That brings me back to the original seminar, which after a few more presentations was turned into a brainstorm session on how to grow the golf industry in South Africa. I would assume you are not really interested in why and how ‘we’ as an industry plan to sustain and grow our own industry, but I did find it fascinating to realize that we actually have no idea where the industry stands, how many people specifically come to South Africa to play golf (as opposed to the ones who come to South Africa and may play the occasional round…), how much they spend and how often the return.
Did you know that the average golfer spends 120% more (!) per person per day in their destination of choice than the general leisure tourist? Now you probably think that is why we got into this industry in the first place. Ha ha, it’s not! We’re in the industry because we are passionate about golf, we love South Africa, and we would like to show it to the world.
And that’s basically what Peter Walton’s summary came to at the end of the brainstorm session: we questioned whether the level of service on offer is what our (potential) guests except, we questioned whether our marketing is aggressive enough and we questioned whether our pricing is something we need to look at.
But not one of us questioned whether we had the right ‘product’: the great golf courses, the heartwarming hospitality, the great food and wine or the exceptional experiences to complement the golf. ‘Cause that’s no question! We all know we have that.
We just need to tell the world…