Major Events Drive Scottish Golf Tourism

(ATR) Sports fans worldwide witnessed a thrilling final round as Francesco Molinari became the first Italian golfer to win a major title, claiming victory at the 147th Open Championship in Carnoustie, Scotland on Sunday.

Established in 1860, The Open is the world’s oldest golf championship and its Claret Jug is the sport’s most iconic trophy. The prestigious tournament is one of four major international events being contested in Scotland, organized by the R&A on the nation’s venerable links courses over a span of three weeks.

The men’s Scottish Open was played at Gullane Golf Club last week, while the same course is home to the Ladies Scottish Open this week. Also this week, the men’s Senior Open – headlined by five-time Open Champion Tom Watson – will be held at the Old Course in St. Andrews. The three historic courses are all nestled along Scotland’s North Sea coast and within 100 miles (161 kilometers) of one another.

VisitScotland director of events Paul Bush noted the impact and global exposure that the Open Championship and the three additional tournaments generate, elevating Scotland onto a global stage.

"We’re privileged to continue to secure these events," Bush tells Around the Rings at The Open in Carnoustie. "They provide huge profile for the nation, the TV platforms that all four of them will provide is phenomenal and having these top athletes here provides great role models for young kids, apart from the economic impact."

Senior golf manager Alan Grant explains how EventScotland’s event-driven approach to golf marketing is unique, different from other countries that also place great emphasis on golf tourism.

"We’re the home of golf and hosting these major championships here – these tournaments present and open a window to Scotland to the world," Grant said.

"These tournaments are on television screens in every corner of the world for eight, nine hours a day and really present Scotland at its absolute finest using the players as advocates, talking about their experiences here and obviously, the commentators talking endlessly about golf in Scotland.

"For us, that’s our marketing platform – we don’t spend millions of pounds on marketing campaigns anymore.

"We’re using events to profile Scotland as the home of golf and raise the profile of our courses.

"Then we work with our industry to ensure that when people are looking to book that trip to Scotland, we make it as easy as possible for them."

The economic impact and intangible benefits that the Open Championship and other tournaments bring to Scotland cannot be overstated. The four days of the 2018 Open at Carnoustie attracted 173,000 spectators, surpassing the previous mark of 157,000, set in 1999 when Scotsman Paul Lawrie claimed victory in a dramatic playoff.

"It’s world class – we have a lot of guests who have never been to golf and as soon as they arrive, they’re blown away by the size, scale and the experience," Bush said, regarding the magnitude of the event. "It’s special and people go away as new golf fans."

According to the Sheffield Hallam University Sport Industry Research Center, the Open Championship brings in between 50 to 60 million pounds of visitor spend on average. Media exposure is equivalent to approximately 50 million pounds of advertising costs and marketing value.

EventScotland is a team within VisitScotland’s events directorate, working to make Scotland the perfect stage for events. By funding and developing an exciting portfolio of sporting and cultural events, EventScotland aims to raise Scotland’s international profile and boost the economy by attracting more visitors.

For many golf enthusiasts, the allure of playing in Scotland is the unpredictable weather and natural elements that enhance the challenge. As seen at the Open on Sunday, winds often swirl and gusts can be in upwards of 30 miles-per-hour, dramatically increasing the demands of links golf.

"We do get our own fair share of sunshine, but I think the wind, the rain and the weather out there are a real driver and interesting for golfers," Grant said.

Considering EventScotland’s marketing strategy and direct focus on tournament golf, it is no surprise that additional events are in the preparatory stages.

Glasgow and Berlin will share hosting the inaugural edition of the European Championships, August 2-12, with golf as one of seven Olympic sports being contested. Men's and women’s tournaments, in addition to a mixed gender format, will be staged at the PGA Centenary Course at Gleneagles. In September 2019, the Solheim Cup, the women's equivalent of the Ryder Cup, will also be held at Gleneagles.

Scottish Golfers Embrace The Open

Five Scottish golfers, including1985 Open champion Sandy Lyle, were enthusiastically supported by the home fans in Carnoustie. Russell Knox, who was paired with three-time Open champion Tiger Woods in the opening two rounds, said it was an unforgettable experience.

"It means a lot to me – I had a lot of support out there on every hole and that was really cool," Knox said, about the experience of playing The Open on a home course in Scotland.

"It is an honor to play in the Open Championship, let alone in your own country at one of the most iconic courses in the world with your hero. Kind of a dream come true."

Sam Locke, the low scoring amateur, was the highest finishing Scotsman at Carnoustie.

"It’s a great feeling to have won the silver medal and make the cut in my first major," Locke said. "Overall, I’m really pleased to be here. It was good fun – I learned lots from it."

Written and reported by Brian Pinelliin Carnoustie

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