A Slice of Tourism: The Nature, Dimensions and Geographies of International Golf Tourism in New Zealand

Tourism is one of the largest and fastest growing industries in the world and for New Zealand it is the most important industry along with dairy. Of the 2.5 million tourists who visit New Zealand each year, it is estimated that around 65,000 (3%) of visitors will play at least one game of golf while in the country. New Zealand’s profile as a golfing destination has increased in recent years and now boasts a number of the worlds top ranked courses. This, along with the low cost of playing golf in New Zealand has made it an attractive golfing destination. This thesis aims to gain a greater insight into the nature and dimensions of the golf tourism industry in New Zealand and of those who visit. This research was conducted through a range of interviews with 19 stakeholders in the golf tourism industry, as well as a golfer’s questionnaire to which 44 international visitors responded. This research has found that international golf tourism plays an important role for many golf courses throughout New Zealand and the number of visitors is on the rise. These visitors tend to be wealthier and spend more money than the average tourist during their stay and so the benefits of increasing this market go beyond what is spent on the golf course alone. However, New Zealand must first overcome a number of barriers if international golf tourism is to reach its full potential. The key barriers to growth are New Zealand’s geographic isolation, the large distances between New Zealand’s top courses, competition from other golfing destinations and a lack of marketing to increase the awareness of New Zealand as a golfing destination