Accor spearheads bid to make Australia the master of golf tourism

The campaign, “Great Golf Courses of Australia” is described by the federal Government as “an innovative marketing collaboration between the country's premier golf courses, Tourism Australia and its State and Territory tourism partners.”

The deal creates a centralised resource for golfers, media and trade to access information on Australia’s golf courses and golf tourism; four of the courses will become associate courses of the Great Golf Courses collection, and their clients will receive preferential deals at Accor hotels across the country.

The partnership will involve the two groups promoting and selling golf itineraries in a wide range of potential markets, including the Americas, Europe and Asia, where Accor is the largest hotel operator.

"Accor represents an excellent playing partner for Great Golf Courses of Australia - not only are they one of the leading hotel groups in Australia, but they also boast some of the country's top golf courses, alongside quality accommodation,“ said Tourism Australia Managing Director Andrew McEvoy.

"Bookings through Great Golf Courses of Australia are already running at 200 rounds a month, with group bookings from China, Korea, New Zealand, Singapore, Canada, USA, Japan, UK, Denmark, Germany, and even Finland. Accor will undoubtedly take this to a new level. This is an ideal match up and one which I think has the potential to further integrate golf into the broader, visitor experience."

Elizabeth Sattler, Chief Executive Officer for Great Golf Courses of Australia hopes Australia can become one of the world’s leading golf tourism destinations.

“Australia boasts a very high quality of golf product and some of the most visually spectacular courses in the world,” she said.

“The diversity of Australia’s courses from the legendary designs of Dr. Alister Mackenzie to luxurious golf and spa resorts are indicative of the high quality golf experience that Australia as a destination can offer the international golfer.

“We are very pleased to have the support of Tourism Australia and the various State tourism bodies, who have been very proactive in promoting golf to key markets for Australia.”

Accor Pacific Vice President, Simon McGrath, said the partnership with Great Golf Courses of Australia could growing the business substantially.

“We will particularly look at emerging markets such as China, because over 40 of our hotels and resorts in Australia have introduced the China Optimum Service Standards program making them very popular with Chinese travellers,” he said.

“There are a number of other Asian markets that are showing encouraging potential, while we will also continue to target traditional golfing markets such as the US, UK, Europe and Japan. The Great Golf Courses of Australia program is indicative of the increasing diversification of Australia’s inbound product. Discerning travelers are looking for high quality product with seamless itineraries and backed by outstanding service, and we are confident that our partnership with GGC will deliver a highly attractive golf and tourism experience.”