With Lake Como hosting the 17th International Golf Travel Market, Italy can consolidate its position as a leading European golf destination by harnessing the individual strengths of its diverse regions.
During the opening ceremony of IGTM, Peter Walton, Chief Executive of IAGTO (International Association of Golf Tour Operators) said, “Hosting IGTM is a great opportunity for Italy to showcase not only Lombardy but all of Italy’s many and varied golf destinations. The role we are already playing at IAGTO is to ensure that the ball keeps rolling after IGTM is over. The appointment of our first Italian Representative, Silvia Audisio, is a statement of our intent to deliver even greater support for our 67 existing member suppliers in Italy and to represent the interests of the Italy’s national golf tourism industry.
“While all regions are quite distinct, it will be important to harness their individual strengths in order to create greater demand for Golf Destination Italy and to make 2014 a landmark year for golf tourism to this country.”
“The time is right for Italy to consolidate its position as a leading European golf destination,” added Walton.
Walton also used the IGTM opening address to announce the launch of its “Italian Summer of Golf 2015” initiative, whereby its member suppliers in Italy will be encouraged to create innovative golf holiday offers for IAGTO golf tour operators and then help draw attention to Italian Summer of Golf promotions in key markets. Currently, 240 of IAGTO’s 560 golf tour operators promote and sell Italy, in 41 countries around the world. That figure is expected to rise as a direct result of IGTM being staged in Italy for the first time.
Walton noted that Italy ranked 10th as a golf destination in both importance and speed of growth in IAGTO’s annual survey of golf holiday sales among its operator members, carried out earlier this year.