Growth is no longer the buzz word in the golf tourist industry. Most operators will be delighted to match last year's figures in the coming season, while Bord Fáilte officials consider the 2000 returns to be a more realistic target.
This is the sobering picture from an industry which, as indicated in these columns earlier this month, believes it can survive increased costs which are as high as 15 per cent in some cases.
"It's going to be a major battle, especially for US customers," says John Brown of Bord Fáilte.
About €2.5 million will be spent this year on promoting Irish golf tourism at national level. This incorporates €1.27 million in the public/private sector partnership for the Ryder Cup, while separately, Bord Fáilte will spend roughly €1.3 million on associate sponsorship of international tournaments such as the Irish Open, European Open, Seve Ballesteros Trophy, Irish Seniors Open, Irish Women's Open and North West of Ireland Open.
The country's highest green-fee this year will be the Old Head of Kinsale, at €250. "We're quite happy to be operating at that figure," said general manager Jim O'Brien yesterday. "Our target here has always been quality rather than quantity."
The Old Head are looking to 16,000 rounds this year, which translates into revenue of €4 million. They set themselves the same target for rounds in 2001, but the atrocities of September 11th led to 2,000 end-of-season cancellations for which full refunds were made.
A broader picture came from SWING, the Tralee-based marketing group which looks after the interests of Ballybunion, Killarney, Tralee, Lahinch, Waterville, Shannon, Dooks, Dingle, Shannon and Dromoland Castle.
"This time last year, we had 8,500 confirmed rounds from the US: we're now at 8,100," said SWING chief executive Paddy O'Looney yesterday.
"We have no picture from Continental Europe at this stage, as they normally don't book until February or March. That was when we were gripped by the foot-and-mouth crisis last year."
"But we will be keeping a close eye on exchange rates between the Euro, the dollar and sterling. If the Euro strengthens, we could face problems."
The last, complete figures available from Bord Fáilte are for 2000, when 219,000 visitors played golf here, producing a "spend" of €144 million. In a snap-shot of last year's market, however, taken in August, 64 per cent of operators reported a downturn in their overseas business while 18 per cent reported an increase.
So, what are the prospects for this year? Brown pointed to three, key factors which will have to be overcome: American fear of flying, increased competition from other destinations and a 20 per cent drop in airline-seat capacity between Ireland and the US.
"Naturally, we will be attempting to bridge the gap by generating greater business in Britain and the Continent," added the Bord Fáilte official. "But we are preparing ourselves for difficult times ahead."
