The board of GTS have confirmed this week that the date for a Golf Planning Day with the key public sector agencies is now in the diary. The marketing and business development planning day is set for the 11th of September and will involve two representatives from Golf Tourism Scotland, The Scottish Golf Union, Scottish Enterprise, VisitScotland and EventScotland. The meeting will be hosted by VisitScotland's Malcolm Roughead.
The day will comprise two sessions:
Session 1 - Marketing and Communications
Session 2 - Product Development, Skills and Training
The format will be based on a planning tool issued by VisitScotland which will be made available to the wider industry by GTS for their inputs in advance of the meeting. The intention is to capture by audience and market what the key issues are, what the information the industry has relating to those issues, what learnings can be derived from that information, what are the implications emanating from those learnings, what then is the plan to address those implications and what is the impact expected.
The discussions on Growth will focus on
- The need to create new markets,
- attract new visitors
- encourage repeat visitation
- why visitors behave and think as they do
- who they are
- where they are
- when they are at the inspiration, information or conversion stage of their decision-making journey
- what is the experience that they are looking for.
This session will help with market prioritisation, audience segmentation and marketing communications planning and delivery.
The discussion on delivery of the experience will focus on how to deliver a world class experience in a competitive environment. This session will assist with product development prioritisation and delivery.
GTS members who wish to contribute to the pre planning process should contact us by email in the first instance on info@golftourismscotland.com
The findings of the GTS workshop held in July will be used to provide a core of the industry thoughts on some of the above issues and we would ask GTS members to read the detailed findings and where possible comment. If you have any thoughts on the Planning meeting or the process outlined above you can comment through this blog.
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