Pebble Beach Golf Events Poised to Fuel Economic Growth Across Monterey County

Major international golf events at Pebble Beach are expected to play a central role in boosting economic productivity across Monterey County, according to See Monterey’s FY 2025–26 Business Plan. Guided by the Monterey County Tourism 2030 (MCT 2030) framework, the strategy positions marquee sporting events as catalysts for sustained visitor spending, job support, and long-term economic return.

The 2026 AT&T Pebble Beach Pro-Am, newly designated a PGA TOUR Signature Event, is expected to significantly increase visitation and visitor spending. Featuring the PGA TOUR’s top players competing for a $20 million purse across Pebble Beach Golf Links and Spyglass Hill Golf Course, the tournament is projected to draw higher-value travelers, extended stays, and increased demand for lodging, dining, and transportation throughout the county.

Economic impact is expected to grow further with the return of the U.S. Open Men’s Championship in June 2027. Hosting the championship for the seventh time, Pebble Beach Golf Links will once again attract a global audience, international media coverage, and tens of thousands of spectators. Monterey officials anticipate the event will generate substantial revenue for local hotels, restaurants, retail businesses, and service providers, while also supporting seasonal and full-time employment across the tourism sector.

These golf events align with See Monterey’s broader strategy of leveraging world-class venues to maximize countywide benefits. Rather than concentrating activity in a single location, the organization aims to connect visitors attending Pebble Beach events with experiences throughout Monterey County, encouraging longer stays and higher per-visitor spending.

The Business Plan also highlights how large-scale events support economic stability beyond tourism. Increased tax revenues from lodging, sales, and transportation contribute to public services and infrastructure, while international exposure strengthens Monterey County’s brand as a premium destination for future events and investment.

By anchoring its economic strategy around globally recognized events at Pebble Beach, See Monterey positions Monterey County to capture immediate financial gains while reinforcing long-term economic resilience under the MCT 2030 vision.