The Sun Sets on Royal Birkdale as the Journey to St Andrews Begins

For Tay Country and its regional partners, this year's Open was about far more than the action taking place on the course. It provided a unique opportunity to inspire visitors from around the world to look beyond the championship and discover the wealth of experiences waiting across Angus, Dundee, Fife and Perthshire.

As the final crowds departed Royal Birkdale and another memorable Open Championship came to a close, attention was already beginning to turn towards St Andrews and the return of golf's oldest major championship to the Home of Golf in 2027.

Representatives from the region joined colleagues on the VisitScotland stand within the Spectator Village, engaging directly with thousands of spectators throughout the week. At the heart of those conversations was a simple but powerful message: COME FOR THE OPEN. STAY TO EXPORE.

With St Andrews preparing to welcome the world next year, the aim was to encourage visitors to extend their stay, travel a little further and experience everything the wider Tay Country area has to offer. From dramatic coastlines and world-class golf courses to vibrant cities, market towns, local food and drink, rich heritage and spectacular landscapes, there is a huge variety of experiences within easy reach of the Home of Golf.

Many visitors arrived at the stand looking for practical information about The Open and St Andrews. However, those conversations often developed into discussions about discovering more of Scotland during their stay. Whether it was exploring Dundee's waterfront, visiting the fishing villages of the East Neuk of Fife, enjoying Angus' stunning countryside and coastline, or discovering Perthshire's scenery and outdoor experiences, there was genuine interest in seeing more of the country beyond the championship venue.

One of the most effective tools in helping tell that story was the Tay Country visitor guide, produced in a compact fold-out Z-card format. The guide proved exceptionally popular throughout the week, providing visitors with an easy-to-carry introduction to the region and helping start conversations about places they may not previously have considered visiting.

The Z-card's combination of practical information and inspiring visitor content made it a valuable resource on the stand. Visitors frequently left with a guide in hand and new ideas about how they could extend their trip before or after attending The Open.

Another popular feature was the Dundee Cake giveaway, which quickly became a talking point among visitors. The traditional Scottish treat proved to be an excellent conversation starter, drawing people onto the stand and creating opportunities to introduce them to the region's wider tourism offering.

What began as a sample of local hospitality often led to discussions about food and drink experiences, visitor attractions and future travel plans. It demonstrated the important role that local produce can play in creating memorable visitor experiences and helping showcase a destination's unique character.

The success of the week was also strengthened by the expertise of those representing the region. Golf tourism specialist Liam Barn brought an exceptional level of knowledge and experience to the stand, engaging visitors with his passion for the game and his extensive understanding of Scotland's golfing landscape.

Whether discussing championship venues, lesser-known courses, golfing itineraries or Scotland's place in the history of the sport, Liam's insight added real value to visitor conversations. His ability to connect with both experienced golfers and casual fans helped ensure visitors left with a deeper appreciation of the golfing opportunities available across the region.

Perhaps most importantly, the week highlighted the strength of partnership working. By bringing together representatives from Angus, Dundee, Fife and Perthshire under the Tay Country banner, the region was able to present a compelling and joined-up visitor proposition to a global audience.

As planning and anticipation continue to build for St Andrews 2027, Royal Birkdale offered an important opportunity to start those conversations early. The Open attracts visitors from across the world, many of whom are looking for reasons to stay longer, explore further and immerse themselves in the places they visit.

The message from Tay Country was clear. While St Andrews may be the gateway, there is a much bigger story waiting to be discovered beyond it.

As the sun sets on Royal Birkdale, the focus now shifts to the year ahead. With The Open returning to Scotland in 2027, partners across Angus, Dundee, Fife and Perthshire will continue working together to ensure visitors are inspired not just to attend the championship, but to experience the remarkable destinations, communities and experiences that make this part of Scotland so special.