Golf tourism in Scotland faces 'real risk' of overpricing

The Herald Scotland

20-06-2025

So how did a golf tourism company come to evolve out of an events business?
It all started when Ryan took a personal golf trip to Scotland and fell in love with the links experience. He was inspired to bring that same joy to his network back in New York and along the East Coast.
What began with just 20 tours per year quickly grew to over 100 annually, despite the interruption of the pandemic. It's a pure love.
Because we were already organizing premier experiences to events like The Masters, Phoenix Open, Waste Management, the Players Championship, Kentucky Derby, and the Indy 500, there was a natural opportunity to cross-sell these to our golf clientele. The response was tremendous, and demand has kept growing ever since. In fact, we're constantly hiring to keep pace.
Where are your clients from?
Our customers are all inbound tourists from the US, particularly the East Coast, but we're seeing growing interest from Canada, the West Coast, and now further south like Texas and Alabama.
And what are they after?
While bucket list courses like St Andrews, Turnberry, North Berwick and Royal Dornoch are always in demand, we've built our brand around delivering more than just the classic stops. We focus on full-service, high-end experiences with attention to personal touches, whether it's custom transport, premium accommodation, or access to under-the-radar gems.
The All Access team on a familiarisation trip earlier this year (Image: All Access GTE)
What new trends have you noticed emerging?
The big-name courses will always have their place — who doesn't want to tick off the Old Course or Muirfield? But increasingly we're seeing golfers keen to explore more authentic and less crowded destinations. Places like Brora, Elie, Nairn and Crail have become client favourites.
There's a real appetite for courses that deliver that traditional links feel without the crowds or sky-high green fees. Experiences like Kingarrock Hickory Golf, where clients play with hickory-shafted clubs, have also been a hit.
So how do you respond to that?
We're continually refining our offerings.
This season, we've added accommodations like Seaton House and No.1 Apartments in St Andrews. We're also including newer courses such as Dumbarnie, Dundonald and Old Petty near Castle Stuart in our itineraries. And beyond the classics, we're showcasing lesser-known gems that offer incredible golf and a true taste of Scotland.
What led you into this line of work?
I spent over a decade caddying on the LPGA and PGA Tours. In 2017, while saving for my wedding, I started driving golf tours around Ireland during my off weeks.
That's when I met Ryan on one of those trips and we hit it off immediately. We stayed in touch, and as he expanded into Ireland, the timing was perfect. I had three kids under the age of four and was looking for something that kept me closer to home, yet still connected to golf.
Our vision going forward is simple: continue to deliver unforgettable experiences, build strong relationships with our clients, and form meaningful partnerships in the golf industry. We have a young, dynamic team balanced by experienced leadership — it's a formula that's working and one we're excited to grow.
The team in St Andrews (Image: All Access GTE)
What has been the impact of the announcement that The Open will return to St Andrews in 2027?
Demand is exceptionally high as always in Scotland, the Home of Golf.
We see a spike in interest every time a venue is featured in The Open rota, and the upcoming return to St Andrews is no different. We're already running pre- and post-Open itineraries in the Highlands and Ayrshire to meet the surge in demand.
That said, rising prices are a concern. Costs for hotels, courses, and transport have jumped more than 10% in a single year. If the trend continues, there's a real risk that Scotland might price itself out of reach for many travellers, especially with Ireland charging less which is becoming increasingly attractive alternative.
But the excitement around The Open is always a huge boost. It energizes the industry and has a ripple effect for two to three years after each event. We're preparing for that wave with bespoke Open packages that make the most of Scotland's world-class golf and hospitality.
Access the entire series of Around the Greens here.