As The Open Championship drew to a close at Royal Birkdale on Sunday 19th July, Liverpool City Region Destination Partnership would like to congratulate our colleagues at VisitSouthport for all their hard work in helping to deliver this year’s event.
The championship is expected to generate around £200m of economic value for Liverpool City Region, underlining the significant role major sporting events play in driving growth across the region’s visitor economy.
Approximately 300,000 spectators attended this year’s championship, bringing visitors from across the UK and around the world providing a major boost for tourism, hospitality, transport and other visitor economy businesses.
The economic impact of The Open has already been demonstrated locally. When the championship was last held in the region at Royal Liverpool in Hoylake in 2023, it attracted around 260,000 attendees and generated an estimated £187m in economic value. A large proportion of visitors travelled from overseas, particularly from the United States.
Importantly, the headline economic value figure extends beyond direct visitor spending. Of the £187m generated in 2023, around £43m was direct expenditure, while the remainder came from the wider destination marketing and broadcast value associated with hosting one of the world’s biggest sporting events.
The Open’s global reach delivers extensive exposure for Liverpool City Region, with coverage broadcast to hundreds of millions of viewers worldwide across television, digital and online platforms. Independent research, typically conducted by YouGov Sport, assesses this exposure using advertising equivalent value (AEV) – estimating what it would cost to achieve the same level of international visibility through paid marketing activity.
Looking ahead, Liverpool City Region’s long-standing relationship with The Open is set to continue. The Liverpool City Region Combined Authority, alongside Sefton Council and Wirral Council, has signed a new agreement with The R&A that will see the region host The Open on at least three occasions by 2050, alongside other R&A championships.
The new Memorandum of Understanding replaces the existing hosting partnership between Wirral and Sefton, which concludes following this year’s 154th Open Championship, and provides a framework for bringing future major golf events to the region.
For businesses across Liverpool City Region’s visitor economy, the agreement represents a significant long-term opportunity to capitalise on increased visitor numbers, international profile and sustained investment generated by one of the sport’s most prestigious events.
Reacting to the news, Liverpool City Region Destination Partnership Managing Director, Natalie Wyatt said:
“Every time we host The Open, we have an incredible opportunity to showcase Liverpool City Region to millions of people around the world. From our stunning coastline and world-class golf courses to our hotels, restaurants, attractions and cultural offer, the championship shines a spotlight on everything that makes this such a special place to visit.
“While the immediate economic impact is hugely important, the real value lies in the lasting profile and international recognition an event of this scale brings. Securing future championships gives us a fantastic platform to attract more visitors, encourage investment and support long-term growth across our tourism and hospitality sectors for years to come.”
For more information on The Open click HERE.