There couldn’t be a better job for Lynn Mitchell than that of Business Development Director of the golf section at the Costa del Sol Tourism & Planning Board. She is Scottish, born within the triangle formed by Carnoustie, Gleneagles and Saint Andrews, she lives and breathes golf. Her vast curriculum, her friendly character and her passion for tourism made her perfect for her job. But her high levels of precision and requirement, which are good qualities for her job, can work against her whenever she gets into her golf shoes. Indeed, it is very difficult to maintain a place in a leading position amongst all the possible golfing destinations around the world for years and to have time to improve your golf, at the same time.

How can the Costa del Sol remain as a leader of golf destinations?

We are the unquestionable leaders of golf locations in the South of Europe, one of the most important in the world and number one in Europe. We have some competition but we don’t rest on our laurels, on the contrary we work hard to maintain that leadership. We have the highest density of golf courses on the European continent, with the most diversification and also the highest level of touristic infrastructure and connectivity. It is also important that we have the professionalism and the experience. We are the touristic golf destination with most tradition, but at the same time we have developed enormously, and it is crucial that local people understand the importance of this sector, that they speak the language of golf.

Was it hard to get the Solheim Cup?

We have worked intensely for four years. It was necessary to have an institutional union because this is a great commitment. We have an enormous challenge, a unique opportunity, a historical occasion. We don’t just mean the celebration on September 2023, it is much more than that, the promotional work has already started. We have an estimation about the impact of the event on the media and it is impressive, but we expect much more. The beginning will be in September, from that moment on the Solheim of la Costa del Sol has to be spoken about all over the world, not only until 2023 but thereafter

Will there be a before and after the Solheim Cup?

No doubt. I dare say that the impact will be bigger than that of the Ryder Cup in Valderrama. Because this event is special due to its link with the women golf players. I don’t mean the pros, I’m talking about the amateurs, this is going to open the door to many markets where ladies’ golf is growing. The male players group analyses it from the point of view of the market, and we fit there, but also do fit other destinations such as the Algarve. But if we look at the profile of the women players, then we can be pretty sure of our value due to its diversity and appeal for women: spa, shopping, culture, gastronomy or city breaks with Malaga, Antequera and Ronda. It is a golden opportunity for us to get into the USA and Canada, no other place offers such a combination as ours. There is no other place with such a window that shows the best of Spain, no other place where you can go and feel the Spanish essence, according to the American point of view. We have to be very proud because, even though they are clichés, they are the key to be able to get into some markets. There is no other touristic destination able to re-invent itself so well as the Costa del Sol: the flamenco fusion, gastrobars with their innovative tapas…

Have you noticed any more interest since the announcement?

Obviously from the USA, but also from Mexico, Argentina and Canada, where there is the highest percentage of women golf players in the world. Golf is going to be the launch pad to open such markets as the Latinoamericano, not forgetting the Asian: Japan, Singapore and China. We have to go there with a business card on which you can read Solheim.

You pick up the torch in Ohio.

Our first experience with the Solheim was in Gleneagles, we share the emotion of this titanic competition between two teams there. Personally, I’m really looking forward to living it again in Ohio, but as a professional I’m full of expectation due to the platform that this is going to offer for us to connect with the American tourism, media and public. Our plans for Toledo are huge, we want to emphasize the culture, tradition and gastronomy.

How did a Scottish woman arrive to la Costa del Sol?

I am a product of the tourist industry. I travelled to Spain for the first time when I was four years old on of those typical package holidays and I loved it from the very beginning. I started studying German and Spanish, but I prefer Castilian, and then at the university I was sure that my objective was in the entertainment and tourism industry. When I finished my degree, I started working as a tourist guide, I have always developed within the tourist industry, at the level of tour-operator as well as within the golf sector. I worked in New York as a golf tour-operator specializing in Scotland and Ireland. I came back here to enrol at the Sunset Beach Club, and from there to el Patronato de Turismo. I am a veteran, I have vast experience, but no one can deny that tourism, as an industry, has had the greatest development.

How did you begin in golf?

Like any other Scot, as a child I played with the golf clubs in the garden. I have reached a level in which I lack some consistency. It is true that I don’t have many opportunities to play and lately, all the chances I have are connected with my job, that makes me feel under tremendous pressure because I’m the representative of a destination with very high standards and my golf should be at the same level, but I’m afraid that it is not even near to it. That is why I have decided to take action on the matter and I have come back to the training course and I have had some lessons, I have already corrected some of my many mistakes. What I require is to play in a less stressful social environment.

What is more difficult your job or golf?

For me golf is much more difficult. I’m not mastered in golf, and that’s why it is harder for me. Golf is a humility lesson, I meditate, I have a mantra that I use when I’m in front of a ball.  My pending subject is to be able to control my nerves, that’s part of my personal development, to accept that I don’t have to be perfect.

What’s “more passion” for you?

That’s difficult to say. I have always thought that you have to enjoy working because you are going to spend a third of your day there at least, obviously longer in tourism, enjoy or you better look for another job. I enjoy working, but I also enjoy golf every day more.

What do you like the most of the Costa del Sol golf courses?

I like playing golf with good weather. That Scottish courses charm of playing in the wind and under horizontal rain it’s not my scene. What I love the most of the Costa del Sol are its courses, being outdoors, doing exercise, I like walking under a blue sky and with beautiful landscape, I love it. I also enjoy the social environment.