Golf

Visit Kent in Partnership with KOSMedia    

Golf programme

Tourism & Marketing Development

Objectives

  • To develop the Kent golf tourism product by connecting tourism activity in order to broaden the appeal to a more diverse market
  • To support the Kent coastal courses (through adding value to the product by increasing the marketing distribution channels both overseas and domestically and provide expertise in destination marketing)  
  • To exploit the opportunities presented by the Open Championship in 2011 and the 100th anniversary of the Open in Kent in 2009.
  • To encourage people visiting Kent and its championship coast to stay overnight - to spread the economic benefit throughout the region by linking the golf offer with appropriate tourism product to encourage longer stays.
  • To encourage travel between the destinations  

Target Markets Overseas & Domestic

  • Staying Visitors – Golf enthusiasts: visitors staying away from their place of residence for whom playing golf is the main reason for the visit
  •  Staying Visitors – Golf Casuals: visitors staying away from their place of residence for whom playing golf may be part of a more general reason for the visit for holiday or business purposes
  •  Kent resident golfers – to encourage more golf and to target young people to take up the sport

 Geographic

  •  Short haul European countries & Scandinavia, high growth in number of golfers and new opportunities with low cost airlines. Will tour around and play several courses.(Visit Britain and Visit Kent trade & consumer shows)
  • First time long haul attracted by famous courses – Royal St Georges
  • South East Golf Show
  • UK and Kent Golf Clubs networking channels and cross promotion

Product

 The project will focus on the golf offer as the main motivator for a visit. Golf will be linked to other activities such as spa treatments, shopping, heritage and build on proximity to Europe.

 The project will encourage and entice the visiting golfers and family to discover Kent and sample not only its golf offer, but restaurants, hotels, heritage, coast and beaches.

 Coastal Kent has a strong and internationally known golf product. Royal St Georges and other championship links courses along the coast, are developing a more flexible approach in encouraging visiting golfers to book and play. These will be profiled along with the rest of the Kent product.

Appropriate places to eat, sleep, explore and shop will be profiled around the golf activity to encourage longer stays and provide alternatives for golf casuals and non-golfers

 Typical short break ranges from two nights up to four or five staying in one place for domestic and the overseas golfer will tour around and play several courses per trip.

 The Product

  • Championship Links courses
  • Over 100 golf courses in Kent

Supporting Product

  •  Bookable, quality and assessed Accommodation
  •  Restaurants
  •  Shopping – specialist and independent
  •  Exploring the landscape and coast
  •  Heritage- major icons & hidden gems
  • Spa & beauty treatments
  •  Themed Itineraries (3-4 day)
  •   Day trips to France

 Development and Marketing Strategy

 Brand

  •  Kent Golf
  • To include high profile for Kent’s championship Golf Coast
  • Emphasis on the product rather than the destination.

.  Working with key stakeholders across the golfing and tourism sector in Kent and Coastal Kent

This will provide the research and development for an ongoing and sustainable golf tourism product for the County.

Timing

The project precedes the Open Golf Championship in 2011 and will develop the legacy for golf in Kent post the Open

 The Golf Campaign was launched at The European Open Championship at London Golf Club and was a key opportunity to present the Kent golf product

 For Further details contact: Cheryl.Parker@visitkent.co.uk