Original article written by Peter Walton for Birmingham Business Journal
Earlier this summer, more than 300 golf tourism executives from 33 countries traveled to Birmingham for one reason: to discover what Alabama has to offer the world’s golf travelers. Many had never set foot in the state before. Some had never even heard Birmingham described as a “golf destination.” By the end of the week, this had all changed.
As chief executive of the International Association of Golf Tour Operators (IAGTO), it’s my job to match world-class golf destinations with the world’s top golf tour operators. Over the past 27 years, we’ve built a global network of 2,500 members in 95 countries. Our 700-plus golf tour operators collectively generate more than 90% of international golf vacation packages sold each year. And every year, our most important industry gathering — the North America Golf Tourism Convention (NAC) — helps us decide where we’ll be sending travelers next.
We have taken the convention to Florida five times, California twice, and to South Carolina, North Carolina, Texas, Mississippi, Nevada, Oregon and most recently Michigan.
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In June, we brought NAC to Alabama for the first time. It was a decision we made after years of working closely with both the Alabama Tourism Department and the Greater Birmingham Convention & Visitors Bureau, which have become familiar presences at our events. But even we were blown away by what we experienced on the ground.
We focused on developing a theme throughout the event to showcase Birmingham and Alabama as a whole. Working hand in hand with the Greater Birmingham Convention & Visitors Bureau and the local community, we were able to weave local character and hospitality into every aspect of the week. Their local insights helped us bring out the city’s authentic character, from the golf courses to the culinary scene. The Robert Trent Jones Golf Trail, with its 22 amazing golf courses across the state, is known to all golf tour operators by name and reputation but experienced by only a few.
Over the course of the week, delegates teed off at two of Alabama’s finest courses, Ross Bridge and Oxmoor Valley, both part of the state’s renowned Robert Trent Jones Golf Trail. Dozens more ventured beyond Birmingham to explore Alabama courses from Mobile in the South to Huntsville and Muscle Shoals in the North, stitching together itineraries that will be featured in travel packages for years to come.
But it wasn’t just about the golf.
Birmingham’s food, music and culture helped make this one of the most memorable NAC events we’ve ever hosted. Delegates enjoyed a gospel performance by the Called to Worship Ensemble to kick off the opening session. This was truly the most memorable and joyous moment that we have experienced at any of the past 16 NAC events.
Our farewell dinner took place at the breathtaking Barber Vintage Motorsports Museum, which has to be one of the most spectacular car and motorcycle marvels of the 21st century. It blew everyone away on the final night’s farewell dinner. We enjoyed other functions at Protective Stadium, Topgolf, Brock’s Gap Brewing Co., and more. Each venue told its own story — and every guest left with a deeper appreciation for Birmingham’s energy, creativity, and pride of place.
Of course, as event organizers, we look at more than just ambiance. Accessibility, service, and infrastructure play a crucial role when you have delegates traveling from as far as Australia, Hong Kong, Argentina and all across Europe. The Sheraton Birmingham Hotel and BJCC made for an incredibly convenient home base, with meeting spaces, accommodations, and networking all under one roof, just minutes from the airport. The hotel and convention center could not have been more helpful and were incredibly welcoming to our myriad delegates, who were all overwhelmingly happy with both the quality of product and service.
Hosting NAC wasn’t just a win for IAGTO — it was a strategic opportunity for Birmingham to showcase its assets as an unbeatable Southern golf destination to a global audience. And from what we heard, that message came through loud and clear. In our post-event survey, 77% of international buyers who visited Birmingham plan to promote Alabama as a golf destination with their clients for the first time.
Over the next 18 months, you’ll see this impact ripple through the golf travel industry, with Birmingham — and Alabama — earning its place on the global golf tourism map. We are thankful for the warm welcome, and we look forward to sending golf travelers to Birmingham for years to come.