Newsletter October 2016
Dear Members, Guests, Partners, Supporters of the EGTMA,
The EGTMA is now reaching the end of its 10th year. When we started back in 2006, an association of our kind was much needed and welcomed by many organisations and destinations in the golf & travel industry. We provided access to high level golf journalists and supported media exposure into various countries and therefore the EGTMA became a viable and cost effective PR & marketing option for resorts, golf courses and destinations.
Over the years, we have organised 43 events in 15 countries and have generated millions of Euros of AEV (Advertising Equivalent Value) through our international media outlets. During those 10 years, the media has moved on considerably from a mainly print environment back in 2006 to today's online and mobile media landscape. I personally am very proud of what we have achieved for our members during those 10 years. Judging from the activity on social media, we can see that many of our journalist have been able to increase their profile and have become well sought after media professionals. This has resulted in our journalists being on top of the list when it comes to invitations to attend press conferences, media events and participate in press trips. I believe the EGTMA has played a vital role in supporting our members in the world of golf and travel journalism.
The evolution of technology combined with the fact that any information is readily available online has undeniably put pressure on the EGTMA in its ability to provide a 'unique' service to destinations, resorts and golf courses. A service for which companies in the same field of competence charge fees for and have several staff at their disposal to provide an all encompassing solution to these same resorts and golf courses.
We continue to get great feedback from the destinations we've visited on how having an EGTMA group has been a distinctive advantage for them to generate much needed publicity and awareness. This added to the fact that they are guaranteed media coverage following the hosting of an EGTMA delegation. The AD/DC is that many of the regions and destinations we visited in the past have now become more aware of their potential as golf destinations. This positive evolution has freed up more marketing and PR money and/or funding but this combined with direct access to 'our' journalists has created a situation whereby the importance of the EGTMA as an organisation has decreased and the profile of the individual members has increased. This is putting pressure on the EGTMA to remain relevant in the current media environment.
I believe that in order for the EGTMA to remain at the forefront of the European Golf & Travel Media scene, we will have to reinvent ourselves like any progressive organisation has to do. This will include some changes in membership criteria and some added features and services that we will offer to both members and destinations. Over the next few weeks and months, we will consult with members and destinations in order to find the best structure to go into the next 10 years of EGTMA.
Continuing our 10 years theme, we are still working and trying to confirm one more trip in 2016 and we also and already have two events confirmed for next year and two more likely to be confirmed in the next few weeks. Next April, we will return to Porto and its surroundings to rediscover the sights, sounds and courses in the North of Portugal and later that month, the G8 venue of Lough Erne in Northern Ireland will host an EGTMA delegation. The other two destinations under discussion are Bulgaria and Hungary.
I wish each and every one of you the best for the end of this year.
I remain, with best regards,
Jo Maes | President of the EGTMA