VisitScotland launches female destination focused golf campaign

Her Scotland1

Ahead of this year’s Solheim Cup at Gleneagles, VisitScotland has launched a new campaign aimed specifically at encouraging more women to travel to Scotland to play golf.

In what is a world first by a national tourism organisation, the campaign features four women who, as friends, are filmed enjoying a golf break which also involves other fun activities off the course.

The campaign will be aimed at VisitScotland’s key golf markets in the UK, Germany, North America, Scandinavia and The Netherlands.

• New state-of-the-art HQ for St Andrews Links

• Vandals cause 'significant damage' to Scots course

Currently, just 12% of golf visitors to Scotland are female, which represents a huge potential for growth considering that female golf participation in some European countries in particular is in excess of 35%.

Golf tourism is already a key part of Scotland’s visitor economy, worth more than £286 million on an annual basis with a target to grow that to £325 million by 2020.

Research shows that golf tourists spend around three-and-a-half times that of a 'regular' tourist and with half of all female golfers visitors to Scotland describing themselves as either 'luxury' or 'holiday' golfers, this indicates a willingness for a high-spend and to undertake a variety of  other activities during a golf trip, visiting multiple regions.

VisitScotland hope the campaign will support this growth potential by dispelling myths that golf in Scotland is male dominated and only accessible to highly skilled and competent golfers.

• ON SALE NOW: 2019 Scottish Golf Show tickets for £7.95

Malcolm Roughead, chief executive of VisitScotland, said: “VisitScotland is proud to be doing something that no other tourism body has done before by investing in a female focused golf destination marketing campaign.

“We pride ourselves on being a forward thinking and innovative organisation and I believe this campaign will help to put the focus on Scotland as a female friendly golf destination."

Share this Article

share-logo
twitter-logo facebook-logo

Latest Videos See all videos right arrow

play button
THE BEST EVER TAYLORMADE IRONS – P7MB, P7MC & P770 review
TaylorMade Irons
play button
THE EASY WAY TO HIT A DRAW | GOLF EXPLAINED
golf coaching
play button
The one swing thought EVERY golfer needs
lessons
play button
FOOTJOY PRO|SL CARBON vs ECCO S-THREE - Are these the best spikeless golf shoes money can buy?
FootJoy
See all videos right arrow

Golf News

Brooks Koepka: Media overplayed friendship with DJ
Scots golf club vandalised by individual with "serious grudge"
Brooks Koepka regrets US PGA comments (kind of)
Pro adds Black Lives Matter sticker to his golf bag
Justin Thomas is $2m richer this week... without hitting a ball

Other Top Stories

Tiger Woods: Inside his $41million Florida mansion
The very best pubs in St Andrews
The Scottish Golf Course Emoji Quiz!
24 lies every bad golfer tells
Doug Sanders: The extraordinary life of golf's original playboy

Quick Fault 'n' Fixes See all videos right arrow

play button
How to hit the ball straighter with Denis Pugh
Watch
play button
Use your height to maximum effect
Callaway
play button
How to hit the golf ball higher
Watch
play button
Complete your backswing
Watch
See all videos right arrow