In the summer of 2026, the eyes of the sporting world will once again turn to the Northwest of England as Royal Birkdale hosts The Open Championship. For golf fans, it is one of the most anticipated events on the global sporting calendar. For homeowners, buyers and investors across the region, it represents something else entirely: a moment of international focus that few places ever experience.
From Southport to Hoylake, this stretch of coastline has quietly become one of the UK’s most desirable lifestyle and property destinations. What was once seen primarily as a traditional seaside area has evolved into a sophisticated blend of championship sport, elegant architecture, strong transport links and an increasingly international buyer profile.
In 2026, that evolution accelerates.
A Coastline Built on Championship Pedigree
Very few regions in the world can claim the golfing heritage that exists within this relatively compact part of the Northwest. Royal Birkdale. Royal Liverpool at Hoylake. Formby Golf Club. Hillside. Southport & Ainsdale. West Lancashire.
These are not simply good golf courses. They are globally recognised venues, regularly ranked among the finest links courses anywhere in the world. Together, they create a density of elite sporting infrastructure that attracts players, spectators and media from every corner of the globe.
But the appeal extends far beyond the fairways.
Buyers drawn to the area are often struck by how seamlessly this sporting pedigree blends with everyday life: wide tree-lined roads, period homes, coastal views, independent shops, strong schools and easy access to Liverpool, Manchester and beyond.
The Open Effect: What Happens When the World Arrives
Major global events leave a legacy. The Open Championship is no exception.
When a location hosts The Open, it doesn’t simply enjoy a temporary boost in visitor numbers. It receives months of global media exposure, followed by years of elevated profile. Television broadcasts, international press coverage, corporate hospitality and global travel all combine to shine a spotlight on the host region.
For Birkdale specifically, this means:
- Increased international awareness of the area
- A surge in short-term accommodation demand
- Heightened interest from overseas buyers
- Greater scrutiny of property quality, presentation and value
Curlett Jones is already seeing early signs of this shift, with enquiries coming from buyers who are planning ahead rather than reacting at the last minute.
The Question Every Homeowner Is Asking: Sell Before or After The Open?
For homeowners in Birkdale and surrounding areas, this is the question that matters most and it doesn’t have a one-size-fits-all answer. Historically, major events like The Open create two distinct windows of opportunity.
Some sellers choose to list before the championship, capitalising on growing anticipation, increased search activity and early international attention. This approach often attracts motivated buyers who want to secure property ahead of peak interest.
Others choose to wait until after the event, when visitors who have experienced the area firsthand begin making longer-term lifestyle decisions. These buyers are often more emotionally invested, having walked the streets, visited local restaurants and seen the area at its best.
The right decision depends on the property type and price point. The buyer profile, such as local, national or International clients. The personal timescales you have and even market conditions at the exact time of sale.
This is where informed, local advice becomes critical.
Birkdale Today: More Than a Golf Destination
While The Open brings global attention, the underlying strength of Birkdale and its neighbouring areas lies in what they offer year-round.
In recent years, the area has benefited from:
- Ongoing infrastructure improvements
- Increased hospitality investment
- Strong demand for quality family homes
- A growing downsizer market
- Continued interest from professionals relocating from cities
Birkdale’s tree-lined avenues, proximity to the coast and blend of architectural styles, from elegant Victorian villas to modern family homes, create a depth of choice rarely found in coastal markets.
And importantly, this is not a speculative market. It is a lived-in, well-established community, which is why values have remained resilient even through wider market fluctuations.
International Buyers Are Watching and Planning
One of the most significant shifts Curlett Jones has observed is the change in buyer geography.
Interest is no longer limited to local movers or UK-based second-home buyers. International purchasers, particularly those familiar with The Open, links golf and UK coastal living are beginning to explore opportunities in the region.
For these buyers, presentation, pricing strategy and professional marketing are non-negotiable. Homes that are marketed correctly stand out. Those that are not, risk being overlooked, regardless of location.
Why Strategy Matters More Than Ever
When international attention enters a local property market, it magnifies everything, both good and bad.
Overpriced homes sit. Poorly presented homes struggle. Agents who rely on generic marketing are exposed.
At the same time, well-positioned properties with clear pricing, strong marketing and professional negotiation often achieve exceptional results.
Curlett Jones works closely with sellers to:
- Assess true market value in a changing environment
- Identify the most likely buyer profile
- Time listings strategically
- Present homes to the highest possible standard
- Handle negotiations with confidence and discretion
For buyers, this same insight helps identify genuine opportunities before competition intensifies.
A Moment That Doesn’t Come Around Often
Royal Birkdale hosting The Open is not just another date in the sporting calendar. It is a rare convergence of global attention, lifestyle appeal and property opportunity.
For some homeowners, it will represent the ideal moment to sell. However for others, it will reinforce why they chose to live here in the first place. For buyers, it may be the prompt that turns interest into action.
What is certain is that 2026 will place this coastline firmly on the international stage and those who prepare early will be best placed to benefit.
Thinking of Selling or Buying Along the Golf Coast? Get Expert Advice
From Birkdale to Hoylake, Southport to Formby, Curlett Jones Estate Agents offer deep local knowledge, strategic pricing advice and professional marketing tailored to a changing, increasingly international market.
If you’re considering selling, buying or simply want to understand how The Open could impact your property, now is the time for a conversation.
Speak to Curlett Jones Estate Agents for trusted, informed advice and make the most of what 2026 brings.
