Northern Ireland Joins Scotland to Redefine Luxury Sports Tourism as Elevate Golf 2026 Unleashes a Powerful Wave of International Business Connections

Northern Ireland and Scotland showcased their unique luxury golf tourism proposition to 230 international suppliers and tour operators at Elevate Golf 2026. The six-day flagship golf conference highlighted some of the most iconic golf courses, luxury resorts and world-class hospitality available globally. As a launchpad to St Andrews in Scotland, the event also included 9,430 pre-booked business meetings for delegates at Fairmont St Andrews in Northern Ireland. Through a series of strategic networking and partnership opportunities Elevate Golf 2026 ensured that destinations were promoted as an appealing choice for golfers worldwide and opened up new business partnership opportunities throughout the global tourism industry.

The invitation-only event attracted leading golf course operators, luxury resorts, accommodation providers and international travel specialists. Its programme combined golf experiences, professional networking and structured business meetings, reinforcing Elevate Golf’s growing significance as a major meeting point for the international golf tourism industry.

The conference opened in Northern Ireland, where overseas delegates had the opportunity to discover the destination’s renowned golfing facilities and hospitality offerings. Participants subsequently travelled to St Andrews in Scotland, where the event continued with dedicated business sessions and industry networking activities.

A significant feature of the conference was its extensive programme of pre-arranged business meetings at Fairmont St Andrews. Over two days, delegates participated in 9,430 scheduled appointments, creating opportunities for suppliers and tour operators to explore commercial partnerships, expand their professional networks and reinforce established industry relationships.

The 2026 conference concluded with a gala dinner featuring Ben Cowan-Dewar, co-founder and Chief Executive Officer of Cabot, as the principal guest speaker. During an interactive question-and-answer session, Cowan-Dewar discussed the evolution of the Cabot brand, sharing insights into its development alongside emerging trends, commercial opportunities and changing expectations within the international golf tourism sector.

The evening also recognised an influential figure in Northern Ireland’s golfing history. Wilma Erskine, former secretary of Royal Portrush Golf Club, received a Special Recognition Award honouring her exceptional contribution to the development and international promotion of golf in the region.

Erskine played a pivotal role in strengthening Northern Ireland’s reputation as a leading golfing destination, particularly through her efforts to bring The Open Championship back to Royal Portrush in 2019. The tournament’s return marked a historic occasion, ending a 68-year absence and placing Northern Ireland firmly in the international sporting spotlight.

Following the successful staging of the championship, Erskine retired from her position at Royal Portrush Golf Club, leaving behind a significant legacy in golf administration and destination promotion. Her recognition at Elevate Golf 2026 highlighted the lasting influence of individuals who have helped establish Northern Ireland as a prominent destination within the global golf tourism landscape.

Leanne Thorpe, director of Elevate Golf, said: “It’s been another fantastic week for Elevate Golf and we’re delighted with the response from everyone who attended. Bringing together 230 suppliers and 230 tour operators, and delivering more than 9,400 appointments over two days, shows just how important the event has become for the international golf tourism industry.

“What makes Elevate special is the quality of the people involved and the relationships that develop throughout the week. From the golf and hospitality in Northern Ireland to the business meetings in St Andrews, we’ve seen some excellent connections made and plenty of business being discussed.

“We’re particularly grateful to our host venues, partners and everyone who helped make the week such a success.”

Karyln Hawke, director of leisure travel sales for Pebble Beach Resorts, said: “Elevate Golf is a truly special platform for Pebble Beach Resorts, bringing together the world’s most discerning luxury golf tour operators and premier golf destinations in an intimate, invitation-only setting built for genuine connection and lasting partnerships. We are honoured to be part of such a thoughtfully curated, high-calibre event once again.”

John Baker, managing partner at Haversham Baker, added: “At the end of the day, what our members remember most are often the people they meet along the way. Elevate Golf gives us a chance to spend time with longtime partners, get to know new ones, and continue building the relationships that make what we do possible.”

Elevate Golf is set to return to Scotland in 2027, with the upcoming edition opening at the prestigious Trump Turnberry resort on the scenic Ayrshire coastline. The five-star property features three golf courses, including the renowned Ailsa Course, which has hosted The Open Championship on four occasions. The iconic resort will serve as the starting point for another week of industry engagement, bringing together prominent international golf tour operators and leading premium golfing destinations to explore new commercial opportunities, strengthen business partnerships and promote the continued development of global golf tourism.