Tourism
Northern Ireland

The value of the golf tourism industry in Northern Ireland has been steadily increasing over the past 10 years, with demand for the destination increasing significantly in response to the Open Championship returning to the country in 2019, growing from £52m in 2019 and to £68m in 2023. The key demand drivers in the destination had reached capacity, meaning further sustainable growth could no longer be achieved via the approach outlined in the previous document.

The previous strategy understandably had a focus on maximising the value of high spending visitors attracted to the region by Royal Portrush hosting the 148th  Open Championship. The revised document required to evaluate the Open legacy and identify opportunities provided by the wider industry to offer products and experiences that appealed to new and emerging markets and segments that offered growth potential.

To achieve this, key themes that aligned with the wider national tourism and economic vision were outlined, including focusing on existing markets, sustainable growth, leveraging events, industry and product development and the environment. The methodology utilised the most recent primary and secondary data, in B2B and B2C markets. This approach used comprehensive data and research findings to ensure the strategy and its outcomes were fully industry led and considered the latest market and customer trends. 

We facilitated a project steering group that was chaired by the R&A and included representatives from Tourism Northern Ireland, Tourism Ireland, Golf Courses, Tour Operators, IAGTO, Sporting Insights and Resorts who acted as a valuable sounding board for the development of the strategic vision. Additional interviews were held with IGTOA, Golf Ireland, the University of Ulster and other key stakeholders to ensure a comprehensive understanding of the industry in Northern Ireland and the island of Ireland.

The strategy sets out a vision, objectives and deliverables that have been developed with the key stakeholders in the Northern Ireland golf tourism industry. It aligns with the wider tourism and economic objectives, taking account of the latest trends and forecasts to segment customer groups and identify routes to market. 

The core objectives from the strategic themes will provide the focus for the direction of the annual Tourism NI golf marketing Unit Plan to 2030.