Crown Resorts sets sights on growing its presence in the lucrative golf tourism industry
Crown Resorts is poised to capture a more substantial share of Australia’s thriving $336 million golf tourist market, which includes a significant number of international visitors. This exciting development comes on the heels of their recent sponsorship agreement with Golf Australia, affirming their commitment to the world of golf.
As part of this strategic alliance, the entertainment and hospitality giant is set to become a key partner of the prestigious Australian Open golf tournament, scheduled to take place in Sydney later this November.
The dual event, featuring both the men’s and women’s tournaments with a combined prize pool of $3.5 million, will be hosted simultaneously at The Australian and The Lakes Golf Clubs. Anticipated to draw in hordes of golf enthusiasts from across the globe, this endeavour aligns seamlessly with Crown’s reimagined Australian operations strategy.
Ciarán Carruthers, the Chief Executive of Crown Resorts, shared his perspective on this significant collaboration.
“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,” Carruthers.
A comprehensive study commissioned by the Australian Golf Industry Council and conducted by Tourism Research Australia unveiled some remarkable insights. It revealed that approximately 1.6 million domestic trips are undertaken by avid golf enthusiasts annually. These trips are primarily directed toward New South Wales, Queensland and Victoria, accounting for nearly 30 percent 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,” Karen Lunn, the Chair of AGIC, commented.
“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.”
The study further delineated the substantial economic impact of golf in Australia. International golf visitors contribute an estimated $140 million annually, while intrastate golf tourism generates approximately $115 million each year, with interstate travel contributing an additional $81 million. Tourists often opt to stay for about four nights, indulging in the region’s hospitality services, which encompass accommodations, dining and golf-related activities.
The AGIC’s overarching report, ‘Community Benefits of Golf in Australia’, underscores that golf plays a pivotal role in the Australian economy, contributing a staggering $3.3 billion in annual benefits. This encompasses not only the benefits attributed to golf players but also those derived from golf-related businesses, including the thriving tourism sector and the livelihoods of those working within the golf industry.
With approximately 3.5 million Australians engaging in various forms of golf, Crown Resorts is well-positioned to enhance its footprint in this dynamic market. The company had previously entered the golf sector with the acquisition of Lloyd Williams’ Capital Golf Club in Melbourne for $67.6 million back in 2014. This latest move solidifies their commitment to the golf tourism industry and their dedication to enhancing the golfing experience for enthusiasts, both local and international.
