Golf Tourism on the Costa del Sol - Costa del Golf
Málaga, june de 2017 Summary
Index - Summary
1 THE CONTEXT OF GOLF TOURISM ...... 3
2 ANALYSIS OF THE COURSES AVAILABLE ON THE COSTA DEL GOLF ...... 10
3 ANALYSIS OF THE FACILITIES OFFERED BY THE GOLF COURSES ...... 14
4 ANALYSIS OF DEMAND FOR GOLF TOURISM ...... 16
5 ANALYSIS OF THE DEMAND FOR HIGH INTENSITY GOLF TOURISM ...... 24
6 QUALITATIVE ANALYSIS OF INTERNAL (COSTA DEL GOLF) AGENTS ...... 30
7 QUALITATIVE ANALYSIS OF EXTERNAL AGENTS ...... 34
8 ECONOMIC EFFECTS OF GOLF TOURISM ON THE COSTA DEL SOL - COSTA DEL GOLF ...... 38
9 COMPETITIVENESS PLAN FOR THE COSTA DEL SOL AS A GOLF TOURISM DESTINATION ...... 43
Golf Tourism on the Costa del Sol - Costa del Golf 2
1 THE CONTEXT OF GOLF TOURISM From the analysis of the distribution of golf players registered in Europe it can be seen that two-thirds are men, one quarter are women and almost one tenth of the players are juniors. There are approximately There are approximately 4,142,000 golf players registered in 7,000 golf courses Europe. in Europe
Golf Tourism on the Costa del Sol - Costa del Golf 3
Approximately 1% of the European population actively play golf, which means that some 7.4 million people play golf, of which 55% belong to the Federation.
1% of the European population plays Golf
Golf Tourism on the Costa del Sol - Costa del Golf 4
The top 15 European countries by number of Federated golf players are: England, Germany, Sweden, France, The Netherlands, Spain, Scotland, Ireland, Denmark, Finland, Austria, Norway, Italy, Switzerland and the Czech Republic. It is notable that England and Germany are the countries with the most golf players, in both cases surpassing 640,000 federated players.
Golf Tourism on the Costa del Sol - Costa del Golf 5
To understand the participation of the population of each country in golf, the total population must be divided by the number of players and federated players, obtaining a ratio of “golf-playing intensity”, and therefore an indicator of the countries which have a higher percentage of the population with a greater motivation to travel to play golf.
Very high specialization in Golf
•Sweden, Ireland and Scotland
High specialization in Golf
•Denmark, Finland, the Netherlands and Norway
Specialized Golf media
•England, Austria, Switzerland and Germany
Low specialization in Golf
•France, Spain, Czech Republic and Italy
Golf Tourism on the Costa del Sol - Costa del Golf 6
The table below shows the main European countries and quantitative information on the number of federated golf players, the number of courses in each country and the ratio of players per number of inhabitants in each country, as indicators of the specialization and penetration of this activity in each market.
Golf courses Players / Ranking Ranking Ranking Country Golfers Players population players courses ratio England 661.805 1.923 ratio 1,2 1 1 8 Germany 640.181 727 0,8 2 2 11 Sweden 455.770 445 4,7 3 5 1 France 407.569 599 0,6 4 3 12 Netherlands 382.232 239 2,3 5 8 6 Spain 277.782 349 0,6 6 7 12 Scontland 199.244 597 3,8 7 4 3 Irland 192.507 418 4,1 8 6 2 Denmark 150.916 190 2,7 9 10 4 Filand 143.182 156 2,6 10 12 5 Austria 101.480 157 1,2 11 11 8 Norway 101.349 152 2 12 13 7 Italy 90.027 238 0,2 13 9 15 Switzerland 89.579 96 1,1 14 15 10 Czech Republic 63.401 104 0,6 15 14 12 Souerce: Golf Participation Report for Europe 2016. KPMG Survey
Golf Tourism on the Costa del Sol - Costa del Golf 7
Distribution of Federated Licenses and Golf Courses As for Spain, it should be noted that when by Autonomous Community in Spain, 2016 compared with other European countries, the number of federated players is low, particularly when compared to the whole population
It should be noted, however, that in 2016 there were more than 270,000 federated players, which were concentrated in Madrid and Barcelona, followed by Malaga and Cadiz.
As for the distribution of Golf Courses by Autonomous Community, there is an obvious concentration of these in three regions, Andalusia (20%), and Madrid and Barcelona (10.5% each). In second place, the concentration of golf courses is notable in Valencia (9.6%), Castilla León (8.6%), Castilla La Mancha (5.3%), the Basque Country (4.6%) and the region of Murcia (4.4%). In the other Autonomous Communities, there are golf courses, but in very low numbers.
Golf Tourism on the Costa del Sol - Costa del Golf 8
Below is the ranking of Spanish provinces according to the number of federated players and their percentage in relation to the national total.
Rank. Province Golfers Distribution % Rank. Province Golfers Distribution % 1 Madrid 81.836 30,1% 27 Granada 1.879 0,7% 2 Barcelona 21.637 8,0% 28 Burgos 1.878 0,7% 3 Málaga 18.224 6,7% 29 Castellón 1.773 0,7% 4 Cádiz 9.885 3,6% 30 León 1.633 0,6% 5 Alicante 8.922 3,3% 31 Toledo 1.580 0,6% 6 Valencia 8.664 3,2% 32 Segovia 1.567 0,6% 7 Asturias 8.459 3,1% 33 Salamanca 1.552 0,6% 8 Bizcaia 7.844 2,9% 34 Cáceres 1.445 0,5% 9 Cantabria 7.555 2,8% 35 Ávila 1.358 0,5% 10 Baleares 6.865 2,5% 36 Tarragona 1.343 0,5% 11 Sevilla 6.432 2,4% 37 Guadalajara 1.310 0,5% 12 Guipuzcua 6.303 2,3% 38 Ciudad Real 1.035 0,4% 13 Coruña 5.766 2,1% 39 Córdoba 1.017 0,4% 14 Murcia 5.437 2,0% 40 Albacete 1.015 0,4% 15 Palmas 5.113 1,9% 41 Badajoz 903 0,3% 16 Zaragoza 5.005 1,8% 42 Huesca 866 0,3% 17 Valladolid 4.149 1,5% 43 Palencia 769 0,3% 18 Álava 3.463 1,3% 44 Jaén 753 0,3% 19 Pontevedra 3.396 1,2% 45 Lugo 685 0,3% 20 Navarra 3.317 1,2% 46 Soria 681 0,3% 21 Girona 3.305 1,2% 47 Ourense 622 0,2% 22 Lleida 3.243 1,2% 48 Cuenca 528 0,2% 49 Zamora 368 0,1% 23 Alemería 2.918 1,1% 50 Melilla 273 0,1% 24 Huelva 2.545 0,9% 51 Teruel 151 0,1% 25 Santa Cruz 2.457 0,9% 52 Ceuta 50 0,0% 26 Rioja 2.091 0,8%
Golf Tourism on the Costa del Sol - Costa del Golf 9
2 ANALYSIS OF THE COURSES AVAILABLE ON THE COSTA DEL GOLF
From Vélez Málaga to San Roque, the Costa del Golf offers a total of 69 golf courses, with 1,134 holes distributed across 16 69 golf course municipalities.
The Costa del Golf has 67% of the golf courses in Andalusia, that is, more than 2 out of 3 courses are on the Costa del Golf, which offers 1.134 holes a great strength from which to improve the competitiveness of the golf segment. 67% of Andalusia's Golf courses according to number courses of holes On the Costa del Golf, 49 golf courses offer 18 holes (seven out of ten of the total number of courses). Golf courses Golf courses 27 Hoyos 18 Hoyos 5,8% The 9-hole courses represent 23.2% of the total number, 71,0% 69 Golf courses representing 16 courses in absolute figures. And lastly, less Golf 9 Hoyos frequent are the 27-hole courses, of which there are 4, 23,2% courses accounting for 5.8% of those in the destination.
Golf Tourism on the Costa del Sol - Costa del Golf 10
The 69 courses are distributed across 16 municipalities:
More than half the Costa del Sol - Costa del Golf’s courses and holes are concentrated in Marbella, Mijas and San Roque.
Marbella is the leading municipality, offering 15 courses and 243 holes, which represents more than 20% of the total offer of the Costa del Golf.
Mijas, with more than 17% of the courses, has 12 courses and 189 holes.
San Roque has 9 golf courses, 8 of 18 holes and 1 of 27 holes, which means 13% of the courses and more than 15% of the holes.
MARBELLA, 15 courses, more than
20% of the total
Golf Tourism on the Costa del Sol - Costa del Golf 11
Estepona and Benahavís are the municipalities with the next highest concentration of golf courses, 8 each, which means that each represents 11.6% of the courses on the Costa del Golf. Benahavís offers a greater number of holes, as it has 8 18-hole courses and only one 9-hole course, making a total of 135 holes and representing almost 12% of the offer. Estepona offers 5 18-holes courses and 3 9-hole courses, which makes 117 holes, and comprises 10.3% of the offer. Malaga, Benalmádena and Casares are the municipalities with the next highest concentration of golf courses, 3 each, which means that each represents 4.3% of the destination’s courses. Malaga offers a greater number of holes with one 27-hole course, another 18-hole course and a third course which has 9 holes, making a total of 54 holes and representing 4.8% of the offer. 12.9%, . Malaga, Benalmádena and Casares Alhaurín de la Torre, Vélez Málaga, Rincón de la Victoria, Half of the Antequera, Manilva, Torremolinos and Ojén, have one course municipalities, per municipality. 8, have a single 50% of the municipalities offering golf courses represent 11.6% of the courses (8 golf course courses) and 11.9% of the holes (135 holes)
Golf Tourism on the Costa del Sol - Costa del Golf 12
According to the Real Federación Andaluza de Golf (Royal Andalusian Golf Federation), the Costa del Sol - Costa del Golf offering comprises the following courses.
GOLFCOURSES ON THE COSTA DEL SOL COSTA DEL GOLF ROYALANDALUSIAN GOLF FEDERATION
NAME NUMBER OF HOLES NAME NUMBER OF HOLES NAME NUMBER OF HOLES LA CALA RESORT 60 EL PARAISO GOLF CLUB 18 REAL CLUB DE GOLF SOTOGRANDE 18 VILLA PADIERNA GOLF CLUB 54 ALOHA GOLF 18 CLUB DE GOLF LA CAÑADA 18 CLUB DE CAMPO LA ZAGALETA 36 BAVIERA GOLF 18 REAL CLUB VALDERRAMA 18 REAL CLUB DE GOLF GUADALMINA 36 GOLF TORREQUEBRADA 18 CLUB GOLF RESERVA DE SOTOGRANDE 18 ATALAYA GOLF & COUNTRY CLUB 36 LA DUQUESA GOLF & COUNTRY CLUB 18 REAL CLUB EL CANDADO 9 MIJAS GOLF INTERNACIONAL 36 CABOPINO GOLF MARBELLA 18 GREENLIFE GOLF CLUB 9 SAN ROQUE CLUB 36 AÑORETA GOLF 18 CLUB DE GOLF LA SIESTA 9 ALCAIDESA LINKS GOLF RESORT 36 MIRAFLORES GOLF 18 GOLF LA DAMA DE NOCHE 9 LA QUINTA GOLF & COUNTRY CLUB 27 SANTA MARIA GOLF & COUNTRY CLUB 18 LAURO GOLF 27 LOS ARQUEROS GOLF & COUNTRY CLUB 18 MONTE PARAISO GOLF 9 PARADOR MALAGA GOLF 27 ANTEQUERA GOLF 18 LA NORIA GOLF & RESORT 9 ALMENARA HOTEL GOLF 27 EL CAMPANARIO OCIO Y TURISMO 18 MAGNA MARBELLA GOLF 9 REAL CLUB LAS BRISAS 18 DOÑA JULIA GOLF 18 CASARES COSTA GOLF 9 GUADALHORCE CLUB DE GOLF 18 EL CHAPARRAL GOLF CLUB 18 BIL BIL GOLF 18 hoyos Pitch & Putt ALHAURÍN GOLF HOTEL & RESORT 18 CALANOVA GOLF CLUB 18 CLUB DE GOLF EL COTO 9 hoyos Pitch & Putt MARBELLA GOLF & COUNTRY CLUB 18 FINCA CORTESIN GOLF CLUB 18 BENALMADENA GOLF 9 hoyos Pitch & Putt LOS NARANJOS GOLF CLUB 18 VALLE ROMANO GOLF & RESORT 18 ESCUELA DE GOLF DE M. A. JIMÉNEZ 9 hoyos Pitch & Putt
Golf Tourism on the Costa del Sol - Costa del Golf 13
3 ANALYSIS OF THE FACILITIES OFFERED BY THE GOLF COURSES
General Services and Facilities All the golf courses have parking for vehicles and almost all have a club house. Parking 100% 96% of the courses have a Pro Shop and a Restaurant. Club House 99% 93% have a Putting Green zone for putting practice. Pro Shop 96% Nine out of ten have a driving range (90%) Restaurant 96% 86% have an open WIFI zone.
More than four out of five have a Golf Academy Putting Green 93% (81%). Driving range 90%
Wifi Zone 86%
Golf Academy 81%
Golf Tourism on the Costa del Sol - Costa del Golf 14
Rental services Other services
Changing rooms 97% Golf trolleys 94%
Rental of clubs 93% Showers 96% Buggies 91%
Lockers 86%
Electric trolleys 62% Sauna 38% Buggies with GPS 13% Accommodation Services
Apartments 42%
5 -star hotel 19%
4-strar hotel 14%
Golf Tourism on the Costa del Sol - Costa del Golf 15
4 ANALYSIS OF DEMAND FOR GOLF TOURISM
Golf tourism on the Costa del Sol is led by the United Kingdom, followed by Scandinavia with Norway, France and Germany also being of great importance. Most of the “Golf Tourists” on the Costa del Sol - Costa del Golf, that is to say, tourists whose main motivation during their trip is to enjoy playing golf, come from these markets.
In a second rank of importance, we find the tourists coming from Spain, Holland, Portugal and Ireland
In third place by volume of tourists who visit us to play golf, we find the markets of Belgium, Switzerland and Italy.
The employment situation of the golf tourists that visit us is quite polarized. There are two categories: people who are in work or people who are retired. The other options are practically non- existent.
Tourists who are “employed”, including those who are self- employed, account for about four out of five of the total number of tourists who visit us with the intention of playing golf, namely 79.8% of the total.
Golf Tourism on the Costa del Sol - Costa del Golf 16
Use of Social Networks
Over half (57.6%) of the golf tourists interviewed who have visited the Costa del Sol - Costa del Golf have declared themselves to be users of social media (either daily or occasionally).
One out of every five golf tourists says they use social media on a daily basis. However, about two out of five use it occasionally.
Type of travel Usa Redes Sociales 57,6% “Travelling with friends” is With friends the main form of travel for the golf tourist on the Costa del Sol - Costa del Golf, as stated by With family about four out of ten of the tourists interviewed.
Travelling “as a couple” follows very closely, as the second most With your partner popular way for golf tourists to travel to our destination, as indicated by more than one in three respondents. Alone
Golf Tourism on the Costa del Sol - Costa del Golf 17
Travel budget Average 1.827,29€ 1.827,3 travel cost Golf tourists who visited the destination Costa del Sol - Costa del Golf had an average expenditure for their trip of € 1,827.29, which means an average daily expenditure (including transportation, accommodation and spending on 148,46 € Average daily the golf course) of € 148.46 per day. On the days they played golf, the expenditure average daily expenditure rose to € 205.61.
Type of trip Averagedaily expenditure on the 205,61€ days when playing Golf tourists were asked, in addition to golf playing golf, what other specific motivation they had to make this trip to the Costa del Sol.
The enjoyment of the sun and the beach remain the main leisure motivations for choosing our destination, indicated by seven out of ten golf tourists interviewed.
The second motivation, in terms of importance, is the desire to “enjoy the
Golf Tourism on the Costa del Sol - Costa del Golf 18
leisure offer and recreational activities” Average stay 12,31 días Average stay
More than 30 The most common length of stay corresponds to those golf tourists who stay on the days From 16 to 30 Costa del Sol for 4 to 8 days. This applies to about four out of ten tourists. days From 9 to 15 days In second place, there are those who stayed in the destination for 9 to 15 days. This From 4 to 8 applied to almost three out of ten tourists interviewed. The longest stays, from 16 days From 1 to 3 to 30 days, have a high representation, with more than a fifth of the responses. This days was followed by stays of more than 30 days.
Activities enjoyed
The golf tourist who visits the Costa del Sol - Costa del Golf is highly active and dynamic.
Apart from playing golf, the activity most commonly undertaken by these tourists is making visits to historic and natural places, as indicated by more than four out of ten tourists interviewed.
Golf Tourism on the Costa del Sol - Costa del Golf 19
Decision-making factors when choosing a destination
More than three-quarters of the tourists interviewed have highlighted the weather as a decisive factor when choosing a destination.
Next in importance are loyalty to the destination and the diversity of leisure opportunities offered by the Costa del Sol - Costa del Golf. A third block of key factors identified by tourists when choosing Malaga as a golf destination includes visits to friends and family, the diversity of the offer that exists, attractive resources, and recommendations.
Information Sources about the destination
Golf tourists who visited the Costa del Sol - Costa del Golf used the internet as the main source of information for finding out about our destination’s golf offer.
More than half of the golf tourists interviewed said they used the internet to find out about the Golf offer. Fewer than 5% of the respondents stated that they had consulted the web visitacostadelsol.com. Next followed travel agencies, mentioned by about one in three of the tourists interviewed.
Golf Tourism on the Costa del Sol - Costa del Golf 20
Evaluation of the Destination EVALUATION OF THE DESTINATION Golf tourists have given the Costa del Sol - Costa del Golf an 9,24 average rating of 9.24 out of 10 as a destination. The most valued aspect has been personal security. It is followed by PERSONAL SECURITY 9,55 the service and treatment received during their visit, the taxi SERVICE AND TREATMENT… 9,42 and train service, the value for money, the tourist VALUE FOR MONEY 9,30 information available and the leisure and entertainment TOURIST INFORMATION 9,29 offer, all receiving scores of 9.24 or higher, the destination’s LEISURE / ENTERTAINMENT 9,24 average score. SHOPPING 9,18
ACCOMMODATION 9,16 The second group of most valued aspects are the shopping, BEACHES AND THEIR FACILITIES 9,09 the accommodation available, the beaches and their URBAN ENVIRONMENT 9,00 facilities and the urban environment, with ratings higher ROAD SIGNS 8,71 than 9.0 points. In third place, the high scores these tourists CATERING 8,70 have also given to other aspects should also be noted: road ACCESS TO THE DESTINATION 8,60 signs, catering, accessibility, car hire, bus services and access CAR RENTAL 8,56 to the destination. These were all given scores of higher than BUSES 8,54
8.17 out of 10. ACCESS TO THE DESTINATION 8,17
Golf Tourism on the Costa del Sol - Costa del Golf 21
Degree of Recommendation
Golf tourists’ high degree of recommendation of the Costa del Sol - Costa del Yes, Golf. 98,7% 98.7% of the tourists interviewed said that they would recommend the Costa recommend it del Sol, and the Costa del Golf, as a golfing destination.
Positive As expected Degree of Satisfaction 4,3% 1,2%
The golf tourist shows an exceptional degree of satisfaction with their experience on the Costa del Sol - Costa del Golf.
More than nine out of ten golf tourists interviewed rate their stay on the Costa del Golf as very satisfactory and close to 4.3% rate their stay as positive. The “as expected” degree of satisfaction barely reaches 1.2% of the total number of golf tourists interviewed, with no respondents giving Very positive rankings of “negative” or “very negative”. 94,5%
Golf Tourism on the Costa del Sol - Costa del Golf 22
Comparison of the profile of the Golf Tourist and the “Generic” Costa del Sol Tourist
HOW THE GOLF TOURIST COMPARES TO THE AVERAGE COSTA DEL SOL TOURIST…?
Golf Tourism on the Costa del Sol - Costa del Golf 23
5 ANALYSIS OF THE DEMAND FOR HIGH INTENSITY GOLF TOURISM
Below are the main results of the demand analysis for the High Intensity Golf Tourist on the Costa del Sol - Costa del Golf, defined as that tourist who indicates playing golf to be the main and determinant motivation to visit the destination, and in addition plays a round of golf on two or more of every three days spent in any of the municipalities of the Costa del Sol - Costa del Golf
• High Intensity Golf Tourism on the Costa del Sol - Costa del Golf is led by the international market, representing about 85% of these tourists
• Three out of ten of these golfers who came to Costa del Sol - Costa del Golf, were 60 or older; the average age of tourists who have been classified as “high intensity golf”, is 51.2 years old.
Golf Tourism on the Costa del Sol - Costa del Golf 24
• The most common intervals of stay are 4 to 8 days, followed by stays of 9 to 15 days, which
means that the average stay of these golf 7,02 tourists who visit the Costa del Sol - Costa del Average stay Días Golf is 7.02 days.
• High Intensity golf tourists who visited the Costa Average daily 198 € del Sol - Costa del Golf had an average daily expenditure expenditure, including transportation, accommodation and spending on the golf Average daily course, of € 198 per day. expenditure on 231 € the days when • On the days when these tourists play golf, the playing golf average daily expenditure is higher, reaching € 231 per day
Golf Tourism on the Costa del Sol - Costa del Golf 25
• In addition to playing golf, another attribute that motivated them to choose the destination Costa del Sol - Costa del Golf for this trip was to enjoy the sun and the beach, indicated by more than eight out of ten tourists, followed by the desire to “enjoy the leisure offer and recreational activities” offered by our destination, as well as cultural motivations.
• Hotels are the leading type of accommodation among these high-intensity golf tourists, an option chosen by about three out of four tourists interviewed, the 4-star hotel being in greatest demand, followed by the 5-star hotel.
• The weather, loyalty to the destination and the diversity of leisure opportunities are, in that order, the decisive factors for high intensity golf tourists when choosing our destination.
Golf Tourism on the Costa del Sol - Costa del Golf 26
• The golf tourist shows a high degree of satisfaction with their experience on the Costa del Sol - Costa del Golf. More than nine out of ten golf tourists interviewed rate their stay on the Costa del Golf as very satisfactory
• They have awarded the Costa del Sol - Costa del Golf an average score of 9.2 out of 10
• The most valued aspect has been the service and treatment received, followed by personal safety, leisure and entertainment opportunities, beaches and their facilities, value for money and shopping
• High intensity golf tourists display high levels of loyalty to the destination. Nearly eight out of ten plan to return to the Costa del Sol in the next three years and 16% say that “perhaps” they will return.
Golf Tourism on the Costa del Sol - Costa del Golf 27
• The high intensity golf tourist plays the course an average of 4.6 times during their stay in the destination (estimated in 7 days)
• These golf tourists say they take an average of 4.7 golf trips a year. Most trips take place in October, February, November and March (in that order).
4,7
NUMBER OF GOLF TRIPS PER YEAR
68% OF TRIPS PER YEAR IN OCTOBER, FEBRUARY, NOVEMBER AND MARCH
Golf Tourism on the Costa del Sol - Costa del Golf 28
GENERIC HIGH-INTENSITY GOLF TOURISM GOLF TOURISM TOURISM
INTERNATIONAL - 60,8% INTERNATIONAL - 91,1% INTERNATIONAL - 84,1% Nacionality SPAIN - 39,2% SPAIN - 8,9% SPAIN - 15,9%
Average Age 44,3 47,9 51,6
WITH FAMILY- 29,9% WITH PARTNER- 51,8% WITH FRIENDS- 38,7% WITH FRIENDS - 28,4% Type of Travel WITH FAMILY - 32,1% WITH PARTNER - 36,7% WITH PARTNER - 27,7% RENTAL APARTAMENTS- 27,8% RENTAL APARTAMENTS- 39,5% Type of Accommodation HOTEL ACCOMNODATION - 4* HOTELS - 24,4% 4 * HOTELS - 36,7% 72,8%
Average stay 9,4 DAYS 12,3 DAYS 7,02 DAYS
THINKS OF RETURNING IN THE THINKS OF RETURNING IN THE THINKS OF RETURNING IN THE Thinks of returning NEXT 3 YEARS (60,3%) NEXT 3 YEARS (68,2%) NEXT 3 YEARS (78,5%)
YES, I RECOMMEND IT - 98,5% YES, I RECOMMEND IT - 98,7% YES, I RECOMMEND IT - 98,9% Would recommend
VERY POSITIVE - 75,1% VERY POSITIVE- 94,5% VERY POSITIVE - 95,2% Feedback POSITIVE - 24,7% POSITIVE - 4,3% POSITIVE - 2,3%
9,08 9,24 9,23 Destination Score AVERAGE DESTINATION SCORE AVERAGE DESTINATION SCORE AVERAGE DESTINATION SCORE
Average daily expenditure 84,34€ 148,46€ 198,91€
Average daily expenditure 205,61 € 231,11 € when playing golf
Average golf days 3,84 GOLF DAYS 4,63 GOLF DAYS
Golf Tourism on the Costa del Sol - Costa del Golf 29
6 QUALITATIVE ANALYSIS OF INTERNAL (COSTA DEL GOLF) AGENTS
From the analysis of the opinion of a representative sample of internal agents (businesspeople, professionals and public officials from the Costa del Golf), the following conclusions can be drawn:
Strategic Markets
Scandinavia is reported as the leading strategic market for the future, followed by the UK and Germany. In third place, they rank the Eastern countries, France and Ireland as strategic markets. Other interesting markets are Spain, Holland, Switzerland and Belgium.
Most interesting products
The experts interviewed indicate that the destination must be able to guarantee the ability to play golf and to enjoy excellent food and wine. They also agree in highlighting the importance of selling our golf destination together with the Costa del Sol - Costa del Golf’s complete leisure and fiesta offer. Other attractions which link to the golf activity and are of great interest for this segment’s profile are culture, health and beauty, luxury establishments and the accommodation offer. They also indicate that it is of interest to design products for senior golf tourists who enjoy long stays. This is a strategic segment, given their greater availability of time and money.
Golf Tourism on the Costa del Sol - Costa del Golf 30
Main advantages of the Costa del Sol - Costa del Golf
When asked about the reasons why the Costa del Sol - Costa del Golf has comparative advantages over its competition with respect to the Golf segment, the answers were:
Essentially, the weather - the first reason given by a large majority In second place, they indicated the wide complementary offer of our destination, with the variety of nightlife, leisure and cultural activities, as well as the volume and concentration of golf courses offered by the Costa del Golf In third place, there are aspects such as the quality of services and facilities, the availability of an international airport with connection to more than 125 destinations, security, infrastructure and good communications. In fourth place, there are other advantages such as the value for money, the wide range of hotels and other types of accommodation, and being a consolidated destination.
Golf Tourism on the Costa del Sol - Costa del Golf 31
Satisfaction with the quality of services
Another interesting aspect was to learn the opinion of businessmen, professionals and public officials on the situation of the main services related to the golf tourist. The results obtained were: Leisure and entertainment offer 8,43 Culinary offer 8,38 Firstly, it should be highlighted that there is a high perception of the leisure and recreation offer complementary to the Hotel accommodation 8,20 golf offer; followed by the gastronomic offer and the wide Atmosphere of the city 7,89 range and high quality hotel accommodation, all of which Quality of the courses 7,76 received ratings over 8 out of 10. Quality of course facilities 7,53 Secondly, with notable scores between 7 and 8 out of 10, are Cultural offer 7,36 the environment of the cities, the quality of the courses and their facilities, together with the cultural offer, the service Service and Treatment 7,15 and treatment and the quality/price ratio. Value for money 7,13 6,79 Finally, although with relatively low scores, come the rental Rental accommodation accommodation and the pace of the course, both below 7. Pace of the course 6,24
Golf Tourism on the Costa del Sol - Costa del Golf 32
Main Golf Tourism Figures
9,7% 32.657 67,9%
% of the total number Evolution of activity Average number of rounds of players per course 2017 played by tourist players per course who are tourists
Golf Tourism on the Costa del Sol - Costa del Golf 33
7 QUALITATIVE ANALYSIS OF EXTERNAL AGENTS
Analysis of the opinion of a representative sample of external agents (foreign tour operators working with the Costa del Golf) reveals the following conclusions:
Golf Tourist Destinations That Sell
The Costa del Sol - Costa del Golf is currently the main golf destination with which the agents and external operators interviewed work.
In fact, all the agents interviewed stated that they work with the Costa del Golf destination, but not all with the same intensity. Nearly a quarter of the interviewees position the Costa del Golf as their main destination, 31% as the second most important and the rest, about half (46%), in lower positions
The Algarve in Portugal is the second most important destination for international agents, indicated by about eight out of ten respondents. About half of the agents who indicated it position it as the main or second most important destination in their portfolio. In third place are the island destinations of Spain - the Balearic Islands and Canary Islands - and the rest of Portugal, each indicated by a third of the interviewees. Morocco, the Costa Blanca, Scotland, Mauritius and the Costa de la Luz all occupy a prominent place, indicated by about a quarter of the agents interviewed. They are followed by the Costa Brava, Murcia, Italy, Belek in Antalya, Ireland and the French Riviera, mentioned by a tenth of the interviewees.
Golf Tourism on the Costa del Sol - Costa del Golf 34
Most interesting attributes
Faced with the question of the attributes of the Costa del Golf destination which are most interesting for this segment and its future competitiveness, experts interviewed indicate that it is necessary to guarantee the ability to play golf and to be able to enjoy an excellent food and wine offer in the destination, as indicated by nearly two out of three respondents. They also agree in highlighting the importance of selling our golf destination along with the complete cultural offer of the Costa del Sol - Costa del Golf, as indicated by about half of the interviewees
Linked to the activity of golf, other attractions which are of great interest for the profile of this segment are the wide range of leisure, fiesta and health and beauty opportunities, indicated by around a third of respondents; followed by shopping, inland and nature, the beach and enjoying the magnificent weather.
They also indicate that it is interesting to design products for business tourists (MICE) and golf for older couples
Other attractive attributes are the wide complementary offer of the destination and, for long-distance travellers from countries including Japan and Canada, the authentic Andalusian traditions.
Golf Tourism on the Costa del Sol - Costa del Golf 35
Satisfaction with the quality of services
It should be pointed out that there is a high perception of the leisure and recreation offer complementary to the golf, followed by the gastronomic offer and the wide range and high quality of hotel accommodation, the atmosphere of the cities together with the quality of the courses, all of which received ratings of more than 8 out of 10.
Secondly, with notable ratings between 7 and 8 out of 10, are placed the quality of the golf course facilities, the cultural offering, the service and treatment, the quality/price ratio and the good rental accommodation available.
Finally, although with a relatively low score, the pace of the field is indicated, with a rating of 6.8.
Golf Tourism on the Costa del Sol - Costa del Golf 36
Forecast of Golf Tourism activity in 2017
In general, for the year 2017 the operators anticipate an increase in their activity with the Costa del Sol - Costa del Golf well above the sector’s global average.
6,3% 18,5% Overall evolution of Evolution of activity on the golf activity in 2017 Costa del Sol - Costa del Golf in 2017
Golf Tourism on the Costa del Sol - Costa del Golf 37
8 ECONOMIC EFFECTS OF GOLF TOURISM ON THE COSTA DEL SOL - COSTA DEL GOLF
Depending on the method of calculation, the estimated number of tourists ranges from 501,400 to 516,000, so to estimate the number of tourists who visited the Costa del Golf we have taken an average. In this way, it is estimated that during 2016 the number of golf tourists reached 508,700 tourists. Estimate of Tourism Expenditure 508.700 Number of golf tourists
The average daily expenditure of the golf tourist is € 148.4, which includes the cost of transport to the destination, accommodation, catering, food purchases, non-food purchases, transport at the destination, cultural or leisure expenses, 148,46 € green fees, buggy and club hire, other expenses related to golf, etc. In addition, as indicated in the section on analysis of demand, they have stated that on average they stay for 12.3 days, according to Average daily expenditure the demand survey conducted, so the average expenditure per tourist is estimated at € 1,827.
Golf Tourism on the Costa del Sol - Costa del Golf 38
Impact of golf tourism expediture on production
Total production Indirect and induced production
AMOUNT AMOUNT Percentage (%) Percentage (%) (thousand €) (thousand €)
AGRICULTURE, LIVESTOCK AND FISHING 26.650,24 € 1,9% 13.802,67 € 2,1% INDUSTRY 167.604,95 € 11,9% 148.781,56 € 22,9% Mining and extraction 509,06 € 0,0% 509,06 € 0,1% Manufacturing 101.861,20 € 7,2% 100.903,51 € 15,5% Energy, gas and water 65.234,68 € 4,6% 47.368,99 € 7,3% CONSTRUCTION 52.072,09 € 3,7% 41.366,93 € 6,4% SERVICES 1.161.819,63 € 82,5% 445.210,75 € 68,6% Commerce, hospitality, transport and communications 670.743,33 € 47,6% 170.165,03 € 26,2% Commercial and others 208.516,60 € 14,8% 81.934,83 € 12,6% Hospitality 334.498,99 € 23,8% 40.125,06 € 6,2% Transport, storeage anda communications 127.727,74 € 9,1% 48.105,15 € 7,4% Finance, real estate, rentals anda services for businesses 331.058,33 € 23,5% 222.669,86 € 34,3% Real estate anda rental activities 164.595,59 € 11,7% 82.667,13 € 12,7% Travel agencies 5.535,45 € 0,4% 2.602,47 € 0,4% Business services anda financial brokerage 160.927,29 € 11,4% 137.400,26 € 21,2% Others services 147.426,57 € 10,5% 39.802,00 € 6,1% Public administration, education, health, social services 35.141,04 € 2,5% 22.048,92 € 3,4% Sports, cultural, recreational activities 112.285,53 € 8,0% 17.753,08 € 2,7% TOTAL 1.408.146,91 € 100,0% 649.161,91 € 100,0% Source: Turismo y Planificación
Golf Tourism on the Costa del Sol - Costa del Golf 39
Impact on Employment
It is estimated that this expenditure has generated about 17,700 jobs. Impact on on employment
Of these, 10,580 are direct jobs and the other 7,100 are generated indirectly or induced. Indirect and induced employment
7.092 Distribution of employment generated by golf tourist Total impact expenditure, by activity type 17.700 jobs Hospitality 35,9%
Commercial and other 30,7% Direct Sports, cultural, recreational activities 13,1% employment Businness services and financial brokerage 6,6% 10.577 Transport, storage and communications 5,1% Agricullture and farming 2,8% Public administration, education, helth, social services 2,4% The sectoral distribution of impacts reflects a higher Industry 1,4% incidence in the most labour intensive sectors, such as Real estate and rental activities 1,1% “Hospitality” (35.9%), “Shopping” (30.7%) or “Sporting, Construction 0,7% cultural and recreational activities” (13.1%). Travel agencies 0,3%
Golf Tourism on the Costa del Sol - Costa del Golf 40
Impact on production, income and employment of golf tourist spending on the Costa del Golf
GVA Production Employment (Millions €) (Millions €)
Direct 760 435 10.580
Indirect 650 340 7.100
Total 1.410 775 17.680
Golf Tourism on the Costa del Sol - Costa del Golf 41
EL TURISMO DE GOLF VS TURISMO GENÉRICO
TURISMO COSTA TURISMO COSTA DEL SOL MÁLAGA DEL GOLF
AVERAGETRAVELCOST 788,59 € 1.827,29€
AVERAGE STAY 9,4 días 12,3 días
AVERAGE DAILY EXPEDITUREONTHE 84,34€ 148,46€ DAYS NUMBEROFTOURISTS 11.686.000 TURISTAS 509.000 TURISTAS
TOTAL PRODUCTION 12.600 MILLONES DE EUROS 1.400 MILLONES DE EUROS
PRODUCTION 1,5584 1,8553 MULTIPLIER
GVA 6.900 MILLONES DE EUROS 800 MILLONES DE EUROS
EMPLOYMENT 148.000 PUESTOS DE TRABAJO 17.700 PUESTOS DE TRABAJO
Source:Turismo y Planificación
Golf Tourism on the Costa del Sol - Costa del Golf 42
9 COMPETITIVENESS PLAN FOR THE COSTA DEL SOL AS A GOLF TOURISM DESTINATION
From all the phases developed in this study: the analysis of the Products and context of golf tourism, the services At the Costa del Golf’s offer, the Communication demand level for golf tourism, Destination web analytics of visits to the Costa del Sol Tourist Board golf tourism portal, the qualitative Associations analysis carried out with the Sustainability and Governance segment’s opinion leaders Strategies for (internal and external) and the improving future trends and challenges of competitiveness the activity, the strategic lines Prices and presented below have been Technology Taxation designed and agreed in order to continue improving the quality and competitiveness of this segment on the Costa del Advertising and Knowledge Golf. Promotion
Marketing
Golf Tourism on the Costa del Sol - Costa del Golf 43
The priority actions proposed for each of these strategies are listed below. It is proposed that these actions should be implemented through annual action plans, carried out jointly between the public and private sectors, to achieve the objective of improving the quality and competitiveness of companies related to the world of golf and to the Costa del Golf destination as a whole.
Golf Tourism Products and Services, from the static to the dynamic Optimize customer service through the professionalization of all activities offered to the golf tourist, innovating in the creation of combined products (adding aspects related to gastronomy, leisure, culture or health to the golf offer) and taking into account the needs of young people and women, as these will form the greater market share in the medium term.
The commitment to a quality destination, for a leading offer A commitment to the integral quality of the destination, consolidating the Costa del Golf brand, improving tourist signage for access to the courses, cleanliness, noise levels and safety in urban centres.
Towards the management of price policies and a new tax system Plan homogeneous price policies, both in terms of seasons and value for money, that can consolidate the Costa del Golf brand. In addition, offer variable prices according to dates, days and times, as implemented by other tourism sub-sectors. Resume negotiations with the Ministry of Finance to return to 10% VAT, to make the final price of the Costa del Golf’s courses competitive with those of its competitors, who have a lower VAT.
Golf Tourism on the Costa del Sol - Costa del Golf 44
Association and Governance, like any other tourist subsector Promote the cooperation of companies related to golf with others offering other types of tourism services. There is a need for greater participation of golf-related companies in the general tourism sector, creating a business association that defends the general interests of the courses and also coordinates the strategic action plans with the public and private sector.
Promotion and Marketing, repeated communication in the markets Carry out annual marketing campaigns for the Costa del Golf destination. These should be coordinated between the public and private sectors and have a focus on specific golf events, online activities and the organization of workshops, fam trips and press trips. Recover a European Circuit tournament and promote the figure of the Ambassador of the Costa del Golf.
Marketing, from “off” to “on” Improve the marketing of golf companies, with strategies based on promoting direct bookings on their own websites, investing in online positioning, collaborating with off-line agencies and in co-marketing activities, and designing campaigns to build customer loyalty.
Knowledge as an essential element for action Apply Tourism Intelligence to all areas of golf tourism as an essential basic strategy for the efficient taking of public and private decisions, strengthening the continuous analysis of knowledge, segmenting the client base, committing to analysis through big data and promoting the creation of post-graduate studies in Golf Course Management.
Golf Tourism on the Costa del Sol - Costa del Golf 45
Technological development, also essential in golf Committing to technology, in all its aspects, being part of golf tourism management. To this end, it is necessary to strengthen communication technologies, so that those customers who wish to can continue to be connected to their business, family or friends, virtual reality technology, simulation technology, etc., which will make our products and destination more competitive.
Sustainability, a pillar in the future of golf tourism It is necessary to analyze the natural resources consumed during the operation of the golf courses, dedicating technical and economic efforts to reducing that consumption, committing to advances in environmental management and to the execution of public-private R+D+I projects for optimization of natural resources used in golf courses.
To advance, communicate internally and externally To promote communication aimed at public bodies, the rest of the tourism sector and the population in general, on the great economic and employment benefits of golf tourism, the high positive effect on health, the high quality of its services and the respect for the environment. In addition, it is necessary to improve the internal communication between companies and their customers, as this is fundamental in building loyalty and improving customer satisfaction
Golf Tourism on the Costa del Sol - Costa del Golf 46