Graham McDowell came agonisingly close to winning a second US Open title in San Francisco on Sunday night.  A fifteen foot putt on the 18th went left leaving him one shot behind Webb Simpson in a tie for second place.
The importance of golf in tourism terms could be gleaned from the many panning shots during the coverage of the Golden gate Bridge and Alcatraz, both within a golf buggy ride of the tournament venue.
Viewers of the Golf Channel in the US will be very familiar with McDowell and many other aspects of Irish golf after a major TV advertising and promotional campaign throughout the tournament.
An estimated 14 million US golf fans will have seen the advertising, as well as a number of programme features highlighting the venues where the current crop of four Irish major winners grew up and continue to play their golf.
The campaign will be enhancing an already strong disposition towards Irish golf.  A poll of US golfers in the current issue of Golf Digest listed eight Irish courses in the top 100 tourism venues outside America.
Royal County Down retained the coveted number one spot while Portmarnock was the top rated south of the border, at number 12, ahead of Royal Portrush (pictured above) (13), Waterville (23), Ballybunion (26), Lahinch (41), Tralee (82) and the European Club in Wicklow (88).
The decision to host this year’s Irish Open in Northern Ireland, for the first time since 1953 was taken largely on the basis of coinciding with a major tourism campaign to attract visitors to Northern Ireland based around the centenary of the Titanic.
The TV, online and outdoor advertising for Northern Ireland has become familiar not only in the Republic of Ireland and Britain that provides 80% of Northern Ireland tourists but further afield as well and the strength of golf has been a major factor in drawing a higher value tourist profile.
In 2013, the tournament goes back to Carton House where it will sync then with Government promotion of ‘The Gathering’ as a major tourism initiative.
Golf is already regarded as the main driver of international sports tourism.  Its value to Northern Ireland in 2011 was estimated at around €18 million and that figure is expected to be eclipsed this year by the value of the single event at Royal Portrush on the first weekend in July.
Tourism Ireland has been active at the big golf tournaments in Britain and has also been running specific campaigns in Germany and Sweden.
“The island of Ireland boasts some fantastic golf courses,” said David Boyce, Tourism Ireland’s head of business and sports tourism.  “We are undertaking a busy golf promotional programme this year, which includes capitalising on the success of our major golf champions as ambassadors for the island of Ireland.”
Golf tourists spend a higher average amount than other groups and are seen as a key area for growth all around the world.  Fáilte Ireland estimates golfers are worth three times the value of other groups, with 155,000 visitors in 2011 spending an average of €1,300 for a total value of over €200 million.
Golf tourists are also more likely to travel in large groups and to return.  79 per cent of those surveyed in 2011 were return visitors, increasing the potential return of money spent in the area of promotion.
The KPMG Golf Business Forum 2012 will take place in Tuscany, Italy from September 17-19.  KPMG is a founder member of the Sport for Business community in Ireland.