Golf is a sport that generates significant revenue annually and is closely associated with the tourism and real estate sectors. It was previously considered exclusive to private clubs but has now become more widespread and accessible globally. Open clubs allow anyone to play as long as they can afford it. Both private associations and public initiatives are working to increase the popularity of golf, aiming to make it more affordable and accessible to a broader audience, including younger individuals interested in taking up this ancient sport. The origins of golf remain a topic of debate among historians who have not yet reached a consensus on when and where it first began.
There are various theories linking golf to traditional sports in different historical periods and locations. The Roman Empire, England, France, and Holland have been suggested as p
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otential origins. However, the prevailing belief is that golf developed from a game called 'Kolven', which was played by Scots influenced by the Dutch. In the 16th and 17th centuries, English monarchs, particularly King Charles I, helped popularize the game even though it was primarily limited to the upper classes in England.
The first golf course was constructed in Glasgow (1641) and later renamed "Honorable Company of Edinburg Golfers" in tribute to D. Charles II of Edinburg. However, it wasn't until 1744 that the initial nine holes were established under the alias "The Gentlemen Golfers of Leith," which began hosting an annual competition. In the 19th century, as Europeans migrated to the newly-formed United States of America and Canada, they introduced golf to these regions. The same occurred in Portugal, where a significant English settlement thrived during this period. In
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1890, Espinho saw the creation of Oporto Niblicks Club, the first golf course in Portugal; followed by Lisbon Sports Club's establishment in Lisbon in 1922. Madeira, influenced by its English community associated with Madeira Wine, founded their inaugural golf course named "Santo district attorney Serra Favellas Golf Club" in 1937 - still existing today as Santo da Serra Golf Course. Additionally, two more courses - Palheiro Ferreiro and Port Santo Golf Club - were built within the last decade.
The popularity of golf has significantly increased worldwide, especially in emerging markets in Asia (including Indochina, China, and Indonesia) and South America (with Brazil experiencing substantial growth). There are estimated to be over fifty million golfers globally, with a strong presence in the United States (around 26 million) and Japan (around 14 million). Golf has evolved from being just a sport into an attractive business opportunity.
Methodology
This study relied on research conducted on the state of golf in Portugal as its primary source of data. The research collected information from various influential figures in the Portuguese tourism industry.
Consumer Market
The golf industry's consumer market is thriving, with over 300,000 participants. These golfers play an average of 1.4 million rounds at various golf courses, resulting in a significant economic impact. They spend a total of 10.5 million euros on course fees, 6.6 million euros on clothing, and 3 million euros on golf equipment.
Additionally, golfers contribute to other sectors of the economy by generating approximately 1.1 million overnight stays in hotels and accommodations, resulting in a profit of around 22.5 million euros. The catering sector also benefits from an additional influx of 33 million euros.
These numbers clearly demonstrate the immense potential
within the golf market. The company alone generates an impressive revenue of 1.8 billion euros, representing approximately 1.25% of the National GNP and a significant portion (14%) of the Tourism GNP (Source: CCILE, 2006).
Table 1 - Increase in Golf Courses in Portugal since 1975 (CNIG, 2005 apud CCILE, 2006).
North
Center
SOUTH
AZORES
MADEIRA
Sum
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Portugal and its regions have received several awards, demonstrating the increasing popularity of the country. In 2005, the Algarve was acknowledged by the IAGTO (International Association of Tourist Operators of Golf) as the Best Worldwide Destination for Golf of the Year 2006. The Algarve had previously achieved this honor in 2000. The factors considered for earning such recognition included customer satisfaction, golf course quality, value offers, and local tourist support. Additionally, in 2007, the Algarve was awarded with the esteemed title of Best Destination of Golf in the World.
The German publication Rheingolf Magazine awarded the title to Algarve, showcasing the strong affinity German golf participants have
towards the destination. Algarve was chosen as the top golfing spot in Europe, surpassing others such as Maiorca (Spain) and West of Ireland, to receive the GOLFmagazin Award 2008. The selection process considered factors like golf course quality, variety, weather conditions, and natural surroundings. This recognition further confirms Portugal's extensive experience in organizing golf tournaments, having hosted 80 professional competitions since the 70s, including the World Cup in 2005. Additionally, Portugal boasts three tournaments in the European Tour (Portugal Masters, Portugal Open, and Madeira Islands Open), one in the seniors Tour, and one in the ladies European Tour, reinforcing its reputation as a top golfing destination (CCILE, 2008).
Table 2 - Best European golf destination according to consumers (CCILE, 2008).The table below shows the percentage of golf travelers from various European countries who visit Portugal as a golf destination. According to the data, Portugal is highly regarded by Dutch, German, and British tourists.
GROWTH POTENCIAL
Some experts and professionals in the tourism sector are anticipating a 7% annual growth rate for the Golf Travel market. This would lead to a doubling of the market volume, resulting in two million trips over the next ten years.
Consumers' CHARACTERISTICS
The golf tourists who visit Portugal typically belong to the upper-middle class and hold influential positions in decision-making bodies. They have significant purchasing power and prioritize their well-being, being willing to invest money to achieve it. The majority of these tourists come from northern European countries such as Britain, Germany, and the Netherlands. Popular destinations for them include Algarve, Lisbon, Madeira, and Porto Santo Island. These individuals are attracted to Portugal because
of its favorable weather conditions, high-quality golf courses, and hotels. In conclusion, it can be inferred that these enthusiasts have a strong desire for regular golf play.
The average golf consumer is typically 37.8 years old, has a good economic standing (annual income of $4,100.00), and is willing to spend $500.00 per day. Furthermore, these consumers often travel with friends and family, which makes them highly desirable for golf clubs, hotels, and the local economy. This explains why major hotel chains invest in nearby golf courses.
Another market segment comprises 13 million global golfers who exclusively travel to play golf. These individuals specifically choose destinations that offer at least four nearby golf courses. Despite the growing number of women and children entering this market, European golf destinations have not fully capitalized on this potential yet.
Events IN PORTUGAL
In 2009, the Portuguese Golf Federation planned nine internal tournaments, national championships for amateurs, professionals, and clubs. They also organized the Lusitanian FA Cup and the Cup of Portugal. There were five international tournaments for men and three for women, some already completed. In 2010, they scheduled twenty-six tournaments including internal ones, national championships in various categories, the Cup of Portugal, the Cup of the Federation, and five international tournaments. They introduced the first ladies tournament to promote women's golf in Portugal. The absolute title took place at Porto Santo field in Madeira as part of the men's international tournaments agenda. The Madeira Island Open BPI was held at Santo da Serra golf course as part of European Tour Golf agenda for Women.
Regarding future event applications, it should be noted that Portugal has applied to host the 2018 Ryder Cup, which
is considered the third most important sporting event in the world, ranking behind only the Olympic Games and the FIFA World Cup.
FEATURES OF SPORT TOURISM PRODUCTS
Tourism in Portugal is a vital economic activity. One of the key products of the tourism industry is golf (INE, 2002 cited in Fernandes, 2007). Golf tourism refers to trips taken by individuals primarily for the purpose of playing golf.
Playing golf as a secondary activity, such as during a beach vacation, is also pleasurable. However, tour operators do not consider this type of activity to be as significant or easily measurable. The tourism sector is vital for the Lusitanian economy, contributing around 7-8% to the GDP and employing approximately 10% of the workforce. To attract visitors, economic agents have implemented measures due to the increasing number of tourists and the strategic importance of this sector. In 2004, Portugal was ranked 19th among top tourist destinations with 11.6 million visitors and ranked 21st in terms of gross revenue, earning 6.3 billion euros.
The text discusses the expected increase in the number of golf players in Europe due to various factors such as growing interest, desire for connection with nature, more leisure time, longer life expectancy, higher disposable income, and business opportunities. According to Table 3 from IAGTO in 2003 (cited by Turismo de Portugal in 2006), popular international golf travel destinations are categorized as Golf, SUN;A;FUN, Golf;A;PRESTIGE, and Golf;A;RELAX. Portugal is closely associated with golf tourism and is considered part of the "Golf, Sun & Fun" market along with Spain and France. Portugal is also recognized as a high-quality golf destination with plans for expansion including courses, labels, and upscale accommodations. It
is expected that Portugal will also compete in the growing "Golf & Prestige" market. To continue progressing in this field, it is crucial for Portugal to establish criteria focused on efficiency, quality,and profitability for golf tourism development. The appeal of Portugal as a tourist destination can be attributed to its climate, coastline,cuisine culture,historical sites,welcoming environment,and sports infrastructure specifically catering to golf (CCILE ,2008). Furthermore ,Portugal has additional opportunities due to the ability to take shorter trips and travel more frequently throughout the year.
According to CCILE (2008), our state, located in the South of Europe, benefits from more favorable conditions compared to neighboring states in the North. As a result, we experience a higher number of travelers during low season.
The Impact of the Global Economic Recession
In 2009, the World Tourism Organization predicts that there will be a decline in tourism-related net income by 4 to 6% due to the global economic crisis and H3N1 virus. Taleb Rifai, the secretary-general of the Tourism World Organization, has stated that consumers are seeking cheaper options and reducing travel time as a result of the worldwide recession. From January to July 2009, there was a decrease of 7% in global tourist arrivals. Europe experienced an even greater decrease at 8%, surpassing the global average according to CCILE (2008). The Association of Hotels Portugal (AHP) reports that hotel revenues have dropped significantly between 15% and 25%. Unfortunately, no improvements are expected for 2010 according to AHP.
The international and national golf market has performed well, with the international travel class accounting for 1 million trips of one or more nights, representing 0.40% of all leisure travel undertaken by Europeans. Experts in the
tourism sector predict that the golf travel market will grow at a rate of 7% per year, resulting in a doubling of market volume to two million trips in 10 years.
Recommendation
According to the collected data, recommendations for the development of golf aim to enhance service quality and provide the best resources for this growing market. Golf tourism can be categorized into four main dimensions: Growth - To promote growth, it is recommended to expand the offering of golf courses with varying difficulty levels to challenge golf participants. By doing so, the number of golf participants would increase, leading to higher profits and a boost in local tourism and the economy.
They also recommend the creation and improvement of schools and clinics offering (Turismo de Portugal, 2006). Variety - This dimension states that there should be a promotion of a wide variety of golf courses, which will provide access to different levels of disabilities, and invest in accessible golf courses for less skilled individuals. As we all know, Golf is a growing market, so they need to create conditions that can be appealing to golf players. When golf tourists come to play in one area, they want to play in different courses, with different features and levels of difficulty, so that they don't get bored, have fun and improve their game with the variability of conditions (Turismo de Portugal, 2006). Safety - The golf courses should adhere to hygiene safety standards, so that these golf courses function properly. When golf tourists travel to another country to play, they spend a lot of money, so they want the best security measures for themselves and their families. If they
are paying, they want to be in a place where they can feel secure and satisfied. The only concern they should have is playing golf, nothing else (Turismo de Portugal, 2006).
Singularity - The main advantage of this recommendation is that golf participants can create their own golf group when they travel, allowing them to customize their group based on their abilities and preferences. They also suggest that a receptive golf travel provider offers personalized treatment for tourists, which can be very important if the customer has had a positive experience with a certain company and wants to remember the way they were treated when they go on another golf trip (Turismo de Portugal, 2006).
Golf IN MADEIRA AND PORTO SANTO ISLANDS
"The Madeira Islands, discovered over 500 years ago by Lusitanian adventurers, were quickly recognized as paradise on Earth for their lush flora and the perfect place to stop en-route to the new world. In the past century, Madeira has become synonymous with luxurious vacations and recently it has become the epitome of a carefree, high-quality destination that specializes in the finer things in life" (Jones, Robinson & Ballesteros, 2006). "Due to its location off the North-Western coast of Africa, Madeira enjoys a delightful year-round climate, which has long established it as a stunning vacation destination.
The capital city of Funchal embodies the unique essence of Madeiran culture combined with the thriving tourism industry. Meanwhile, the rest of the island showcases breathtaking natural landscapes. Madeira is renowned for its commitment to environmental conservation, with two-thirds of the island dedicated as parks and wildlife sanctuaries. The island's flora and gardens are renowned for their vibrant and exotic beauty, and
its golf courses are reminiscent of botanical gardens.
"Accommodation is diverse, with a strong tradition in first-class services and installations, offering plenty of options to suit every taste. A combination of sunny weather, the sea, spa facilities, outdoor activities, and golf ensures that there is something for every member of the family or group to look forward to" (Jones, Robinson & Ballesteros, 2006). "Experience golf in its purest form, amidst natural surroundings and challenging terrain, with a fantastic golfing climate provided year-round by the influence of the Gulf Stream. The three courses found on the Madeira Islands are renowned for their high quality and stunning locations, always offering breathtaking views of the Atlantic" (Jones, Robinson & Ballesteros, 2006). "Madeira is the perfect winter getaway for any golfer, with the peak season starting in October and allowing for uninterrupted play throughout winter. The conditions during the rest of the year and summer are also ideal, never reaching extremely high temperatures but maintaining a mild climate that is truly suitable for golf" (Jones, Robinson & Ballesteros, 2006).
"The well-maintained classes and helpful staff contribute to the reason why participants and their families continue to come back year after year. The local charm and hospitality can also be seen in the restaurants, which offer a wide variety of delicious food, and in the cheerful bars that are perfect for unwinding after a round" (Jones, Robinson, & Ballesteros, 2006). "Golf is very visitor-friendly here, and all three courses welcome players at any time of the year. Booking tee times is surprisingly easy, whether through the courses themselves or through the hotel or tour operator" (Jones, Robinson, & Ballesteros, 2006). The
Madeira Islands are a popular tourist destination with excellent weather conditions throughout the year. As part of the tourism offerings, there are three golf courses available for players to enjoy.
The majority of hotels in Madeira offer golf packages to their clients, as they have agreements with local golf clubs. Madeira Islands currently have 3 golf courses and are planning to build a fourth one in 2010. 80% of golf travel sales to Madeira are conducted through intermediaries (agencies or operators). Madeira Islands accounts for 4.8% of the national supply of golf courses, but only sells 2.8% of the 1.4 million rounds played in Portugal. The most important markets are England (35%) and Germany (25%), with the average consumer age being 45 years old (Cunha, 2009). English (35%), Germans (25%), and Portuguese (13%) are the main customers in Madeira Island golf courses, while in Porto Santo Golf, Italians (23%) and Portuguese (16%) are the main consumers. Interestingly, 34% of the rounds are played by members of the club who are not residents on that island: 3,208 by foreign players and 1,104 by Portuguese players (Cunha, 2009).
The sales made directly online are still relatively small, but they are growing rapidly. The collaboration between the three Golf classes facilitates the communication and dissemination of information about the offerings of Madeira Islands in foreign markets.
