So far in 2024, this segment has accounted for 42% of all bookings[1], underscoring the importance of a targeted digital approach to ensure its continued growth. In a new multimedia feature, ‘Data-driven Digital Marketing’, Claudia Bowman, Head of Marketing and CRM at the European Tour Group shares learnings from the DP World Tour’s digital marketing activities that could help golf venues achieve new and repeat direct business, while the Head of European Tour Destinations, Ian Knox, explains how defined digital marketing strategies, including advertising on social media, can help capitalise on such a profitable revenue stream. “With an estimated 5.17 billion social media users worldwide who, on average use 6.7 different social networks per month[2], it is no surprise that social media advertising is on the up,” said Knox. “The opportunity to reach target customers with laser precision has never been more compelling – and straightforward. However, it’s becoming more challenging to ensure your message is seen amid the competition.” Bowman added: “Grabbing consumers’ interest, coupled with the fact that only 17% of them allow their data to be tracked[2], means golf destinations need to think carefully about ways they can earn and foster trust with existing and potential customers. “It is therefore critical golf destinations create engaging digital content, use multiple touchpoints to gather owned customer data, and funnel this information through customer relationship management tools to help earn customer loyalty.” READ THE FEATURE. ‘Data-driven Digital Marketing’ zeroes in on: social media advertising, data capture and content management, and customer relationship management, while sharing best practice examples to help golf venues determine their digital marketing strategies for 2025 and capitalise on the growing and lucrative direct online business segment.   [1]Future Market Insights’​​Golf Tourism Market Outlook for 2024 to 2034 [2] Data Reportal, Digital 2024: Global Overview Report

Pristine fairways, centuries-old olive trees and idyllic seaside backdrops of Messinia provided the setting for the international event – the highlight of the annual golf calendar at the destination, which won five honours at this month’s World Golf Awards 2024 including the leading accolades of ‘World’s Best Golf Venue’ and “World’s Best Clubhouse”, the latter for The Bay Clubhouse. Two hundred professionals and amateurs had the opportunity to compete on three of the destination’s four 18-hole signature golf courses – The Dunes Course, The Hills Course and the International Olympic Academy Golf Course – from November 20-24, whilst enjoying a varying challenge on each. Sanctioned by the Confederation of Professional Golf, with the support of the Hellenic Golf Federation and the PGA of Greece, the 54-hole pro-am saw golfers from across the world converge for five days of fun and entertainment. They had the chance to combine world-class golf with a wealth of unique experiences at The Romanos, a Luxury Collection Resort. Competition on the fairways was as strong as ever, with Spanish professional Manuel Morugan emerging victorious in the professional event with a winning score of level par, one stroke clear of Italian Legends Tour star Emanuele Canonica. Morugan said: “I feel amazing as I didn’t come here expecting to win. I have never been to a place like this and Costa Navarino and all the courses are unbelievable. It’s the best Pro-Am I have ever played in by far. The organisation was excellent, all the people here are so friendly, and I hope that I can come back another time and enjoy it just as much.” The action in the Team Pro-Am Event was equally as fierce with Team Nikopoulos from Greece taking top honours with a total of 262 Stableford points, ten ahead of their nearest rivals.   Away from the courses, the popular tournament offered players, friends and their families the opportunity to relax and unwind through a rich and engaging programme of social events. Among the activities was a themed rock ‘n’ roll evening on Friday night, before the pro-am concluded on Saturday evening, with a dinner and prize-giving ceremony. The evening was co-hosted by Ian Randell, CEO and Aston Ward, COO of the Confederation of Professional Golf. AEGEAN, the title sponsor, offered special airline ticket fares for the tournament’s participants, complimentary transportation for golf bags and complimentary air tickets to participating professionals. Alpha Private Bank and Athens International Airport were the event’s gold sponsors. The tournament was also supported by AerCap, Pratt & Whitney and International Aero Engines, Airbus S.A.S, Vodafone Business, Korres, Cellier, Coca Cola Hellenic Bottling Company Greece, Cenergy Holdings & TEKA Systems, Autohellas Hertz, Orilina, TaylorMade, Kokotos Estate, La Cucina, UJP Law, and Vourakis Jewelry, who crafted the trophies. Finally, TESLA sponsored the ‘Hole-in-one’ trophy.

Featuring a minimum of 42 Race to Dubai tournaments in a minimum of 26 different countries, the schedule will see DP World Tour members compete for a record total prize fund of $153million outside the Major Championships. For the second consecutive season, the schedule will comprise three distinct phases, beginning with five ‘Global Swings’ followed by the ‘Back 9’, with the season then culminating with the ‘DP World Tour Play-Offs’ in November 2025. The Turkish Open, which will be played at Regnum Carya Golf & Spa Resort from May 8-11, marks the DP World Tour’s return to Turkey for the first time in six years, following seven previous editions of the tournament played consecutively from 2013 to 2019. The Austrian Alpine Open presented by SalzburgerLand, at Gut Altentann Golf Club from May 29 – June 1, also sees the Tour return to Austria for the first time since 2021. It will be the 23rd edition overall of Austria’s national Open, which first featured on the schedule when Bernhard Langer won the title 1990. Both tournaments will feature in the ‘European Swing’ – one of five Global Swings which form Phase One of the DP World Tour’s global schedule again in 2025. Meanwhile, as previously announced, the Nedbank Golf Challenge, in South Africa, also returns to the schedule and will be the middle event of the ‘Opening Swing’ at the end of the current 2024 calendar year. The Opening Swing begins with the season-launching BMW Australian PGA Championship at Royal Queensland Golf Club in Brisbane from November 21-24, 2024. Each Global Swing has its own identity and its own champion, with exemptions into Rolex Series events and the second phase of the season – ‘the Back 9’ – also available. The ‘Back 9’ events across the autumn then give players the opportunity to secure their places in the season-ending DP World Tour Play-Offs comprising back-to-back Rolex Series events in the Middle East, the Abu Dhabi Championship (November 6-9) and the DP World Tour Championship, Dubai (November 13-16). Three Rolex Series events take place earlier in the season: the Hero Dubai Desert Classic (January 16-19), the Genesis Scottish Open (July 10-13) – which is co-sanctioned with the PGA TOUR – and the BMW PGA Championship (September 11-14). Also on the calendar in 2025 are two team match play contests – the Team Cup, which takes place at Abu Dhabi Golf Club from January 10-12 – and the 2025 Ryder Cup, when Luke Donald’s European team will attempt to retain the trophy against Keegan Bradley’s United States team at Bethpage Black in New York, from September 26-28. Some new venues also feature on the 2025 schedule. In the ‘Back 9’, the FedEx Open de France, continental Europe’s oldest national Open, moves to Golf de Saint-Nom-La-Bretèche for its 107th edition due to work taking place at Le Golf National. It is the first time the tournament has been played there since 1982 when Seve Ballesteros was triumphant. Also in the ‘Back 9’, the Amgen

The Legends Tour has unveiled its first wave of tournaments scheduled for the 2025 season including two new events and an eye-watering prize pool for senior professionals. Legends Tour also continues to offer keen amateurs the greatest amateur experience in sport, playing alongside Legends of the game in stunning locations. The globetrotting schedule will start with the 2025 Legends Tour Qualifying School played at Gloria Hotel and Resorts, Belek, Turkey (13th -20th January). Following this, sixteen additional tournaments have been confirmed including Barbados, Vietnam, Zambia, Greece, Ireland, France, Italy, Mexico and India. New tournaments include the Marbella Legends at Aloha Golf Club, in Spain (14th -16th February) and the NI Legends Open to be played at Galgorm, Ballymena (29th -31st August), with more additions to be announced later this year. They join Legends Tour staples such as the flagship Staysure PGA Seniors Championship which will return to Trump International Golf Links in Aberdeen (31st July-3rd August) for its third year following the success of previous year’s events and the OFX Irish Legends hosted on the championship course at Mount Juliet Estate (16th – 17th May), which has previously been the venue for five Irish Opens and two World Golf Championships. Many of the Legends Tour’s brightest stars will be eyeing up Major victory in 2025 at the Senior PGA Championship at Congressional Country Club, Bethesda (22nd -25th May), the US Senior Open at The Broadmoor Golf Club, Colorado Springs (26th -29th June), and The Senior Open returning to Sunningdale Golf Club, Berkshire (24th -27th July). As well as the tournament silverware, some of golf’s biggest names will also be competing for the largest prize pool in Legends Tour history. The €20million (more than €10million of which will be assigned outside of the Majors of senior men’s golf – the Senior PGA Championship, the US Senior Open and The Senior Open) represents a 16% increase in prize funds year-on-year. Complementing the drama of the professional events will be the unique Legends Experience where passionate amateurs can tee off alongside their heroes in the Tour’s one-of-a-kind pro -am experience. Amateurs live the life of a professional golfer, playing in tournament conditions in-front of the crowds and TV cameras with access to the players’ lounge and locker room, private coaching clinics with our Legends and practice on the players’ range. Amateurs will also enjoy world-class hospitality and attend VIP functions, such as evenings hosted by Ryder Cup Legends. The Legends Experience has now been rolled out to 11 tournaments across the globe. The Luxe Scot Celebrity Pro-Am will also return to the OFX Irish Legends and the Staysure PGA Seniors Championship and features stars from the world of sport and entertainment competing to raise money and awareness for their chosen charities. Phil Harrison, CEO of the Legends Tour, said: “Over the summer we have been working hard and 2025 promises to be another incredible year for the Legends Tour. “Securing new events in some truly spectacular venues around the world is always a