Golf travel: Introducing 'The Lipstick Effect'

Praia D'El Ray - on Lisbon's spectacular Silver Coast

  It’s happened to hundreds if not thousands of us out on the golf course – you leave a crucial putt frustratingly short and as you walk forward to tap it in, you hear a voice from your group say, with just a hint of sarcasm: “You’ve dropped something!”

Even if it’s happened before, it’s almost inevitable that you’ll turn and look behind you and your heart will sink as you then hear (forgive the sexism here): “It’s your lipstick”, followed by hearty laughter. Despite the taunts, the etiquette of the game demands you smile through gritted teeth having been accused of a wimpish attempt at a putt.

But in these credit crunch times where millions are economically challenged and the travel and tourism industry has been hit amidships worldwide, golf is actually being bolstered by something called 'The Lipstick Effect.'

World Travel Market attracts golf resorts and tourist boards from around the globe

According to many (and often government-backed tourist organisations) , many golfers are keen to use 'The Lipstick Effect' to their benefit and will be looking for opportunities to try somewhere new and a little different from the traditional golf break, especially where the lady in their life can make full use of the beauty treatments available. With airlines often charging big bucks just to transport our clubs overseas, the appreciate that golfers want to make sure they get a good deal when they reach their destination.

Looking around the massive exhibition, I found one or two tempting spots where we golfers - and their spouses, of course - might wish to spend their hard-earned cash or even splash a little of the redundancy money or pension lump sum without resorting to long haul.

Italy’s Regione del Veneto features many places which will be familiar to the Eurotourist, such as Venice, the Dolomite mountains, Treviso and its Prosecco Hills which produce such sparkling wines, as well as the majesty of Lake Garda and the great love of opera buffs, Verona.

Describing itself as the new 'All in One Golf Destination', the region also boasts around 40 golf courses and produced the 16-year-old golfing sensation who won the Amateur Open Championship in 2009, Matteo Manassero.

Puerto del Carmen in Lanzarote

Meanwhile, while Portugal’s Algarve coast has long been a favourite, the country is now firmly pushing the attractions of its western Silver coast near Lisbon, with Golf Oeste sure to be a phrase on many lips in the future.

Courses like the fabulous seaside and parkland links at Praia d’El Rey and the Campo Real resort may be leading the way but there are many golf courses following in their wake, and the infrastructure of hotels and self catering accommodation is already in place.

But if you’re looking for a hidden gem, there’s a beautiful course at Corfu Golf Club, in the Ropa Valley at the centre of the island. Far away from any of the main resorts, over the last three years the golf course and clubhouse has undergone a complete renovation.

The bunkers have been re-shaped, deepened, drained and filled with white sand, shipped in from the Greek island of Milos. And specialist contractors were brought in to install a new irrigation system, which the owners say has paid immediate dividends, keeping the golf course in excellent condition through the hot summer months.

  Tell us on the forum: Will you be tempted by 'The Lipstick Effect' and take advantage of the hundreds of 'Golf and Spa' offers currently on the (massage) table? Where do you recommend for a golf escape with a little spa treatment thrown in?