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Impact of Golf on Austrian Tourism Economy

Discover the economic influence of golf on Austria's tourism industry, including statistics, golf course development, tourism generated by golfers, and examples from top Austrian golf clubs. Explore how golf tourism is contributing to the country's economy.

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Impact of Golf on Austrian Tourism Economy

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  1. The Economic Impact of Golf tothe Tourism Industry in AustriabyBruno WALTER a Golf Enthusiast

  2. Already 1297 wecanhearfrom a sportwhereyouused a stick tohit a leatherballto a goalabout 100 metersaway. Today 722 yearslaterthereareover 60 Mio. golfplayers in theworld.

  3. Tourism in Austria….somefacts • Austria • OvernightStays: 149,8 Mio. • 48% winter 52% summer • Guests arriving: 45 Mio. • Duration ofstay: 3,3 days • Most importantmarkets: • Germany • Holland • Switzerland and Lichtenstein • Beds: 1,1 Mio. • Jobs generated by Tourism: 317.500 • Value added: 23, 61 billion Euro (6,4% of BNP) Source: Statistik Austria 2018 • Tyrol • OvernightStays 49,4 Mio. • 56% in winter 44 % in summer • Guests arriving: 12,3 Mio. • Duration ofstay: 4,0 days • Most importantmarkets: • Germany 52% • Holland 10%, • Austria 8,5% • Beds: 340.000 • Jobs generated by Tourism: 55.000 (25% offulltimejobs) • Turnover: 8,4 billion Euro • Value added: 4,5 billion Euro; Every 3rd Euro in Tyrolcomes out oftourismindustry, directlyorindirectly. Source: Tirol Werbung / Tourismus Netzwerk

  4. Golf in Austria • Vorarlberg 7 • Tyrol 20 • Salzburg 14 • Upper Austria 27 • Carinthia 12 • Styria 27 • Vienna 5 • Lower Austria 41 • Burgenland 4 • Total  157 In Austria thereareapprox. 106.000 Golfers. 35% arewomen.

  5. Golf Course Development in Austria • Beforeyoucanbuilt a golfcoursethedevolpmenthastoundergo an UVP. • The majorityof golf coursesaredeveloped on farmland and running on contractsbetween 25-50 years. • Eachstatehasspecificregulationsforbuilding a golf coursemostlikelydriven by theaverageavailableland(e.g Tirol has a clearlimit on maxhow many golf coursesareallowedtobebuilt) • So itcaneasilytakeupto 5 yearsbeforeyougetthepermittostartyourproject • Funding very limited more on jobsyoucreate but variesfromstatetostate • Nonationwideconcept Youneed an UVP and itcantakeyearsbeforeyoucanstart

  6. Golf Tourism in Austria • Golfers aregeneratingapprox 2,2Mio overnightstays in Austria. • Average ageof an Austrian Golfer: 45 years. • A golferspendapprox.: € 135 /day. A bikerapprox. € 73. • Every year Austrian golfersspendapprox: € 349 Mio. • In Austria Golf touristsspend : € 520Mio./ yearly. • Approxamountthat a golferspendyearly: € 3.000 • Source: Ennemoser, ÖGV, Standard 14-18 Out of 400.000 visiting Kitzbühel in summer, 60.000 aregolfers.

  7. Examplesfrom 2 ofTyrolsmostcovetedgolfclubsGC- Mieminger PlateauGC- Seefeld-Wildmoos

  8. Mieminger Plateau (established 1999) • Investment volume: € 1,25 Mio. Eur. 9 Hole asstart. € 4,2 Mioforbuilding 27 hole courseexpansion • Employees: 28 (shop, Pro, Greenkeeper, cleaning and mechanics • Members: 1.100 (100 youth, 250 distance, 650 originatingmember, 100 2nd membership. • Greenfeeplayers 30% • In theregion 23.000 overnightstaysaregeneratedbygolfplayer.s • The clubis Spending 15.000 anually on theiryouthprogram. • The Golfclub sees a bigimportanceofrestaurants, hotels and activities in additionto golf • Turnover 2018 – €1,65‘ Mio nett. Source: Mieminger Plateau golf GmbH

  9. Seefeld (established 1969) • Empolyees:14 (shop, greenkeeper, maintenace, starter) • Members: 640 Members, 10 distancemembers • Greenfeeplayers: 55% • Youth: freemembershipuntil 18 years, special tee-offs forchildren and youth. • Women: 20% • Trend: The amountofgolfersareincreasing due tocheaperMembershipcosts (specialarrangement due to 50th anniversary) • Close cooperationwiththe Hotels in thevicinityismandatory (A.HochPresident) • Source: Seefeld Reith Golfclub

  10. Golfers in % topopulationworldwide USA 25 Mio 10 % Kanada 5 Mio 17 % Schweden 0,5Mio 7,0 % Austria 0,1 Mio 1,2 % Germany 0,64 Mio 0.7% Croatia ? • Worldwide thereare 35.000 Golfcourses. • Women in golf: 19% worldwide Golf went Olympic again in 2016!

  11. Golf tourism in general • The popularity of golf tourism is recovering after a few years of decline. The number of bookings has increased, as well as spending and the length of trips. • Many European golf clubs are investing in junior programs to attract younger people to the sport. Although golf tourists, value personal contact with travel agents, they are increasingly booking their holidays online. • Golf tourism is a particularly interesting market as golfers often travel in groups, with their partner or friends. Source: www.cbi.eu

  12. Golf as a secondary tourism activity Many European golfers like to include golf in their holiday experience, alongside other activities. They often combine golf with other sports-related activities (sailing, swimming, cycling, walking), as well as with ones related to food and culture (dining, city excursions). Golf tourism refers to trips or holidays in which the main purpose is to play golf. Additionally, European travelers increasingly include golf as an important secondary holiday activity. But Golf Tourism is still a niche market.  Source: www.cbi.eu

  13. Length of journey According to KPMG, most golf trips are four to seven days long. The proportion of bookings of longer trips started to increase in 2014 again. When choosing a golf holiday destination, the most important factors are: • accessibility (for instance direct flights). • package prices (green fee included). • quality and number of the golf courses. • Hotel availability (at least 4 to 5 stars). • Safety (e.g. Egypt). • Political situation (e.g Turkey). Source: www.cbi.eu

  14. Profile of a Golf Traveler The average population of registered golfers in Europe are; 66% men 25% women 9% junior golfers (under 18 years). However, there are great differences per country. For example, Germany has nearly twice as many adult female golfers as other European countries. Around 70% of the male golf tourists travel with their partner or spouse. Source: www.cbi.eu

  15. Golf travellers generally • Have a higher socio-economic background • Belong in general to a high-income group • Find luxury an important part in their lifestyle • Are slightly conservative in nature (sometimes -) • Often travel with their partner and/or with groups of friends. Source: www.cbi.eu

  16. Junior golfers Around 9% of the registered golfers in Europe are juniors. Junior golf travelers often travel with their parents or grandparents. They are an especially interesting market, as the junior golfers of today can become your loyal customers in the future. The top 5 European markets in terms of total number of junior golfers in 2015 are: • Germany (45,398) • Sweden (44,563) • France (41,233) • England (40,596) • Spain (34,730). Source: www.cbi.eu

  17. Recovery of the Industry Golf tourism recovering after period of decline In 2017 there were approximately 4.6 million registered golfers in Europe. This number has been decreasing slightly for the past three years, due to the economic crisis. However after a similar decrease in golf tourism, this market showed signs of recovery in 2015. 2018, KPMG could se a growth of 1.6%. But around more than 3,3 Mio so called “Golf Nomads” !! Golf Nomads are by definition people who are playing once in a while golf but they are not registered in golf clubs.A huge potential in many aspects Source: www.cbi.eu

  18. How can Croatia profit from Austrian and European Golf and the ongoing trends? - Invest in quality and Infrastructure (Hotels and Restaurants)- Invest in the youth, the guest of tomorrow- Offer programs for schools and universities- Partner with Austrian, Swiss and German Golfclubs (we have long winters in the Alps)- Offer packages (not only greenfees. More towards food and culture as well)- Try to increase number of direct flights in off season (Golf charter)- Work together to make Croatia a well known golf destination

  19. How can Croatia profit from Austrian and European golf and the ongoing trends? • Invest also in Pay and Play courses to promote the sport • A driving range should be available in the vicinity of the major cities in Croatia • Open the golf courses to beginners (the entry is the biggest burden (offer sniffing hours to surrounding hotel guest) • Keep demography in mind people are getting older by 2020 65% of all golfers will be above 50 years of age • Say good bye to high registration fees (Attract the Nomads)

  20. How can Croatia profit from Austrian and European golf and the ongoing trends? • Invest in sustainable golf. 95% want it and more than 50% are willing to pay a premium for it ! Get certified • Look into emerging markets like China and Korea • Present Croatia as Golf destination at ITB or WTM for B2B • Build a strong presence on the web and social media • Think on ways to speed up the game (9 holes, shorter fairways) • Create marketing Alliances (Never walk alone !!)

  21. Some Golfers stand tooclosetothe ball. Even after they‘veplayed it.. Samuel Jackson „Sam“ Snead

  22. Enjoythe Game Thankyou! PRÁTTO CONSULTING GMBH Eduard-Bodem-Gasse 5-7/G6 6020 Innsbruck Austria Partner: ITB-Advisory, Welcome Chinese, ISHC PH +43 512 214555 | office@pratto.at | pratto.at

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