Yankee dollar will be missed on the links

The terrorist atrocities in the United States, coupled with the decision to postpone the Ryder Cup for a year, could have enormous…

The terrorist atrocities in the United States, coupled with the decision to postpone the Ryder Cup for a year, could have enormous financial ramifications for Ireland's golf tourism industry, which is considered the most vibrant in Europe.

An estimated 47,000 American visitors - approximately 19 per cent of the golf tourism market - come to Ireland annually to play, mainly on the country's traditional links courses. Golf tourism to the country contributes an estimated £110 million to the economy each year.

Yesterday, one of the leading golf tour operators in the US estimated that a fall-off in the region of 30 per cent "between now and the middle of next year" could be expected, which would translate into a multi-million pounds loss to the Irish economy.

Indeed, Jerry Quinlan, of Celtic Golf Tours, based in New Jersey, revealed that a party of 60 who had intended to play links golf in Ireland before attending the Ryder Cup at the Belfry has cancelled those plans.

READ MORE

And John McLaughlin, of West Coast Links, which represents seven links courses in the north-west, was aware of at least two parties, numbering 32, cancelling their plans to travel here this week. The Old Head of Kinsale has had "at least 200" cancellations since the terrorist attacks.

With further uncertainty over US retaliation, those in the golf industry here - especially clubs and hotels - are gearing up for further American cancellations.

"Naturally, we would expect some cancellations," admitted Damien Ryan, director of golf with Bord Fβilte, "but it is too early to say what effect it will all have on next year's business. We're aware of the gravity of the situation, and a lot will be dictated by what happens in the next four to five weeks, but we have to keep battling on. We hope business won't be affected as drastically as some people are saying it will.

"The American market could be vulnerable, and it is certainly a tragic situation that has occurred there, but we are not going to just sit back. We have to be positive in our reaction. We will endeavour to put as much into it, in terms of marketing and advertising, as we feel is necessary and we are not neglecting the present campaign of advertising that we have running in the States."

Of an estimated 235,000 people who came to Ireland last year to play golf, approximately 19 cent were American. However, the prime links destinations, like Lahinch, Ballybunion and Portmarnock, would have an even heavier reliance on the American market, with up to 60 per cent of their green fees business coming from that end of the market.

However, Alan Reardon, the secretary-manager at Lahinch, said they had received a "few cancellations", but that demands were such that these cancellations had been replaced from people on a waiting list.

He added that the "damage was not quite as bad as it could have been" in terms of the numbers cancelling. "However, the next few weeks will really dictate what will happen," he added.

And the bullish reaction of Ryan - who has spearheaded Bord Fβilte's golf tourism drive which has seen the numbers visiting Ireland specifically for golf-related holidays rise from 52,000 in 1988 to its current level in excess of 235,000 - was backed up by Quinlan, despite his belief that numbers will fall in the short term, who said there had been some "positive feedback".

For instance, a pro-am tournament that Quinlan had organised for courses in the south-west for the third week in October was proceeding as planned, while a father and daughter tournament scheduled for the north-west was also going ahead.

The American market is an important one to the Irish golf tourism industry, as they tend to come from what is perceived to be the top-end of the market. "We've concentrated on the US market because it still has huge potential for growth," added McLaughlin.

"It's the one we have really been chasing. Over the next few months we will see what direction things are going but, if we need to, we will change the marketing outlook towards the UK and Europe, while the home market continues to be big for our clubs. But September is the busiest month for us and it looks like we could lose up to half of it."