The best possible destination for the Solheim Cup

With nine months to go until the Solheim Cup 2023 is held in Spain for the first time, the most important tournament in women’s golf is showing some impressive results already. Ticket sales have smashed all previous records for the event, confirming the commitment made by the Andalusian authorities and proving that the Costa del Sol was the best possible destination for the Solheim.

The Solheim Cup was an opportunity the Costa del Sol couldn’t miss? Absolutely. Not only because of the media impact, which is already in excess of 120 million euros so far thanks to the promotion that has been going on since the event was announced, but also because, nine months before it starts, all the forecasts have been beaten with more than 45,000 tickets sold and passes for the Solheim Pavilion sold out. Likewise, organising an event of this nature and making the destination, its facilities and the tourism offer that goes hand in hand with golf even better known beyond our borders is a unique opportunity for the province of Malaga.

So far, the British and Irish have accounted for more than half of ticket sales, 53%, and other European Union nationalities 18%. Another piece of data that is beating all expectations is the sale of tickets to fans in the United States. Whereas in previous Solheim Cups only 2% of the total number of tickets went to American spectators, this time the figure has tripled to 6%.

What will Solheim 2023 mean for the Costa del Sol and do you think it will mark a before and after for the tourism sector?

I am convinced that, both for the golf segment and for the wider tourism industry, Finca Cortesin hosting a tournament with these characteristics can only bring benefits for the Costa del Sol. We can feel very satisfied with the figures so far, which, as I mentioned earlier, have beaten all forecasts. After analysing all the data, the conclusion to be drawn is that the commitment made four years ago by the Andalusian authorities, with the Junta de Andalucía, Turismo Costa del Sol, Acosol and the local councils in Marbella and Benahavís at the helm, to bring the Solheim Cup to Spain, was more than the right thing to do. And it comes when we are riding high as well, as in 2022 we surpassed all expectations in most measures for the tourist sector, and in some aspects had our best performance ever.

Golf is a sport but it also has an undeniable travel appeal to it. How important is golf for tourism in the province?

Golf, and in particular women’s golf, is a particularly interesting segment. Women golfers spend more and take advantage of a wider, complementary range of services. A competition as important as the Solheim Cup also brings with it demand for a large number of services such as bookings for hotels, restaurants, golf courses, car hire, etc. The estimated turnover at this stage is in excess of 18 million euros. The bulk of those bookings will be in Marbella and Benahavís, the hubs that will host the activities and entertainment beyond the golf course.

Golf is one of the reasons people travel the globe and the Costa del Sol has many good courses. Do you think the attractiveness of the area for tourists will be an added draw for fans who come to the tournament? Indeed, the Costa del Sol is the destination in continental Europe with the highest concentration of golf courses - it has more than 70 – which, together with an exceptional climate all year round, means it is also known as the ‘Costa del Golf’. Golf enthusiasts will find not only a wide variety of courses where they can practice their swing, but also a huge range of accommodation and highquality services with the chance to enjoy our renowned hospitality and taste our fabulous Andalusian cuisine.

For someone who doesn’t know the Costa del Sol, what does it have to offer?

Anyone who doesn’t know the Costa del Sol is already coming late to discover a destination where quality and excellence envelop the entire tourism offer. For those who want to play golf or any sport, for those who want to enjoy the Mediterranean, exceptional services and, of course, great historical and cultural heritage, both on the coast and in inland Malaga province. The Costa del Sol has something for everyone and the best thing to do is to come and see for yourself.

With less than nine months to go to the tournament, it looks like it will be the first time the Solheim Cup will be sold out and sales to American and Asian fans have increased compared to the last time it was held. Will the tournament be a tool to attract visitors from these markets, which are not traditional customers for the Costa del Sol?

There is no doubt that hosting a tournament of this nature is an unbeatable opportunity to reinforce the Costa del Sol’s positioning as a visitor destination. The Costa del Sol Tourist Board has promoted the Solheim Cup intensively and we are already starting to see the results.

Trips to the Solheim Cup are being marketed by 23 official tour operators based in nine different countries (Spain, Portugal, Ireland, United Kingdom, Germany, Finland, Denmark, Holland and the USA). This massive sale of tourist packages has led to something that cannot be ignored: there are only 1,100 rooms remaining in the Solheim Cup Accommodation Bureau. In addition, we are carrying on working to strengthen our destination positioning with a large range of initiatives. From taking part in trade fairs to promotional activities that include familiarisation trips so that travel agents and journalists from all markets, not just the traditional ones, can get to know better what the Costa del Sol has to offer. www.visitacostadelsol.com/golf