Crown seals partnership deal with Golf Australia
Crown Resorts is eyeing off a bigger slice of the estimated $336 million golf tourist market (including 150,000 international visitors) after securing a sponsorship deal with Golf Australia.
The entertainment and hospitality giant will also become a partner of the Australian Open golf tournament in Sydney in late November.
The combined $3.5 million men’s and women’s Open will be played concurrently at The Australian and The Lakes Golf Clubs and is likely to attract thousands of golf enthusiasts of local and international persuasion.
The golf agreement fits squarely into Crown’s revamped Australian operations strategy.
“Supporting interesting experiences that energise our cities and supercharge Australia’s tourism revival is a critical part of our business strategy, and this partnership is a proof point of that,” Crown Resorts chief executive Ciarán Carruthers said.
A study commissioned by the Australian Golf Industry Council and conducted by conducted by Tourism Research Australia, found there are about 1.6 million domestic trips made by golf enthusiasts each year. It noted NSW, Queensland and Victoria as primary destinations, which make up around 30 per cent of all golf-related tourism.
“Australia is fortunate to possess such a diverse range of golf facilities, including some of the very best golf courses in the world. Making it understandable that people have undertaken so many trips domestically and from overseas for golf,” AGIC Chair Karen Lunn said.
“Golf is big, it is different and it is changing, and this is reflected in the tourism benefits outlined in this new report that shows the game has an important role to play in such a crucial part of the Australian economy,” Lunn said.
The study found international golf visitors were valued at $140 million annually, while intrastate golf tourism is worth $115 million per year and interstate travel another $81 million. Tourists are likely to stay for around four nights, soaking up a region’s hospitality offerings, including accommodation, food and beverage and golf-related activities.
The AGIC’s overall Community Benefits of Golf in Australia claims that golf accounts for $3.3bn in annual benefits, including $1.4bn in benefits related to golf players, golf related businesses – including tourism – and golf workers.
There are approximately 3.5 million Australians who play various forms of golf.
Crown Resorts already has a toe in the market after snapping up Lloyd Williams’ Capital Golf Club in Melbourne for $67.6 million in 2014.
Jonathan Jackson, 26th October 2023
