Over at Bloomberg.com Matthew Brockett and Zoe Schneeweiss are commenting on Prime Minister John Key and his comments while attending the World Economic Forum at Davos.
The not so good news for John
Given that, “Tourism contributed 7.1 percent of New Zealand’s gross domestic product last year, down from more than 10 percent a decade ago,” we have to ask ourselves why? Increased productivity in other economic activities? Or the marketing message isn’t getting through especially in the golf tourism sector of the economy?
So here I am planning yet another trip back home to Bonnie Scotland and inevitably I will once again be asked about New Zealand.
Cape Kidnappers always comes up in the conversations. It is also mentioned by Brockett and Schneeweiss however it received scant coverage except for the fact it is, ”on the east coast of New Zealand’s North Island, designed by Tom Doak and funded by U.S. millionaire Julian Robertson…”
Having played the course twice I’m fortunate in having credibility when giving my honest opinion and in the process hopefully convince my fellow Scots to come to New Zealand.
Where’s the back-up?
But where’s the hard-copy back-ups to support my opinion(s). Why even the General Manager at my home course in New Zealand provides me with hand-outs to promote his golf course. Pitch mark repairers, ball markers and brochures.
Nowhere on the New Zealand Tourism web site can I find something to take with me. Not even a web site link which offers a non-commercial and objective appraisal. Although I can offer my enquirers a web site link which features the aforementioned Prime Minister (Scroll down to the third item –
(Golf: Coming To Kiwiland - Part 1)
It’s as good as it gets in regards to an overview of some of the best in New Zealand. And begs the question did the Prime Minister while in Davos hand out DVD copies. And if not what promotional material did he present to what undoubtedly is his big spending-target market?
The Key question
A fabulous country which is top of the bucket list of the many people I meet while overseas.
An increasing number of world class golf courses which fortunately are so different from the allegedly great overseas resort courses.
Excellent off-the-beaten-track golf courses where you can add to your experience of what’s been called, “A simpler place in time”
So where’s the missing key to realising its potential for increasing tourist numbers?
“It’s the marketing stupid!”
A “Golf New Zealand” search on YouTube reveals the fact that the previously mentioned video clip featuring Prime Minister John Key comes in fourth with 5,959 hits, and that’s over a four-year period. Making it less than 1,500 hits per year.
For sure nothing beats word-to-mouth recommendations but really? Less than 1,500 hits per year on what is a leading social media format.
Here’s the link to Bloomberg
Quote of the Day
“Cape Kidnappers poses a more complete set of demands on the golfer than the cliffside course at Pebble Beach” – Golf Club Atlas