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St. Andrews golf tourism sees warning sign as North American demand declines

St. Andrews, Scotland’s premier golf destination, is facing a notable shift in its visitor trends as North American demand weakens for the first time since the COVID-19 pandemic.

The Old Course Limited, which oversees the iconic Old Course Hotel, Golf Resort and Spa, reported a pre-tax loss of approximately $1.54 million in 2025—a rise from the $1.19 million deficit in 2024—while revenue dipped by 2% to around $40.5 million. The company attributed the decline partly to major renovations at its spa and dining facilities but also cited broader economic and political uncertainty as key factors in the drop-off of North American travelers, a market that had previously driven much of the post-pandemic recovery in golf tourism.

Despite these challenges, the company invested heavily in upgrades, allocating nearly $14.7 million to property and equipment and committing over $3.6 million to ongoing hotel refurbishments by year-end. The financial pressures, compounded by rising labor and operational costs, have prompted a strategic realignment, including the long-term lease of the former Duke’s golf course to the St Andrews Links Trust, which rebranded the facility as Craigtoun starting in 2026.

The move signals a focus on consolidating resources around the core hospitality and golf operations amid an uncertain travel outlook.

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