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Golf Australia Future Trends

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Golf Australia Future Trends 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. Terms and Conditions Updated 22 February 2019 Organisations must satisfy the criteria, and agree to the terms, that follow in order to submit feedback and comments for the Beyond Tourism 2020 Strategy consultation (the “Initiative”). 1. I am authorised to provide this submission on behalf of the abovenamed organisation; 2. Our organisation maintains business ethics and fulfils its legal obligations, including those arising from anti-bribery laws in Australia and overseas; 3. Our organisation warrants that all the information and content provided herein is true and correct and there is no breach of confidentiality in disclosing this information to Austrade; 4. Our organisation consents to Austrade storing, using and publishing the information submitted in this form as part of any marketing material related to the Initiative, and agrees to it being translated and distributed nationally and internationally; 5. Our organisation understands that submitting our details does not guarantee inclusion in any of the marketing materials relating to the Initiative, that this decision is made at Austrade's discretion and that Austrade's decision is final; Privacy Collection Statement 1. Personal information provided to Austrade is protected by the Privacy Act 1988 (Cth). The personal information you provide as part of your submission will be recorded and used by Austrade for the purpose of verifying your submission and for any other purposes required or authorised by law. Austrade may transfer the information to its other offices, including overseas offices, and the information may, from time to time, be stored overseas through this process. 2. Austrade will redact personal information from your submission and will then upload it to the Austrade website and into a third-party software application which may store the information and use it to generate and evaluate data that will contribute to the outcomes of the consultation process.
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