GOLF TOURISM IN NORTHERN IRELAND 2016 Results Presentation February 2017
STATE OF GOLF IN THE UK April 5, 2017
ROUNDS PLAYED YEAR TO DATE - NATIONAL Average number of Rounds Played per course in each month ~ 2011-2016 4,000 3,500 3,000 2,500 2,000 1,500 1,000 500 0 2011 2012 2013 2014 2015 2016 Jan Feb March April May June July August Sept Oct Nov Dec
2016 PARTICIPATION: GB FULL LENGTH COURSE USERS Adults who have played on a full length golf course (9 or 18 hole) at least oncein the last 12 months. 3,766,000 3,966,000 4,083,000 3,886,000 3,711,000 3,929,000 3,936,000 3,512,000 3,364,000 3,301,000 3,118,000 2,785,000 =5.3% of the GB adult population 2004 2005 2006 2007 2008 2009 2011 2012 2013 2014 2015 2016 Two year rolling average
GB : CORE GOLFERS Adults who have played on a full length golf course (9 or 18 hole) at least oncein the last 12 months. Regular (12-51 times) Avid (52 times +) 2016 2015 2014 2013 2012 2011 2009 2008 2007 2006 2005 2004 2003 2002 2001 2000 771,000 961,000 1,035,000 1,095,000 1,176,000 1,176,000 944,000 913,000 1,078,000 1,103,000 1,055,000 1,004,000 966,000 889,000 761,000 904,000 400,000 416,000 479,000 426,000 338,000 453,000 569,000 486,000 566,000 635,000 650,000 792,000 809,000 804,000 882,000 753,000 0 500,000 1,000,000 1,500,000 2,000,000 2016 = 1,172,000 = 42% of full course users 2015 = 1,377,000 = 44% of full course users 2014 = 1,514,000 = 46% of full course users Two year rolling average
NITB GOLF TOURISM MONITOR April 5, 2017
OVERVIEW OF THE PROJECT To gather data on the volume and value of visiting golfer rounds played on golf courses in Northern Ireland Monitor introduced in 2013 To better understand who the Northern Ireland golf tourist is To establish base data for on-going measurement in the years ahead
AIMS Evaluation of the golf tourism market in Northern Ireland Identify key markets or opportunities for tourism growth Strategic insight into the golf tourist travelling to Northern Ireland Understand how likely golfers are to return both as players and spectators Understand what golfers thought of their trip to Northern Ireland
THE PROGRAMME The tourism monitor is comprised of three main sources of measurement Visitor Interviews Monitor of Rounds Played Benchmark Study We have gathered information on: Clubs and Facilities Visitors and Rounds Played Golf Holiday trends Expenditure on golf tourism
THE PROGRAMME Rounds Played 21 clubs submitted data for the peak golfing season. This is consistent with 2015 Data was submitted either online at www.nitbgolf.netor via an SMS INC spreadsheet emailed to courses. Visitor Interviews 309 interviews were conducted among out of state visitors at clubs during the prime golfing season. An additional, shorter, questionnaire, was put to 100 domestic visitors from Northern Ireland playing as visitors at courses. Interviewers asked visiting golfers questions about: their golf visit the length and type of break their level of enjoyment of golf in Northern Ireland
KEY FINDINGS
KEY FINDINGS The Economic Impact of golf tourism for Northern Ireland in 2016 remaining in Northern Ireland is: 2016 = 35,600,000 2015 = 32,100,000 2014 = 33,200,000 2013 = 27,000,000 27,000,000 33,200,000 32,100,000 35,600,000 2013 2014 2015 2016 The number of golfing visitors to Northern Ireland is: 2016 = 122,200 2015 = 139,300 2014 = 139,300 2013 = 134,300 134,300 139,300 139,300 122,2000 2013 2014 2015 2016 12
KEY FINDINGS The Economic Impact of golf tourism from non-domestic golfers overnight for Northern Ireland in 2016 is: 2016 = 27,200,000 2015 = 24,200,000 2014 = 24,200,000 2013 = 22,200,000 22,200,000 24,200,000 24,200,000 27,200,000 2013 2014 2015 2016 The number of non-domestic overnightgolfing visitors to Northern Ireland is: 2016 = 21,800 2015 = 17,400 2014 = 18,900 2013 = 16,600 16,600 18,900 17,400 21,800 2013 2014 2015 2016 13
KEY FINDINGS Golf tourism to Northern Ireland is holding strong at a time where golf participation continues to fall in the key established golf markets. Golf participation in the UK is at its lowest in 20 years and this is reflected in the fact that the number of Northern Irish golfers is down on last year. North America is crucial to the total economic impact of golf tourism in Northern Ireland, although the reliance on this has reduced in 2016. The number of UK and European visitors has increased considerably in 2016 and evidence would suggest that these golfers are treating their trip to Northern Ireland as wider than purely a golf break with many citing the desire to visit tourist attractions and enjoy the warm Irish welcome. 14
VOLUME & VALUE OF GOLF TOURISM
BREAKDOWN OF OVERNIGHT VS DAY VISITOR REVENUE 26,900,000 25,600,000 28,600,000 22,400,000 4,600,000 6,300,000 6,500,000 7,000,000 2013 2014 2015 2016 2013 2014 2015 2016 OVERNIGHT VISITOR TOTAL EXPENDITURE DAY VISITOR TOTAL EXPENDITURE 16
TOTAL EXPENDITURE PER COUNTRY 1,397,000 2,832,000 3,958,000 4,533,000 975,000 6,476,000 531,000 15,000 14,894,000 OVERNIGHT VISITOR TOTAL EXPENDITURE DAY VISITOR TOTAL EXPENDITURE N.I R.O.I UK Europe N. Am R.O.W 17
TOTAL EXPENDITURE 2016 OVERNIGHT VISITORS 16,000,000 9,000 14,000,000 8,000 Expenditure ( ) 12,000,000 10,000,000 8,000,000 6,000,000 4,000,000 7,000 6,000 5,000 4,000 3,000 2,000 Total Visitors 2,000,000 1,000 0 NI ROI Rest of UK Europe North America Rest of World Total Expenditure 1,397,000 2,832,000 3,958,000 4,533,000 14,894,000 975,000 Number of visitors 7,200 5,500 5,400 2,800 7,800 300 0 NI ROI Rest of UK Europe North America Rest of World Total Expenditure Number of visitors
TOTAL EXPENDITURE 2013-2016 OVERNIGHT VISITORS Northern Ireland R.O.I UK Europe N. Am R.O.W 2,714,000 1,779,000 2,931,000 2,792,000 1,119,000 1,386,000 1,279,000 2,841,000 2,865,000 892,000 1,397,000 2,832,000 3,958,000 4,533,000 975,000 15,596,000 16,352,000 14,894,000 2014 2015 2016 19
TOTAL VISITORS 2013-2016 OVERNIGHT VISITORS 370 270 2,000 2,600 1,800 2,800 4,100 4,200 5,100 4,300 5,500 5,400 7,800 8,000 8,200 8,400 7,200 300 Northern Ireland R.O.I UK Europe N. Am R.O.W 2014 2015 2016 20
3,500 1,400 700 1,900 50 6,400 5,600 4,300 600 7,900 6,400 4,500 1,000 2,200 1,700 1,200 4,200 13,400 17,400 200 ORIGIN OF TOTAL ROUNDS PLAYED BY QUARTER - EXCLUDING DOMESTIC R.O.I UK Europe N. Am R.O.W 1st Quarter 2nd Quarter 3rd Quarter 4th Quarter 21
CONSUMER INTERVIEWS
VISITOR TYPE Q Which of the following best describes you? Out of state only 21% 45% 49% 50% 52% Individual green fee 22% 57% 53% 51% 49% 13% 88% ROI UK Europe USA/Canada Rest of World 23% 12% 10% Small Society (less than 10 players) Guest of a member Medium Society ( 10-20 players) On a short break/holiday where golf is part of the trip On a short break/holiday where the main purpose is to play golf Day Visitor (coming from home) 3% Large Society (over 20 players)
INTERVIEWEE PROFILE - OUT OF STATE North America 29% Rep. of Ireland 21% Rest of UK 28% Europe 13% Rest of World 8%
PLAYING GOLF IN NORTHERN IRELAND Q Have you played golf in Northern Ireland before? ROI (65) Rest of UK (87) Europe (40) USA/Canada (88) Rest of World (25) Overall (305) 32% 41% 15% 12% 71% 51% 8% 6% 0% 26% 45% 53% 44% 32% 3% 1% 23% 28% 36% 0% 3% 18% 22% 32% Yes within the last year Yes within the last 5 years Yes more than 5 years ago Never April 5, 2017
TODAY S GOLF - BOOKING ROI (65) UK (87) Europe (41) USA/Canada (90) Rest of World (25) Overall (308) 36% 31% 13% 11% 8% 6% 55% 33% 54% 18% 32% 12% 15% 29% 61% 24% 8% 29% 5% 6% 16% 9% 10% 10% 9% 28% 15% 11% 0 1% 0 Online tee booking website Through a tour operator Through a member Directly with golf course Just turned up Through accommodation operator
ACCOMMODATION 4* or more hotel With friends/family 3* hotel Guest House Bed & Breakfast 69% 37% 30% 36% 39% 32% 40% 20% 17% 12% 7% 16% 13% 20% 17% 20% 15% 14% 9% 20% 17% 17% 7% 20% 9% 7% 4% 0% 0% 0% Overall ROI Rest of UK Europe North America Rest of World
COURSES & ROUNDS IN NORTHERN IRELAND OUT OF STATE OVERNIGHT VISITORS Q How many courses (including this one) are you expecting to visit/did you visit in Northern Ireland on your current golf break? How many rounds of golf are you expecting to play/did you play in Northern Ireland on your current golf break? Courses Visited Rounds Played 4.8 3.5 3.9 4.2 2.3 2.8 2.8 2.6 ROI Rest of UK Europe North America
COURSE RATINGS Please rate the following aspects of your course 100% 5.0 4.9 4.8 4.8 4.8 5 80% 4 Excellent 60% 40% 97% 87% 83% 83% 81% 3 Good Average Poor Very Poor 20% 2 Mean 0% 2% 13% Ease of booking Customer service 16% 17% 18% Value for money Overall course facilities Overall clubhouse facilities 1
RETURNING TO THE COURSE IN THE FUTURE Do you intend to return to the course (where you were interviewed) in the future? 1% 10% 34% Yes on this visit Yes would hope to do so in the future Undecided - no plans as yet No 55%
NORTHERN IRELAND VS. OTHER COUNTRIES: VALUE FOR MONEY 100% 5 24% 17% 15% 80% 60% 40% 4.4 46% 4.2 53% 4.0 4.0 52% 47% 24% 22% 22% 3.8 30% 11% 25% 3.8 18% 36% 8% 3.3 14% 4 3 Dont know NI is much better NI is a little better About the same NI is a little worse NI is much worse 20% 16% 13% 9% 10% 40% 37% 33% 2 Mean 0% 13% 14% 13% 11% 1% 1% 4% 4% 2% 5% 8% England Wales Portugal Spain ROI Scotland USA 1
NORTHERN IRELAND VS. OTHER COUNTRIES: OVERALL ENJOYMENT 100% 5 80% 60% 40% 20% 24% 4.5 4.2 4.2 4.1 52% 52% 47% 49% 25% 22% 26% 18% 13% 12% 9% 17% 16% 27% 3.8 3.8 30% 12% 16% 36% 35% 36% 3.6 13% 16% 30% 4 3 2 Dont know NI is much better NI is a little better About the same NI is a little worse NI is much worse Mean 0% 10% 11% 12% 8% 1% 3% 1% 4% 5% 6% 5% England Portugal Wales Spain ROI Scotland USA 1
GOLFERS VS TOURISTS Do you intend to visit any tourist attractions whilst in Northern Ireland? Overall Yes No Dont know Dont know 15% ROI 34% 45% 21% Rest of UK 45% 33% 21% No 20% Yes 65% Europe 86% 11% North America 84% 13% April 5, 2017
NORTHERN IRELAND GOLF PASS If you were returning to Northern Ireland for a Golf Holiday, would you be interested in purchasing a Northern Ireland Golf Pass which allowed you to play a selection of courses in a particular region of the country for a given price, including accommodat If you were buying a Northern Ireland Golf Pass or Golf Cluster Pass, what would be the main factors in your decision? Yes Maybe No ROI 57% 40% 3% 71% Price 50% Courses included Rest of UK 61% 30% 9% 42% Food/drink included 31% Quality of accommodation Europe 44% 46% 10% 19% A mix of course types (e.g. Links/parkland) North America 48% 37% 14% 12% 7% Inclusion of non-golf activities Only links courses included
25% 25% 23% 22% 21% 20% CHOOSING NORTHERN IRELAND Q Do you know what influenced you / the decision organiser to choose Northern Ireland? 55% 39% 30% 14% 6% 6% 4% 4% 2% 1%
CHOOSING NORTHERN IRELAND Top 10 ROI UK Europe USA / Canada R.O.W Good courses 60% 46% 53% 65% 40% Hospitality / people 23% 32% 43% 51% 52% Awareness of NI major champions 32% 18% 45% 34% 20% Good value 31% 23% 30% 24% 12% Previous experience 32% 30% 15% 24% 4% Good facilities 25% 24% 15% 24% 20% Internet 12% 9% 40% 37% 8% Visit Family & friends 8% 34% 23% 8% 52% Word of Mouth / Recommendation 17% 20% 25% 21% 16% Accessibility 25% 18% 10% 8% -
TRIP HIGHLIGHTS Q Apart from today s golf, what were your main one or two highlights on this trip? 60% 56% 44% 42% 39% 37% 35% 33% 27% 27% 26% 26% 20% 9%
TRIP HIGHLIGHTS Top 10 ROI UK Europe USA / Canada R.O.W Scenery 43% 47% 71% 76% 72% Irish hospitality 25% 56% 59% 73% 68% Welcome 40% 41% 41% 52% 36% Irish Drinks 12% 47% 51% 45% 76% Staff Friendliness 37% 38% 37% 47% 16% Courses that NI champs played & grew up on Chance to see non golf landmarks 32% 40% 49% 27% 48% 23% 28% 49% 37% 64% Good food 34% 30% 34% 32% 44% Chance to play a course on the European Tour Chance to play a future Open venue 23% 20% 46% 29% 28% 31% 21% 34% 25% 28%
PORTRUSH 2019 Q What influence is it that Portrush is holding The Open in 2019? 5% 9% 12% 9% 8% 4% 28% 48% 29% 24% 32% 25% 11% 27% 31% 56% 34% 37% 29% 31% ROI UK Europe USA/Canada Rest of World No influence at all A slight influence Quite a significant influence A very significant influence Don't know
THE TYPICAL OUT OF STATE VISITOR Takes between 1 and 2 golf holidays a year. Books golf rounds though an online tee booking website. Has previously visited Northern Ireland for a golf break. Is impressed enough with the experience to hope to return to the same golf course in the future. Intends to visit only Northern Ireland. The average out of state, overnight visitor will visit 3 courses on their trip, and play 4 rounds. The average out of state, overnight visitor spent 2,038 on their golf break, an average of 268 per day.
DISCUSSION... MOVING FORWARD 2017
INTERNATIONAL TOURISM RESEARCH What would be the main factors in your decision to choose Northern Ireland as a golfing destination? (Sweden) 120% How would you rate the following countries as a golf holiday destination in terms of value for money? (Germany) 5.0 49% 44% 36% 100% 80% 21% 20% 14% 14% 15% 4.0 Good quality courses 64% Good courses close together Visiting a new country What would be the main factors in your decision NOT to choose Northern Ireland as a golfing destination? (Sweden) 60% 40% 20% 3.2 66% 3.1 3.0 3.0 63% 73% 73% 3.0 66% 3.0 2.0 30% 18% 0% 9% Republic of Ireland 14% 10% 11% Scotland Northern Ireland Wales 16% England 1.0 Very poor Poor Neither Good Very good Mean Climate Visiting a new country Poor value for money for golf
CONTACT DETAILS The Courtyard Wisley Surrey GU23 6QL UK www.sportsmarketingsurveysinc.com Tel: + 44 (0) 1932 345 539 RICHARD PAYNE DIRECTOR - SPORTS ACCOUNTS richard.payne@sportsmarketingsurveysinc.com SARAH CUSITION SPORTS RESEARCH EXECUTIVE sarah.cusition@sportsmarketingsurveysinc.com 43