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.

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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.”