DESTINATIONGOLF. TRAVEL DESTINATION GOLF GLOBAL GUIDE 2026
For the industry, this shift has wider implications. As wellbeing becomes a primary driver of travel and leisure decisions, golf destinations that design for walking, landscape immersion and flexibility are better aligned with changing expectations. At Another Place, The Machrie, this philosophy is reinforced through course presentation, routing and the wider guest experience, allowing golf to sit naturally alongside the Wild Garden sauna and hot tub experience, outdoor and hospitality offerings without feeling forced or artificial.
There is also a longer-term opportunity around participation and relevance. Introducing younger generations to golf as an outdoor, social and mentally rewarding activity, rather than a rigid or timepressured sport, is critical to the game’ s future. Links environments, with their emphasis on exploration, creativity and connection to nature, provide a compelling entry point. For venues willing to think beyond traditional definitions of performance and competition, wellbeing is not a trend to follow, but a strategic lens through which to future-proof the game.
REDEFINING THE GOLF GETAWAY: THE RISE OF BESPOKE GOLF TRAVEL Another Place, The Machrie’ s location naturally positions it as a destination rather than a stop on an itinerary. Guests arrive in different ways, from scenic drives and short flights from Glasgow that showcase the landscape below, and for a small number, helicopter arrivals. Increasingly, how people get here is part of the experience they want to shape, reflecting a broader rise in bespoke requests and a desire for journeys that feel considered rather than transactional.
This appetite for personalisation extends well beyond travel. Having spent nine years in Asia, it’ s clear that expectations around golf experiences vary widely by culture, and the UK market is beginning to shift away from long-held assumptions. Golf is no longer seen purely as something to complete as quickly as possible before returning to other commitments. Instead, more guests are approaching it as an all-day, immersive experience, one that rewards time, attention and presence.
For venues, this change is significant. We are seeing a clear increase in tailored enquiries, from flexible tee times and extended stays to personalised combinations of golf, dining and downtime. The focus is moving from volume to value, with guests actively choosing to stay longer, play more deliberately and engage more deeply with the destination.
Our role, therefore, is to remove friction and enable those choices. That might mean complementing golf with experiences such as The Wild Garden, our outdoor hot tub and sauna experience, food and drink concepts, whisky tastings, or comfortable spaces to work and relax. Increasingly, guests are adding an extra night or an additional round, supported by a broader, more flexible
Alan Martin
offering beyond the course itself. For the industry, the message is clear: bespoke is no longer a premium add-on, but a baseline expectation for discerning golf travellers.
THE FUTURE OF GOLF TOURISM IN SCOTLAND There are significant opportunities for growth in Scottish golf tourism. Traditionally, the market has been dominated by North American visitors, but emerging markets are growing rapidly. In parts of Europe, Africa, and the Middle East, and even in countries like Vietnam, where there were virtually no golf courses 50 years ago and now there are nearly 100, the game continues to expand globally.
At the same time, there are challenges. Travellers are increasingly focused on value for money, particularly as travel costs rise. Domestically, there is also growing pressure, and opportunity, to engage younger generations and encourage more outdoor, active lifestyles. Connecting with schools and local communities is key, and while it’ s not an easy sell, the long-term potential is huge if it’ s done well.
From an innovation perspective, customer expectations are evolving. Many of the world’ s top courses share similar characteristics, and while there’ s a strong argument for“ if it isn’ t broken, don’ t fix it,” golfers are increasingly looking for something different; experiences that stand out and give them a story to take home. The future lies in offering more than just golf, by creating truly holistic and memorable experiences.
Pricing is another challenge. With high demand from North American visitors, some venues risk pricing themselves out of the market. While demand remains strong, there is always a tipping point, after which golfers may start looking elsewhere. That creates both risk and opportunity across the wider market.
HOW YOUNG PLAYERS ARE RESHAPING GOLF Younger generations are entering the game with different needs, expectations, and cultural influences. While it’ s important to respect golf’ s traditions, venues must also be flexible and adaptable. That might mean rethinking long-held conventions, such as strict limits on group sizes or rigid attitudes towards music and atmosphere on the course.
Experiences like Topgolf and simulated driving ranges have shown how the game can be presented in more relaxed and social ways. Golf clubs and venues need to be aware of these shifts and of what younger players are experiencing in other cultures and markets. The future of golf depends on finding the right balance between preserving tradition and embracing change.
For more information and bookings, visit: WWW. ANOTHER. PLACE / THE-MACHRIE
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