Golf Business News – VisitScotland launches campaign to relaunch golf tourism


VisitScotland has launched a marketing campaign showcasing what the Home of Golf has to offer.

The film promoting golf tourism, which can be seen on TV and online from today (July 27), promotes the message that ‘Only in Scotland can travelling so little make such a big difference’.

The production is voiced by sports broadcaster Andrew Cotter, best known to golf fans for his BBC commentary at Major championships, although he has also reached a much wider global audience during the lockdown for his entertaining Twitter videos with his dogs, Mabel and Olive.

The golf video is part of a wider VisitScotland £3 million marketing campaign welcoming back Scottish tourism and reminding people from all over the UK what a beautiful country we have right on our doorsteps.

Aimed at the domestic market, the video encourages people to rediscover the world-class golf tourism product and to take their golf holidays in Scotland, rather than flying abroad. As well as avid golfers, the film also targets those who have not played for a while or not tried it before to appreciate how golf combines fresh air, exercise, scenery, companionship and friendly competition.

The film features a blend of some of Scotland’s iconic championship courses, as well as those to suit any ability level and budget.

It will be going live on July 27 both on STV and across digital platforms, including Bunkered, the largest selling golf title in Scotland.

Golf tourism in Scotland is worth more than £286 million annually and employs over 4,400 people.

VisitScotland Chief Executive Malcolm Roughead said: “Scotland is the home of golf and a world class destination for anyone with a passion for the game. As an important part of our overall tourism product, we’re delighted to launch a golf marketing campaign to encourage Scots to embrace the health and well-being benefits the sport offers. The Covid-19 pandemic has had a devastating impact on the tourism industry, and golf is playing a key role in restarting our domestic visitor economy. It’s not just golf operators that benefit but accommodation providers, hospitality, transport and retail.

“With over 550 courses in Scotland, this film celebrates the huge variety of great venues right across the country, showing you don’t have to travel too far to have a fantastic experience. Alongside this though, it’s important we respect that tourism might not look the same as before, but the warm Scottish welcome remains. We ask that people follow the recommended guidelines, book in advance and respect the local communities so there’s something to enjoy for everyone.”



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