When most people think of Daytona Beach, white sand, the speedway and Bike Week comes to mind, but officials have come up with a new marketing campaign to attract a different kind of tourist.

Channel 9’s Blaine Tolison learned the new focus is on golfers.

Over the next 30 days, the local Convention and Visitor's Bureau will develop a new campaign to promote golf on an international scale.

The president of the CVB said the Golf Daytona promotion will be paid for with the $2 million budget it has in its general advertising fund.

But will golf stand out against stiff competition with the beaches and racing?

Dave Hands, who manages a nearby hotel, thinks so.

“It's like half the cost of what they're getting it for up in Canada and half the cost of what they get it for in England,” he said.

In England, Hands said, a round of golf will cost you 120 pounds or roughly $193.

“The Brits come over here, and they absolutely adore it,” he said.