2014 Ryder Cup Legacy Story
The 2014 Ryder Cup presents a unique opportunity to deliver change across the whole of Scotland; now, in the lead up to the event and beyond. There are many legacy initiatives now in place which will benefit different people in different ways.
For Scottish tourism businesses it means tangible benefits during the week of the event as well as the promotion and exposure on a global scale enticing people to travel to Scotland, The Home of Golf
As one of the world’s largest sporting events, The Ryder Cup is broadcast to 183 countries worldwide via a network of 43 broadcasters reaching more than half a billion homes on each day of the competition.
Each day 45,000 spectators from 75 countries across the world are expected to attend, watching the best players from Europe and the USA compete, with more than 250,000 visitors to the venue expected over the course of the week.
This will translate into direct benefits; not only to golf tourism but to the wider tourism industry. The central location of Gleneagles within Scotland means their impact will be felt way beyond Perthshire. And while the benefits will be seen specifically across the accommodation sector, they will extend as far as Scottish food and drinks suppliers, travel and transport, other tourism attractions and the wide range of businesses which support the tourism industry.
Encouraging international and domestic visitors to The Ryder Cup to extend their visit to Scotland and see the great assets on offer will be key to maximising the benefits from the event. From seeing more of Scotland’s amazing natural environment, to visiting its great cities and playing some of the hundreds of stunning golf courses in Scotland, it is important to seize the opportunity to showcase Scotland at its best.
To that end, VisitScotland is scaling up its existing golf tourism marketing campaigns to use the 2014 Ryder Cup to promote Scotland as The Home of Golf in key domestic and international markets.
Since 2002, VisitScotland has spent a minimum of £500,000 per annum promoting Scotland as The Home of Golf to the key golfing markets of North America, Scandinavia, Germany and the UK and Ireland.
As part of Scotland’s benefits as host of The 2014 Ryder Cup, VisitScotland has secured presence at a number of European Tour events over the last five years, gaining access to exhibition space, hospitality and advertising. In total, VisitScotland and its public sector and private partners will have attended more than 40 European Tour events between 2009 and 2013.
VisitScotland was also able to deliver the biggest ever golf consumer presence in North America at the recent 2012 Ryder Cup at Medinah, with some 10,000 people visiting its exhibition space during the week of The Ryder Cup.
In addition to working to promote Scotland, The Home of Golf overseas, The Ryder Cup has also provided the impetus for the Scottish golf tourism industry and public sector organisations to develop a more collaborative approach going forward.
As a vital part of The Ryder Cup legacy programme, the Golf Tourism Development Group has developed a new strategy designed to unify Scotland’s approach to golf tourism. “Driving Forward Together” is the first national strategy that has been developed by both the golf tourism industry and the public sector working in partnership for the benefit of golf tourism businesses in Scotland.
It signals an intent to capitalise on major events being held in Scotland during the next few years, including The 2014 Ryder Cup and The Open Championship in 2015 and 2016, with the aim of enhancing Scotland’s reputation as the Home of Golf and becoming the world’s leading golf destination by 2020. As a result of implementing the strategy, it is hoped to grow the industry’s current £220 million annual value to the Scottish economy by 20 per cent to around £300 million annually by 2020.