Golf industry in Great Britain and Ireland recorded a record level of visitor revenue in 2024, thanks to the business development agency, Revenue ClubReports from over 200 clubs show that the average venue generated £170,462 in green playing fee income over the year, an increase of 11% on the previous 12 months.
These gains were achieved despite a very wet start to the year and challenging conditions for golf course operators, peak season demand levels rose to record levels and, following a relatively strong final quarter, it was the best year ever for green fee revenues, surpassing the previous record set in 2020 .by 8%.
Average course green fee income consisted of 68% of online revenues, which was the main driver of growth with a 15% year-on-year increase to £112,065, while offline revenues continued to grow but at a slower pace – from 5% to GBP 58,397.
Chris Knightdirector of The Revenue Club said: “The rise in green tax prices was one of the key drivers of growth over the year, with an increase of 4% to £28.04 per person over the year. This value is slightly higher than the inflation rate and resulted from many golf course operators passing on increased operating costs to customers and the general acceptance of higher prices for many consumers.
“Demand appears to have remained the same, with the number of golfers visiting golf course booking systems averaging 15,615 users over the year. Those who browsed were more likely to continue and book as the conversion rate increased to 10% for the year, illustrating the continued shift to online sales as the main form of eco fee revenue.”
Co-director Rob Corcoran said: “2025 is shaping up to be a great year if weather conditions do not impede progress. The first two months of the winter season saw an increase of 32% in November and December last year due to exceptionally wet weather in the latter part of the 2023 season, so it is likely that rates will have a big advantage in the early summer. The level of demand during the season shows that visitor appetite remains high, with a considered approach to both pricing and marketing across the UK and Ireland. golf courses will continue to thrive due to significant growth in this area.”
The data presented here is encouraging and we look forward to the 2025 golf season, however the issue of rising green fees, which was a major driver of growth last season, remains controversial as the purchasing power of visiting golfers approaches the limit, but it is clear that for many this ceiling has not yet been reached.
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