European Tour Properties began as a network of some of the most recognisable destinations in the industry from the most mature golf markets in the world. Over the years, however, that network has evolved and expanded, representing more and more new destinations in emerging and undiscovered markets.
The ability of the network to generate excitement, publicity and awareness for its partner venues has proved particularly helpful for new venues such as Estonian Golf & Country Club in Estonia, a nation with only nine active golf courses, and, most recently, Tbilisi Hills Golf Resort in Georgia, which is the first 18-hole layout in the country.
One unique advantage of The European Tour is its ability to bring exciting tournaments to the new venues, which generate buzz and media coverage that can quickly put these new destinations on the map. Estonian has already hosted the Omega Mission Hills World Cup European Qualifier as well as the International European Seniors Championship, and Tbilisi Hills, opened just this summer, is ambitiously working to be able to host their own tournaments in the future.
The European Tour has stood at the forefront of growing golf globally – introducing new ideas, new tournaments and new game formats to the world – and the European Tour Properties network is a reflection of that drive. The strength and reputation of its brand is perfectly positioned to help new venues in emerging golf destinations establish a rapid foothold in their market and expand the industry to new parts of the world.
By David MacLaren
