One year on from the Solheim Cup 2023 at Finca Cortesín, it is clear that the event left an indelible mark on the world of golf, not only showcased the skill and determination of the world’s best female golfers but also the beauty and challenge of the Finca Cortesin course.
At the time, the event was the most followed in the history of the Solheim Cup, drawing unprecedented attention on both television and across social media. The numbers speak for themselves: over 65,000 spectators, 14% of whom travelled from the United States – a record for any Solheim Cup held on European soil. The crowd was notably diverse, with 52% of attendees being women from 62 different countries, all united by their love for the game.
The Solheim Cup not only showcased the skill and determination of the world’s best female golfers but also the beauty and challenge of the Finca Cortesin course.
José Ignacio Olea, with more than two decades of experience in golf industry, joined the Finca Cortesín team nine months ago as the new director of golf. We spoke to him about his role, which will be key to strengthening the legacy of the Solheim Cup, building on the resort’s position as one of the world’s most prestigious golf destinations.
You joined the Finca Cortesin team six months ago. What was your priority when you took on your role?
The initial priority has been to fully immerse myself in understanding the operations, standard operating procedures, and best practices, ensuring that I was well-versed in all aspects of governance and providing strong support to the team. It was essential to build a solid foundation to maintain the high standards that define Finca Cortesin.
Our focus will now shift towards exploring and opening new markets that align with our strategic interests. We aim to continue enhancing the development of our membership, offering greater value and engagement opportunities to both current and prospective members.
From what you have observed so far, can it be said that there has been a “Solheim effect” on the resort? In which areas? (members, residential, etc.)
The spectacular 2023 Solheim Cup was the result of years of hard work from numerous teams. I believe that the legacy of the Solheim Cup and its positive impact on Finca Cortesin, the region, and golf in Spain began long before the event itself. A comprehensive plan had already been developed, which is still in progress, to amplify the message and position Finca as a premier venue.
The Solheim Cup helped to significantly boost Finca Cortesin’s global reputation, further solidifying our status as a world-class golf destination. We’ve experienced a substantial increase in interest from international players and tourists, which speaks not only to the excellence of our facilities but also to our unwavering commitment to providing an exceptional and unforgettable experience.
How has the tournament impacted the reception of new markets? Which markets?
Our reach into new markets has been significantly broadened with a notable increase in interest from a U.S. audience. The US market is a big growth opportunity for us, with the tournament’s international prestige, combined with the exceptional quality of Finca Cortesin, capturing the attention of American golfers. The event showcased not only our world-class golf course but also the overall experience we offer, from premium accommodation to top-tier service.
Andalusia and the Costa del Sol are established destinations in the global tourism landscape. In terms of reputation and brand image, how has the Solheim Cup affected the resort?
The Solheim Cup has been instrumental in drawing more international visitors to the Costa del Sol. The event provided tremendous international exposure, not only showcasing Finca Cortesin but also positioning the Costa del Sol as a premier destination for golf and luxury tourism. We are confident that this marks the start of a continued rise in global interest in the region, especially from an international audience.
Finca Cortesin is at the forefront of environmental sustainability. What actions are taken at the resort in this regard?
Sustainability is a core priority as we strive to maintain our status as a top-tier golf resort while addressing global climate challenges. One of our key initiatives is the use of 100% recycled water for irrigation, which allows us to keep the course in optimal condition while minimizing our environmental impact.
In addition to sustainable water management, we’ve undertaken a major bird conservation project to protect and monitor local wildlife and support biodiversity. Moreover, we also host our own bee colonies on-site, further enhancing the ecosystem around the resort.
Today, what role does the golf club play within the resort? What is the club’s positioning strategy?
The golf club is a central part of Finca Cortesin, seamlessly integrated with the rest of the resort, including the hotel, to create a unified experience. Every aspect of the resort, from the golf course to the hotel and dining experience, is aligned to uphold the highest standards of excellence. This ensures that both members and guests received unparalleled service and enjoy a world-class experience at every touchpoint.
Our positioning revolves around maintaining this synergy across all areas of the resort. By fostering a culture of excellence, we aim to provide a holistic experience that sets Finca Cortesin apart as a premier destination for both golf and leisure.
We know that Finca Cortesin attracts a very high-level clientele. Why do they choose the resort?
I believe it is because of a combination of factors. Every part of our resort and operations has been thoughtfully designed with a clear purpose and distinctive identity.
The atmosphere at Finca Cortesin feels natural across all areas, from the clubhouse facilities to the golf course landscaping. We pride ourselves on delivering warm, attentive service, which helps us build strong connections with our distinguished clientele.
After hosting the most prestigious women’s tournament globally, is the course considering hosting any other tournaments?
We are always open to exploring opportunities to host high-profile tournaments. Our experience and world-class facilities make us well-prepared to welcome high-level competitions, reinforcing our commitment to the sport. However, our short-term focus is not on pursuing new events but on preserving the legacy we’ve established with the Solheim Cup and continuing to elevate our resort’s global standing.
In your opinion, what are the challenges the resort faces in the future?
Finca Cortesin is a well-rounded operation, which makes it challenging to pinpoint any significant hurdles. However, as the club continues to grow, we aim to strengthen the overall member experience to better serve our expanding membership base.