Tuesday 28 July 2009

A Route to the Chinese Market?

Not directly related to the Scottish Golf Tourism market but arguably very indicative of the way that things are going in the golf tourism world.
In recent times the Scottish Government have been prominently pushing China as a critical emerging market for inbound golf tourism to Scotland. many in the industry recognise the potential but remain sceptical about when the benefits may accrue if at all.
A press release received this morning indicated that the Jumeirah Group, the Dubai-based luxury hospitality company and a member of Dubai Holding, has been appointed by Agile Property Holdings to manage Jumeirah Qing Shui Bay Resort on the southern island of Sanya in China.
Jumeirah Qing Shui Bay Resort is Jumeirah's fourth management agreement in the People's Republic of China after Shanghai, Guangzhou and Macau.
The link to Scotland in this instance is the newly refurbished Turnberry Resort in Ayrshire which is operated by Leisurecorp (see below!). If Scotland is going to gain access to the premium markets in China you would think that it will inevitably be better placed to cross market and convert its premium world wide properties much more effectively than anyone else.
When seeing Turnberry in this global context you can see how the minutiae of destination marketing becomes considerably less important. For certain Turnberry will always be seen to be part of the Ayrshire marketing mix and the kudos of being perhaps the premier golfing resort in Scotland but the importance of inter company marketing relationships becomes more important by providing a much more focussed and easier to convey message.
So it's the butterfly effect again. Leisurecorp are fluttering their wings in China; how long before the warm economic easterly winds start hitting the Ayrshire coastline?

Leisurecorp specialises in the development of premium golf and lifestyle destinations. In addition to Jumeirah Golf Estates, the world’s largest golf community, Leisurecorp’s portfolio includes Turnberry, Scotland’s premier golf resort and host of The Open Championship 2009, and Pearl Valley Golf Estates, South Africa’s leading residential golf community and home of the South African Open Championship. Leisurecorp is a minority owner of Troon Golf, the world’s leading luxury golf management, development and marketing company, and investor in GPS Industries, which provides GPS-enabled technologies for the golf industry. The company also has ventures in the marina and ski resort sectors.

What a distribution network for Scottish tourism to tap into...

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