Have Clubs, Will Travel, Statistics Say
Adapted from a National Golf Foundation posting
Consumers, perhaps more than ever, are focused on experiences. And while golf certainly qualifies as an experiential activity, a getaway golf trip – with family or friends – takes that experience… to another place.
In 2023, approximately 12.2 million U.S. adults took a golf trip, close to the all-time recorded high set a year earlier and 20% higher than the annual average of National Golf Foundation (NGF) measurement years from 1989-2023.
Based on NGF’s consumer surveys and year-to-date figures, there’s no sign of let-up when it comes to golf wanderlust either. The number of golf travelers in 2024 were projected to exceed 12 million for the third straight year. Conversations with golf resort operators and management companies substantiate heightened interest as well as strong early-season guest momentum and/or pre-bookings.
“Our golf business has continued to grow 6 to 10% per year since 2018,” said GM Tony Mancilla of the Island Resort and Casino in the U.P. “With two golf courses (Sweetgrass and Sage Run), over 90% of our customers stay overnight on a golf package.
“The Island Resort has invested in both labor and facilities to accommodate the growing demand through a call center. Our resort has also invested in (currently building) a new nine holes to satisfy the demand for early morning tee times. The Cedar Course should be ready for play in mid-2026. I believe the growth of golf trips will continue because people enjoy golf trips and will seek to go year after year.”
TSA checkpoint numbers at U.S. airports bolster these findings, with year-to-date throughput numbers on broader travel running ahead of each of the past three years and the pre-pandemic years as well.
Golf tourism overall is the second-biggest economic driver in the industry behind only facility operations, with golfers generating over $31 billion in travel-related golf expenditures within the U.S.
“The NGF report shows what we have been experiencing on our BOYNE Golf courses,” said Josh Richter, Sr. VP Golf Operations at Boyne. “Over the past four years, we have seen moderate increases in the number of rounds played by Michigan golfers. Over the same time, we have seen substantial increases in out-of-state golfers from all over the United States, taking more extended golf-centric vacations, enjoying the variety our ten courses offer, and experiencing all there is to do at our resorts as well as locally when you are not golfing.
“The ease of getting here that direct flight access into Traverse City from 20 U.S. cities has contributed to those increases as golfers look to escape the heat and enjoy the long days that Northen Michigan offers.”
The post-pandemic increases in participation and play across the golf landscape have extended to golf tourism, which had been one of the sectors of the industry most adversely affected by the onset of the coronavirus in spring 2020. This momentum has been further amplified by the exposure and buzz accompanying the development at some of the game’s most high-profile properties.
While popular multi-course destinations are some of the most prominent golf getaways in the U.S., they represent just a select niche among the nearly 1,200 golf facilities tied to resorts or resort/real estate properties nationwide. Most are regional draws rather than national, pulling in road-trippers from in-state or surrounding states – in some cases for an overnight stay that involves golf, in others for multi-day stay-and-plays.
And the numbers show more golfers are pursuing these getaways than ever, big and small.
“It's been nice to see the uptick in golf travel,” said Bill Johnson, GM at Gull lake View Resort near Kalamazoo. “Our bookings are up as well, and the stay and plays are filling up fast. It’s also been great to see the change in types of groups. We are seeing many younger groups and more ladies’ groups than ever. It's good to see that golf is becoming more inclusive and a fun experience for everyone.”
In a separate study, NGF also noted that our sport’s image has gradually improved during the past decade, and the cumulative positivity is significant.
Even today, with golf riding a wave of popularity, only about one in seven Americans participate in the game. Those who don’t play tend to harbor more negative feelings about golf. Yes, there are more golf courses in the U.S. than Starbucks or McDonald’s, but golf’s ubiquity doesn’t automatically translate to good vibes.
That said, the huge growth in golf beyond the course… and the massive consumption of fun and engaging golf social media content… have profound impact on perceptions of the sport.
