The north-east is being teed up to play a pivotal role in a drive to cash in on the £300million bounty that Scotland could claim as the original home of golf.
With everything from sandy beaches and stunning coastlines to beautiful castles, rolling countryside and no shortage of malt whisky waiting at the 19th, Aberdeenshire could steal the crown as Scotland’s fairway paradise.
And it is not just huge world-wide events like the Open that brings in this economic windfall – with the rise of staycations and more and more tourists flocking to the country every year there is a huge market to tap into, industry experts claim.
Since 2014 Aberdeenshire has made a concerted effort to market itself as one of the best places in the world to come and play the game.
And with some of the oldest (and newest) courses on our doorstep there is no shortage of places to play.
With the Scottish Open due to be held in the north-east next year the businesses in the city are expected to profit.
From visitors travelling to the Open in Carnoustie in July, it is estimated the game will generate millions for the Aberdeen and Aberdeenshire economy in the next 18 months.
To try to get a handle on just how valuable the game is to the region I sat down for lunch at the Paul Lawrie Golf Centre with their director of golf Craig Dempster, Visit Aberdeenshire’s golf and partnership marketing manager Hector Emslie, and Michael MacDougall, foundation manager at the Paul Lawrie Foundation.
Mr Emslie said: “The Government wants to position Scotland as the home of golf. No one else in the world can call themselves that. And we want to be the number one destination in the world for golf tourism by 2020.
“In 2013 the industry was valued at £220million in terms of what golf tourism was worth to the country. In 2016 when the last survey was done we were up to £286million and the aim is to try to get £300million by 2020.
“We think we are going to exceed that. In terms of how that breaks down into regions it is worth to the local economy here about £29million at the moment. Where Aberdeen comes into that we are second or third tiered destination. We have Turnberry, Troon, Prestwick – Ayrshire as being above us and also East Lothian as they have Muirfield. Angus brand themselves as ‘Carnoustie Country’ and they have been pushing that brand for 20 years. We are playing catch up.
“The best opportunity we have is that a lot of people haven’t been here so we are a new destination for most people and we have so much to offer.
“When I go to meetings with other regional groups they look at Aberdeenshire with envy at what we have in terms of no one else has got – a castle trail, we are the only region that has Balmoral and we have the malt whisky trails. We also have two of the top 10 oldest links courses in the world – Royal Aberdeen and Fraserburgh – and we have a high concentration of golf courses (55 within an hours drive of the city centre). No other area has that concentration.”
Mr MacDougall said from his experience the region also benefits from having a number of courses which are considered to be in the top 100 in the world. However he said they had noticed the way people play the game is changing. In the past golf clubs relied on memberships as their backbone. However as people continue to live busy lives there seems to be more of a need for flexible play where people can drop into any club and play a round when they have the time.
He said this mentality was also benefitting places like the Paul Lawrie Golf Centre as families are able to pop in and play a short nine holes or take a lesson in just a few hours as supposed to devoting their whole day.
Mr MacDougall said that in terms of golf tourism, he believed the centre will be popular when cruise ships start arriving in the newly developed Nigg Bay harbour.
He said: “It will be ideal for those visiting for a short period of time who want the experience of playing some golf in the Aberdeenshire countryside but who don’t have the time to play a whole round. We already see a lot of people popping in and hiring clubs for the afternoon if they have an unexpected afternoon off and we only expect that to increase as tourism picks up.”
Mr Dempster added: “I think clubs in Scotland are facing that challenge of membership and retaining members and they realise that they need to be a lot more open and welcoming to guests and they have got that message now.
“The way people play golf and consume golf has changed completely especially in the last generation. Before you would have had golf clubs that were male dominated, a place where there would be male competitions at the weekend and guys would spend all day Saturday or Sunday playing a few rounds. That doesn’t happen any more because of the dynamic of families and time pressure and other elements and as a result clubs are starting to realise that memberships are not the be-all and end-all.
“We have been creating deals with hotels, there are packages created with the likes of the Marcliffe and Maryculter House or wherever it may be, to try to capitalise on golf tourism.”
One major golfing development in Aberdeenshire which has been firmly in the public eye over the last decade is Trump International Golf Links Scotland’s course on the Menie Estate.
Dubbed “the best in the world” by President Donald Trump, who built across the famous dunes, Menie is now one of the north-east’s top visitor attractions – despite the controversy.
Mr Emslie said not only are people now travelling here to play his course, designed by famous golfing architect Martin Hawtree, but they are extending their visit to include neighbouring courses like Royal Aberdeen and Cruden Bay.
The course is currently in the running to be selected to host the Scottish Open next year.
Mr Emslie added: “The Trump development has definitely helped boost tourism. It is a great test of golf and the architect wanted to leave a legacy and he certainly has done that. It’s a masterpiece of links golf. It is fantastic, so despite the initial controversy it has really helped with golf tourism in the area. The hotels will vouch for the amount of nights they have sold since Trump’s arrival.”
As well as the region benefitting from those jetting in to play, Aberdeen city and shire is sure to benefit from a boost in trade as a result of the Open in July and the Scottish Open next year.
With a global audience of around 400million viewers, all eyes will be on the north-east in 2019 when golfers flock to take on the competition.
It is expected to be announced in the next few weeks whether the Scottish Open will be held at the Menie course, Royal Aberdeen or Cruden Bay.
Mr MacDougall added: “I think around 65,000 visitors are expected to attend throughout the week that will benefit everything in the region from hotels and restaurants to shops across the city.”
Mr Emslie said: “There will also be a huge influx of people to the area for the Open in Carnoustie. People come here and stay here for it and travel south.
“It’s just 50 minutes on the train or an hour by car, which is nothing. When we explain to people interested in coming here about the distances and the city life and choice of restaurants it is a no brainer. The Malmaison is already full, the Chester has a handful of rooms left and the Marcliffe is pretty busy. The impact on that is that folk will come before and after the event and extend their stay so there will be a golf element but also a food and drink element.”