In 2001, Mississippi-area golf courses had a basic idea, fund a program that increased golf package room nights at area hotels. What started as a simple mission to unite the area golf courses with hotels and tourism entities is now a nationally recognized brand.
The "Golf Coast" Mississippi brand was created to market the three coastal counties as one "world class" golf destination to bring more golfers to the coast. Last week the Mississippi Gulf Coast Golf Association's partnership received Silver ADDY Award from the regional chapter of the American Advertising Federation for interactive media for their new Come Play ARound campaign.
The winning campaign was designed to showcase several of the area non-golf activities that golfers would enjoy while on a golf trip to the Coast. In addition, the promotion subtly reminds golfers of things they can't do in competitive destinations.
While most visitors to the coast are from neighboring states, promoting the area through golf is an excellent way to expand visitation beyond primary feeder markets, since golfers have proven that they are willing to travel internationally and nationally to play the sport they love.
In a recent study conducted by Jon Last and the Golf Digest's Research Resource Center, research found that on average golfers take 60 percent more trips and travel 62 percent more days than the typical affluent traveler. This higher propensity to travel holds across the board for business, pleasure and combined travel.
According to the study, golfers also take nearly twice as many flights as the typical affluent traveler. Golf is the number one activity of the affluent traveler. According to the Mississippi Develop Authority tourism study, golfers are the most lucrative tourism segment with $1,471 in total expenditures per golfer, per visit.
"Golf tourism has one of the largest direct financial impacts on the coast, with nearly $25 million in tourism spending. "While our spring is flat compared to last year, we did see double digit growth until the downturn in December and we expect to finish up when our fiscal year ends April 30th, one of the few industries to even project a increase," says Drum.
Golf is one of the few activities that benefits all three counties and will be the key in tourism's long-term recovery. "If we all work together we can not only confront this economic downturn - but take advantage of this opportunity to gain golf tourism market share," says Drum.
