Liverpool’s hotels are working with tourism partners across the region to ensure the city makes the most out of international golf tournaments, specifically The Open, when they come to Liverpool City-Region. Liverpool’s Accommodation Business Improvement District (ABID) has announced a new partnership with Sefton Council, the Liverpool City Region Destination Partnership and England’s Golf Coast to maximise the benefits of The Open across the city region through hotels, hospitality and wider business.
Royal Birkdale will host the 154th Open on 12-19 July. Since first hosting The Open in 1954, it has been the most regular venue, other than St Andrews. Golf championships bring a significant economic spend into the city-region. The Open was last held in Liverpool City Region at the Royal Liverpool Golf Club in Hoylake in July 2023. It generated more than £187m for Wirral and the wider city region, a study commissioned by the golf government body, The R&A, found. With 261,180 fans visiting for the tournament, the boom was felt in the city’s hotels and throughout its tourism sector. 300,000 spectators are expected across the practice rounds and Championship week of the Open.
It was estimated in 2025 that the £2 overnight levy, introduced after an ABID ballot in June 2025, would generate £116, 237.32 with an 88.7% hotel occupancy. As part of its strategy to reinvest the levy raised by overnight stays, the ABID creates a subvention fund which supports events and partnerships that encourage people to stay in hotels and spend in hospitality, supporting the city economy.
England’s Golf Coast is home to 14 courses, with three Open Championship venues. Golf tourism, mainly focused on international markets including the US, is a long term goal for the visitor economy sector. Liverpool hosted Elevate Golf for the first time in 2025, an invitation only B2B tourist and trade event connecting the golf elite and introducing them to premium venues and courses.
This new partnership to maximise this summer’s Open will include key activity;
- Hosting international travel trade buyers in Liverpool, culminating in a dedicated Travel Trade Day at The Open to showcase the region’s golf and visitor offer.
- Working with VisitBritain and key travel trade partners to position Liverpool City Region as a leading international golf tourism destination.
- Promoting Liverpool as the ideal accommodation base for Championship visitors, with excellent transport links to Royal Birkdale and a world-class hospitality offer.
- Encouraging visitors to extend their stay, increasing hotel occupancy and visitor spend across the Liverpool City Region.
- Using The Open as a platform to secure long-term growth in international golf and leisure tourism.
The partnership is part of the wider Bunker Down in The City campaign, encouraging tourists visiting the North West for The Open to base themselves in Liverpool and travel, via rail or road, to Royal Birkdale.
Mark Tasker is General Manager at Crowne Plaza Liverpool and Deputy Chair of Liverpool ABID,
“When Liverpool’s hotels voted in favour of introducing the overnight levy it was this exact kind of activity they had at the forefront of their minds; a circular visitor economy in which we are able to benefit from major events, which then in turn maximises the opportunity. The Open and the commitment to England’s Golf Coast has long been lauded as a visitor destination goal but now, strategically, we are able to ensure that we work with the wider golfing industry itself to ensure that Liverpool’s hotels and hospitality benefit from being part of the visitor economy during these major events. We are able to look at what works and what doesn’t in terms of generating real returns for our hospitality sector and the wider city economy”.
Geoff Harris is from England’s Golf Coast,
“Thanks to our world class golf courses, international golf tourism has always played a part in the hospitality sector along the Northwest coastline and, in particular, for the Liverpool city region. However, we have seen a surge in demand over the last few years which, coupled with increased demand for longer stays, presents a real opportunity for the hospitality sector across the region. We have the ambition to create a lasting legacy beyond The Open by raising international awareness of England’s Golf Coast and encouraging future golf and leisure visits throughout the year. With 8 of the top 100 golf courses in Great Britain and Ireland on its doorstep, including the 3 Open Championship venues of Royal Birkdale, Royal Liverpool, and Royal Lytham & St Annes, as well as the city region’s wider tourism offer, Liverpool and the city region is ideal for those looking for a longer, or return visit”.
