Tenerife will host the International Golf Travel Market (IGTM) from October 5th to 8th, 2015, the world's leading golf tourism trade fair. The event will be attended by over a thousand delegates and several hundred specialized journalists.

The island's designation was the result of the hard work that the public and private sectors related to golf, including courses, hotels and other companies, the Tenerife Island Council through Turismo de Tenerife and the Government of the Canary Islands-Promotur, have developed in recent months and even years to host the event.

Hosting the IGTM is a coveted prize for leading destinations worldwide, given its significant economic and promotional benefits. The island is approaching the event with the goal of organizing the best and most spectacular IGTM ever held.

Unique opportunity

The event is presented as a major opportunity for host destinations to showcase their qualities as places to enjoy holidays focused primarily on playing golf. The IGTM brings together major buyers of golf holidays, such as tour operators, wholesalers, travel agents, and booking portals. Participants in the 2014 edition came from countries including Germany, the Netherlands, the United States, China, Russia, the United Arab Emirates, and India.

The event on the island

The event in Tenerife will be held at the Magma Art & Congress Center in Costa Adeje. In addition to the undeniable presence of golf, the program will include visits to iconic locations, such as Teide National Park and La Laguna—both UNESCO World Heritage Sites—and a variety of activities, from whale watching to the opportunity to sample the island's unique and exquisite cuisine.

Great impact

The fair brings together more than 1,400 delegates, 140 tour operators, and over a hundred journalists at the Magma Art & Congress Center in Costa Adeje. These attendees will place Tenerife at the epicenter of tourism specializing in this segment. This top-tier event is expected to have a significant impact in the countries that send potential golfers to the island.

One of the main characteristics of this tourist segment – with a market share of 1.9 percent – is their high spending at the destination, which generates over €92.7 million in annual revenue for the island. This figure represents 2.4 percent of the total revenue received by the destination.

The IGTM, whose official opening takes place on Tuesday, October 6th with the presence of the Minister of Industry, Energy and Tourism, José Manuel Soria; the President of the Government of the Canary Islands, Fernando Clavijo; and the President of the Island Council, Carlos Alonso, is presented as one of the great opportunities for the destinations that organize it to showcase their qualities as a place to enjoy some

holidays focused primarily on practicing this sport.

The fair brings together destinations that are already major buyers of golf holidays such as

Tour operators, wholesalers, travel agents, and booking portals. Participants come from countries including Germany, the Netherlands, the United States, China, Russia, the United Arab Emirates, and India.

In the days leading up to the event, the delegates have already enjoyed a full program of activities that has allowed them to explore the destination, with visits to iconic sites, including Teide National Park and La Laguna—both UNESCO World Heritage Sites—and diverse activities, from whale watching to sampling the island's unique and exquisite cuisine. They have also had the opportunity to participate in a simultaneous golf tournament across four different courses: Golf Costa Adeje, Golf del Sur, Abama Golf, and Golf Las Américas.

The IGTM's exclusively professional format gives tour operators the opportunity to learn about the golf courses of the destination where the event is held, as well as its hotel and service infrastructure.

The impact of the IGTM on the destination hosting the fair is enormous, both because of the high level of contacts and agreements achieved and because of the national and international media coverage it brings.

Per year Following the event, the increase in players and rounds of golf can exceed 40 percent (as was the case in Costa Daurada, Catalonia, which hosted it in 2013). Consequently, the revenue generated, both from the IGTM itself during the event and from the subsequent increase in visitors, is substantial.

Profile of the golf tourist

The increase in golf activity in Tenerife in recent years has been very significant. Thus, 2014 ended with a 1.8 percent increase in green fee sales compared to the previous year and a total of 299,123 rounds played.

1.9 percent of the tourists who visited Tenerife last year played golf during their holidays, a figure that translates into a total of 88,526 golfers in the year.

The average holiday spending of these visitors, around €1,442 per person, is 35.6 percent higher than that of the average tourist. These visitors are particularly notable for their spending at their destination on sports activities, restaurants, and car rentals.

The average age of tourists who played golf in Tenerife last year was around 50. Their average family income was €69,420 per year, 31 percent higher than the average income of all visitors (€52,973).

These tourists typically come as couples (47%) and stay on the island for more than 11 days. The repeat visitor rate among golfers is 71 percent, a figure that exceeds the average visitor rate by more than 10 percentage points.

Regarding the accommodation used by golfers, more than half (56.31%) stayed in hotels. Their presence is particularly notable in five-star hotels, where 27 percent of golfers stayed, compared to 9.5 percent of the average visitor.

Finally, the average satisfaction rating of these visitors stands at 8.71 points, an increase of 1.89 compared to the previous year, surpassing that of all visitors (8.5 points). Although the weather remains the most important reason for choosing Tenerife as a holiday destination, this factor carries less weight than for all visitors. However, for a significant 34.7 percent, the most important reason for traveling to the island is to practice their favorite activity: golf.

SOURCE: TENERIFE TOURISM