The Southern Africa Tourism Services Association (SATSA) has announced the launch of its new Golf Chapter, aimed at bringing together the golf tourism community within its membership. This is seen as a breakthrough in co-ordinated golf tourism promotion for South Africa.

"Golf tourism is one of the fastest growing segments of the global travel industry and as a luxury segment has massive potential. Golfers spend 120% more per person per day than the average tourist,” says SATSA CEO, David Frost. "We aim to tap into this potential to promote high-value experiences across southern Africa for both international and domestic travellers."

The launch of the Golf Chapter follows years of work by SATSA to formalise a partnership with South African Tourism around collaborative golf tourism promotion.

“Having a Golf Tourism Chapter within SATSA allows for structured engagement with South African Tourism. Under the umbrella of SATSA, it provides the golf tourism industry with a platform from which to drive this important tourism sector for South Africa,” says co-owner of Pro Golf Africa Safaris and SATSA member Carl Reinders, who has been appointed Golf Chapter Chair.

“Our major competitors in this segment do not face the challenge of being long-haul destinations, but in terms of value and the overall offering, South Africa has far more to offer over and above the quality of our golf courses and hospitality. When you add cultural experiences, gastronomy, wine, great weather all year round, the beauty of our country and, of course, safaris, there is no country that can compete with our offering."

SATSA has now submitted a business plan to South African Tourism that focuses on creating awareness of South Africa as a premier golf destination. Key elements include the sponsoring a South Africa pavilion with 12 exhibitors and funding of a destination presentation at the biggest golf trade show in the world, the International Golf Travel Market conference in Lisbon in October.

SATSA has also suggested a familiarisation trip for international golf tour operators and pros to experience firsthand South Africa's world-class but underappreciated golf offerings and the making of a promotional video showcase.

The Golf Chapter’s first meeting was held virtually on February 23, convening members to shape its priorities, structure, and activities. "The launch of this chapter represents our ongoing commitment to enriching the services we offer our members. We invite them, whether involved in golf tourism or simply interested in exploring synergies, to join and contribute," says Frost.

The chapter has been integrated into SATSA's membership system for ease of access, and members can join by logging into their SATSA profile and updating it by selecting the Golf Tourism Chapter option.