Businesses across the Liverpool City Region are set to benefit from a major economic boost as The 154th Open Championship returns to Royal Birkdale, with new research suggesting spending at nearby hospitality venues could increase by as much as 100% during the tournament.
The world-famous golf championship, which gets underway this week in Southport, is expected to attract more than 300,000 spectators, making it one of the biggest sporting events to take place in the region this year.
New insights from the Mastercard Economics Institute (MEI) indicate that restaurants, bars, hotels and other hospitality businesses across Merseyside are likely to experience a significant rise in customer spending as visitors from across the UK and around the world flock to the area.
The Open Continues To Deliver Major Economic Benefits
The predictions are based on spending data from previous Open Championships, which have consistently generated substantial economic benefits for host regions.
During the 153rd Open at Royal Portrush in 2025, overall spending within five kilometres of the course increased by around 119% compared to a typical day.
Local bars enjoyed the biggest uplift, with spending soaring by 234%, while restaurants saw a 95% increase. Accommodation providers and other hospitality businesses also experienced strong trading throughout championship week.
The previous year’s tournament at Royal Troon delivered similarly impressive figures, with spending within three kilometres of the course increasing by approximately 82%.
Bars recorded spending growth of around 112%, restaurants increased by 102%, while accommodation spending rose by approximately 44%.
The data suggests that Royal Birkdale can expect a similar spending influx as thousands of visitors descend on Southport and the wider Liverpool City Region.
International visitors are expected to make a significant contribution to the local economy, with Mastercard’s spending data showing previous Opens have proven particularly popular with visitors travelling from the United States, Australia and Ireland.
More Than 300,000 Visitors Expected At Royal Birkdale
The latest research comes as The R&A predicts this year’s championship will attract more than 300,000 spectators across the week.
Last year’s Open at Royal Portrush welcomed a record 278,000 spectators.
It generated £89.2 million in direct economic impact for Northern Ireland, underlining the financial benefits major sporting events can bring to host destinations.
Mastercard says the figures also reflect the continued growth of the UK’s experience economy, with consumers increasingly choosing to spend money on memorable events rather than material purchases.
According to the Mastercard Economics Institute, the share of UK consumer spending on experiences increased to 23.3% last year, up from 22.3% in 2024.
Separate research from Mastercard’s Experience Economy Report found that almost half of Britons (49%) plan to spend more on experiences during 2026, with live events ranking among the most popular choices.
The report also found that nine in ten Britons are willing to spend less on physical goods if it allows them to spend more on experiences, while 61% say they prefer experiences that support local businesses and communities.
Natalia Lechmanova, Chief Economist Europe at Mastercard Economics Institute, said:
“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 & Ireland Division President at Mastercard, added:
“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.”
With golf’s biggest names preparing to compete for the Claret Jug, businesses across the Liverpool City Region will be hoping The Open proves to be just as successful away from the fairways as it is on them, delivering a welcome boost to the region’s hospitality and tourism economy.
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