Former champion Matthew Fitzpatrick feels the Sky Sports British Masters is one of the first events that gets put on a golfer's calendar.
The Englishman's first European Tour win came at Woburn in 2015, and he has gone on to win four more, including last month's Omega European Masters.
While his Alfred Dunhill Links Championship ended after three rounds last week, the 24 year old is hoping the set-up at Walton Heath will suit his game better.
He said: "I am (feeling good). Last week I didn't really play at my best but I'm looking forward this week.
The tournament, the atmosphere, the way it's run, everything about it is first class - Matthew Fitzpatrick
"The players love it. It's one of the first ones that goes down on the calendar for the following year. The tournament, the atmosphere, the way it's run, everything about it is first class and that's why people want to play."
Fitzpatrick's European Tour breakthrough came in 2015 when he won the British Masters as a 21 year old, finishing two shots clear of Søren Kjeldsen, Shane Lowry and Fabrizio Zanotti at Woburn.
"It feels like a long time ago now but winning in Woburn in 2015 was special," Fitzpatrick added. "It gave (my career) a great start really. I'd had a decent start up until then and all of a sudden managed to win and played really well for the rest of the year. It was a great week."
Fellow Englishman Matt Wallace is competing close to his home and searching to add a first European Tour victory on home soil.
Wallace has won three times this season and will be among the favourites for another victory at a course where he has a strong record in US Open qualifying.
"I've got good memories," Wallace said. "I'm feeling strong about my game. I'm positive. I'm always looking to try and move in the right direction. Hopefully I can be up there at the end of the week.
"Walton Heath is fantastic. The greens are the best I've probably seen in England, not just here. I think you get a lot of the pros saying how good they are. The course is in great shape. It plays well. I'm sure there's going to be a great champion at the end of the week.
"This is like my fifth Major, for me. I know I probably have a few more fans around now who know who I am so that'll be nice. Hopefully I can give them a little treat come Sunday."