Fife golf businesses showcased at major event in Florida

National tourism and events organisation, VisitScotland, led the delegation of 17 businesses from across the country, at the 2026 PGA Show in Orlando, to showcase Scotland’s unique offering as a leading golf destination and the birthplace of the game.

Businesses included Fairmont St Andrews, Links Golf St Andrews, the University of St Andrews accommodation, conference and events, and Marine & Lawn Hotels & Resorts which operates five properties including Rusacks, St Andrews.

First-time exhibitors joining the delegation included Scotland for Golf and Seaton House, St Andrews.

The PGA Show provides an ideal platform for Scotland to showcase its long-established golfing heritage, innovations, and tourism offerings, to drive new business connections, in Scotland’s largest international tourism market, the USA.

According to organisers, the PGA of America, the event welcomed more than 34,000 industry professionals from 90 countries and all 50 U.S. states to Orlando for the game’s largest annual business gathering - an industry worth $102 billion globally.

As the Home of Golf, the game’s tourism and events contributes significantly to Scotland’s economy — attracting thousands of visitors annually and generating millions in revenue. The 155th Open Championship at St Andrews in July 2027, reaffirming the Old Course’s enduring role in golf history.

Caroline Warburton, VisitScotland’s development director, said: “Our presence at the show underscores our commitment to strengthening vital international partnerships and inspiring golfers worldwide to experience playing in the game’s birthplace.

“Increasingly golf visitors are looking to the added value experiences beyond the fairways, and we promote Scotland’s world class hospitality, vibrant culture, and breathtaking landscapes.

“Attending the show helps promote Scotland as a bucket-list golf destination, all year-round. It is part of our commitment to supporting businesses to internationalise and reinforces our global reputation as the perfect stage for events – all of which supports jobs, communities and investment through the visitor economy.”

Gillian Steedman, account director, Marine & Lawn, added: "The PGA Show remains one of the most important weeks of the year, with excitement across the whole of the golf industry. It is a week where brands, resorts, independent venues, tourist operators and media partners have the opportunity to meet and discuss plans for the year ahead. It is in many ways the ultimate golf networking event.

"This year's show was arguably busier than ever. We enjoyed a strong presence on the VisitScotland stand, which was a hive of activity. New venues and tourist destinations created an extra buzz, with so many stories to tell It was vital we were there to showcase our portfolio.”