SUBMISSION NO 57 R + PDF – rec’d 14.03.19 – Golf Australia

Future trends: What do you see as the future trends which will shape and change the industry over the next 10 years? Please provide A major future trend of the tourism industry over the next ten years is your response : what is commonly referred to as "experience tourism." And there is an opportunity for golf tourism to be strongly represented in this area. The economic potential of golf tourism is serious business, with research indicating that the average golf tourist spends 74% more than the average tourist. With this in mind, Australia must create a united inbound golf tourism strategy that aligns our international tourism marketing, the existing efforts of our state tourism bodies, our state and local golfing representatives and our great golf courses. Regional dispersal: Given that growth in tourism beyond 2020 will mainly come from inbound visitors, particularly those from the Asian region, how can we achieve greater dispersal into our regions for longer periods of time? Should there be specific targets set for international visitation to regional Australia? Please provide Golf tourism represents an especially strong opportunity to engage our your response : Asian neighbours. As North and South East Asia's economic development continues to advance, their burgeoning middle class keeps growing and golf is increasingly being enjoyed by record numbers in these countries. And while many of our state golf tourism initiatives are to be applauded, they still tend to focus heavily on attracting interstate visitors. Whilst this is good for the game, it does underline how Australia must improve our measures to attract golf tourists from Asia. Current marketing about the opportunities found in visiting our regional and rural towns can be strengthened by the special appeal of playing a round of golf at an excellent regional course. We must pivot our policy focus from initiatives that work on domestic tourism, to a more national level focus of attracting international golf visitors to Australia, and grow interest outside our top courses and big cities, towards hidden regional gems. Data: What role do you see data analytics and segmentation playing now and into the future? Please provide The contribution of golf tourism data towards overall tourism statistics your response : cannot be ignored. The most up to date data we have is from 2013, where TRA reported that there were 174,000 international tourists who played golf when visiting Australia that year. This represents 3.2% of all international visitors to our country. More up to date data would be invaluable in putting together an informed whole-of-sport approach to golf tourism. It would assist us in targeting not only the up and coming tourist markets of Asia, it would also help to maintain the volumes of our more traditional golf tourists from the UK, USA and New Zealand. Each continue to represent healthy sources of golfing visitors to Australia and with increasing global competition, these markets definitely should not be underestimated. Technology: What technological advances do you think will shape the sector over the next 10 years? What legislative and regulatory amendments are needed to better facilitate the adoption of new technology to meet the diverse needs of the future traveller? Please provide Technology will continue to play an important role in building an your response : accessible and productive golf tourism industry. Advances in technology have profoundly changed the overall golfing experience over the last 5-10 years, with many golf clubs and courses adopting innovative solutions to simplify and improve ways to book a round of golf. Golf tourists are increasingly seeking more customised and real-time booking services and as technology advances this will continue to transform the golfing tourism experience beyond 2020. Golf tourism operators, like Great Golf Courses Australia continue to be expected to deliver uniquely tailored golf tourism options for golfers and the challenge will be to deliver these experiences across multiple digital platforms while harnessing ever-evolving new technology. Indigenous tourism: How can industry and Australian and state and territory governments better coordinate and support the development and continuation of Indigenous tourism businesses, experiences and offerings on a national basis? Please provide your response : Infrastructure/seasonality: What kind of tourism infrastructure investment should be prioritised to encourage all-year-round visitation to Australian tourism icons affected by seasonality? Please provide There is an opportunity for government to invest in local golf facilities as your response : the benefits extend well beyond those just using the golf course. Clubs, courses and driving ranges that receive modest capital works assistance can upgrade their facilities, improving the amenity of the buildings and surrounding environment, subsequently attracting more visitors. Such investment will benefit many clubs and courses enormously through greater international patronage, especially those who offer excellent quality course designs and services, yet are in no way considered to be elite clubs that are difficult to access. Many golf courses, especially in our regional areas, are more than just places for playing golf. They are social hubs that offer a place to meet and enjoy good local hospitality. They have a unique community and social feel - whether the user is from 10 minutes down to road, or 10 hours flying time abroad. Employment: How can the tourism industry improve career perceptions and create career pathways to attract new workers into the industry? Please provide your response : Australian expertise: Looking beyond tourism demand and supply, how can the next long term strategy seek to leverage the export capability of Australian tourism businesses? Please provide your response : Aviation: What are the missing links in Australia’s aviation network, including ‘secondary’ international hubs and domestic regional locations? Please provide your response : Social licence: How do we better message the social and economic benefits of the tourism industry to the Australian community to ensure ongoing social licence to operate? Please provide your response : Resilience: How can the Australian tourism industry ensure it is resilient to the impact of global shocks beyond 2020 (economic, political and environmental)? Please provide your response : Title: What is the appropriate title for the strategy? Please provide your response : General: Any other comments Please provide The Australian Golf Industry is keen to work with the Australian your response : Government to produce a carefully researched and industry informed Australian International Golf Tourism Strategy. This strategy will aim to achieve the following:

- Ensure the establishment of a collective, whole-of-sport approach to marketing international golf tourism in the years ahead

- Capture the full purchasing dynamics of golf tourists from overseas and pinpoint precisely how it helps regional economies across Australia

- Better understand which 'second tier' yet still excellent courses have the characteristics most suitable for a successful international tourism marketing campaign.

- Determine what messages and images need to feature in such an international marketing campaign and where specifically to focus such a campaign.

The bottom line is Australia is currently seen as a tourist destination but not a golf tourist destination. We must work together to change this global perception.

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FEDERAL PARLIAMENTARY BRIEFING

FEBRUARY 2019

CONTENTS

EXECUTIVE SUMMARY 4

THE ‘PITCH IN’ CAMPAIGN 6

SNAPSHOT OF GOLF IN AUSTRALIA 10

COURSES THAT MAY FEATURE IN THE STRATEGY 12

SNAPSHOT OF AUSTRALIAN GOLF COURSES 14

CONTACT 20

3 EXECUTIVE SUMMARY

The economic potential of golf tourism is serious business, with motivated by ‘experience tourism’. Golf is being enjoyed by record research indicating the average golf tourist spends 74% more than numbers in their home countries. For example, there are now over the average tourist. This is a lucrative opportunity for our national 350,000 regular golf players in China’s provincial capitals alone. economy – supporting good jobs, decent wages and a variety of Golf is a growing industry in China. Due to the banning of the sport service industries. Deloitte have identified tourism as one of five during the revolutionary period, there were only 20 registered super growth industries driving the future prosperity of Australia. courses at the turn of the century. Now there are over 650 courses Australia needs to create a united inbound golf tourism strategy that across the nation. aligns our international tourism marketing, the existing efforts of our The discerning Chinese consumer’s appetite for golf is voracious, state tourism bodies, our state and local golfing representatives and and they crave variety, prestige, and beauty. Due to these factors, the our top golf courses. most popular courses are on the island province of Hainan, widely New Zealand presently executes its golf tourism planning and regarded as the most environmentally pristine part of China. marketing far better than Australia. They have shown that off a In a similar vein, Chinese tourists are today more likely to choose New modest investment of $2-3 million, the golf tourism industry can Zealand as their preferred overseas golfing destination as it is seen to reap hundreds of millions in benefit. New Zealand has grown their offer a clean, beautiful, and secure environment to play. number of international golf rounds by 51% since July 2014. With 10 Chinese tourists arriving in Australia every five minutes, Golf tourism represents an especially strong opportunity to engage the potential to expand the scope of golf tourism from the Chinese our sporting connections with Asian neighbours. As North Asia market alone is enormous. and South East Asia’s economic development continues apace, the Our more traditional flow of golf tourists arriving from the United burgeoning middle class keeps growing. This new consumer class Kingdom, United States and of course New Zealand itself should – a central consideration of the 2012 Asian Century White Paper – of course not be overlooked. Each continue to represent healthy enjoys overseas holidays, makes luxury purchases, and is increasingly

4 sources of golfing visitors to Australia, and the capacity to maintain Many of these visitors can be presented with more clear marketing these volumes in the face of increasing global competition should not about the opportunities found in visiting many of our regional and be underestimated. Countries such as Scotland, Ireland, Thailand, rural towns, often strengthened by the special appeal of playing a China (Mission Hills), Vietnam and Dubai have made concerted efforts round of golf at an excellent course. in recent years to improve their golf tourism profile. The bottom line is Australia is currently seen as a tourist destination Though Australia should be pleased that golfing visitors from the UK but not a golf tourist destination. We must work together to change have increased by around 50 percent over the past decade, we must this global perception. be mindful of growing global competition and widen the profile of our golf visitors.

Finally, while many Australian state government initiatives or marketing platforms dedicated to golf tourism are to be applauded, the inevitable reality is that they tend to focus on attracting interstate visitors. This domestic competition is natural, good for the game and not a problem. Yet it does underline how at the national level Australia needs to improve our measures to attract golf tourists from overseas, particularly from within the Asia Pacific region.

Tourism Research Australia reported in 2013 that there were 174,000 international tourists who played golf when visiting Australia that year (the last we have on record). This number represented 3.2 percent of all international visitors to our country.

EXECUTIVE SUMMARY – 5 THE ‘PITCH IN’ THE ‘PITCH IN’ CAMPAIGN CAMPAIGN

Overview

The Pitch In campaign is a national initiative led by the Australian Golf Industry Council (AGIC). This consultative body is made up of all the national golf industry representative voices – Golf Australia, PGA of Australia, Australian Ladies Professional Golf, Australian Sporting Goods Association, Golf Management Australia, Australian Golf Course Superintendents Association, Society of Australian Golf Course Architects and Public Golf Facilities Australia.

The first aim of this new public advocacy platform is to raise

6 community awareness and interest in our golf facilities and the events a unique community or social amenity – whether the user is from 10 that take place at them. Secondly, it is to seize the great economic minutes down the road or 10 hours flying time abroad. and social opportunity of growing Australian golf tourism. The facilities at most Australian golf courses are invariably not Governments can and should pitch in and help local golf facilities – private or exclusive, but a place for everybody to use and enjoy via targeted budget funding, reinvigorated policy cooperation and appropriately. Moreover, the tourist dollar spent at these locations smart election commitments. extends well beyond the golf destination that may have been the key motivation for an international tourist’s visit. Clubs, courses and driving ranges receiving modest capital works assistance can upgrade their facilities and improve the amenity of In this sense, the people who benefit from investing in the facilities or buildings and the surrounding environment. improving foreign visitor numbers extend well and truly beyond those just using the golf course. Meanwhile many clubs and courses will benefit enormously through greater international patronage. Especially those who offer excellent Pitch In: Grow Community Golf is targeted at securing government quality course designs and services yet are in no way considered to assistance for improving golf club facilities via small capital works be elite clubs that can be more difficult to access. Most importantly grants. for the national interest, the local communities and businesses Pitch In: Grow Golf Tourism is focused on and how we need to pivot surrounding these golfing destinations will reap the many benefits of our policy focus from initiatives that work on domestic golf tourism visitor spending. (a natural focus of state government agencies), and instead at the Much of the focus of the Pitch In campaign is on regional areas, but national level focus far more on attracting international golf visitors to some of Australia’s biggest cities also have golf courses that need Australia. assistance too. It is also about guiding prospective international visitors less A core principle of the Pitch In campaign is that golf courses are towards the very top flight of golf clubs that already receive strong more than just places for playing golf. They are social hubs that offer international attention and elite reputations. But instead grow their a place for people to meet and enjoy good hospitality. They have preparedness to go to excellent quality courses outside our big cities.

THE ‘PITCH IN’ CAMPAIGN – 7 The Policy Ask

A carefully constructed international golf tourism strategy is needed economic credentials and to ensure golf marketing initiatives already to achieve the following: in place are better informed.

• Ensure the establishment of a collective, whole-of-sport A subsequent Australian International Golf Tourism Strategy should approach to marketing international golf tourism in the years ahead. be written in close consultation with the sport and account for the golf courses which are best placed to host a significant influx of new • Capture the full purchasing dynamics of golf tourists from overseas and precisely how it helps regional economies across visitor rounds. We believe the Strategy should have a strong regional Australia. focus and place an emphasis on visitor accessible courses when • Better understand which ‘second tier’ yet still excellent looking at metropolitan areas. courses have the characteristics most suitable for a successful international tourism marketing campaign. The Strategy should unite and align state and national tourism

• Determine what messages and images need to feature in such bodies, golf industry bodies, as well as private online initiatives like an international marketing campaign and where specifically to Great Golf Courses of Australia. The best interests of the sport and focus such a campaign. Australia’s national economy should be the central motivation of The AGIC’s position is that the Federal Government should resource this new cooperation. It should identify how best to educate and and task Tourism Australia to produce a carefully researched and inform international golfing audiences that Australia is a destination industry informed Australian International Golf Tourism Strategy. with genuinely world-class golf courses and offers excellent value for An investment level commensurate with the previous New Zealand money. Government initiative of $1-2 million presents as a sensible starting Furthermore, state governments should be asked to consider their point for Australian Government consideration. own domestic tourism promotion strategies and how these can best The international marketing phase could also be preceded by seed profile golf tourism within interstate visitor marketing platforms in a or start-up funding of $50,000 to $100,000 to undertake targeted way that is consistent with national efforts. research which benchmarks the available evidence on golf tourism’s State and territory government tourism ministers hold informal

8 meetings to discuss implementation of the National Long-Term Community and economic contribution of golf Tourism Strategy and tourism policy matters of mutual interest. While tourism there is no COAG forum, these tourism ministers’ meetings provide an • Golf tourism is now approximately a half-a-billion-dollar important opportunity to monitor the progress of the implementation industry in terms of national economic benefit and its reach extends far beyond capital cities. of the National Long-Term Tourism Strategy and provide strategic • The economic contribution of golf is considerable to certain direction for the entire tourism industry. regions under some economic stress – for example: Barwon As an Australian International Golf Tourism Strategy is being South West in Victoria ($111.6 m), Adelaide ($105.1 m), NSW Hunter ($118.2 m) and Tasmania ($95.2 m). researched and prepared (at the national level) we wish to see the • With upcoming global tournaments like the Presidents Cup Federal Government play a complimentary role of helping ensure (Melbourne, December 2019) there is a unique opportunity to golf’s international visitor attraction efforts are supported by the states. grow golf tourism considerably over the next 2-3 years when the world’s golfing-spectator attention turns to Australia.

• The international golf visitor to Australia spends on average between 60 and 70 nights in our country and spends more than $7,000 (*2013 figs).

• Whilst only accounting for 9% of total golf visitor nights, the Chinese market accounts for around 17% of total golf visitor spending.

• Golf tourists spend approximately $7,800+ per visitor, which is 74% higher than the average tourist.

• Despite accounting for only 9% of the tourists visiting Australia for golf, the average Chinese visitor spends substantially more than their nearest competitor – golf visitors from New Zealand. (see table opposite)

THE ‘PITCH IN’ CAMPAIGN – 9 SNAPSHOT OF GOLF IN AUSTRALIA

Facilities Participation

• 1,497 golf courses • 978,627 golfers

• 166 driving ranges • 389,672 club members

• 89 mini golf courses • 10,484,490 competition rounds

• 33 virtual golf facilities • 16,837 MyGolf club/facility participants

• 110,100 school participants

• 12,174 participants with a disability

• 1,358 Indigenous participants

• 1,094 community instructors

• 1,777 professional coaches

• 148,993 event participants (including charity events)

10 National Events

• Australian Men’s & Women’s Master of the Amateurs, 8-11 January 2019

• Australian Men’s & Women’s Amateur, 15-20 January 2019

• Women’s Australian Open, 14-17 February 2019

• World Super 6 Perth, 14-17 February 2019

• Australian Boys’ and Girls’ Amateur, 10-12 April 2019

• Australian Boys’ and Girls’ Interstate Series, 15-18 April 2019

• Australian Men’s and Women’s Interstate Series, 7-10 May 2019

• Australian Men’s Senior Amateur, 8-10 October 2019

• Australian Women’s Senior Amateur, 21-25 October 2019

• Australian Mid Amateur, 13-15 November 2019

• Australian PGA Championship, 28 November - 1 December 2019

• Men’s Australian Open, 5-8 December 2019

• Presidents Cup, 9-15 December 2019

SNAPSHOT OF GOLF IN AUSTRALIA – 11 COURSES THAT MAY FEATURE IN THE STRATEGY

The AGIC is seeking assistance from the Federal Government to have Victoria an Australian International Golf Tourism Strategy produced by Tourism • Healesville Country Club (Yarra Valley) Australia. • Horsham While the Strategy would certainly not discourage prospective • Lakes Entrance international visitors from playing some of Australia’s most elite and • Murray Downs (Swan Hill) well known golf courses, its focus would be to highlight some of our • Port Fairy lesser known but equally strong golf courses. Especially courses • Warrnambool outside the major metropolitan areas. • Flinders The following places have been selected by the AGIC with the

broader community and national interest in mind to illustrate what New South Wales golf courses and facilities the marketing strategy might profile. • Bonville (Coffs Harbour) Each of these are excellent quality golf courses, very accessible to • Kooindah Waters (Central Coast) non-members and found in regions that have a demonstrably strong • Narooma appetite for more international visitors. • Newcastle They are also found in parts of Australia that warrant greater • Pacific Dunes (Newcastle) international tousim patrongage – being places that are beautiful, • The Coast (Sydney) complement golf with other interesting visitor activies or sights and are well serviced. • The Vintage (Hunter Valley) • Tocumwal (Murray River)

• Byron Bay

12 Queensland Tasmania

• Magnetic Island • Barnbougle/Lost Farm

• Hamilton Island • Ocean Dunes (King Island)

• Pacific Harbour Golf & Country Club (Bribie Island) • Cape Wickham Golf Links (King Island)

• Pelican Waters (Sunshine Coast) • Tasmania Golf Club (Hobart)

• Ulverstone Western Australia Australian Captial Territory • The Links Kennedy Bay

• Kalgoorlie • Federal Golf Club

• The Cut Golf Course (Mandurah) Northern Territory • Joondalup

• Albany • Alice Springs

South Australia

• Glenelg

• Naracoorte

• Links Lady Bay Resort (Normanville)

• Tanunda Pines Golf Club (Barossa Valley)

• Mount Compass

COURSES THAT MAY FEATURE IN THE STRATEGY – 13 SNAPSHOT OF Murray Downs Golf Club (Swan Hill) SNAPSHOT Designer: Ted & Geoff Parslow (1988 & 2009)

AUSTRALIAN 36 holes considered to be one of the best manicured layouts to be found in regional Australia. There are some memorable holes GOLF COURSES among the best to be played anywhere along Murray River, a highly regarded golfing region straddling two states. Sits at the gateway to the interesting Murray Valley food bowl. A SELECTION OF HIGH-QUALITY COURSES SHOWCASING AUSTRALIA’S CHARACTER IN GOLF DESIGN, GRASSES AND NATURAL ENVIRONMENT

14 Warrnambool Golf Club Port Fairy Golf Club (Western Victoria)

Designer: George Lowe Jnr. (1928); Peter Thomson & Ross Perrett Designer: Club members (1963); Kevin Hartley (1989); Mike Clayton (2000) A recent program of clearing vegetation to expose sandy wasteland midway through the front nine has produced some great holes that A genuine links experience akin to many of the famed Scottish were already considered top quality. The nearby Shipwreck Coast courses. The old-style qualities and architectural characteristics had many international admirers. Excellent value green fees. The of the seaside layout are undeniable. Excellent value green fees. home course of US tour professional Marc Leishman. The charming nearby fishing town of Port Fairy is one of the oldest settlements in Victoria with some great restaurants.

SNAPSHOT – 15 Narooma Golf Club Pacific Dunes (Port Stephens)

Designer: John Spencer (1980) Designer: James Wilcher (2005)

Famous for “Hogan’s Hole”, Narooma Golf Club is set on one of the The par-72 layout is blanketed by perfect Santa Ana couch fairways most spectacular coastlines in the world on NSW’s south coast. The and pure Bentgrass greens, which are both encased by a thick ocean side holes are unforgettable and the routing of inland holes collection of Angophoras and Swamp Mahogany trees. Famous for across dramatic terrain ensure an interesting layout that many visitors its a collection of spectacular short par-4s. Close to some of the best enjoy enormously. In a part of Australia famed for it’s relaxed lifestyle, beaches in NSW. great fishing and warm hospitality.

16 Bonville Golf Resort (Coffs Harbour) Pacific Harbour Golf & Country Club (Bribie Island)

Designer: Terry Watson & Ted Stirling (1992) Designer: Ross Watson (2006)

Consistently voted as one of the most beautiful courses in Australia A very convenient 45 minutes’ drive north of Brisbane Airport. The and a multiple winner of travel and tourism awards. Situated halfway 205-metre 17th hole features the longest bunker in the southern between Sydney & Brisbane near the lovely Coffs Harbour. hemisphere. The hole is appropriately called The Beach.

SNAPSHOT – 17 Tasmania Golf Club Links Lady Bay Resort (Normanville)

Designer: Al Howard (1972) Designer: Jack Newton, Graeme Grant & John Spencer (2000)

Bounded by water on three sides, the spectacular Tasmania Golf Situated on the cusp of the magnificent Lady Bay adjacent to the Club is situated on the picturesque Barilla Bluff. Just 15 minutes east quiet seaside town of Normanville. This well renowned golf course of Hobart’s CBD and only 2 min drive from the Airport. This course in SA has superb dining and conference facilities. It is less than 30 shows there great golfing experiences available in the south of the minutes from the outstanding McLaren Vale wine region. state as well as the more famous north coast.

18 Kalgoorlie Golf Course

Designer: Graham Marsh (2010)

One well regarded golfing judge described the fairways of each hole giving the appearance of green carpet being rolled out over the red desert. Impeccably Australian golf setting of high quality. Naturally within minutes of the great Western Australian outback.

SNAPSHOT – 19 CONTACT

CAMERON WADE Special Projects Senior Manager Golf Australia

TEL: +61 (0) 3 9626 5046

MOB: +61 (0) 408 474 659

Level 2, 111 Coventry Street South Melbourne, Victoria, 3205

www.golf.org.au

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