Golf Canada is the National Sports Federation and governing body for golf in Canada representing golfers and approximately 1,400 member clubs across the country. They are also in charge of running our national tournaments and events as well as the RBC Canadian Open and the CP Women’s Open.
To develop and grow the game they are responsible for rules and handicapping as well as developing high performance golfers and programs to increase participation in the game.
This past week Golf Canada announced they were going to be at the PGA Merchandising Show held each year in Orlando Florida. This is the world’s largest annual gathering of the golf industry, hosting golf industry professionals from around the world and discovering the newest trends, technology, and destinations from exhibiting golf companies and brands. The show has declined in the past number of years and the recent pandemic did not help. Although smaller in size the show is trying to make a resurgence.
With the Golf Canada announcement, I was pleased to hear that Canada was finally going to be promoted at the show. Unfortunately, I misunderstood as the announcement went on to say that a contracted freelance media representative will be walking around the show promoting brands. In actuality the majority of the editorial posts were primarily a promotion of Golf Canada sponsors. What an embarrassment! Is Golf Canada trying to be a media company as well as a golf association?
At the show 24 Canadian companies were exhibiting. If you were not a sponsor of Golf Canada, I did not see too much promotion of these Canadian companies. Canada is second to the USA in the number of exhibiting companies and I would suspect in attendance as well. Each year I question – Why is golf in Canada not being promoted to this vast audience attending the show?
Ireland, Scotland, Mexico, Dominican Republic, Spain and more see the value in promoting their country as a golf destination. Where is Canada? Golf Canada says they have 1,400 member clubs. I bet many of these clubs would like to see increased tourism business from the USA and International markets. Maybe it’s time Golf Canada support their member clubs with some promotion and marketing efforts.
If questioned I suspect Golf Canada would respond by saying it is not their job to promote and develop golf tourism. Remember Golf Canada is the national sports federation for golf and receives federal money.
So, who is responsible? Canada’s version of tourism marketing is ‘Destination Canada.” Destination Canada says “they promote Canada as a premier four-season leisure and business tourism destination around the country and world.” Has anyone seen any promotion or marketing efforts to promote golf in Canada. If so please show me.
Maybe it’s time Golf Canada and Destination Canada get together and channel some of that federal money they receive into promoting golf in Canada internationally and help support their member clubs. Promoting Canadian golf is not a media representative walking around the show promoting your sponsors.
