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Valuable boost for golf tourism

The ISPS Handa New Zealand Open provided another valuable opportunity to promote New Zealand as a world class golfing destination.  

Tourism New Zealand hosted top international golf journalists who covered the event and travelled around New Zealand to experience some of New Zealand’s spectacular marquee courses. Their visit generated media opportunities worth more than NZD$1 million.

The ISPS Handa New Zealand Open is a significant event on the New Zealand golfing calendar attracting a prestigious blend of professional and amateur golfers to Queenstown’s spectacular golf courses, Millbrook Resort and The Hills.

Tourism New Zealand hosted journalists from Australia, USA and South Korea.  René de Monchy, Tourism New Zealand’s Director of PR, Major Events and Trade said golf is a growing niche market, targeting the high value visitor.  

“Golf visitors spend more and stay longer than average holiday visitors. The ISPS Handa New Zealand Open provided a great opportunity to host the international golf media and to show them more of our spectacular courses while they were here. 

“It was particularly important to attract journalists from our key golfing markets in Australia and the US but also to get coverage of the event in China, Japan and Korea.” 

Australia’s Fox Sports The New Golf Show will air three episodes on golf in New Zealand.  The golf lifestyle show features the best courses and newest equipment, offering tips along the way. As well as showcasing the event, coverage will include food, wine and adventure experiences in Christchurch and Queenstown. Golf Show presenter, PGA professional golfer Paul Gow played in the Open, with co-host Andrew Daddo caddying for him on day one. 

To leverage the New Zealand Open, Tourism New Zealand also launched another phase of its golf campaign ‘Courses of Nature’ in Australia. The campaign continues to build awareness of New Zealand as a golfing destination, promoting travel to New Zealand in spring and showcasing the diversity of New Zealand’s marquee courses.

The international media contingent also included US freelance golf writer Tom Mackin writing stories for Golf Magazine who also visited some of New Zealand’s bucket-list golf courses.

A dedicated golf writer and a photographer from JoongAng Ilbo, one of South Korea’s main newspapers, also travelled to New Zealand. The duo interviewed Korean player KJ Choi and visited Milford Sound and the wider region.

To maximise the impact of the Open, Tourism New Zealand also supplied destination footage and commentator notes to be used in the global broadcast of the event which was aired in New Zealand’s target markets for golf (Australia, US, China, Japan and Korea).

Golf is a popular tourist activity with thousands of visitors travelling to New Zealand each year to play the sport.  Find out more