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Golf tourism in New Zealand

Strategy

Forward HQ has undertaken research on behalf of Auckland International Airport, ATEED & MBIE on Golf tourism in New Zealand. The key points are listed below.

To download the full report, please click here.

• Golf tourism in New Zealand is in its infancy
– Opportunity for future growth with very high value travellers
– This is a golf plus tourism experience

• The two Chinese golfer segments with the most immediate potential for New Zealand are:
– “Performance Golfers”, motivated by their love of golf
– “Mastery Golfers”, motivated by the opportunities enabled by golf

• To activate Golf tourism:
– Clearly define and communicate our competitive experience promise: Golf & travel
– Strengthen alliances with clubs and travel specialists within clubs, and business associations
– Identify and nurture consistent strategic relationships with key influencers

• Tell our New Zealand stories
– Why famous quality, renowned
– What makes our courses unique/different
– What experiences can be had here

• Build the “drama” of New Zealand golf and travel experiences
– Imagery is critical
– Itineraries that suggest dramatic experiences
– Suggest photogenic potential for sharing/recording experiences on social media

• Ensure social opportunities
– Especially for business
– Immediately after play
– Private facilities to allow them to get noisy

• Develop Chinese language information
– Digital platforms, QR codes and app access
– Course play guidelines
– Safety
– NZ protocols

• Build & Use GPS & technology
– Course map – play and direction
– Apps, course tips and score recording
– Enables play without a caddy (cheaper and more independent)

• Events and tournaments
– Sponsor in China to build awareness and interest
– Establish in NZ to provide a focus for play now
– Build around existing NZ events

• Consider the needs of travel companions
– Spouses/families
– Fellow golfers