Key takeaways from IGTM 2026 in Cannes

The 2026 International Golf Travel Market (IGTM), held from October 19–22 at the Palais des Festivals in Cannes, France, highlighted a booming $24.8 billion (€22.8 billion) global golf tourism market.

With over 260 exhibitors from 40+ countries and hundreds of pre-qualified buyers in attendance, the event showcased significant structural shifts in how golf travel is packaged, managed, and geographically distributed.

New exhibitors this year include Golf Saudi, Cyprus, the Dominican Republic, Kenya, the Japan Golf Tourism Association and VisitAberdeenshire. Dromoland Castle in County Clare is preparing for a €55m transformation ahead of reopening in July 2027. Cyprus’s Minthis Resort is investing €3m in its championship course. IGTM Discovery launched this year as the show’s expansion into the wider golf industry.

• The Rise of the “Lifestyle” Golf Traveler: The traditional golf trip is being replaced by broader leisure experiences. Data shared at the event revealed that 65% to 80% of golf travelers now prioritize lifestyle experiences—such as fine dining, spa wellness, and cultural excursions—alongside time on the course. Packages are increasingly catering to groups and families where not everyone plays golf.
• Geographic Shifts & Emerging Destinations: While traditional markets like the US (which remains the largest outbound market with 2.7 million annual international travelers) continue to dominate, a new wave of global investment is reshaping the tourism map. Saudi Arabia, Cyprus, the Dominican Republic, Kenya, and Japan all debuted or significantly expanded their presence as first-time exhibitors, aiming to capture a slice of the premium golf travel market.
• Launch of IGTM Discovery & Tech Integration: A major milestone for the 29th edition was the launch of IGTM Discovery. This new, expanded trade floor and ecosystem was designed to bridge golf tourism with modern club operations, retail merchandising, apparel, and integrated technologies.
• Operational & Multi-Revenue Focus: The inaugural Golf Club Management Summit hosted 30 dedicated educational sessions addressing pressing modern industry issues. 
• The Data Gap: Industry audits revealed a critical operational blind spot, showing that only 19% of golf venues actively capture individual guest data upon arrival. Discussions focused heavily on maximizing profitability through food and beverage upgrades, retail, flexible membership models, and padel tourism integration.
• Sustainability & Climate Pressures: Keynote sessions targeted critical environmental and cost challenges, specifically water scarcity, climate pressures, and sustainable maintenance practices.
• Commercial Growth: Multiple tracks focused on the accelerating commercial potential and tournament draw of women’s golf.
• Turkiye next year: IGTM confirmed Türkiye as host for its 30th edition in 2027. The event takes place from 18 to 21 October at NEST Congress and Exhibition Centre in Belek.