Elevate Golf is being put together by industry veteran Tom Lovering, a former director of Bunkered magazine owner PSP Media Group. Glasgow-based PSP, which was sold to DC Thomson in 2019, also organised the annual Scottish Golf Show.
Lovering said up to 50 high-quality international tour operators will be available for bespoke appointments with more than 100 suppliers. Open Championship rota venues such as Royal Birkdale, Royal Troon, Carnoustie, Muirfield, and Royal Portrush are among the invited suppliers that have already signed up for the four-day event at the Old Course Hotel in St. Andrews in October.
Several of the world’s biggest tour operators have also confirmed their attendance, including Perry Golf, Premier Golf, Haversham and Baker, Links Golf St. Andrews, Hidden Links, Pioneer Golf, and Carr Golf.
“What people don’t generally appreciate is that those tour operators and their North American clients have probably £500 million (about $654 million) of economic impact to the UK and Ireland on an annual basis,” Mr Lovering said. “The high-end clients spend something like three times more than a domestic traveller, maybe even four times more.
“Someone from England coming to Scotland or someone from Scotland going to England won’t stay for eight or nine or 10 days. They’ll do a long weekend, or two or three days, whereas the people making the trip from America or Canada will stay for eight to 10 days and they will stay in nice hotels, they’ll eat in nice restaurants, they’ll drink good wine, they will go and use the hotels and they will have caddies and pay the green fees and so on, so it’s a very lucrative market for the economy and tourism.”
Sky Sports television presenter Di Stewart will play host at the event which will culminate in a gala dinner where renowned hotelier Sir Rocco Forte will be the guest of honour.
A keen golfer who is said to have a passion for the sport, Sir Rocco and his sister Olga Polizzi set up their hotel business in 1996. It currently includes a collection of 14 individual hotels, resorts, residences and villas around the world including The Balmoral in Edinburgh, which will be among the suppliers taking part at Elevate Golf.
“I’m privileged to be asked to take part in the first ever Elevate Golf event at the Old Course Hotel,” Sir Rocco said. “Being able to share my story with all those present and talk about hospitality gives me great joy, and I cannot wait to meet so many driven and likeminded individuals this autumn.”
Stewart added: “The UK and Ireland have what money can’t buy: venues and courses steeped in heritage and history. Couple that with quality and worldwide acclaim, they are quintessential golf destinations.
“Elevate Golf aims to solidify that status through showcasing to the industry the world-class products on offer.
“The event will be attended by only the finest suppliers and international tour operators in the industry. Working with a small pool of high-quality tour operators guarantees bespoke, value-added face-to-face meetings for all accommodation providers and golf courses.
“We are looking forward to visiting the Old Course Hotel for this inaugural event – four days that will kickstart this exciting new project that will drive more international visitors to the breathtaking courses and hotels in the UK and Ireland.”
Associate director of sales Sarah Linton said the Old Course Hotel is looking forward to hosting the event.
“The team is ready to create an energetic atmosphere where industry professionals can network, exchange ideas, and collectively contribute to the advancement of golf tourism across the UK and Ireland,” she added.
A view from behind the green on the par-4 first hole on the Old Course in St. Andrews, Scotland. (David Cannon/R&A via Getty Images)
