Research by Sporting Insights for the Ireland Golf Tour Operator Association (IGTOA) highlights the economic contribution of a group of low volume but high yield golf visitors to Ireland.
American enthusiasm and investment are phenomena that Sporting Insights have previously observed through the Northern Ireland Golf Tourism Monitor. The research for IGTOA makes it clear that they extend across the island of Ireland.
“It’s so important for the IGTOA to have key metrics and figures to understand the positive impact that our Tour Operator members and partners have in their significant contribution to the Irish Golf tourism economy. The study that SI (Sporting Insights) conducted for the IGTOA in 2024 gives us the data and crucial insights to assist in developing future strategies to grow our association and consolidate our position as the representative voice for Irish Golf Tourism,” commented Barry Maye, CEO of IGTOA.
- 72% of IGTOA’s clients are from North America, with 10% coming in from the UK, 4% from Europe and small percentages from Asia, the Middle East and Africa. 10% of visitors are domestic golfers from the island of Ireland.
- An average of 53% of those who visited Ireland in 2023 were repeat visitors.
- The average group size is eight players.
- Golfers on average stay for seven days, with 20% staying for four nights or less, half staying from five to seven nights, and 27% staying for 8 to 14 nights. A small subset of 3% stay even longer.
- Even the short-stayers spend an average of €2,800 per person, with €4,400 spent on five-to-seven-night packages and €6,400 for 14 nights.
- Those staying over two weeks spend almost €10,000 per person.
With the cost of top-end greenfees in America rising sharply in recent years, an average greenfee of €325 across the ten most visited courses (peaking at €450 at Adare Manor) does not deter these visitors at all. Greenfees outside of these courses drop to an average of €220, but with the top 10 dominating visitor preferences, Ireland’s most popular prestigious clubs account for nearly 50% of greenfee revenue from IGTOA members.
In fact, looking at the wider fiscal impact, the value of these golf visitors not just to the Irish golf sector but to the wider economy is clear.
In addition to €19.2m of golf spending, IGTOA clients spend €58.6m on transport and accommodation, totalling a €77.8m direct spend on the three significant segments. That number rises to €93.9m in total transactions.
IGTOA members alone support 18,600 supplementary jobs, including 14,000 hotel positions, 2,100 golf club employees and 2,400 transport roles.
By quantifying the critical importance of golf to Ireland as well, the research aims to support future funding decisions as well as providing strategic insights to help IGTOA attract ever more visitors and maximise its offering.
Sporting Insights’ Marc Anderman, who presented the findings at the recent IGTOA conference reflected: “The message from the findings is that the IGTOA Tour Operator member delivers quality over quantity bringing this crucial set of ‘low volume but high yield’ golf visitors to the Irish tourism market. This has a hugely positive impact for many rural locations or communities and the wider national economy. A continued collaborative approach by TOs, Golf venues & resorts, hotels, accommodation providers, transport and the many other services required for the Irish golf tourism industry can only make it stronger and more resilient for the future.”
