How important is golf travel and tourism to St Andrews?

The Old Course at St Andrews, the Home of Golf

If ever there was a place that showed the incredible value of travel and tourism to golf then it is St Andrews.

It should be no surprise the sport’s spiritual home yields an enormous impact – both in terms of visitors and in its economic power. But the scale of it is still incredible.

St Andrews was hit considerably by the Covid pandemic. Lockdowns and then further restrictions on international travel left gaps on tee sheets, imperilled some operators, and hit St Andrews Links Trust – the charity which manages the famous Old Course and six other public courses in the town – extremely hard. 

In 2020 and 2021, its losses totalled £11.1 million. What that revealed was just how dependent the Fife resort is on golf travel and tourism. 

But since borders reopened and life resumed, and buoyed by a considerable resurgence in golf – both in terms of participation and the desire to travel, St Andrews has been riding the crest of a wave.

In 2023, course occupancy across the seven courses operated by the Links Trust hit a record high of 78%. There were 282,082 rounds played, while retail and food and beverage operations showed 20% and 29% year-on-year increases in custom.

Operating revenue of £44 million brought an £11.5 million operating profit for the Trust but these have not been isolated numbers.

The latest financial accounts for the Links Trust in 2024 continue to show strong growth. A total of 281,554 rounds were played, with a surplus of £10.8 million revealed on total revenues of £48.5 million.

Neil Coulson, chief executive of St Andrews Links Trust, said: “As a public and charitable trust, we deliver economic, social, and cultural benefit to Scotland, while offering a unique, inclusive experience that resonates with people around the world.”

Perhaps even those numbers don’t quite show the sheer scale of what golf means to St Andrews. 

Research carried out by the Sport Industry Research Centre at Sheffield Hallam University revealed those who played the courses and then spent money in the town contribute £317 million annually in total economic impact to Scotland.

For every £1 that goes through the tills at St Andrews Links, a further £3.43 is generated for other businesses in the town.  

That helps support around 4,300 full-time jobs in the country and makes St Andrews Links among Scotland’s biggest tourism assets.

An average of 2,000 people play golf in St Andrews every week, with 72% of visitors coming from overseas (40% of those from the United States) and 78% of visitors go specifically to tee it up.

Commenting on those figures, Professor Simon Shibli, of Sheffield Hallam University, said: “St Andrews Links Trust is not only a thriving business in its own right, it is also a catalyst for considerable tourism and employment benefits.

“That the annual economic impact of St Andrews Links Trust is the equivalent of hosting The Open three times a year in Scotland is a truly remarkable finding.” 

The impressive demand is bolstered by a green fee structure that has increased since the pandemic. A peak-time summer round on the Old Course in 2025 was £340, compared with £195 in the year following the Covid outbreak, and will rise to £355 next year. 

Significant demand continues for more affordable early and late season prices, along with winter and package deals. 

But there has also been considerable investment in facilities, with a £10.5 million multi-year project to modernise irrigation systems across its courses – starting with the Old Course this winter.

There are plans to renovate and extend the Links Clubhouse to “deliver an enhanced experience” and a 200m sand dune has been rebuilt across the Jubilee shoreline as part of a project to protect the courses from coastal erosion. 

High-profile tournaments also drive visitor demand. The Open, which celebrated its 150th anniversary at the Old Course in 2022, will return in 2027, while the 2024 AIG Women’s Open set an attendance record with more than 50,000 spectators.

Sandra Tuddenham, Chair of Trustees, said: “St Andrews Links exists to serve the game, the town and the wider region. Our 2024 performance gives us the confidence to reinvest in what matters most – accessibility, innovation, sustainability and people.

“The surplus we generate supports our courses, our community and future generations of players.”

NOTES TO EDITORS

International Golf Travel Market (IGTM) now in its 28^th edition, is the meeting place for the global B2B golf travel community. Golf tourism suppliers join pre-qualified buyers and international press for four days of unmissable pre-scheduled appointments, exclusive networking opportunities and invaluable industry and trend updates. Taking place in a different destination every year, IGTM brings together golf tourism professionals from across the globe. www.IGTMarket.com

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