A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and EconomicsThe golf industry based in the Lisbon region has been suffering from decreased revenues from some years now, and the goal of this paper is to identify the roots of this problem and to devise possible ways to address it. Based on financial analysis, comparisons with other relevant golf regions in Portugal and Europe, interviews to field experts and a survey to golf amateur players, this paper proposes medium and long-term strategies which generally aim at increasing golf courses’ overall revenues, attract foreign tourist players and reduce operating costs
