Jaume Marin
Costa Brava was the IAGTO Emerging Golf Destination of the Year in 2000. How has the region’s golf travel industry developed since then?
The area is increasingly being recognised as a reputable golf destination. Although competition in Spain is very fierce, numbers of golfers wishing to visit the region is progressively increasing thanks to the concerted efforts and dedicated marketing and promotional campaigns we have put in place letting people know about the diversity and quality of Costa Brava’s numerous golf courses. Visitors have also been attracted by the region’s cultural heritage as well as its famous gastronomy.
How important has the media been in your campaign? What has been your experience?
Media is at the heart of our strategy and plays an important part in our marketing campaign. Increasing the awareness of Costa Brava as a leading Spanish golfing destination – and home to one of Spain’s two World Top 100 courses, PGA Catalunya Resort – has been a top priority for us, and one that we will continue to uphold throughout 2011. In order to achieve this we have already identified some exciting events, promotions and opportunities to offer both trade and individual golfers.
What have you done to develop the golf travel market in the Costa Brava?
The Costa Brava is much more than just a golfing destination. As the birthplace of Salvador Dali, the region is steeped in culture and history, and offers beautiful and diverse landscapes, as well as a vast range of gastronomy delights. So for every visitor wishing to come to the Costa Brava, we have looked to offer added value to each and every one.
Golf Costa Brava Pirineu de Girona heads up the Golf Marketing Club, consisting of golf clubs and resorts, as well as hotels and the tourist board, and promotes the region and its attractions as a cohesive whole, allowing for all the different venues to benefit from an increased positive exposure. The perception of our destination is changing and we are delighted with this new increased awareness.
What are the challenges you face?
There are many golfing destinations in Spain with new courses being developed every year, creating a very competitive environment, especially where price is involved. However, our strategy is not to compete on pricing with other destinations. The Costa Brava offers great courses, experiences, and value that cannot be met by any other golf destination – statements increasingly shared by visitors to the region.
Last minute bookings and short stay packages are being offered more and more to travellers wanting to visit Spain – but do they benefit Costa Brava as a destination?
Last minute bookings and short stay packages really do benefit destinations such ours. As the region is directly accessible to visitors thanks to Girona Costa Brava Airport, an increasingly important Ryanair hub, the Costa Brava has experienced an influx of visitors thanks to a great attraction ‘pull’. At the moment there are more than 5 million passengers arriving in the area every year, which is always good news for destinations and we are very encouraged by these statistics.
In your opinion will the golf travel industry grow in 2011? How will it grow?
It appears that the worst of the crisis has passed – despite some sceptics arguing this. Nonetheless, the early signs are promising and we are confident that the industry will grow in 2011, both through tour operators’ efforts, as well as through individual travel, especially as a majority of golfers trust 100% in their golf travel agencies. We can therefore foresee that tour operators will play an important role in its development throughout 2011.
