Sunshine Golf Press Release Archive

Costa del Sol Golf News editorial, January 05

The Costa del Sol or better known these days as the Costa del Golf is experiencing rapid growth with several new courses almost ready to open or under construction. For example, the third course at La Cala is likely to open in the early part of the summer, El Chapparal, may not be far behind it, La Noria will extend to 18 holes and Calanova is currently under construction,.

All these courses are in the Vale de Mijas which will make this one of the most golf populated areas along the coast with nine courses in this small area.

It is understood that Calanova will principally be a members course, whilst the others will mostly be pay and play. With the success of Santana Golf, which is of course also located in the Vale de Mijas, the industry must begin to focus on the actions it should take to ensure the future for all involved in golf on the coast.

Golfers now have a greater choice and whilst cost is an important factor it is becoming evident that they are also becoming more selective in choosing the golf courses that offer the best service. Parrallel with this the vast expansion in people owning properties and the wide choice of rental and hotel accommodation is bringing about the need to have a much more professional approach in selling golf.

Over the last few years the Junta de Andalucia have been taking major strides in ensuring the tour operators and agents are licensed to provide to the growing base of clients a secure service, which gives protection both for the client and the supplier.

In ight of this, the clients are beginning to recognize the difference in the packages offered as is the industry itself. The new course directors are tending to be looking for a different type of management than heretofore. This has brought about the rapid growth of specialist golf management services who in turn are bringing pressure to bear on existing golf management to recognize the changes needed to maintain our number one position as a golf destination in Europe.

When talking with the customer it is interesting to note what is important to them. Firstly, there is a greater degree of knowledge of the coast and the good experiences of a past visit have a great influence on the planning of their next visit. There have been some courses, for example a superb golf course with excellent previous experience, that have lost their way simply because of the service provided by employees. Most of these courses have worked hard with new management structures working together to improve this situation but it takes a long time to recover.

The lessons that all of us must take forward with us is that, collectively, we must work to ensure greater attention is paid to the needs of clients – other areas of the world are becoming very aware of this. We are golfer rich and other areas will look to our base and the opportunities created when a golf complex is developed and we here on the coast must not become complacent.

Perhaps there is a requirement for an indpendent association of tour operators and agencies who could together discuss pricing options etc with the golf directors and work together to ensure the coast remains at that top slot. Sunshine Golf would be prepared to formulate this association. Discussions have already taken place with some operatoring agencies.
Calanova
El Chaparral
La Cala
and Don Julia - it is something to think about.