Visit Wales Grants, Support and Opportunities

vw logo Wales Grants and Marketing Opportunities

Visit Wales is responsible for formulating tourism policy, encouraging investment in, and improving the quality of the visitor experience in Wales. Visit Wales is also responsible for marketing Wales within the UK and internationally. Golf has been a key area of work for Visit Wales over the last 10 years and is fully integrated into all aspects and areas of Visit Wales' work including marketing and promotion and development and training. Below is a summary of some of the opportunities that Visit Wales offers to enhance and promote your golf club business for the golf tourism market. For more information click here on the Welsh Governments Tourism pages

Golf Visitor Statistics - Visit Wales National Golf Tourism Monitor

Visit Wales has been operating a National Golf Tourism Monitor since 2004. Between 2004 and 2011 there has been a 36% increase in the volume of golf tourists, and excluding the Ryder Cup year, the total expenditure this has generated has risen year on year. In total, golf tourism to Wales has generated £242m to the economy over the past 8 years with a total of 1.34m golf visits.

Many thanks to the 40 golf clubs who continue to supply visitor statistics.

For a copy of the full report please contact: Richard Payne at Sports Marketing Surveys Inc. Tel: 01932 345 539

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Grant funding

The Welsh Government has a tourism pot of funding for investment in facilities. Golf Clubs are eligible to apply and consideration will be given to projects which improve the quality of facilities that in turn help to stimulate increased demand from new and existing markets. Eligible projects could include areas that have the greatest impact on visiting golfers e.g. upgrade of bar, restaurant, changing rooms, entrance and reception area (often the pro shop) and outdoor seating area.Clubs must demonstrate that they are actively targeting visitors to their club by providing a marketing plan and have the services necessary to ensure the high expectations of visitors are met. These should include allocated tee-times during the week and weekends, efficient telephone and e-mail service to respond promoptly to requests, up to date visitor friendly web-site including accommodation suggestions and a catering team that offers a high level of service and offers good quality food including local produce.

The grant offers support from £5,000 to £500,000. Support is in the region of up to 25% of eligible costs.

For more information click on the link -

Digital Marketing (Visit Wales website)

The Visit Wales Golf web-site is featured in all Visit Wales golf marketing activity both overseas and within the UK and received over 36,000 unique visitors to the site last year. The web-site promotes all golf clubs in Wales and is a one stop shop for information on golf in Wales offering suggested itineraries and places to stay.

The News/Blogs section contains stories, updates and special offers from golf clubs around Wales. The monthly news and blog section contains the following pieces:-

• Club of the Month (chosen by our web-site editors Roger and Huw Thomas)
• Deal of the Month
• Events around Wales with suggested golf clubs to play near the events
• Other News

To see the latest stories go to

Should you have news/offers that you would like to be considered for next months feature please send your stories and blogs to - please note the stories and offers must be relevant to potential golf visitors.

Digital Marketing (adopting new technologies)

The Welsh Governments Digital Tourism Business Framework (DTBF) Project will assist tourism businesses to adopt new technologies. This will enable them to meet and exceed visitor expectations and become more competitive in the market place as a result. The support available will include:

ICT Diagnostics and Assessments;

  • Workshops, training and seminars to assist with technological development;
  • Development of digital communities and innovative pilots;
  • Sharing of knowledge and content.
  • The vision of the programme is that by end of 2014 Wales’ tourism industry will have moved from relative E business immaturity firmly into the digital age.

To find out more about the programme and the opportunities it offers, contact the Digital Tourism Project team via e-mail on:

  • North Wales - Andy Hurst Tel: 0300 062 5259 Mobile: 07791 731454
  • West Wales - Justin Lewis Mobile: 07896 917075
  • South Wales - Tom Hadfield Tel: 0300 061 5545 Mobile: 07896 917077

Working with tour operators

Do you want to work with golf tour operators?

Would you like to generate additional sales to increase your visitor numbers and fill spare capacity?  If so you may wish to consider working with the travel trade. Visit Wales together with numerous other golf clubs and resorts around Wales are members of IAGTO (International Association of Golf Tour Operators) which is the global trade organisation for the golf tourism industry. Joining IAGTO gives you access at the end of your fingertips to golf tour operators around the world and enables you to e-mail stories and news through for all to read about your club.

For 2012 Visit Wales has negotiated a reduced fee for golf clubs should you wish to join IAGTO.

For more information see the IAGTO web-site Pamela Davies: or 0300 061 6113 or e-mail Giles Greenwood at

For a list of operators based in Wales please click here

Images - Accessing Images

Presenting first class images on your web-site is one of the most important things you can do to market your club. The Visit Wales image centre holds over 10,000 high-resolution photographic images specifically shot to promote Wales. This includes over 3,000 shots of many golf courses in Wales. It also has a range of images you could use should you be promoting other things to do while visiting your area e.g. Millennium Stadium, national parks, coastal shots etc. To find out if we hold images of your golf club or to access general tourism images contact us on or call 0300 061 6104 or 0300 061 6107.

The cost of accessing these images is free

Photography Service

If we don’t hold photos you require the Image Centre provides a photography service. The package can be tailored to meet your needs however most clubs choose to have 3 or 4 very high quality shots rather than images of each of the 18 holes. However the choice is yours The cost of the package costs between £700 and £900 a day plus VAT. This is exceptional value for high quality images as it includes staff time and photofinishing the images. A key component is that copyright on the material is shared between Visit Wales and the club.

Consumer Campaign Opportunities

Each year we run various consumer campaigns, which involve emails or direct mailouts to the European Tour, our media partner’s or our own databases, as well as competitions run on our stands at the tournaments we attend or that feature in articles in the magazines of our media partners. Primarily, we are looking for partners to supply ‘play and stay’ prizes in return for benefits in kind. Typically a prize would consist of two nights accommodation for two people, plus two rounds of golf. Added extras can include dinner and/or golf buggies. In return, you would receive access to the third party data of all respondents/competition entrants. If you would like to offer a prize or if you would like more information on any of these consumer campaign opportunities available, please contact Pamela Davies: or 0300 061 6113


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GUW Offices, Catsash Road, Newport, NP18 1JQ. Wales, UK
Tel No : +44 (0) 1633 436040 E-mail :