Research by Mastercard has found that South Ayrshire is set for a huge spending boost as 250,000 fans descend on The Open at Royal Troon.
According to a recent Mastercard survey of over 16,000 consumers1, European and international visitors alike are set to prioritise spend on experiences, with almost 9 in 10 people (88%) saying they plan to spend the same, or more, on experiences in 2024, compared to 2023.
Over 4 in 10 (41%) said that how ‘one of a kind’ an experience is would be a determining factor in whether to spend on an experience, highlighting their ambition to make lifelong memories.
Natalia Lechmanova, Chief Economist Europe at Mastercard Economics Institute, says: “In recent years, The Open tournament has significantly boosted the economies of its host areas, benefiting local businesses beyond the host courses. Our analysis shows that cultural and sporting events like The Open have the potential to bolster local economies and increase tourism-related spending across hotels and restaurants. We’ve seen strong demand from consumers for meaningful, live events as the experience economy across Europe continues to thrive.”