This year’s European Golf Business Conference will take place at Real Club de Golf El Prat in Barcelona, Spain, from 4-6 November.
Industry leaders are set to head to the event where the European Golf Course Owners Association (EGCOA) is set to unveil the results of its VISION 2020 project.
“Over the last 12 months we have been looking under the hood of the European golf industry analysing past and present trends, statistics and industry data,” said Lodewijk Klootwijk, EGCOA Director. “We are very excited to share the outcomes of the VISION 2020 project which has unveiled some very interesting results.”
Speaking at the event will be Tenniel Chu, vice chairman of China’s Mission Hills club, and his brother Ken Chu, who will discuss the growth of the game in China.
Others speakers include Steve Mona, CEO of the World Golf Foundation, who commented: “The future of the game of golf is bright. Although it faces challenges not unlike other recreational pursuits, it is fundamentally healthy due to its aspirational nature. Golf will always have a strong base that is passionate about the game. Its long-term growth will be predicated on how well it attracts groups that traditionally have not been as strongly drawn to the game, women and minorities in particular, and how well it adapts to macro societal trends, such as the scarcity of discretionary time.”
A US perspective will come from Mike Hughes, CEO of the country’s National Golf Course Owners Association.
“The game of golf has many timeless virtues including endless variety in an outdoor setting, great sociability, and health and wellness benefits for all ages,” said Hughes. “The challenge for all of us is to preserve these qualities while also insuring that we are offering a golf experience in many forms that is appealing to the modern consumer. That means we need to make sure golf is perceived as inclusive, relevant, and available to everyone with a desire to play. Vision 2020 provides a unique and important opportunity to explore the best strategies for accomplishing this task.”