Canadian golfers share a photo opportunity at the Sandals Golf and Country Club. (Inset) Angella Bennett, Jamaica Tourist Board's Regional Director for Canada.
Much has been said about Jamaica’s sports tourism product, especially as those in the tourism industry continues to tap into the potential of golf to attract visitors to the island.
This, as according to the International Association of Golfing Tour Operators (IAGTO), the global golf tourism market, where people take trips with the main purpose of playing the sport, is valued over US$17 billion.
Additionally, it is said that an estimated 56 million people play golf worldwide, most of whom are in the United States and Canada alone, making North America the leading market in terms of the sport contribution to that economy.
It is with that in mind that Angela Bennett, Jamaica Tourist Board’s Regional Director for Canada is of the view that the recently-concluded Baxter Media-sponsored Sandals Canadian Travel Advisors Golf Tournament, is testament to what can be achieved through the sport.
The 27th edition of the two-day tournament attracted 61 travel advisors, who beyond basking in the fun, frolic and excitement, will ensure that Jamaica’s golfing and, by extension, sports tourism stock in North America continues to rise.
“This is a major achievement for us because golf is a big volume driver for earnings for Jamaica. It also targets a specific sport because we have so many golf courses in Jamaica, in Montego Bay alone, we have almost six golf courses and then there is the picturesque Sandals Golf and Country club among others in this region. From the tournament, we had our top producing tour operators like Air Canada, WestJet, Red Tag, they're all focused on selling sports tourism like golf,” Bennett said.
“So, to have them here for a week, there's a lot of networking going on, a lot of business and new airline partners coming in. This is another focus area for us to drive that sort of niche market to Jamaica and it's really a sport that encourages a long stay because these travellers usually like to golf around,” she added.
Bennett pointed out that the longstanding partnership between Sandals and Baxter Media in hosting the travel advisors tournament, serves as a springboard on which the JTB is aiming to launch strategies to drive more growth in Jamaica’s sports tourism product.
“We are known for sports in Jamaica, of course, Usain Bolt, Shelly-Ann Fraser-Pryce and all the other wonderful athletes, so it encourages us to build packages around golfing and promoting the sport, not only golf but all the other sports in Jamaica and this is a significant part of our strategy,” she shared.
“So, we have basketball that we do every year in Montego Bay, and we bring down some of our international stars to engage with the local talent. We also have Reggae Marathon in Negril where we're bringing down runners from Canada and across the world and while here, they experience the different offerings that Jamaica has in the sports field,” Bennett noted.
To that end, she pointed to the importance of capitalizing on the country’s sporting brand, particularly where the likes of Bolt, Fraser-Pryce and other sporting stalwarts are concerned.
“We always go where our athletes are, and sometimes we build a whole strategy around our athletes because just the way we know Bob Marley and everywhere in the world you go, they know Bob Marley, they know Usain Bolt and they know all our other track star because we shine, and we are at a superior level in this field. So, we're always looking to build a strategy around them to create a lot of awareness for Jamaica through them and through the work they're doing internationally,” Bennett ended.
Sherdon Cowan is a five-time award-winning journalist with 10 years' experience covering sports.
PGA Championship: McIlroy 'feeling good' about game despite wait for elusive fifth major
Rory McIlroy feels positive about his game despite a continued wait to win an elusive fifth major championship.
Xander Schauffele secured a maiden major victory by winning the PGA Championship at Valhalla, which was the venue for McIlroy's last major triumph in 2014.
McIlroy finished in a tie for 12th place and has often come close, recording 20 top-10 finishes in majors since winning his last, which is more than any other player during that span.
He had won the Zurich Classic of New Orleans and the Wells Fargo Championship coming into the second major of 2024 and, despite falling short, still feels things are trending in the right direction with the U.S. Open and The Open Championship to come this year.
Asked about the state of his game, McIlroy said: "I'm feeling good about that.
"I have been on a big stretch of golf here. I think this was my sixth event in seven weeks. I've got a week off and then I'm playing another four in a row.
"I'm feeling good about my game. I feel like things are sort of clicking more, especially after the win in New Orleans.
"Obviously played well last week in Charlotte. Have a week here to sort of reset and try to get going again."
McIlroy was in contention for glory after carding a five-under 66 on the first day at Valhalla.
But he ultimately finished nine strokes behind Schauffele, as a difficult 71 on day two was followed up with creditable scores of 68 and 67 over the weekend’s play.
McIlroy looked poised for another top-10 finish before finding the water twice on Sunday, but still emerged at four under for the day with seven birdies and three bogeys in an up-and-down final round.
He continued: "Obviously I started the week well, and then I've obviously played decent over the weekend.
"That six-hole stretch on the back nine [on Saturday], not being able to hole any putts, I'll probably rue that.
"Then the 71 on Friday, as well, was obviously not what I was looking for. Obviously put myself too far back.
"Overall I am playing solid, game is in good shape, and I've got a week off and then another busy stretch coming up."
PGA Championship: Schauffele 'captured the moment' with maiden major victory
Xander Schauffele says that he captured the moment during his PGA Championship win after handling the big moments better than he had in the past.
Schauffele won his maiden major victory with a dramatic one-shot win at Valhalla, Kentucky on Sunday, making history as he finished 21 under, the lowest 72-hole score in men’s major history.
He held off late challenges from Bryson DeChambeau and Viktor Hovland to secure the Wanamaker Trophy after carding a 65 on the final day.
"It feels amazing," Schauffele told reporters after his win.
"Winning, I said it earlier, is a result. This is awesome, it's super sweet, but when I break it down, I'm really proud of how I handled certain moments on the course today, different from the past."
"I was pretty nervous. I don't really remember it [the birdie putt] lipping in, I just heard everyone roaring and I looked up to the sky in relief.
"I really did not want to go into a play-off with Bryson. Going up 18 with his length, it's not something that I was going to have a whole lot of fun with.
"I was able to capture that moment there... I just kept telling myself I need to earn this, earn this and be in the moment, and I was able to do that."
Despite lifting the trophy, Schauffele believes that he still has work to do to reach Scottie Scheffler.
The world number one had a turbulent week, which saw him arrested ahead of the second round on Friday, and he finished joint-eighth.
"All of us are climbing this massive mountain and at the top of the mountain is Scottie Scheffler," Schauffele added. "I won this today, but I'm still not that close to Scottie Scheffler in the big scheme of things.
"I got one good hook up there in the mountain up on that cliff, and I'm still climbing. I might have a beer up there on that side of the hill there and enjoy this, but it's not that hard to chase when someone is so far ahead of you."
PGA Championship: Schauffele makes history with first major win
Xander Schauffele secured a maiden major victory with a dramatic one-shot win to make history in the PGA Championship.
Schauffele held off late challenges from Bryson DeChambeau and Viktor Hovland to finish on 21 under at Valhalla – the lowest 72-hole score in men’s major history.
Hovland had briefly taken the lead after six birdies in eight holes, but Schauffele pulled it back with birdies on the 11th and 12th.
DeChambeau then birdied the last hole to card a 64, drawing level with his fellow American and setting him up for a nervy finish.
However, Schauffele, who led the tournament after equalling the best round at a major when he carded 62 in round one, claimed the Wanamaker Trophy with his final shot, putting a six-foot birdie.
"I was emotional after the [winning] putt lipped in," said Schauffele. "It's been a while since I've won – I really did not want to go into a play-off with Bryson.
"My dad is in Hawaii, and I managed to call him, but I had to hang up quickly because he was making me cry."
Justin Rose and Shane Lowry, who brilliantly equalled Schauffele’s 62 on Saturday, finished 14 under in joint-sixth.
Two-time major winner Collin Morikawa went into the final round as joint-leader alongside the PGA Championship winner, but a disappointing Sunday meant he finished five off the pace.
World number one, Scottie Scheffler ended a tumultuous week in joint-eighth, meanwhile, Rory McIlroy finished outside the top 10 on 12 under.
The Northern Irishman had been hotly tipped to end his long wait for another major title, yet he found the water with approach shots on the 13th and 15th.
McIlroy was just ahead of Kentucky native Justin Thomas, who carded a bogey-free 68 on the final day.
"It was wild. I've never felt so loved, I've had a lot of fun this week," Thomas told Sky Sports.
"That was pretty special walking up 18. I obviously wish I had a chance to win, but it was just so much fun. I can't put it into words. It's special.
"I'm glad I could do this and play in my home town."
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