New Italy Golf Tourism Campaign Launched

The campaign sets out to attract golfers to the country

The 'Italy Golf and More' tourism initiative will attempt to attract UK&I golfers to the country

Italy is launching its largest ever golf tourism initiative this summer under the 'Italy Golf & More' brand.

The country is home to over 140 18-hole golf courses including the Marco Simone Golf and Country Club in Rome which will host the 2022 Ryder Cup.

Italy Golf & More is a collaboration between private sector partner regions, the Italian Golf Federation and the Ministry of Tourism (MIBACT), who have invested seven-figures to increase awareness, and future golf tourism traffic, from key European markets to Italy.

The partner regions are made up of Lombardy, Piedmont, Lazio, Friuli Venezia Giulia, Veneto, Liguria, Emilia-Romagna, Puglia and Sicily – who together boast 112 of Italy’s golf courses – with 11 further regions falling under the investment of the Italian Golf Federation.

Italy golf

To aid its push into the UK & Irish markets, Italy Golf & More has appointed market-leading marketing and communications agency The Azalea Group to oversee a long-term campaign which will engage golfers across print, digital, social and event channels in 2016 and beyond.

Italy Golf & More will begin its push with a strong presence at this month’s Dubai Duty Free Irish Open at the K Club hosted by Rory McIlroy from May 18-22 and then the European Tour's Flagship Event at the 2016 BMW PGA Championship at Wentworth a week later where Italian golfer Matteo Manassero won in 2013.

Rory McIlroy withdraws from BMW PGA

Bruno Bertero, project co-ordinator for Italy Golf & More, said: “Italy is a country full of wonderful and different golf courses, a fact that is often overlooked when golfers are looking to book a golf break.

“We are very proud of the golf product we have to offer which, combined with the many tourist attractions available, great flight access and comparatively low green fees, makes us a match for any of the more traditional European golf destinations.

“These are very exciting times for Italian golf, with the Ryder Cup due to take place here in 2022, and this new collaboration gives us a fantastic opportunity to showcase the country to golfers in the UK and Ireland, two of the most important golf tourism markets in Europe.”

Elliott Heath
Senior Staff Writer

Elliott Heath is our Senior Staff Writer and has been with Golf Monthly since early 2016 after graduating with a degree in Sports Journalism. He manages the Golf Monthly news, features, courses and travel sections as well as our large Facebook, Twitter and Instagram pages. Elliott has interviewed some huge names in the golf world including Sergio Garcia, Thomas Bjorn, Bernd Wiesberger and Scotty Cameron as well as a number of professionals on the DP World and PGA Tours. He covered the 2022 Masters from Augusta National as well as four Open Championships on-site including the 150th at St Andrews. He has played 35 of our Top 100 golf courses, with his favourites being both Sunningdales, Woodhall Spa, Old Head and Turnberry. He has been obsessed with the sport since the age of 8 and currently plays at West Byfleet Golf Club in Surrey, where his handicap index floats anywhere between 2-6. His golfing highlights are making albatross on the 9th hole on the Hotchkin Course at Woodhall Spa, shooting an under-par round, playing in the Aramco Team Series on the Ladies European Tour and making his one and only hole-in-one at the age of 15 - a long time ago now!


Elliott is currently playing:


Driver: Titleist TSR4

3 wood: TaylorMade SIM2 Max

Hybrid: TaylorMade SIM Max

Irons: Mizuno MP5 4-PW

Wedges: Cleveland RTX ZipCore 50, 54, 58

Putter: Odyssey White Hot OG #5

Ball: Titleist Pro V1x