Global Edition

Scottish golf targets Scandinavian market

7.00am 31st July 2001 - Travel

Sweden’s growing passion and enthusiasm for golf is being targeted by Scottish tourism during this week’s Scandinavian Masters at the Barseback Golf and Country Club near Malmo. Over 100,000 spectators are expected to attend this tournament which makes it one of the best-attended events on the PGA European Tour.

Neen Kelly, the golf marketing manager of ‘VisitScotland’ said, “Sweden is an important potential market for us. Given the growth of golf in Sweden we know that there are up to 500,000 golfers eager to come and visit the ‘Home of Golf’. We have been marketing Scottish golf vigorously in recent months using television and website advertising, press supplements and direct mail campaigns.”

Attendance at high-profile events such as the Scandinavian Masters also helps to heighten awareness of Scotland’s bid to host the Ryder Cup Matches in 2009.

Tourism is one of Scotland’s largest industries. It employs 193,000 people (8% of the workforce) – more than the oil, gas and whisky industries combined.

Scottish Tourist Board

In related news...