Watched
in an estimated 500m homes across 183 countries, the Ryder Cup is big
business. It is one of the largest events in the sporting calendar and we are
expecting to see around 250,000 spectators descend on Perthshire when the 2014
Ryder Cup gets underway at Gleneagles.
In
the week of the event alone, the Ryder Cup is forecast to deliver an economic
benefit of more than £100 million. Its return to Scotland, the undisputed Home
of Golf, for the first time in 40 years is clearly good news for Scottish
tourism and the meetings and incentive sector in particular.
Having
been lucky enough to experience the atmosphere at this year’s tournament at Medinah,
I was struck by its intensity and the passion of the crowds; it is not just
another Open Championship. As a team event it is unique in the golfing
landscape and provides much more rivalry than you would normally see on the
golf course. Despite that, the event retains a remarkably friendly mood,
especially between the two teams and it is something that Scottish golf fans
will revel in.
It
goes without saying that the eyes of the sporting world will be focused on
Gleneagles and its five-star Perthshire resort for those three days in
September. Crucially, however, the return of the Ryder Cup will also reinforce
the fact that Scotland is the ultimate golfing destination. Chicago is a big
place with lots going on and there was no sense that the Ryder Cup was nearby. But
that will not be the case in 2014. Whatever the arrival point of a visitor or spectator to Scotland in
2014, they will be left in no doubt that something special is taking
place.
Our unbeatable
golfing pedigree has long been our trump card when selling to the international
MICE tourism market. From greats like St Andrews and Carnoustie to Turnberry
and Castle Stuart, our small country is home to over 550 golf courses, many of
which are of exceptional championship standard and within easy reach of our
cities. Gleneagles, which was built as a railway hotel and retains its own
station on the mainline from Edinburgh, Glasgow and between London to
Inverness, is a fantastic example of the accessibility of our golfing product.
As we
all know, golf goes hand in hand with business, so we hope to capitalise on the
buzz of the Ryder Cup and attract even more top class meetings and incentive
bookings. Where else can you be at a major conference centre in the morning and
tee off at one of the world’s greatest golf courses in the afternoon? More than
400 of our courses are within an hour of a city or airport, so it is easy to
include a round or two in even the shortest incentive programme.
Scotland
has a unique opportunity to capitalise on golf’s homecoming and it is with
great anticipation that we look towards the next two years, spreading the
message for 2014.
Any comments? Email conferencenews@mashmedia.net
