Local businesses set for boost as golf fans prepare for Royal Birkdale to tee off
July 16, 2026· Mastercard Economics Institute (‘MEI’) insights point to potential spending surge of as much as 100% in local area
· With record numbers predicted to attend, previous tournaments have been particularly popular with fans from the USA, Australia and Ireland
· Economic boost comes at a time when Brits continue to prioritise spend on experiences over ‘things’
As the world’s best golfers head to Merseyside for The 154th Open Championship, the championship is set to bring a significant boost to local hospitality businesses. Insights from the Mastercard Economics Institute (‘MEI’) suggest spend at businesses near Royal Birkdale could double during the event.
Previous championships show just how significant that boost can be. Analysis by Mastercard, Patron and the Official Card of the Open, found that during last year’s Open at Royal Portrush, overall spending within 5km of the course was around 119% higher than on a typical day, with local bars seeing spending spike by 234% and restaurants jump by 95%.
That jump in spending is set to benefit small and medium sized businesses in particular, which make up 99.6% of UK restaurants, bars and accommodation1.
Visitors are set to travel from all over the world for the tournament, with Mastercard’s spend data showing that previous tournaments have proven particularly popular with tourists from the USA, Australia and Ireland.
Mastercard’s findings support The R&A’s data, which revealed that last year’s tournament attracted a record 278,000 spectators and generated £89.2 million in direct economic impact for Northern Ireland2.
Natalia Lechmanova, Chief Economist Europe at Mastercard Economics Institute, commented: "The Open continues to demonstrate how major sporting events can deliver meaningful economic benefits for host communities. With Liverpool's strong tourism and hospitality offer, the economic impact of this year's Championship is expected to extend well beyond the course itself. This also reflects the growing importance of the experience economy, as consumers continue to prioritise spending on meaningful and memorable live events.”
Simon Forbes, UK&I Division President at Mastercard, said: “As fans travel to Royal Birkdale to enjoy one of golf’s greatest Championships, the local hospitality sector is in for a bumper weekend. From Australian tourists to B&B owners in Merseyside, live events bring people together. We’re proud to help businesses at these busy times, connecting them to tourists from all over the world with the tap of a card.”
The Open returns to Southport at a time when the share of UK consumer spending on experiences (excluding travel) grew to 23.3% last year, rising from 22.3% in 2024, according to the MEI. Mastercard’s recent Experience Economy Report also found that half of Brits (49%) plan to spend more on experiences in 2026 than last year, and live events (66%) are among top choices for experience-hungry Brits this summer.
In addition, nine in 10 Brits are willing to spend less on ‘things’ in order to spend more on experiences, whilst 61% prefer to spend on experiences which support local communities and businesses.
Those numbers support the anticipated growth in popularity of this year’s Open, with the R&A predicting attendance to exceed 300,000 spectators over the week at Royal Birkdale3.
Mastercard Economics Institute Findings:
2025 - 153rd Open, Royal Portrush, Northern Ireland:
The 2025 Open generated an even larger uplift in local spending than 2024, reinforcing the tournament's role as a major tourism and economic driver. Overall spending within 5 km of Royal Portrush increased by approximately 119% relative to the synthetic baseline during the tournament.
Restaurants and bars captured the largest gains as visitors travelled to Northern Ireland for the event. Bars saw the largest gain (+234%), followed by restaurants (+95%), reflecting the concentrated hospitality footprint around the venue. Spending growth was supported by both domestic and international visitors, with particularly strong contributions from visitors arriving from the United States, Ireland, and Australia.
2024 - 152nd Open, Royal Troon, Scotland:
The 2024 Open at Royal Troon delivered a substantial boost to local spending, with the strongest gains concentrated in hospitality sectors serving visitors to the tournament. Overall spending within 3 km of Royal Troon increased by approximately 82% relative to the synthetic baseline during the event period.
Bars and restaurants captured the largest gains, with spending increasing by around 112% and 102% respectively within the 0–3 km catchment. Accommodation spending also rose by approximately 44%, reflecting broad-based activity across hospitality during tournament days.
The event attracted visitors from across the UK and overseas. Visitors from the United States and Ireland were among the international markets contributing most strongly to spending growth around the tournament.
– ENDS –
Notes to editors
1https://commonslibrary.parliament.uk/research-briefings/cbp-10333/
2https://www.randa.org/en/articles/remarkable-280-million-in-economic-benefit-generated-by-the-153rd-open-at-royal-portrush
3Mark Darbon, Chief Executive of the R&A, opening remarks at The 154th Open Media Day, Royal Birkdale, Southport, 27 April 2026.
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