Tourism New Zealand (TNZ) has this week congratulated The Farm at Cape Kidnappers on its win of the prestigious “Golf Resort of the Year – Rest of the World” award at the 2013 International Golf Travel Market(IGTM).The IAGTO Golf Travel Awards are the official annual awards of the golf tourism industry. The coveted “Golf Resort of The Year” prize is handed out in three regional categories – North America, Europe and the Rest of the World. When judging the golf resorts each year, tour operators consider customer satisfaction, the quality of the golf course and its accommodation, value for money, quality of service from the staff, and accessibility to tee times. The awards are voted for by over 450 golf tour operators from 59 countries.
This year’s IGTM was held in Spain over three days and was attended by more than 600 golf tourism suppliers, 350 buyers and 100 members of the international press.
Tourism New Zealand’s Director of Marketing Andrew Fraser says the international success of The Farm at Cape Kidnappers will provide a significant boost to New Zealand’s profile as a golf destination.
“Tourism New Zealand recently commissioned work to review the potential for us to tap into the international golf tourism market. We know that golf tourism is a priority special interest sector due to the number of high-value travellers it attracts and its strong potential for growth. This work has indicated that New Zealand has both a world class golf tourism offering and the opportunity to do more with it.
“The recommended approach is that we develop and market golf trails, where travellers can come to New Zealand on an itinerary that takes in a number of marquee courses alongside unique community and regional courses. In addition to golf, the trails will take travellers to some of New Zealand’s most unique tourism attractions and the best of our food, wine and accommodation offerings.
Mr Fraser concludes: “The accolade achieved by The Farm at Cape Kidnappers reinforces the uniqueness of our offering, and will provide a huge boost in international profile which we will now work to capitalise on.”
Tourism New Zealand plans to invest up-to two million dollars over three years into the international marketing of New Zealand’s distinctive golf offer to potential visitors. The campaigns will work to increase awareness of New Zealand as a golf destination by profiling New Zealand courses ready to meet the needs and expectations of the international market.
The recent work has also led to the establishment of a new group New Zealand Golf Tourism (NZGT), an industry advisory group that will explore alternative funding streams and support from the golf sector and other beneficiaries of golf tourism spend. Tourism New Zealand will maintain a focus on attracting international visitors, with the NZGT taking responsibility for considering the domestic tourism flow and relationships within the golf sector.