Golf Tourism England (GTE) has announced it has formed a strategic alliance with one of the most respected research and analysis businesses, SPORTS MARKETING SURVEYS INC. (SMS INC.). The partnership will create a unique bank of research that will allow GTE to monitor the current market trends, identify areas for attention and action, as well as the impact its product development strategy has on the market place. The partnership follows the recent success of GTE, one of a number of successful projects to receive funding from the £40 million Discover England Fund. The Fund is administered by Visit England and we will be working together on a programme of activity to ensure that England stays competitive in the rapidly growing global tourism industry.
“SMS INC. are one of the most established and recognised insight businesses in the world of sport and certainly a central figure in the golf industry,” commented Andrew Cooke, Founder & CEO of Golf Tourism England. “Our partnership will enable us to generate unique insights into national golf tourism that will help us tailor and shape the strategy for creating impact for England’s golf tourism stakeholders. Their partnership is of significant value to us and we know this will provide us further strength and depth with our endeavors.”
SMS INC. will conduct a full survey with GTE members and the current crop of golf travellers in England. The process will evaluate the visitor readiness of clubs and their connection to the trade function for welcoming guests. This analysis will afford the team of research experts the chance to qualify their findings and provide clear insights into areas of opportunity and growth. The findings will form part of GTE’s reporting to Visit England, outlining how the product development directive and Discover England fund can unlock national tourism benefits, beyond the direct golf property impact.
“We believe it is a very exciting time to be part of the GTE strategy working with the Discover England funding programme,” said John Bushell, Managing Director SPORTS MARKETING SURVEYS INC. “Our experience of working with other national tourism bodies on their golf strategies will enable us to create a strong research framework that will benefit GTE and Visit England and lay some strong foundations to develop the domestic and international golf travel market in England. It is an exciting opportunity and one we are proud to be associated with and to demonstrate the strength our data analysis and interpretation can have at a national level.”
GTE has embarked upon amplifying the cluster appeal for many of England’s established golfing regions. The strategy is clear; cumulative attraction will unlock cumulative gains. By bringing together regions, connecting key supplier partners and providing a distinct marketing campaign, England will enjoy a fresh new perception and reap new economic rewards with increased footfall across the countries network of golf, leisure, entertainment and cultural experiences.
“By working together, England can stand shoulder-to-shoulder with the best destinations in the world,” commented Matt Selby, Director of Operations Golf Tourism England. “By connecting suppliers and uniting stakeholders, the trade engagement potential is far greater. England has never reached its full potential from a marketing stand-point, but the product is world-class. The education process is ongoing, but seamless once we address key issues operators face when trying to create packages and share more details on the actual day-by-day experience consumers can enjoy.”
GTE will be conducting the research program with immediate effect and sharing its findings over the coming months.
Golf Tourism England www.GolfTourismEngland.com
SPORTS MARKETING SURVEYS INC. www.sportsmarketingsurveysinc.com