As we step into Hispanic Heritage Month this September, I’ve been reflecting on the deep influence my roots have had on the game I love—golf. It’s more than just a sport to me; it’s a connection to culture, opportunity, and community. Golf in the U.S. is undergoing an exciting transformation—and Latinos are right at the heart of it. What was once seen as an exclusive and traditional game is evolving into something more inclusive, dynamic, and truly reflective of the diverse communities that embrace it. Today, Latinos are making a powerful impact—not only on fairways but also in leadership roles, business partnerships, and grassroots efforts that are shaping the future of the sport for generations to come.
With more than 62 million people and a combined buying power of $3.4 trillion, the U.S. Latino community is not only growing rapidly but also playing a bigger role in the business and culture of golf. Whether it’s at PGA Tour events or in the boardrooms of major golf brands, Latinos are making golf more vibrant, more connected, and more reflective of real American life.
Not that long ago, many Latino families didn’t feel golf was for them. But that’s quickly changing. According to the National Golf Foundation, the number of Latino golfers in the U.S. has grown by more than 24% over the past five years. Now, more than 1.2 million Latino golfers are enjoying the game all across the country.
What’s fueling this growth? It’s a mix of things: a younger generation looking at golf as more than just a sport—it’s also a lifestyle, a great way to connect, and a family-friendly way to spend time together. You’ll now see Latino families at the driving range, junior tournaments, and even planning golf vacations together.
Golf travel brands and media are starting to take notice of them. Organizations like mine, Golf Americas, are helping make sure Latino voices are reflected in destination campaigns, partnerships, and storytelling that celebrate both golf and culture.
A big part of the momentum comes from the incredible Latino talent we’re seeing in the professional game. These players are doing more than just winning—they’re inspiring the next generation and helping Latinos see themselves in golf.
Just a few of the players leading the way:
Abraham Ancer (Mexico/USA) – One of the most consistent players in the game, Abraham grew up in Texas with Mexican roots and has become a fan favorite on the PGA Tour and LIV Golf.
Jhonattan Vegas (Venezuela) – A three-time PGA Tour winner and Olympian, he’s respected for his power and professionalism—and he’s inspired young players across Latin America and the U.S.
Camilo Villegas (Colombia) – Known for his fitness and flair, Camilo brought his Latin energy to golf and remains a role model, especially with his recent comeback story.
Maria Fassi (Mexico) – A rising LPGA star, Maria is breaking barriers and giving young Latinas a role model they can cheer for.
Lizette Salas (USA/Mexico) – Humble, driven, and accomplished, Lizette is a leader on and off the course, proudly representing Latinas in golf and pushing for more diversity.
These athletes show that with dedication and heart, Latinos can thrive in golf at the highest level while staying connected to their roots and culture.
And it’s not just happening on the course. Behind the scenes, Latino professionals are stepping into big roles in business, marketing, and hospitality—all shaping what the future of golf looks like.
For example:
Carlos Sugich – A legal powerhouse and passionate golfer who’s helping bring the game into more Latino business circles.
Rick Arrieta – A marketing pro who’s helping brands connect with multicultural and bilingual golf audiences in real, authentic ways.
Oscar Feldenkreis – As CEO of Perry Ellis International, he’s been a champion for bringing Latino flavor to golf fashion through brands like Original Penguin Golf and Callaway Apparel.
In places like Puerto Rico, Mexico, and the Dominican Republic, more Latinos are also taking leadership roles at luxury golf resorts, golf tourism boards, and course management companies—making the destinations as welcoming as the game itself.
Let’s not forget the celebrity power behind the movement. Latino stars are stepping onto the course and showing that golf is for everyone—not just athletes.
Andy García brings elegance and culture to every pro-am he plays.
Eva Longoria is helping open doors for Latinas by showing up and advocating for inclusion in all spaces.
Oscar De La Hoya uses golf for business networking and supporting youth through his foundation.
George Lopez, one of the most visible celebrity golfers, hosts a star-studded tournament each year to support underprivileged kids.
Carlos Ponce from Puerto Rico brings charm and charisma to every golf event he attends, adding to the sport’s appeal across generations.
These stars help break stereotypes and make golf feel more fun, social, and stylish for Latinos of all ages.
So why is golf connecting so well with Latino culture? It’s simple. The values align.
Latino culture celebrates family, friendship, time outdoors, and personal growth—all things that golf naturally offers.
It’s a family thing: Golf brings together parents, kids, and grandparents. It’s about bonding and building memories.
It’s great for business: More Latinos are climbing the corporate ladder, and golf is a natural place to build relationships.
It’s culturally rich: Destinations like Punta Cana, Riviera Maya, and Puerto Rico offer golf trips with food, language, and history that feel like home.
It’s social and shareable: Latino golfers are telling their stories on Instagram, TikTok, and YouTube—blending culture and golf in fresh ways.
That’s why smart golf brands, resorts, and tourism boards are paying attention. This isn’t just a nice-to-have audience; it’s a business opportunity. Latinos are loyal. They love to share great experiences. And when they travel, they often do so in groups, bringing family and friends along and increasing the value of every booking.
Yes, there’s still a trust gap. Golf can be intimidating to new players. But that’s also the opportunity. The companies and destinations that step up with bilingual support, inclusive marketing, and culturally relevant experiences will be the ones that win this audience for the long haul.
That’s where Golf Americas comes in—helping to bridge those gaps with curated travel, inclusive content, and powerful partnerships that help Latinos feel truly at home in the game.
What can golf organizations do right now?
Launch junior programs and scholarships that reach Latino youth
Feature more Latino voices in golf media and storytelling
Make golf experiences that are welcoming from the very first tee
Collaborate with Latino influencers and content creators
Latino Power in the Game
Here’s the truth: The future of golf in the U.S. is multicultural. It’s global. And it’s full of Latino energy.
With more than $3.4 trillion in purchasing power, this community isn’t just showing up to play. They’re fueling the next chapter of golf—through tourism, lifestyle brands, and even real estate in golf communities.
And it doesn’t stop at the U.S. border. Across Latin America and the Caribbean, young players dream of college scholarships and pro careers in the U.S. Golf is becoming a cultural bridge—bringing people together through sport, travel, and shared values.
At the same time, Latinos in the U.S. are heading south, playing in amateur tournaments in Argentina, investing in properties in the Dominican Republic, and reconnecting with their roots through golf.
It’s a full-circle moment. And it’s building something powerful.
Latinos are redefining what it means to belong in golf. They bring passion, culture, business, and connection. And the game is better for it.
At Golf Americas, we’re proud to be part of this story—bringing together cultures, destinations, and communities through the game we love.
Join the movement. #LatinoPower