Sunshine Golf Press Release Archive

SUNSHINE GOLF LOOK TO THE FUTURE. 18.5.04

Well here we are at the end of another golf season, Sunshine Golf can report that it has been a very successful year for us. Although many companies are reporting a downturn of something like 10 per cent our business seems to go from strength of strength, with substantial increases right through the year.

We have, of course, invested heavily in our premises, technology and product base, but our most important investment is in our team of people whose commitment and enthusiasm has made this growth possible. One of the most important aspects of businesses, anywhere is service, we believe a large part of our success has been our dedication to providing our clients with the best possible service, whether they are wanting one round of golf, or whether they are a party of 40 golfers asking us to organise their whole holiday.

I have found it worrying over the last year, that the coast is again going through a ‘talking down’ this happened something like 15 years ago, those who were not around will not realise how devastating this can be, it made a significant impact on business here at that time, and unless we, in the tourist industry, be it golf companies, hotels, bars and restaurants, do not begin to promote our excellent facilities we may face further problems.

If you look at the Costa del Sol as a whole you must agree that it has the best facilities for our visitors, be they golfers, holiday- makers or the new residents who are choosing to live amongst us. When it comes to golf we certainly have the best selection of courses anywhere in Europe, normally the best weather during the winter months!!! A superb selection of hotels, apartments, bars and restaurants to suit any taste, from the most competitively priced to the very top of the market, we can provide it all.

I hear many comments that our golfers are going to Turkey, Morocco, Florida, South Africa and many other golfing destinations. Of course they are, we all like to travel, see new places, play different courses, but it is unlikely they will visit these areas twice a year or more as many of our regular golfers visit this coast.

We have the best selection of flights into Malaga from northern Europe particularly from the new direct flight companies who now offer departures from just about every airport in the UK, and the flights are extremely competitive. If you take an unbiased view and work out a golf package here including, flight, apartment or hotel, golf and car hire, during the winter months, you will find it competes very nicely with other golfing destination.

It is also said, that our golf directors are pricing golf courses out of the market. Again we need to be careful before we make such statements. I am fortunate to be in a position where I can actually see what increases they have made over the last three years, and I can assure you that most of our major courses, (those that were here during the bad times) have only increased their prices marginally. There are courses that have got it wrong over the last few years, but even these are now working hard to provide visiting golfers with good service and value for money.

We must be aware, however, that some courses have positioned themselves at the top end of the market. They do not particularly want their course full all the time, and there are still many golfers wanting to pay for the privilege of playing such courses .

We should perhaps examine why some business are showing such a decline! The number of passengers arriving at Malaga airport is up, not down, so where is the problem, it is not the fault of the golf courses, hotels, etc., it is the fact that in the last two years or so, we have many new golf courses (with lots more in the pipeline). Numerous new four and five star hotels have appeared along the coast, thousands of apartments have been built, and more new bars and restaurants have opened than I could possibly count, there are even new golf stores!. The golfers are still arriving by the plane load, but they have more choice now, they want to try the new facilities, and this has had a negative effect on business levels generally. All we can do is enjoy where we live and work, provide our clients with the best possible service, at prices they are comfortable with, and they will surely reward us with their continued support..

We have just seen for the fifteenth year running a group of golfers who were our very first clients, when we were based in the UK. This group arrives every March, and they still enjoy the coast, and they have already booked, along with many of our other regular groups for next year. There are thousands of satisfied golfers enjoying the Costa del Sol year on year, lets just make sure we give them value for money and the best service they can find anywhere in the world, with this philosophy we should all succeed.

Don’t forget the summer rates are now out, the courses have some tremendous offers. The Sunshine Golf Club, formed to help resident golfers play golf at a reasonable rate, is still active . Give the reservations team a ring on (0034) 952 494 161 for tee times, club information and golf holidays, or find us on www.sunshine-golf.com