more price sensitive than they may have been in the past.
In order to see further growth, Foxcroft says the industry will need to invest in further marketing of SA’s golf tourism offering, and Van Blerk says liaising with influential tourism bodies to inform them of the potential of golf tourism will also play an important role going forward.
Edkins adds that golf courses could possibly do more to up the level of their offering. “There are still very few five-star golf courses that actually deliver on five-star service for visiting golfers. It doesn’t take much to make a visiting golfer feel extremely welcome and want to return, but courses need the buy-in of all their staff and, of course, the members,” he adds.
