Irish Open a big part of drive to attract golf tourism

The Irish Open is expected to be a sell-out this week, with more than 80,000 golf fans gathering in Co Down to see some of the world’s top golfers compete for €2.5 million.The real prize, however is worth far more to the North than just a couple of million euro.

Because when four-time Major champion Rory McIlroy and his golfing pals step out on the greens at Royal County Down their every move is going to be broadcast to an estimated 400 million homes worldwide.

That, according to Niall Gibbons, chief executive of Tourism Ireland, has the potential to deliver a double-digit multi-million pound boost not only to the local economy but it will also help Northern Ireland raise its game when it comes to golf tourism.

Gibbons says the last time the North hosted the Irish Open, in Royal Portrush in 2012, the global media coverage from the event was worth an estimated £107 million.

“It delivered £12 million of economic benefits but this year Rory McIlroy’s charitable foundation, the Rory Foundation, is the official tournament host, and he has worked really hard to bring some of the biggest names in golf to the Dubai Duty Free Irish Open.

“He is such a great ambassador for Northern Ireland, and the TV exposure from this event will be massive.

“ It is a major opportunity to shine the spotlight on this part of the world – not just to audiences in key markets like Britain and the America but also to new emerging markets like China. There is a really positive message, and it’s a huge boost not just for Royal County Down, which regularly features as one of the top 10 golf courses in the world, but also for golf tourism in Northern Ireland in general,” says Gibbons.

Local economy

According to the Department of Enterprise golf tourism generates £33 million per annum to the local economy.

However, Enterprise Minister Jonathan Bell believes it has huge potential for growth. "Northern Ireland is in an unprecedented position of being home to three Major winning golfers, one of whom is the current world No 1. No wonder, then, that so many people want to walk in their footsteps and play the courses that nurtured their game right through from amateur to champion."

His department recently, through Tourism NI, launched a new golf strategy which aims to grow the value of golf tourism to £50 million a year by 2020.

The Minister said: “As a sport, as a business and as a tourism asset, golf operates on a worldwide scale so there has never been a better time for Northern Ireland to tap into its potential.

“The continuing success of our golfers, the acknowledged quality of our courses, and the widespread support for the game, exemplified by the unprecedented sell-out of the Irish Open in 2012 and again this year, have combined to enhance Northern Ireland’s status as an exceptional golf destination.”

He is also hoping that the prospect of bring the Open Championship to Royal Portrush, potentially as soon as 2019, will also create a must-see, must-play momentum among golf fans the world over.

“I want to see tourism here grow to become a £1 billion industry by 2020, and I believe golf is integral to achieving this objective,” says Bell.

The reason why golf tourism is so important to the North’s overall tourism ambitions lies with the kind of visitor that it attracts.

Research according to Tourism Ireland shows that golf tourists have a tendency to spend more and stay longer. They also spend more money throughout the hospitality sector, including restaurants and hotels.

Golf tourists want the whole experience – on and off the golf course – and that is what makes them such valuable visitors. It is estimated that for every £1 spent on green fees in the North a further £4 is spent elsewhere.

The Irish Open in particular is expected to attract high-spending visitors who may be keen to enjoy VIP packages to the event.

These, which can cost in the region of £300 per person, offer exclusive tickets and lots of hospitality in the likes of the nearby Slieve Donard Hotel which is offering a range of options including champagne receptions.

Every budget

There is also an

Open Fringe Festival

, which kicked off yesterday , which caters for every budget. It hopes to showcase to golfers and non-sporting enthusiasts what Co Down has to offer. Events which are taking place across a number of locations will give local businesses an opportunity to directly benefit from the atmosphere and influx of visitors generated by the Irish Open.

Adrian Doran, head of corporate banking for Barclays, says high sporting events such as the Irish Open provide a welcome boost to the North's economy. "The last Irish Open here in 2012 saw a record crowd of over 130,000 people for the week. We know that events like this help put Northern Ireland on the tourism map and in particular, global events like last year's Giro d'Italia provide significant global media coverage. Arguably this is even more important than the actual visitors numbers for the event itself."