By Martin Dempster - The Scotsman
Scotland
is no stranger to hosting the biggest names in golf in a playing sense
and, over the next few days, it is rolling out the red carpet to some of
the most-famous venues in the game.
Being
held for the first time, Elevate Golf will see representatives from all
the top golf properties in UK and Ireland, as well as some of the
marquee venues in Continental Europe, converge on St Andrews to
effectively strike up “relationships” in the first instance but, at the
same time, also talk business.
Fifty tour operators will be in attendance and, while golf is being
played and dinners have been lined up, approximately 3,000
business-to-business meetings will take place on the final two days.
Having
spent 30 years in golf tourism, it became clear to me that there was a
need for an event connecting like-minded businesses at the higher end of
the market,” said Tom Lovering, Elevate Golf’s founder.
“Golf
tourism in the UK and Ireland is worth over half a billion annually,
sustaining thousands of jobs. At the top end, international golf tourism
offers the best return on investment per person. The golf industry of
courses and hotels offers a multitude of levels and budgets, but we felt
there was a gap for a network and an event for the higher end of the
industry.”
All
the venues used by The R&A for The Open are being represented - it
is believed that is the first at a trade event - while Marco Simone,
last year’s Ryder Cup venue, will also be in attendance along with Les
Bordes in France, Valderrama, San Roque and La Reserva in Spain, The Old
Course in Vilamoura in Portugal, Costa Navarino in Greece as well as
two other Italian venues in Il Picciolo Etna and Verdura Resort.
All
those venues, of course, are already busy, as are the others on the
list, so why is there a need for them to attend such an event? “Golf
tourism is a relationship business,” added Lovering, who was the
co-founder of PSP Media Group and worked as the company’s commercial
director for 26 years before branching out on his own.“
Many
attend to forge new relationships and strengthen existing ones. While
ROI is important, relationship-building is the primary reason for
attendance.
“People
support those they are friends with. Additionally, golf courses and
hotels often send behind-the-scenes team members who directly interact
with tour operators. High-end courses also attend to support their local
regions, ensuring that other local businesses benefit from the tourism
they generate.”
While
more than 100 tour operators applied to take part, a decision was taken
to limit the invitations to just 50. “We use a selection process,
inviting tour operators with a strong history in golf tourism or a
compelling reason to attend,” explained Lovering.
“What
sets Elevate Golf apart from other events is not the size, but the
exclusivity. We don’t aim to be the biggest, but we guarantee that every
interaction between buyers and suppliers will be meaningful. Golf
tourism thrives on relationships, and Elevate Golf is all about
fostering those connections, which is why the elite of the industry
attend.”
The
inaugural event begins with golf at Turnberry on Sunday, followed by
dinner at Rusacks’ rooftop restaurant on Monday, and rounds at Dumbarnie
and Carnoustie on Tuesday. The main business meetings will take place
on Wednesday and Thursday before the event concludes with a gala dinner
at the Old Course Hotel in St Andrews, attended by 350 of golf's elite.
Di
Stewart, the Sky Sports presenter, is hosting the entire week while Sir
Rocco Forte, who is no stranger to the world of high-end golf tourism
with his Verdura Resort in Sicily, will participate in a Q&A session
with attendees.
“A
significant portion of luxury golf tourism in the UK and Ireland comes
from North American visitors who flock to our renowned links courses
every year. These tourists typically take extended breaks and spend more
on accommodations, restaurants, green fees, and more,” said Lovering.
The
mission of Elevate Golf is to bring together top-tier golf courses and
hotels with leading golf tour operators. These operators are crucial in
generating high-end business from North America. Elevate Golf is
intentionally exclusive, catering solely to the upper echelon of the
golf tourism industry.”
Set
to involve more of the world’s leading golf venues, the 2025 event will
start in Liverpool before attendees fly to Scotland for the main part
of the week at Fairmont St Andrews.
