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RECREATION FEATURE

Golf tourism a major money Mcebisi Mtshali, marketing manager for greater socio-economic impact within the
spinner the Sunshine Tour. local community.”
The local golfing industry also benefited They also have large teams behind them The event organisers also use local
from the pent-up demand for travelling and staff who manage the operational vendors to supply food on the course for
caused by global travel restrictions aspect of their globe-trotting career. For spectators.
imposed during the pandemic. example, Investec-sponsored pro golfer
Abt says that South Africa’s beautiful Nicole Garcia explains that her support Corporate investment and
golf courses serve as a major drawcard for team includes two coaches – one for her growing the game
inbound tourism, with globally televised long and general game, and one as a Tournaments offer powerful marketing
professional tournaments like the Investec putting coach. In addition, she has a full- platforms for brands to boost awareness
SA Open showcasing the exquisite golfing time caddy, massage therapist, two fitness to local and global audiences through
experiences on offer in the country. “The trainers, a travel agent, a financial team the extensive TV coverage provided by
opportunity to play on these pristine golf and a foreign exchange team. broadcasters such as SuperSport. “The
courses attracts numerous foreign visitors, The Sunshine Tour schedule includes 2022 Investec SA Open is televised globally
who leverage the buying power of stronger five co-sanctioned events, including the and has the potential to reach 450 million
currencies like the dollar, euro and pound Investec SA Open, which attracts major golf fans worldwide,” explains Peta Dixon,
to spend lavishly on golf, accommodation, players from the DP World Tour to the Investec head of sponsorships.
food, transportation and other services country, along with members of their “As an international financial services
while in the country.” support teams and families. company, this level of coverage allows us
In an interview with Tourism Update, “Major events like the Investec SA to boost awareness at scale through our
SATSA golf chair Carl Reinders explained Open can require accommodation for up brand associations in order to achieve
that golf tourists spend on average 120% to 700 people during the tournament,” significant return on investment from our
more per day than leisure tourists. Add adds Carol Lourens, head of golf at event sponsorships.”
South Africa’s mild climate which ensures management agency Flooid. The ability to play on home soil in co-
year-round playability, and it’s clear why its Every tournament requires significant sanctioned events such as the Investec
golf scene is a boon for tourism. human and financial resources to SA Women’s Open, which offers a large
orchestrate, which creates additional prize, is hugely attractive for Investec-
The professional game revenue and jobs. Lourens explains sponsored player Zethu Myeki. “Winning a
Professional players are prolific spenders that wherever possible, Flooid hires co-sanctioned national Open or coming in
as they travel domestically and local vendors and people from nearby the top ten would not only fund my future
internationally to multiple tournaments communities, including unemployed dreams but also showcase my playing skills
every year. The more successful pros who youth, to provide services. “For example, we to golfing fans around the world, he says. n
play on apex tours like the DP World Tour employ about 50 people from the Malatjie
travel by plane and stay in luxury hotels or informal settlement near Blair Atholl Acknowledgement
rented homes. “The top players typically during the Investec SA Open. We use the This article has been published courtesy of
travel with an entourage, preferring to opportunity to upskill them to hopefully Investec Ltd, having first appeared in Daily
use their own caddies and crew,” explains create longer-term opportunities for Maverick, 13 November 2023. www.investec.com

16 Landscape SA • Issue 133 2024 Check us out www.salandscape.co.za