Golf’s biggest tournament – The Open Championship – returns to Liverpool city region in 2026 and a major event in the city this week will look to attract more golf tourists from all over the world every year. Tony McDonough reports
Liverpool city region is home to two of golf’s most famous Open Championship venues – Royal Liverpool and Royal Birkdale – with the tournament returning to the latter in 2026.
Royal Liverpool in Hoylake hosted the event – the sport’s biggest – in 2023 with 260,000 spectators in attendance and an estimated £187m generated for the city region economy. Those figures may go even higher at Royal Birkdale next summer.
But the city region’s ambitions for golf tourism and revenue go beyond just the Open Championship and a major event taking place in Liverpool this week aims to attract more golf tourists here every year to play its multiple top class courses.
Taking place between Sunday, October 26, and Friday, October 31, Elevate Golf will welcome 200-plus specialist tour operators, first to Liverpool and then to Edinburgh.
Elevate Golf connects premium golf courses and 4 and 5-star accommodation providers with the world’s golf tour operators. These luxury golf trips are curated for golf tourists from across the world, targeting European, North American and Asian markets.
Supported by Liverpool’s Accommodation BID, the event in the city will see tour operators explore the city-region’s golf coast, while also sampling its cultural and hospitality offer.
Bill Addy chief executive of Liverpool BID Company, said: “As Liverpool has expanded its luxury offer, it has become more of an appealing place to stay when the golf tournaments arrive in the city region.
“This is a valuable event to connect decision makers within the sport who guide the influential tour operators crafting visits for their clients. This is about Liverpool making the very most of its golf coast and proximity to world-leading courses.
“We want the golf community to stay in the city when they’re traveling for tournaments or for a trip. The city is uniquely placed for its cultural offer and hospitality.
“The investment in a luxury accommodation offer appeals to an international audience that wants the very best when they travel.”
Liverpool’s Hope Street Hotel and Municipal will be hosting tours to showcase the city’s accommodation sector.
Annie Brown, general manager at The Municipal Hotel & Spa in Dale Street, added: “Events such as this serve as an important networking arena to connect tour operators and travel partners with Liverpool’s luxury hospitality sector.
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“Golfing is a natural fit, considering Liverpool’s proximity to some of the UK’s most iconic courses and with the 154th Open returning to nearby Royal Birkdale in 2026.
“Elevate Golf is a fantastic platform to celebrate the sport and the local courses, whilst also highlighting the brilliant hotels, dining, and culture that Liverpool has to offer.”