It’s time to take a look at the most relevant stories that have appeared in the golf industry and professional game since Tuesday’s edition of GBR.

In Tuesday’s newsletter, we covered the positive numbers indicating a strong, continual growth in the game of golf.

For today’s newsletter, we decided to take a look to see if these positive numbers are being witnessed in other corners of the globe.

Today’s focus is on what data we can find for the U.K., including Northern Ireland.

Demand is up, prices are up, and shovels are in the ground. H1 delivered 5.75 million scores, record rounds and an average £237 green fees across the top 100 courses, evidence that 2025 is the year the boom got measurable.

Elsewhere in today’s GBR, we look cover July’s participation figures released by the National Golf Federation and Five Iron Golf’s latest venue among other stories.

Join us as we cover more key stories in the following areas:

• Industry

• Circuits/Professional Game

• Equipment

• UK golf at half-time 2025: Demand Is Booming, Prices Are Rising, And Investment Is Back

As always, feel free to leave comments on any of today’s stories.

Enjoy your weekend, we’ll catch up again next Tuesday.

INDUSTRY

FIVE IRON GOLF EXPANDS CHICAGO FOOTPRINT WITH BUCKTOWN ACQUISITION

Five Iron Golf has officially opened its fourth Chicago venue with the acquisition and relaunch of Golf the Green in Bucktown, adding to a string of recent expansions in Kirkland (WA), Minneapolis (MN), and Shaker Heights (OH).

“By layering in our speed, operational expertise, aesthetic, and technology platform, we’ve been able to quickly and effectively maximize these venues,” said Five Iron CEO Jared Solomon.

The new Bucktown facility features nine Golfzon simulators powered by Unreal Engine 5, a moving swing plate for realistic lies, and famed virtual courses like Bethpage Black and Pebble Beach.

The venue also includes a full sports-bar experience, junior golf clinics, happy hour specials, limited free parking, and fall league play kicking off October 6.

“Bucktown allows us to continue expanding the Five Iron community across the city while honoring the strong foundation this venue had already built,” added Co-Founder Nora Dunnan. More details of the new Bucktown Five Iron venue can be found here.

JULY GOLF ROUNDS RISE NATIONALLY AS 2025 PACE NEARS RECORD LEVELS

Rounds of golf across the United States rose 2.6% year-over-year in July 2025, the busiest month for play annually, putting the year slightly ahead of 2024’s record-setting pace.

Notably, private courses led the charge with a 6% surge in rounds played, while public facilities, which host about 80% of all rounds, saw a more modest 2% increase.

The Pacific and Mountain regions posted standout growth, with states like Nevada (+26%), Arizona (+15%), California (+8%), and Oregon (+7%) exceeding normal weather-related variances. July alone accounts for roughly 12% of all annual U.S. rounds, just edging out June.

With several high-volume months still ahead, the year-to-date total for 2025 is tracking 0.1% higher than last year, keeping the U.S. on pace to potentially surpass its all-time rounds record. The full breakdown of July’s figures comes from the National Golf Federation, further details can be found here.

ASGCA FOUNDATION TO HOST 2026 DESIGN BOOT CAMP AT PINEHURST

The American Society of Golf Course Architects (ASGCA) Foundation will host its second Design Boot Camp from March 9–13, 2026, at the Pinehurst Resort, offering 16 aspiring architects a hands-on opportunity to learn golf course design from nine past ASGCA presidents.

Held on the Sandmines property adjacent to Pinehurst No. 10, participants will route holes, study terrain, and play Pinehurst No. 2 and The Cradle alongside the instructors—receiving real-time insights on design philosophies and strategies.

A highlight of the five-day $20,000 program includes a site tour of Pinehurst No. 11 with Bill Coore (Coore & Crenshaw), ahead of its Fall 2027 debut. More details of March’s Boot Camp can be found at the ASGA website here.

GOLFSHAKE LAUNCHES NEW APP TO HELP GOLFERS ‘PLAY MORE, PLAY BETTER’

Golfshake has unveiled a fully redesigned mobile app aimed at delivering a smarter, more connected golfing experience for golfers using their mobile phones for scoring and tracking purposes.

Building on the success of its original 2015 release and the Golfshake.com platform, the new app introduces a range of upgraded features, including hole-by-hole score and stat tracking, a free personal handicap tracker, interactive course search tools, and a personalised golf bucket list.

Golfers can now explore travel guides, access curated destination content, and stay connected with friends via shared rounds and an activity feed.

Available on both iOS and Android, the app also integrates Golfshake’s extensive content library of reviews, articles, and instructional videos.

“Whether you’re planning a trip, tracking performance, or just logging where you’ve played, the Golfshake App is your complete companion,” said a spokesperson. The launch reflects a decade of user feedback and is designed to help golfers of all levels “Play More, Play Better.” More details of the new Golfshake app can be found here.

GOLFZON SOCIAL TO OPEN FIRST ILLINOIS VENUE IN OAK BROOK ON SEPTEMBER 1

GOLFZON Social will open its first Illinois location on September 1 at Oak Brook Promenade, introducing a high-tech, two-floor, 18,000 sq. ft. venue.

The new site features 16 TwoVision NX simulator bays equipped with advanced swing-tracking and access to over 240 virtual courses and games for players of all levels.

Golfers can enjoy league and tournament play, year-round coaching from in-house instructors, and arcade-style games in a laid-back setting.

Away from the screens, food options will include golf-friendly plates alongside additional menu options, all served within simulator-integrated dining areas. A full bar and over 25 TVs are located throughout the venue broadcasting major sports events. More details of the new GOLFZON Social Illinois can be found here.

CIRCUITS/PROFESSIONAL GAME

NATIONAL OPEN WINNERS TO RECEIVE MASTERS AND OPEN EXEMPTIONS IN MAJOR QUALIFICATION SHAKE-UP

Augusta National and The R&A have announced that winners of six national opens, including four on the DP World Tour, will now receive automatic invitations to both the Masters Tournament and The Open.

Champions of the Genesis Scottish Open, Open de España presented by Madrid, ISPS HANDA Australian Open, and Investec South African Open Championship will benefit from the new qualification pathway, alongside winners of the Japan Open and Hong Kong Open, who will also receive one-year exemptions.

“The Masters Tournament has long recognised the significance of having international representation among its invitees,” said Fred Ridley, Chairman of Augusta National.

The initiative complements The Open Qualifying Series, which offers entry into the 154th Open at Royal Birkdale (July 12–19, 2026) via 15 events across 13 countries.

“This creates an outstanding opportunity for players in all parts of the world,” added Mark Darbon, Chief Executive of The R&A, as the 90th Masters looms on the horizon for April 6–12, 2026. More details of the announcement by the R&A and Augusta National can be found here.

LIV GOLF TO LAUNCH $40M EVENT AT NEWLY-RENOVATED NEW ORLEANS CITY PARK IN 2026

LIV Golf has announced it will stage the inaugural LIV Golf Louisiana tournament at New Orleans City Park’s South Course from June 26–28, 2026, in partnership with Louisiana Economic Development.

The Bayou Oaks venue will undergo a major redesign led by former LIV CEO Greg Norman, with enhancements including lengthened holes, refined bunkering, and expanded spectator zones.

Backed by a Cooperative Endeavor Agreement, the event is projected to generate over $40 million in economic impact, create 1,150+ jobs, and elevate Louisiana’s global sporting profile.

“This isn’t just a win for golf fans, it’s a win for all Louisianans,” said Governor Jeff Landry. “Bringing LIV Golf to New Orleans puts our state on the global map in a bold way.” More details of the newly announced LIV Golf Louisiana event can be found in LIV Golf’s press release here.

FORTINET TO TITLE SPONSOR LPGA FOUNDERS CUP IN MULTIYEAR DEAL

The LPGA Tour has announced Fortinet as the new title sponsor of the Founders Cup in a multiyear agreement ahead of its 2026 staging at Sharon Heights Golf & Country Club in Menlo Park, California.

Scheduled for March 19–22 with a $3 million purse, up from $2 million in 2025, the tournament celebrates the 13 women who founded the LPGA 75 years ago.

Fortinet Founder and CEO Ken Xie noted, “Together with the LPGA, we aim to advance the game of golf and champion opportunities for women on and off the course.”

The event will mark the LPGA’s return to Northern California at a recently renovated Sharon Heights, which has gained critical aclaim for the work carried out. Past champions likely to be in the 2026 event include Rose Zhang, Jin Young Ko, and Minjee Lee. Additional details of the new partnership between Fortinet and the LPGA can be found here.

TRUMP CONFIRMS ATTENDANCE FOR RYDER CUP OPENING DAY

U.S. President Donald Trump announced via social media that he will attend the opening round of the Ryder Cup on Friday, September 26, at Bethpage Black in New York.

Trump stated he was invited by the “PGA Tour,” though the Ryder Cup is run by the PGA of America, not the Tour—an error later clarified by a PGA of America spokesperson, who confirmed the invitation came jointly from the organization and Bradley.

Trump’s presence aligns with expectations given his long-standing involvement in the game and recent efforts to mediate the rift between the PGA Tour and Saudi-backed LIV Golf, including meetings earlier this year with PGA Tour Commissioner Jay Monahan and Tiger Woods.

The PGA Tour recently announced that it will stage an official event at Trump National Doral in 2026, marking its first stop there in nearly ten years. Associated Press/CNN Sports

EQUIPMENT

L.A.B. GOLF LAUNCHES OZ.1i HS PUTTER

L.A.B. Golf has unveiled the OZ.1i HS putter debuting a heel-shafted version of its popular OZ.1i model that retains the brand’s proprietary Lie Angle Balance (LAB) technology.

Responding to feedback from golfers who prefer not to use center-shafted designs, the OZ.1i HS features a newly engineered aluminum riser (hosel) designed to preserve balance integrity, an intricate process given that even minor adjustments in shaft orientation can disrupt performance.

Available in 10 configurations ranging from 64° to 74° lie angles, so any golfer can be set up with the putter exactly the way they need it.

The OZ.1i HS features a thinner topline and sleeker alignment aid the putter offers a high degree of customization, including options for head color, alignment markings, shaft lean, and grip.

“The OZ.1i was the shape that first drew golfers to try our Lie Angle Balance tech,” the company said, noting that this updated design brings expanded versatility to a mid-mallet format. Retailing at $499 (£370, €430), with custom models starting at $599 (£445, €515). More details and customization options are available via L.A.B. Golf.

UK golf at half-time 2025: Demand Is Booming, Prices Are Rising, And Investment Is Back

Golf in the UK can fall into two distinct camps.

First is the member-driven club that, along with the annual member fees and visitor green fees, drives a large percentage of the club’s overall revenue.

The second are courses which attract a large number of golf tourists. Golfers from all corners of the globe can descend on the UK and Northern Ireland between June and September to play some of the most famous courses in the world.

As an added bonus, these golfers might even get some good weather to fully enjoy the delights of what the golf courses have to offer.

The most famous golf courses will still have some form of membership, but the main pull comes from visitor fees riding the tourism wave.

If you run a golf club in Britain, the first six months of 2025 read like a long-awaited purple patch.

Participation kept surging, price points at destination venues ratcheted up again, and the pipeline of new projects—long stymied by planning, weather and caution—finally threw off some meaningful headlines.

Start with usage. Sporting Insights reports that rounds played in Great Britain hit record levels by the halfway mark, with Q2 up 25% year-on-year and the half-year up 23%. March was the highest since 2012, thanks to kinder weather and momentum that carried into late spring. On these figures, 2025 is tracking ahead of the post-pandemic “boom years.” sportinginsights.com

That demand shows up in handicapping behaviour too. England Golf logged an all-time record 1.59 million scores submitted in May, an 18% jump on May 2024, and a 45% rise across January–May versus the same period last year. The organisation also saw fresh highs in iGolf subscriptions and iPlay sign-ups—small signals that the game’s on-ramp is widening as quickly as tee sheets are filling. golfbusinessnews.com

Money follows motion. We don’t yet have a definitive, sector-wide profit and loss for H1, but there’s a useful baseline from last season: The Revenue Club’s 200-plus-club dataset shows UK & Ireland venues averaged £170,462 in casual green-fee income in 2024 (+11% year-on-year), with the best trading month ever recorded last August. Even before this year’s better spring weather, visitor revenue mix had already shifted decisively online, accelerating pricing power and utilisation. Layer 2025’s record rounds on top, and it’s clear many clubs entered summer with real tailwinds. golfbusinessnews.com The Revenue Club

Price tells its own story at the aspirational end of the market. UK Golf Guy’s annual sweep puts the average green fee at Top-100 courses at £237 this summer (+10.7% y/y), and the Top-25 cohort at £352. That’s a five-year climb from £161 (2021) to £237 (2025), with no obvious sign of a ceiling where demand is global and inventory finite. For member-focused and proprietary clubs, Hillier Hopkins’ 2024/25 survey similarly shows broad increases across categories. Taken together, H1 felt like a market successfully selling its scarcity again. UK Golf Guy Hillier Hopkins

Subscriber section — the deeper dive (projects, openings, economics)

This portion continues for subscribers. If you’re enjoying this analysis and want the course-by-course numbers, consider supporting GBR’s growth by becoming a subscriber.

Read more

We hope you are ready for a good weekend after a busy week! Just before you put down your tools, grab yourself a drink and take a few minutes to update yourself on everything happening in the golf industry this week.

We’ve got our usual mix of the following to browse through:

1. Industry

2. Circuits

3. Equipment

4. People to Watch

5. Must Read and Watch

6. How Saudi Arabia Is Positioning Itself As A Global Player In Golf Tourism

With that, we hope you all have a great weekend. We’ll catch up again next Tuesday.

You can join the GBR community by subscribing here.

1. INDUSTRY

GOLF INDUSTRY LEADERS TO HIGHLIGHT $226.5 BILLION ECONOMIC IMPACT AT 17TH NATIONAL GOLF DAY IN WASHINGTON

The American Golf Industry Coalition (AGIC) will host its 17th National Golf Day event from April 30 to May 2 in Washington, DC, uniting representatives from across the sport to emphasize golf’s powerful economic and social contributions in the United States. With over 47 million Americans engaging with the game, golf generates a direct economic impact of $102 billion and supports nearly 2.1 million jobs, including over one million directly tied to the industry. When factoring in indirect and induced effects, golf’s total economic contribution reaches $226.5 billion, underscoring its significance as a major employer and economic driver. National Golf Day provides a critical platform for these figures to be shared with policymakers, as AGIC leaders prepare for more than 230 meetings with members of Congress, including the Congressional Golf Caucus, which counts over 140 members.

The three-day event arrives as the sport continues to experience historic growth, with 543 million rounds played in 2024, marking five consecutive years of surpassing 500 million rounds. Participation is rising across key demographics, including:

• 6% increase among junior players (3.7 million aged 6-17)

• 13% rise in women golfers (7.9 million)

• 13% growth among players of color (6.9 million).

In addition to advocacy meetings on Capitol Hill, the agenda includes a keynote address by Jake Sherman, founder of Punchbowl News, and community service projects led by the Golf Course Superintendents Association of America. With $31 billion generated through golf tourism alone and $80.1 billion in total wage income supported by the sport, National Golf Day reinforces the message that golf remains not only a recreational pastime but also a key contributor to the nation’s economy and community well-being.

More information on the AGIC conference can be found here.

GOLF INDUSTRY LEADERS TO UNVEIL 2025 STRATEGIES AT “FUTURE OF DESTINATION GOLF” WEBINAR

As destination golf experiences significant growth, a panel of leading industry experts will gather for a live webinar on April 29, 2025, to share key strategies for maximizing revenue and enhancing the golfer experience in the year ahead. Titled The Future of Destination & Resort Golf Management and hosted by Noteefy—the demand and revenue management platform for golf operators—the session will provide insights on evolving demand patterns, marketing approaches, and technology integration. With 81% of golfers optimistic about the economy and 44% planning to increase their golf travel spend this year (according to recent research by Buffalo Groupe), the webinar arrives at a crucial moment for operators looking to capitalize on this positive market sentiment.

The expert panel includes Michael Rodger (SVP of Technology, Cabot), Jordan Powell, PGA (Revenue Manager, Sand Valley), Scooter Buhrman (GM, Tobacco Road Golf Course), Glenn Gray (EVP, Buffalo Groupe), and Jake Gordon (CEO & Co-Founder, Noteefy). Key discussion points will focus on:

• Data-driven strategies to meet shifting demand patterns

• Effective use of technology to improve operational efficiency and guest satisfaction

• Proven marketing techniques to engage new demographic segments

The webinar is scheduled for April 29th at 11:00 AM PST / 2:00 PM EST. If you want to join, you can register using the following link.

USGA INVESTS $1 MILLION IN PITTSBURGH PUBLIC GOLF AHEAD OF OAKMONT U.S. OPEN

The USGA has pledged $1 million to support Pittsburgh’s public golf courses ahead of the 2025 U.S. Open at Oakmont Country Club, marking its latest commitment to strengthening community golf infrastructure. The investment will fund participation initiatives and sustainability projects at North Park, South Park, and Bob O’Connor Golf Course—affordable municipal venues where green fees remain $20 or less. As part of the USGA’s broader mission to promote accessible golf, the organization’s Green Section will provide free consulting services, including using its DEACON management system to enhance resource efficiency. Hosting a U.S. Open is estimated to generate around $200 million in economic impact for the local area, with approximately 1,500 jobs created during tournament week. USGA CEO Mike Whan emphasized the importance of public courses as vital entry points for the sport’s continued growth across the United States. Tim Schmitt’s original article can be found in Golfweek here.

GOLF.AI AND EMAJIN GOLF PARTNER TO LAUNCH WORLD'S FIRST AI-POWERED GOLF ASSISTANT IN AUSTRALIA

Tech entrepreneur Clive Mayhew has launched Golf.ai, a fully comprehensive AI-powered golf assistant, through a partnership with Emajin Golf—Australia’s largest C-suite golf networking community. The platform, described as “ChatGPT for golf,” integrates AI-driven tools such as Ai Caddie™ for real-time shot recommendations, Ai Scorecard™ for live tournament tracking, and Ai Golf Rules™ for advanced rules interpretation, providing personalized support on and off the course. With Emajin's network of 7,500 business leaders—94% of whom are C-suite executives or business owners—this partnership aims to bridge the gap between AI adoption and the business community, leveraging golf as a key networking channel. The initiative responds to research showing that while 80% of Australian leaders view AI as essential to future competitiveness, only 14% have adopted it as a core business strategy, positioning Golf.ai as a game-enhancing and business-educational tool for Australia’s corporate sector. The original story is sourced from the Laotian Times and can be read here.

GOLFNOW REPORTS RECORD GROWTH IN Q1 2025 WITH OVER 320 NEW GOLF FACILITIES ONBOARDED

GolfNow recorded its strongest start to a year in company history, onboarding more than 320 new golf properties across North America by the end of March 2025. The latest wave of partnerships includes a diverse mix of championship courses, municipal venues, resort destinations, and off-course facilities such as Trackman simulator sites and Club Champion fitting studios—all choosing GolfNow's comprehensive technology solutions to optimize booking, marketing, and operational efficiency. Key additions this year feature Charlotte National Golf Club (NC), Blackmoor Golf Club (SC), Junior National Golf Club (AZ), Tampa Bay Golf & Country Club (FL), San Juan Oaks Golf Club (CA), and the championship courses at World Golf Village (FL). Strengthening its position through renewed agreements with major operators like Troon and Bobby Jones Links, GolfNow also launched its new Athena pricing intelligence tool, already adopted by more than 130 facilities since its debut in January, underscoring the platform’s continued leadership in driving growth and innovation for the golf industry. More information on GolfNow’s successful Q1 can be found here.

WOMEN’S GOLF DAY DRIVES GLOBAL GROWTH AND OPPORTUNITY FOR THE INDUSTRY

Women’s Golf Day (WGD) continues to establish itself as a key growth engine for the golf industry, providing a global platform to engage women and girls while delivering measurable business impact for facilities, brands, and destinations. With more than 6 million women playing golf in the U.S. alone and WGD events reaching over 75 countries, the initiative has proven to increase participation, brand loyalty, and customer engagement across all segments of the game. Scheduled for May 27 to June 3, 2025, WGD offers a turnkey marketing toolkit that allows operators to easily connect with new audiences through inclusive events that celebrate and empower women at every stage of their golfing journey. As founder Elisa Gaudet emphasizes, “Investing in women’s golf is a serious way to future-proof your business and our industry.” From Morningstar Golf Club in British Columbia to Earl Grey Golf Club in Calgary, clubs worldwide are seeing the benefits of supporting WGD, reporting increased female participation and community engagement as a direct result of their involvement. More information on how to participate in Women’s Golf Day can be found here.

FIVE IRON GOLF ANNOUNCES FLAGSHIP EXPANSION IN NYC AND FAMILY ENTERTAINMENT CENTER IN OHIO

Five Iron Golf has confirmed two significant expansions, with a new flagship facility set to open in New York City’s Flatiron District in 2026 and a first-of-its-kind family entertainment center launching in Shaker Heights, Ohio, by late 2025. The reimagined Flatiron flagship will feature 13 Trackman simulators—up from 10 at the original site—alongside upgraded locker rooms, lounge spaces, and a new bar and dining concept, while remaining close to the brand's original 5th Avenue roots. In Ohio, the Shaker Heights location will combine Five Iron’s signature golf technology with an 18-hole indoor/outdoor mini golf course and the latest evolution of Detroit Duckpin bowling. The full press release announcing Five Iron’s plans can be found at The First Call Golf.

2. CIRCUITS

ZURICH EXTENDS TITLE SPONSORSHIP OF ZURICH CLASSIC OF NEW ORLEANS THROUGH 2030

Zurich Insurance, the PGA Tour, and the Fore!Kids Foundation have announced a multi-year extension of Zurich’s title sponsorship of the Zurich Classic of New Orleans, solidifying their commitment to the event and the New Orleans community through 2030. The renewal builds on a partnership that began in 2005. Zurich played a key role in the tournament’s evolution, including introducing its distinctive team format in 2017—the only FedExCup team event on the PGA Tour schedule.

Since assuming title sponsorship, Zurich and the tournament have raised more than $30 million for charitable organizations, including a record $3.3 million in 2024 alone. Zurich’s continued investment reflects its longstanding commitment to the region, dating back to its active role in supporting New Orleans’ recovery following Hurricane Katrina. “Our connection to this resilient city runs deep,” said Kristof Terryn, CEO of Zurich North America. “This partnership is about much more than golf—it’s about community, resilience, and preparing for the future together.” More information on the renewed partnership can be found on the PGA Tour.

PING ANNOUNCES TEAM SPONSORSHIP DEAL WITH LIV GOLF’S TORQUE GC

PING has confirmed a new sponsorship agreement with Torque GC, the all-Latin American team competing in the LIV Golf League and captained by long-time PING ambassador Joaquin Niemann. Officially launching at LIV Golf Mexico City (starting today and running till April 27), the partnership sees all four Torque GC members—Niemann (Chile), Mito Pereira (Chile), Sebastian Munoz (Colombia), and Carlos Ortiz (Mexico)—equipped with PING clubs, branded headwear, and staff bags. The relationship builds on PING’s longstanding ties with each player, who has used the brand’s equipment since their junior days. More information on the partnership between Ping and Torque GC can be found at LIV Golf.

DP WORLD TOUR ANNOUNCES $4 MILLION INDIA CHAMPIONSHIP FOR 2025 SCHEDULE

The DP World Tour has confirmed the addition of the DP World India Championship to its 2025 calendar, marking a significant milestone for professional golf in India. Scheduled for October 16-19 at the historic Delhi Golf Club, the $4 million event will offer the largest prize fund for a tournament staged in India, underscoring the country's growing influence as a key destination for global golf. Sponsored by DP World and co-sanctioned with the Professional Golf Tour of India (PGTI), the tournament forms part of the ‘Back 9’ phase of the 2025 Race to Dubai. It also marks the Tour’s return to Delhi Golf Club for the first time since 2016, enhancing its legacy as the home of the inaugural Indian Open in 1964. More information on the new DP World India Championship can be found on the DP World Tour.

TGL IN ADVANCED TALKS FOR EXPANSION AND POTENTIAL LPGA PARTNERSHIP

TGL is in advanced discussions about expanding its franchise model and securing a partnership with another professional tour. Speaking at the CAA World Congress of Sports, TMRW Sports CEO and co-founder Mike McCarley confirmed that while no final deals have been signed, negotiations are progressing positively, with expansion likely beginning with one additional team and potential growth into the women’s game through talks with the LPGA Tour. Alexis Ohanian, owner of the TGL’s LA Golf Club and a vocal advocate for women’s sports, reiterated his support for bringing LPGA players into the league, a move LPGA officials have welcomed in ongoing discussions. Alongside exploring a European franchise and the possibility of LIV Golf player participation. Joe Lemire’s full article can be found in Sports Business Journal.

THE R&A UNVEILS NEW OPEN EXPERIENCES FOR ROYAL BIRKDALE 2026

The R&A has officially launched The Open Experiences, offering fans early access to secure their place at The 154th Open Championship, set to return to Royal Birkdale from July 12-19, 2026. These new experiences introduce a variety of premium options, including luxury lounges, exclusive viewing platforms, private retreats, and all-inclusive hospitality areas, designed to enhance how spectators engage with golf’s original major. For the first time, Destination Packages will bundle tickets with accommodation and travel options, while Open Lodgings—featuring camping and glamping facilities—will be introduced later this year. The initiative precedes the official ticket ballot opening this summer, with fans required to sign up for The One Club to enter. Reinforcing its commitment to the future of the game, The R&A also confirmed that proceeds from The Open will contribute to a £200 million investment over the next decade to grow and sustain golf worldwide. You can explore more of The Open Experiences by clicking here.

3. EQUIPMENT

TAYLORMADE TEAMS UP WITH NFL FOR GOLF BALL COLLECTION

TaylorMade has announced a new licensing partnership with the NFL, unveiling a range of football-themed golf balls that merge two of America’s favorite sports. The initial product lineup features SpeedSoft Ink balls with designs from 10 NFL teams, including the Patriots, 49ers, Dolphins, Eagles, Giants, Steelers, Packers, Broncos, Cowboys, and Chiefs. For players seeking premium performance, TaylorMade will also offer its TP5 and TP5x tour-level balls branded with logos from all 32 NFL franchises, part of its established MySymbol program. Select products will be available through TaylorMade retail partners and direct sales channels, with more releases expected later this year. More information and pricing can be found at TaylorMade Golf.

4. PEOPLE TO WATCH

• European Ryder Cup Captain Luke Donald has confirmed José María Olazábal as his third vice captain for the 2025 Ryder Cup, set to take place this September at Bethpage Black in New York. The 59-year-old Spaniard famously captained Europe to its last win on U.S. soil with the historic comeback at Medinah in 2012 and brings deep Ryder Cup experience, having played seven times between 1987 and 2006. More news on Olazabal’s appointment can be found on the DP World Tour.

• Alistair Booth has been officially inducted as the new President of England Golf, following the organisation’s AGM held on Wednesday. Booth succeeds Ian Watkins in the role for the next 12 months, bringing extensive leadership experience from his tenure as Past President (2018-19) of the Berks, Bucks & Oxon (BB&O) Golf Union and current Chairman of BB&O Ltd. More news on Booth’s appointment can be found here.

• The PGA of America has announced John Lindert, the Association’s Honorary President, as Captain of the 2026 United States PGA Cup Team. Lindert, a PGA of America Member for more than 35 years and a 2019 Michigan PGA Hall of Fame inductee, will lead the 10-player roster of PGA Golf Professionals at the 32nd PGA Cup against the PGA of Great Britain & Ireland. The full story of Lindert’s appointment can be found at the PGA of America.

5. MUST READ/WATCH

HOW DIFFICULT WOULD IT BE FOR AN AMATEUR GOLFER TO PLAY AUGUSTA NATIONAL THE DAY AFTER THE MASTERS FINISHES? This is precisely the challenge that Front Office Sports’ David Rumsey faced on the traditional press and media day following the conclusion of the Masters. With the pins tucked in the same Sunday positions, Rumsey outlines his experience of playing the course the day after Rory McIlroy completed his historic grand slam.

WAS THERE A MORE DOMINANT PERFORMANCE IN GOLF THAN TIGER WOODS’S 2000 SEASON? Everything clicked for Woods after overhauling his swing following his success at the 1997 Masters. Woods’s 2000 season was highlighted by historic victories at the U.S. Open and the Open Championship. CBS has teamed up with the PGA Tour to relive the key moments of that season with key insight from Woods. The full feature is available to watch here.

6. How Saudi Arabia Is Positioning Itself As A Global Player In Golf Tourism

Saudi Arabia’s ambitions to position itself as a global leader in golf tourism have taken significant shape since 2020, with landmark investments across domestic and international markets. Underpinned by Vision 2030, the Kingdom’s strategy leverages golf as a central pillar of its sports tourism agenda, supporting economic diversification, job creation, and global brand building.

Marketing and Promotion of Golf under Vision 2030

Saudi Arabia has aggressively marketed and sponsored the sport at home and abroad to elevate its golf profile as part of Vision 2030. The government established Golf Saudi to develop the game domestically (from grassroots programs to elite training) and to promote the Kingdom as a golf destination (Golf Saudi).

On home soil, Saudi Arabia began hosting high-profile professional tournaments in 2019. It staged the Saudi International (originally a European Tour event, now the Asian Tour), offering a hefty $3.5–5 million purse to draw top players like Dustin Johnson and Brooks Koepka.

It also launched the Aramco Saudi Ladies International in 2020 – the country’s first professional women’s golf event – and later the Aramco Team Series on the Ladies European Tour, signalling a significant investment in women’s golf (Golf Saudi). These events serve as global marketing for Saudi golf, often backed by Saudi sponsors (e.g. PIF and Aramco) and accompanied by lavish appearance fees and world-class venues.

Internationally, Saudi entities have poured money into golf partnerships and advertising. A notable example was a $300 million infusion into the Asian Tour to create a new “International Series” of tournaments across Asia, unveiled in 2022 by PIF’s LIV Golf Investments.

The Saudi Tourism Authority has also promoted golf in its tourism campaigns, pitching the Kingdom as “one of the world’s most intriguing new golf destinations” (Golf Saudi). All these efforts are backed by the Kingdom’s broader tourism spending, part of an estimated $1 trillion investment to boost tourism this decade. Golf acts as a flagship for Saudi Arabia’s upscale leisure brand and Vision 2030’s goal to showcase a modern, inviting image of the country.

Growth in Golf Tourism: Arrivals and Economic Impact

Golf tourism in Saudi Arabia is starting from a low base but growing rapidly. Before 2018, the Kingdom saw minimal leisure golf travel (visa restrictions and few facilities kept tourist golfers away). With new events and courses, international visitation for golf is on the rise.

In the past four years, Saudi Arabia hosted over 80 international sports events, attracting about 2.5 million foreign visitors (Shaping the Future of Sports Tourism: Saudi Arabia’s Vision Beyond the Game), and golf tournaments are a notable contributor to this influx. While specific golf-only arrival data is limited, industry reports suggest the Kingdom is already seeing roughly 100,000 international golf tourists annually in the early 2020s (Saudi Arabia's Golf Revolution: LIV Golf, PGA Merger, and $1.5 Trillion Pursuit - Impact on Players, Economy, and Geopolitics).

This figure is expected to increase dramatically as more courses and resorts come online; projections indicate golf tourist numbers could grow more than tenfold by 2030. The economic impact of this niche is significant: the Saudi Golf Federation estimates that an average golf visitor spends about $2,000 per trip (not including other excursions. By 2030, that per-capita spend is forecast to reach $2,900, implying a surge of about $2.6 billion in annual tourism revenue from golf travel if the visitor targets are met. In the bigger picture, Saudi Arabia’s overall leisure tourism is booming – international leisure arrivals jumped 656% since 2019 to 17.5 million in 2024 (Saudi Arabia's leisure tourism soars, drawing 17.5m visitors in 2024) – and golf is set to claim an increasing share of this growing market. The Kingdom views golf tourists as high-value visitors who stay longer and spend more, boosting airlines, hotels, restaurants and local jobs. Even on the spectator side, events like LIV Golf tournaments and the Saudi International draw thousands of overseas fans, contributing to hospitality and ticket revenues. In summary, although emerging, golf tourism already delivers tangible growth and is poised to become a key slice of Saudi Arabia’s inbound tourism in the lead-up to 2030.

Saudi Arabia’s International Golf Ventures (LIV Golf and Global Expansion)

Beyond LIV Golf, Saudi capital has flowed into other international golf endeavors. Saudi sponsors have been bankrolling tournaments on the Asian Tour (LIV Golf Pumps $300 Million Into Asian Tour - Global Golf Post). Saudi Aramco sponsors Ladies European Tour events in the UK, US, Spain and elsewhere. The Kingdom has also courted the DP World Tour (European Tour) by hosting the annual Saudi International (now part of the Asian Tour but with European Tour players participating via releases). There are even indications that Saudi investors are eyeing acquisitions of prestigious golf assets abroad. For instance, reports emerged in 2022–2023 that PIF wanted to purchase iconic clubs such as the Wentworth Club in England. While, as of mid-2024, such purchases remain speculative, they underscore Saudi’s strategy of gaining a global foothold in golf. By injecting capital, forging partnerships, and hosting marquee events, Saudi Arabia has rapidly woven itself into the fabric of international golf.

Golf as a Pillar of Saudi’s Tourism Strategy and Vision 2030

Integrating golf is central to Saudi Arabia’s broader tourism and economic diversification strategy. Under Vision 2030, the Kingdom is striving to boost tourism’s contribution to GDP from ~3% up to 10%, and sports from 0.2% to around 0.6% of GDP (How Saudi Arabia can boost its appeal for (global) sports tourism). Developing luxury golf offerings serves both goals. First, it supports the push to attract upscale international tourists and expats: Saudi Arabia explicitly aims to entice well-heeled golfers who might otherwise vacation in Dubai or the Mediterranean for their winter golf holidays. Building many new championship courses (Saudi had only 14 courses in 2019, but plans to add 10+ by 2030, the Kingdom is crafting a golf product to rival established destinations.

The premium resorts at NEOM, the Red Sea, and Diriyah are designed to offer a unique mix of culture, sunshine and sport that will put Saudi Arabia on the global golf travel map. This is key to rebranding the country’s image and drawing high-spending visitors. Golf also aligns with Saudi efforts to create a high-quality lifestyle to attract foreign investors and talent. By positioning Riyadh and Jeddah as new regional hubs where executives can work and enjoy world-class leisure (like golf), Saudi Arabia hopes to be seen as a more appealing locale for regional corporate headquarters compared to its rival Dubai (Golf Detente: Saudi Arabia’s LIV to Merge with the PGA | The Washington Institute).

Economically, the government expects significant returns on these investments. The domestic golf industry’s direct revenues (from course operations, memberships, retail, etc.) already exceed $200 million annually and are projected to quintuple to $1 billion by 2030. In addition, the indirect impact via tourism could reach several billion more, as outlined above. The infusion of golf into giga-projects also helps justify the huge infrastructure spends, by ensuring those new destinations have a full slate of amenities to attract visitors year-round (golf in winter complementing beach or cultural tourism). In short, golf plays a multifaceted role in Saudi Arabia’s diversification: it’s a driver for upscale tourism, a catalyst for real estate development, a tool for international diplomacy/soft power, and a component of a healthier, more active lifestyle for citizens. By 2030, if all goes according to plan, Saudi Arabia will transform from a golf afterthought into a premier golf tourism hub, signalling the success of its Vision 2030 ambitions in the sports and leisure arena.

Target Markets and Demographics for Inbound Golf Tourism

Saudi Arabia’s golf tourism strategy focuses on key markets and demographics. Internationally, the Kingdom is targeting the affluent golf travellers of Western Europe and North America, who traditionally flock to Spain, Portugal, or Dubai for warm-weather golf. The Saudi Tourism Authority has noted that 60% of the world’s population is within an eight-hour flight of Saudi Arabia (Shaping the Future of Sports Tourism: Saudi Arabia’s Vision Beyond the Game). This geographic advantage is being marketed heavily in Europe and Asia. In particular, Saudi golf resorts are expected to appeal to British and German golfers during the winter off-season and wealthy Gulf expatriates from nearby Qatar or the UAE looking for new weekend golf getaways.

Saudi plans specifically reference attracting “wealthy golfers” from regional rivals, aiming to have golfers choose Saudi over Dubai for their holidays. The Kingdom is also courting emerging golf markets in Asia: for example, China, South Korea, and Japan each have millions of golfers and a growing culture of golf travel. By offering novel experiences (desert golf, Red Sea island golf, etc.), Saudi Arabia is attempting to lure some of these Asian golf tourists who seek unique destinations beyond the usual circuits.

On the domestic side, a key demographic is Saudi Arabia’s youthful population. With about 58% of Saudis under age 30 (Golf Saudi - Building a legacy of sport), there is a major push to introduce golf to Saudi youth and women – groups traditionally underrepresented in the sport. Golf Saudi has initiated school programs, academies, and “urban golf” experiences to build grassroots interest (Golf Saudi).

The hope is that by cultivating a new generation of local players and fans, the lavish facilities being built will have sustainable usage and a homegrown talent pool. In the interim, expatriates living in Saudi (and in the wider GCC) form an important customer base for clubs and resorts – these include Western professionals in Saudi Arabia’s workforce and golf enthusiasts from neighboring countries who can visit on tourist e-visas. The premium positioning of Saudi’s golf offering means the typical target customer (foreign or local) is relatively high-income, seeking luxury and willing to pay for a distinctive experience. By balancing efforts to attract established golf tourists from abroad and to nurture interest among its own populace, Saudi Arabia is engineering the demand side of its golf tourism industry to match the world-class supply it is rapidly building.

While the rest of the country’s golf courses sleep in a winter slumber, the golf courses in the U.S. warm-weather states are rocking and rolling in their high season. Their favorite layouts are being revealed todayby GolfPass in the next edition of Golfers’ Choice.

The latest Golfers’ Choice lists highlighting the Top-25 courses in Warm Weather States across the U.S., which include Alabama (top 20 only), Arizona, California, Georgia, Hawaii, Florida, North Carolina, South Carolina, and Texas have been determined as the best courses played by recreational golfers in 2024. The newest installment will join Golfers’ Choice flagship Top 50 Public Courses in the U.S. list, which was announced on Jan. 15 and can be found within dedicated pages on GolfPass. The balance of the U.S. states (excluding Alaska) will be announced on March 3.

Golfers’ Choice 2025 also has released lists of top courses in Mexico, Australia and Puerto Rico – three destinations that also are currently enjoying their peak season.

“Every golfer dreams of teeing it up during the winter months and these are the best courses to do it,” said Jason Scott Deegan, Managing Editor of GolfPass. “Even golfers who don’t live in these states will want to take stock because, chances are, they’re going to be looking to visit to play someday.”

Relied on by golfers for its user-generated golf course reviews and expert travel content, GolfPass creates the Golfers’ Choice lists starting every January to recognize top courses as determined by recreational golfers who shared nearly 300,000 reviews the previous year through the leading online tee-time service, GolfNow. With golf’s popularity at an all-time high, this year’s list continues to shine a spotlight on the game’s best playgrounds for everyday golfers.

Unlike golf course rankings published by industry insiders who have access to golf courses the public may never have the opportunity to play, the Golfers’ Choice lists are totally consumer driven – by recreational golfers, for recreational golfers. Ages, handicaps and budgets of golfers using the website run the gamut, so the millions of reviews accumulated by GolfPass and GolfNow showcase the golf course characteristics that are the most important to avid golfers across the country in any given year.

Golfers’ Choice will reveal 70 lists in total this year. The five courses topping each of the Warm Weather state lists are highlighted below. Complete lists can also be found on GolfPass.

Alabama
1. The Robert Trent Jones Golf Trail at Magnolia Grove – Fall Course (Mobile)
2. The Robert Trent Jones Golf Trail at Magnolia Grove – Crossings Course (Mobile)
3. FarmLinks Golf Club (Sylacuaga)
4. The Craft Farms Resort – Cypress Bend (Gulf Shores)
5. The Craft Farms Resort – Cotton Creek (Gulf Shores)

Arizona
1. The Highlands at Dove Mountain (Marana)
2. Laughlin Ranch Golf Club (Bullhead City)
3. Elephant Rocks Golf Course (Williams)
4. Emerald Canyon Golf Course (Parker)
5. Granite Falls Golf Club – South Course (Surprise)

California
1. Pine Mountain Lake Golf Course (Groveland)
2. Journey at Pechanga (Temecula)
3. Classic Club (Palm Desert)
4. Maderas Golf Club (Poway)
5. Indian Wells Golf Resort – Celebrity Course (Indian Wells)

Florida
1. ChampionsGate Golf Club – International (Orlando)
2. Heron’s Glen Golf & Country Club (North Fort Myers)
3. Waldorf Astoria Golf Club (Orlando)
4. Deer Island Country Club (Tavares)
5. Streamsong Resort – Blue Course (Fort Meade)

Georgia
1. Currahee Golf Club (Toccoa)
2. Richard B. Russell at Arrowhead Pointe Golf Course (Elberton)
3. Lanier Islands Legacy Golf Course (Buford)
4. Bartram Trail Golf Club (Evans)
5. Meadow Links at George T. Bagby (Fort Gaines)

Hawaii
1. Mauna Lani Resort – South Course (Island of Hawaii)
2. Mauna Lani Resort – North Course (Island of Hawaii)
3. Kona Country Club (Island of Hawaii)
4. Waikoloa Village Golf Club (Maui)
5. Princeville Makai Golf Club (Kauai)

North Carolina
1. Occano (Merry Hill)
2. Thistle Golf Club (Sunset Beach)
3. Old Beau Resort & Golf Club (Roaring Gap)
4. Southern Pines Golf Club (Southern Pines)
5. Rock Barn Golf and Spa – Jackson Course (Conover)

South Carolina
1. The Walker Golf Course at Clemson University (Clemson)
2. True Blue Golf Club (Pawleys Island)
3. The Traces Golf Club (Florence)
4. Pawleys Plantation (Pawleys Island)
5. Cheraw State Park Golf Course (Cheraw)

Texas
1. Waterchase Golf Club (Fort Worth)
2. Links at Land’s End (Yantis)
3. The Golf Club Star Ranch (Hutto)
4. Borger Country Club (Borger)
5. San Saba Municipal Golf Course (San Saba)

GOLFPASS HELPS GOLFERS PLAY MORE AND BETTER GOLF

Developed in partnership with global golf superstar Rory McIlroy, GolfPass is the only digital golf membership that delivers exclusive content and comprehensive tee-time benefits to help every golfer – from beginner to expert – play more and better golf. GolfPass provides members numerous perks to improve their golf game, enjoy more of the sport they love, and save money on tee times. Members get exclusive tee-time benefits and discounts on GolfNow bookings, including waived fees, tee-time credits, and Tee Time Protection. Additionally, members get unlimited access to more than 4,500 instructional videos, including titles, such as Ask Rory, The Golf Fix, The Next Shot, School of Golf, and The Swing Gym, hosted by top instructors like Devan Bonebrake, Nathalie Sheehan, Martin Hall, and Chris Como, as well as golf fitness expert Don Saladino. GolfPass also offers a selection of exclusive lifestyle content, including shows like Better Off with Hally Leadbetter, Home Course Advantage, My Roots, My Daily Routine, and more. A GolfPass membership is available in North America at GolfPass.com, in the U.K. and Republic of Ireland at GolfPass.co.uk, and in Australia at www.GolfPass.com.au. The GolfPass membership also is available via connected TV, iOS and Android apps.

The Bermuda Tourism Authority (BTA) is proud to announce its partnership with SKYNAV, a groundbreaking interactive platform that brings Bermuda’s stunning landscapes and world-class attractions to life like never before. As the first North Atlantic destination to partner with SKYNAV, Bermuda will be making waves with this innovative tool, designed to rival the appeal of traditional Caribbean getaways.

SKYNAV, a leader in interactive tourism mapping, empowers users to explore destinations in vivid detail from the comfort of their own homes. This cutting-edge technology offers 360-degree panoramic views and immersive virtual walkthroughs of Bermuda’s most iconic sites, including the renowned Port Royal Golf Course, the historic Royal Naval Dockyard, and the pink sands of Horseshoe Bay Beach. Travelers and planners alike can now seamlessly experience Bermuda’s tropical allure, creating a new era of “try before you fly” travel planning. This supports the user experience for GotoBermuda.com, the island’s award-winning search-optimized consumer website that enjoys over three million visits annually.

“By integrating SKYNAV into our website, we aim for users to have an enriched interactive environment to enhance their decision-making when booking Bermuda, for sales engagement, and highlighting key signature experiences,” said Tiara N. Webb, at the Bermuda Tourism Authority. “Our decision to choose SKYNAV underscores our commitment to leveraging innovative technology to enhance Bermuda’s digital presence and drive consumer engagement.”

The BTA is looking to incorporate local attractions, businesses, and experience providers who have subscribed to the BTA Connect stakeholder platform into its SkyNav platform in the future. Presence on the interactive map will be designed to enhance our stakeholders’ visibility and add value to existing BTA Connect partner benefits.

Although Bermuda is not technically located in the Caribbean, “its tropical charm, stunning visuals, and unparalleled attractions ensure it more than competes with its southern counterparts.” said Ty Downing, co-founder of SKYNAV.

“Potential Bermuda travelers can fully immerse themselves in the beauty and vibrancy of the island before ever setting foot on its shores. This custom SKYNAV experience will make travel planning easier than ever, offering an invaluable resource for travel agents and event planners looking to create unforgettable experiences in Bermuda says Downing.

SKYNAV’s ease of use and stunning visual quality are game-changers for the travel industry. By offering an intuitive and engaging platform, the technology allows users to visualize their journeys in unprecedented detail, making Bermuda an irresistible choice for their next vacation or corporate event.

Check out the Bermuda SKYNAV experience here.

ABOUT THE BERMUDA TOURISM AUTHORITY

The Bermuda Tourism Authority is an independent, dynamic organization dedicated to growing Bermuda’s tourism economy while fostering opportunities for Bermudians. Guided by the National Tourism Plan, the BTA celebrates the island’s unique culture and history, ensuring Bermuda continues to thrive as a premier destination. www.Gotobermuda.com/bta

ABOUT SKYNAV

SKYNAV is a global leader in virtual reality and interactive mapping, transforming the way people explore and plan travel. Through advanced technology, SKYNAV delivers immersive experiences that bring destinations to life, enhancing engagement and decision-making for travelers and planners alike.

ABOUT BTA CONNECT

BTA Connect is the Bermuda Tourism Authority’s web-based Customer Relationship Management (CRM) platform, designed to support Bermuda’s hospitality and tourism industry. The platform serves as an extranet portal where industry partners can manage contact information, update business listings, add amenities, upload images, and integrate social media links. Once approved, this information is published on the official visitor website, GoToBermuda.com, ensuring an accurate and engaging digital presence for travelers. BTA Connect enhances industry collaboration and provides businesses with a centralized tool to optimize their visibility within Bermuda’s tourism network.

The internationally acclaimed golfing destination is poised to deliver a tournament like no other, with esteemed sports presenter, and award-winning journalist and broadcaster, Dan Walker to host the invite-only event.

Taking place on May 22, the tournament will be held on The Belfry’s, The Brabazon golf course.

The course, which was recently crowned ‘England’s Best Golf Course 2024’ at the industry-leading World Golf Awards, has produced some of the most dramatic moments in the sport’s history.

The Brabazon, which has tested golf legends like Seve Ballesteros, will host top sports and entertainment stars in the first-ever Belfry Classic Golf Day.

Chris Eigelaar, resort director, said: “With a fantastic lineup of players, an iconic course, and a reputation that precedes us when it comes to hosting prestigious tournaments, the day is sure to become the event of the golfing calendar.”

Eigelaar added: “We’d also like to thank the event’s incredible sponsors, Elliott Group and Turkish Airlines, who have been instrumental in ensuring the first-ever Belfry Classic Golf Day will be a tournament to remember.”

Proceeds from the inaugural Belfry Classic Golf Day will go towards two of the resort’s partner charities – the Motor Neurone Disease (MND) Association and Hospitality Action.