Golf Tourism: A Leisure Industry Swings into a New Era

Golf Tourism: A Leisure Industry Swings into a New Era

Once a genteel pastime for retirees and the occasional corporate away-day, golf travel is now one of the most dynamic corners of the leisure economy. The National Golf Foundation (NGF) estimates that since 2022, more than 12 million Americans have travelled each year specifically to play golf—up sharply from around 8.2 million in 2018. In 2024 alone, some 12.2 million golf-minded Americans packed their clubs for a trip, spending $31 billion in the process. That is roughly 20% higher than the long-term average since records began in 1989.

Globally, golf tourism was worth $25.3 billion last year and is forecast to grow by around 9% annually through 2030, powered by both new course investment and a boom in event-driven travel. In North America, the United States commands a dominant 71% of the regional market.

A Younger, Richer, Broader Base

The profile of the golf traveller is shifting. The old stereotype—wealthy, greying and male—still exists, but is losing its monopoly. The single largest age cohort is now 18-34-year-olds, accounting for 6.3 million players in 2024. NGF figures suggest 6.8 million young adults played on-course last year, many combining golf with broader leisure itineraries.

Millennials in particular are spending freely. In Houston, this group averages $5,300 per year on golf, of which $4,100 goes on fees, memberships, lessons, and travel, with the rest on kit. Nationally, the figure is around $4,557, outpacing both Gen X and Baby Boomers.

According to YouGov, golf travelers still skew male (71%), but Millennials (27%) and Gen Z (14%) now make up more than two-fifths of the market. Nearly a quarter earn more than twice the median U.S. household income—compared with just 9% of the general public. Women’s participation has also leapt by 41% since 2019, with women now making up 28% of on-course players—the highest proportion on record.

The Map of Modern Golf Travel

Domestically, Florida, California, and Arizona remain the favoured fairways. Abroad, the British Isles—particularly Scotland and Ireland—retain their prestige, while warm-weather resorts in the Caribbean lure winter travelers. The market for “destination golf” is thriving: Bandon Dunes in Oregon, Streamsong in Florida, Sand Valley in Wisconsin, and Pinehurst in North Carolina have become pilgrimage sites. Some golfers, weary of crowds, seek lesser-known gems such as Wild Horse in Nebraska or Gamble Sands in Washington, proof that scarcity and novelty have market value alongside reputation.

I spend a good deal of time in Scotland, where golf is not merely a pastime but a pillar of the visitor economy. Each year, the country hosts around 220,000 travelers who come primarily to play, plus a further 92,000 who tee off while visiting for other reasons. Americans are the most significant overseas contingent, accounting for 17% of all golf visitors and 27% of those staying overnight. According to VisitScotland, the average overseas golf tourist is about 54 years old and just 2% are under 25, while over half are 55 or older. North American visitors skew older still, typically 55-plus—mirroring wider U.S. travel patterns, where 52% fall into that age bracket.

How can Leopard Advisers help you capture more of Scotland’s 312,000 annual golf‑playing visitors—especially the 55+ Americans who lead overseas demand?

A High-Spending Traveler

Golf tourists are not merely enthusiastic participants—they are the sport’s economic engine. The National Golf Foundation (NGF) ranks golf travel as the game’s second-largest revenue driver after course operations. Industry research suggests these travelers spend between 20% and 120% more per trip than the average leisure tourist, reflecting their appetite for premium experiences and multi-day stays.

Troon, the world’s leading golf management company, reports that more than half of U.S. golf tourists prioritize dining and retail offerings equally with course quality when selecting a destination. Over 50% embark on at least one dedicated golf trip annually, with 31% taking two or more. The average duration of these trips—according to Troon—is approximately 3.33 days. Meanwhile, the National Golf Foundation confirms that golf-related travel is the game’s second-largest revenue stream, indicating that golf travelers spend significantly more per trip than typical leisure tourists.

Demographically, this market is both affluent and committed. Nearly one-quarter of golf travelers earn more than twice the median U.S. household income, and the core age brackets—while still including a sizable 55+ segment—are increasingly populated by younger, high-spending cohorts. For operators willing to reimagine the experience as a complete leisure ecosystem, golf travel’s premium segment offers both immediate yield and long-term brand value.

For resorts, hotels, and legacy private clubs, the opportunity is clear.

• Resorts can capture more value by expanding beyond the course: chef-led restaurants, curated wine and spirits programs, wellness centers, and experiential add-ons (guided local tours, live music, culinary events) are increasingly decisive in booking decisions.

• Hotels near golf destinations can tailor packages that integrate tee times with spa treatments, regional dining, and adventure tourism—appealing both to players and non-golfing companions.

• Legacy private clubs—often rich in heritage but slow to modernize—can monetize off-peak capacity by offering limited-access “destination memberships” or bespoke stay-and-play experiences, leveraging their prestige to draw high-value visitors without undermining member exclusivity.

Structural, Not Cyclical

The surge is not merely a post-pandemic blip. Golf’s travel boom reflects structural changes in leisure demand. Younger players are folding golf into a wider lifestyle package: they want wellness, social spaces, quality dining, and complementary sports alongside their tee times. Women and younger cohorts bring fresh spending power; older, affluent travelers sustain the premium tier.

Industry forecasts point to continued growth, aided by slicker booking technology and the bundling of golf with boutique hotels, spas, and curated dining. In effect, the game is becoming an anchor for diversified leisure hubs.

Winners and Laggards

Some resorts have adapted with aplomb. Omni PGA Frisco in Texas blends two championship courses with a short course, teaching academy, pools, 14 dining venues, and retail. In France, Domaine de Terre Blanche packages high-calibre golf with luxury spa breaks. La Cala in Spain, Gleneagles in Scotland, and Sea Island in Georgia mix golf heritage with wellness, gastronomy, and social life.

Others lag behind. Many historic destinations still deliver world-class golf, but only a scaled-down version of the broader lifestyle infrastructure today’s high-value travellers expect. Without robust offerings in wellness, dining, social spaces, and complementary sports, these resorts risk underperforming commercially. The danger is clear: remain golf-centric and your tee sheets may be complete, but your resort revenue will be under-leveraged.

Suggestions for improvement: The remedy is not mysterious. A serious modernization program would include:

• Wellness worth staying for — spas, fitness centers, and recovery programming to extend visits.

• Culinary ambition — chef-driven restaurants and menus rooted in local produce.

• Social and cultural ballast — concerts, exhibitions, or wine weekends to draw non-golf guests.

• Sporting diversity — padel, pickleball, tennis, or cycling trails to broaden the customer base.

• Hospitality to match — boutique-style rooms and villas that compete with the best lifestyle resorts.

The best-in-class operators have already made such investments, turning their courses into the anchors of multi-sport, multi-day leisure hubs. Those who do not will find that while the golf may remain first-rate, the balance sheet will not.With over 12 million Americans traveling for golf annually, a younger and more diverse customer base, and a global market expanding at near-double-digit rates, golf tourism is poised for another strong decade. For destinations that evolve from simple course operators into multi-faceted lifestyle brands, the fairway ahead is long and profitable. For those that do not, the rough beckons.

At Leopard Advisers, we can help resorts, hotels, and legacy clubs make that leap. With over 12 million Americans taking golf trips each year, can you afford to leave this market untapped?

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