FOR IMMEDIATE RELEASE
Kamloops, BC - November 10th, 2020 - 2020 was record breaking for destination golf in Kamloops. Destination golf revenues teed up a 107% increase over 2019 - a result of quickly implemented health and safety protocols, access to wide open spaces and offerings of uncrowded fairways. Results far exceeded all expectations and projections.
Led by Tourism Kamloops, the Golf Kamloops consortium consists of 8 championship golf courses, 8 accommodation partners, 1 transportation partner, and a central reservations team. Tourism Kamloops assumed strategic marketing leadership of Golf Kamloops in 2018.
“After two years of program redevelopment, reinvigorating partners, launching a new brand, and delivering an overhauled marketing strategy we were positioned for a fantastic year for destination golf in 2020,” says Monica Dickinson, Director of Industry Relations and Communications with Tourism Kamloops. “But then in March, the world turned upside down and the future was uncertain.”
65% of destination golf bookings acquired in the first 3 months of 2020 were cancelled or postponed. Many courses delayed opening and all discretionary travel was halted.
Kamloops golf partners exemplified leadership swiftly integrating health and safety protocols and reimagining their experiences in a COVID-19 environment. “Our partners instantly pivoted with the results immediately paying off,” adds Dickinson. “Booking requests regenerated, courses reopened with enhanced protocols, and golf in Kamloops thrived for the remainder of the year.”
With the announcement of Phase 3 of the BC Restart Plan, marketing tactics resumed in late June, resulting in a 500% increase in booking requests for July and August over the same period in 2019. Destination golfers quickly chose Kamloops as their preferred BC golf destination.
Finishing the season on a high note, Tobiano was named Canada’s Best Golf Course by the World Golf Awards, outplacing incredible tracks like Cabot Links in Nova Scotia and the National Golf Club of Canada in Ontario.
Destination golf in 2021 looks promising and Golf Kamloops is projecting growth for the year ahead. Booking requests are providing good indicators of demand for destination golf in Kamloops. 2021 marketing tactics will focus on targeted drive markets within BC and AB with specific attention on the Lower Mainland and recapturing Calgary and Edmonton golfers.
Director, Industry Relations & Communications
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