Market focus: Golf tourism - News

Action packed events in tee-rific destination

From spectators lining the fairways to packed grandstands and millions tuning in around the world, July is a significant part of Scotland’s golfing calendar.

With support from the Scottish Government, we're helping bring some of the world's most prestigious golf tournaments to Scotland.

As the birthplace of golf, it’s a chance to tell Scotland’s unique story. Through world-class events and iconic courses, we inspire more visitors to explore our golfing heritage and everything Scotland has to offer off the course.

Key events in 2026 include:

Genesis Scottish Open, at The Renaissance Club, East Lothian
ISPS HANDA Women's Scottish Open, at Dundonald Links, Ayrshire
ISPS HANDA Senior Open, at The King's Course, Gleneagles, Perthshire

ISPS HANDA Women's Scottish Open, Dundonald Links, Ayrshire. Credit Getty Images

Golf’s impact on the visitor economy

Golf tourism contributes around £300 million to Scotland's economy annually. It attracts visitors who spend more than average, from across the UK and overseas, particularly from North America.

The benefits extend far beyond the fairways. Golf visitors stay in local accommodation, enjoy Scotland's food and drink, visit attractions and explore communities across the country.

With renowned courses in every region to suit every budget and ability, golf visitor spending spreads throughout the country, to support businesses and jobs throughout the year.

How golf helps showcase Scotland

Golf is one of our most recognisable tourism and events assets and a platform for telling Scotland's story to global audiences.

Major tournaments showcase our iconic courses, breathtaking landscapes and warm welcome, while demonstrating Scotland's expertise in hosting world-class events.

Our support of golf events also contributes to the ambitions of Scotland the Perfect Stage 2024–2035, helping strengthen Scotland's international profile and grow the visitor economy.

The Genesis Scottish Open at The Renaissance Club, East Lothian. Credit: European Tour Group

How VisitScotland is promoting the sustainable growth of golf tourism

Our work goes beyond supporting major events. We drive economic growth by influencing golf visitors, through the channels we know they use, to visit Scotland, stay longer and spend more.

This year we have been working with partners including the DP World Tour and The R&A, to promote Scotland to a global audience, through targeted marketing activity which has included:

Digital banners on European Tour website with 4.5 million impressions
100,000 pre-roll video impressions across European Tour website
Joint social media activity with DP World Tour promoting East Lothian and Scotland golf with US golf broadcaster and content creator Dan Rapaport
R&A see you in Scotland social media campaign with 3 million impressions
10 broadcast ad slots using 2026 golf video on the NBC Golf Channel during the ISPS HANDA Women’s Scottish Open

Woodlands Glencoe golf course. Credit: Woodlands Glencoe

Working with the golf industry

This year, we have used business-to-business opportunities such as the PGA Show in Orlando and Scottish Golf Tourism Week, to support golf courses, accommodation providers, tour operators and destination management companies build valuable relationships and attract future visitor business.

Alongside world-class golf, our marketing and industry events activity showcase the experiences that make Scotland special – from outstanding food and drink and vibrant culture to spectacular scenery and renowned hospitality.

Looking to the future

The 155th Open at St Andrews in July 2027 will be one of the most significant moments for golf in Scotland in recent years.

The Championship will strengthen Scotland's position as the home of golf, attract visitors from around the world and generate hundreds of millions of pounds in economic impact for the country.

We began the countdown at The 154th Open at Royal Birkdale this summer, where we hosted an exhibition stand celebrating the return of golf's original Championship to its home in St Andrews.