With the fresh ink barely dry on the contract, The R&A has just unveiled an 11-year partnership with the Scottish Government and VisitScotland.
This grand alliance, underpinned by a substantial £11 million investment, promises to bring The Open, AIG Women’s Open, and the Senior Open to Scottish soil between 2024 and 2034. It’s an ambitious play, one that will see a whopping 14 championships hosted across iconic Scottish venues during this period.
The partnership isn’t just about golf; it’s a major boost to Scotland’s tourism sector and an economic catalyst for the host communities.
The timing of the announcement syncs perfectly with a recent report revealing that The 152nd Open at Royal Troon attracted a record 258,174 spectators in July, injecting a staggering £303.3 million into Scotland’s economy.
The 152nd Open was much more than just a sporting event; it was a financial juggernaut. Sheffield Hallam University’s Sport Industry Research Centre (SIRC) found that The Open brought in a whopping £87.3 million directly into Scotland’s economy—a fresh flow of cash for the local scene.
And, according to YouGov Sport, the championship’s global TV and digital coverage added another £216 million in destination marketing impact, putting Scotland squarely on the world map.
It’s the kind of marketing blitz you can’t buy, solidifying Scotland’s status as a top-tier tourist magnet and the “home of golf.”
Zoom out a bit, and you’ll see the broader picture: since 2005, The Open has generated a total economic benefit of £1.36 billion for Scotland.
During this time, over two million fans have shown up to catch the game’s legends in action, with 250,000 of those fans travelling from abroad.
The R&A’s “Kids go Free” initiative has also been a huge success, giving 230,000 young fans the chance to feel the excitement of a major golf championship up close, without a ticket cost.
This extended partnership is also rooted in social and environmental priorities. It aligns with Scotland’s national events strategy, “Scotland the Perfect Stage 2024-2035,” which emphasises inclusivity, responsible event hosting, and long-term benefits for communities.
The R&A’s Greenlinks initiative, launched in 2017, is at the heart of this commitment.
Focused on sustainability, it aims to minimize carbon emissions, adopt a circular economy for materials, protect natural habitats, and increase social value through activities like community volunteering and health programs.
Martin Slumbers, CEO of The R&A, said, “The partnership with the Scottish Government and VisitScotland ensures continuing support for staging our championships at renowned venues around the country, reinforcing Scotland’s international reputation as the home of golf and for providing a world-class stage for hosting major sporting events.”
Slumbers’ enthusiasm is matched by that of Richard Lochhead, Minister for Business, who emphasised the economic value these championships deliver: “Golf is intertwined with Scotland’s identity, economy and global reputation. This agreement ensures some of the world’s most prestigious golfing events are hosted in Scotland until at least 2034.”
Lochhead further highlighted the impact on local communities, saying, “The R&A’s championships bring thousands of visitors to wherever they are hosted.
Research shows that the most recent Open, held in Troon, brought millions of pounds to the local economy, providing a transformational boost to businesses and communities.
So, it is vital we continue to maximise Scotland’s reputation as the home of golf to secure the significant economic impact associated with these championships.”
Rob Dickson, VisitScotland’s Director of Industry and Events, highlighted the importance of this sustained commitment, noting that “Golf events have a significant economic and social impact in Scotland.
As part of the country’s diverse portfolio of sporting and cultural events, they showcase Scotland’s natural beauty and world-class golfing heritage to a worldwide audience while supporting the economy by driving visitor numbers and creating jobs.”
Dickson also touched on the long-term benefits, adding, “The partnership with The R&A and Scottish Government to secure this pipeline of major championships over 11 years, will reinforce Scotland’s position as a world-leading tourism and events destination.”
Professor Simon Shibli, Director of the Sport Industry Research at Sheffield Hallam University, spoke to the broader significance of their study, stating, “We were delighted to return to Royal Troon for The 152nd Open, following our initial economic impact study at the course in 2016.
In the intervening years spectator numbers have increased significantly, as has their spending in South Ayrshire and Scotland more widely. It is hugely rewarding to see research insight being used effectively to maximise the economic benefit of The Open for its host communities.”
The figures speak volumes about Scotland’s attraction for fans worldwide. Over half of the attendees at Royal Troon this year travelled from outside Scotland, including nearly 10% from the United States.
More impressive is the likelihood of return visits; about 61% of attendees from outside Ayrshire said they planned to visit South Ayrshire again within the next year, drawn back by the charm of the area beyond the fairways.
So, as The R&A, Scottish Government, and VisitScotland tee up for the next 11 years, this isn’t just a celebration of golf—it’s an investment in Scotland’s future, blending sports, sustainability, and community prosperity into one powerful package.
