Bahamas Sees Benefits from Tourism Events

#Bahamas, March 4, 2018 – Nassau – Millions of households around the world tuned into spectacular images of The Islands of The Bahamas during four major international golf tournaments that showcased the archipelago as a premier golf destination.

 The reach and marketing value of Pure Silk Bahamas LPGA Classic, PGA’s Web.com Tour and Tiger Woods’ Hero World Challenge have skyrocketed, proving to millions that golf is indeed better in The Bahamas.

“Our support for these major golf tournaments is an investment in our tourism industry that will pay dividends for years to come,” Minister of Tourism and Aviation Dionisio D’Aguilar said.  “The benefits include priceless TV exposure, visitors from all over the world and significant contribution to our economy.”

Recently released statistics from the Pure Silk Bahamas LPGA Classic show that The Islands of The Bahamas received more than $4 million in marketing value after the event aired on the Golf Channel from January 22-28.  The tournament, held at the Ocean Club Golf Course, was seen in more than 150 countries.

Marketing experts said the Golf Channel’s distribution, which included leadership graphics, audio mentions and signage, pegged marketing dollars at $1.4 million. Press and media coverage amounted to $2.2 million and digital coverage was priced at $418,153.

Live streaming of the Pure Silk Bahamas LPGA Classic delivered 21,000 unique devices and 762,000 live minutes streamed.  Round 1 of the tournament was the most watched LPGA opening in nine years and Rounds 3 and 4 were at their highest viewership since 2014.

Along with positive exposure, the destination also benefited from extra tourism dollars.  The tournament resulted in more than 3,500 room nights that consisted of 108 players, caddies, tournament staff, international sponsors and volunteers.

“That’s not even including the spectators who would’ve traveled to The Bahamas just to enjoy the tournament,” said Minister D’Aguilar.

Simultaneously, the PGA’s Web.com tour in Great Exuma and Abaco also brought in large numbers.  Officials estimated that the two events resulted in a marketing value of over $3 million.

 Meanwhile, the Hero World Challenge held at Albany from November 27 to December 3 also stroked up high numbers.  According to officials, the event hosted by golf pro Tiger Woods, caused 18.5 million viewers to tune in at an average of 71 minutes per day.  The tournament, which was broadcasted on the Golf Channel and NBC, earned 0.9 cable rating and a national rating of 1.2 up 20 per cent over 2016 and the highest rated final round for the event since 2013.

Social media was also buzzing with just under 4 million impressions.  The event also brought in 2,000 room nights collectively at Baha Mar, Albany and The Island House.

“What we are trying to do is tap into the world of golf.  Those that play golf come from an important demographic of high net worth individuals.  We need to attract those persons to our islands, and what is better than coming to The Bahamas, staying in a lovely resort and playing golf on an exceptional golf course with this wonderful setting,” Minister D’Aguilar said.

“It’s just a win-win for all.”

Release: Ministry of Tourism