Golf travel is undergoing a major shift, driven by changing traveller expectations. From wellness and sustainability to AI-driven personalisation, immersive stay-and-play escapesand emerging destinations, IGTM (International Golf Travel Market), the world’s leading event for the golf travel industry, has identified the key trends shaping demand.
"Golf travel is evolving rapidly, with travellers now seeking more than just the game. Wellness, sustainability and technology are shaping trips - from luxury spa experiences to eco-conscious courses and AI-tailored itineraries,” Fiona Ashton, Event Manager at IGTM, tells TTN. “The Middle East; from Oman, UAE, Saudi Arabia and Qatar are combining world-class courses with luxury hotels, authentic cultural experiences and innovative offerings, making them some of the most exciting growth markets in golf tourism. “Taking place in Cannes from October 20 to 23, IGTM is the meeting place for the global B2B golf travel community, showcasing these trends and inspiring new ways to experience the game,” she says. Wellness on the fairway Golf travellers are increasingly seeking experiences that go beyond the game, blending world-class courses with spa treatments, fitness programmes and nutritious dining. Programmes like Swing into Wellness at Camiral Golf & Wellness, host of the 2031 Ryder Cup, blend championship golf with targeted fitness, nutritious dining and restorative therapies, offering a holistic approach to the game. This trend extends to multigenerational travel, as families look for destinations that offer activities to suit every interest. Sustainability first Eco-conscious golfers are making sustainability a deciding factor when choosing where to play. Research from InterMarket shows that 40 per cent of golfers prefer eco-certified courses, while initiatives such as Green Drive are setting new benchmarks for environmental responsibility. From drought-resistant grasses and innovative irrigation to biodiversity promotion and renewable energy, the industry is embracing practices that protect the planet for future generations. This growing emphasis makes it increasingly important for courses and hotels to demonstrate a genuine sustainability focus, with programmes like the GEO Foundation’s Certified Courses providing travellers with the reassurance that their experience supports both the game and the environment. AI, technology Artificial intelligence is revolutionising how golfers plan and experience their trips. From tailored resort recommendations based on skill level, budget and preferences to virtual reality tools delivering real-time performance data, technology is making the sport more accessible, immersive and personalised than ever before. New to IGTM this year, is the Discovery Zone, bringing these innovations to life, showcasing the game-changers shaping the future of golf. Attendees will also be able to experience Toptracer technology first-hand, seeing how real-time shot tracking and data insights can transform both play and practice. Luxury, immersion Golfers are increasingly seeking high-end, ‘stay-and-play’ destinations that blend world-class courses with cultural immersion and lifestyle experiences. This trend reflects a broader shift in golf tourism toward longer stays, slower travel and richer, more meaningful experiences. Destinations such as Oman - which will be exhibiting at IGTM this year - and emerging markets in Central & Eastern Europe, Asia-Pacific and Africa are offering stunning courses alongside luxury resorts, local heritage and authentic activities Social, experiential golf Golf travel is increasingly about shared experiences, not just the sport itself. Groups and multigenerational families are seeking golf holidays that combine play with social interaction, wellness and entertainment. At Golfbreaks, this demand is reflected in packages that cater to both golfers and their companions, with options ranging from spa and wellness escapes to family-focused resorts that encourage junior participation. Golfbreaks also continues to support inclusivity in the game through its Women in Golf initiative and by engaging younger audiences via collaborations with leading golf influencers. “Golf tourism is in the midst of an exciting evolution. We’ve been listening closely to our partners and watching the shifts in traveller behaviour and it’s clear that wellness, sustainability, technology and cultural immersion are no longer ‘add-ons’ – they’re driving decisions. That’s why we’ve evolved IGTM this year to shine a spotlight on these trends, foster collaboration and help the industry shape the next chapter of golf travel worldwide.” The International Golf Travel Market (IGTM) is the world’s leading B2B event for the golf travel industry, uniting golf destinations, resorts, courses, tour operators and media from across the globe for four days of pre-scheduled appointments, networking and insight-led content. This year’s edition will be held in Cannes from October 20 to 23. Fiona’s Picture provided For a pull quote: “The Middle East; from Oman, UAE, Saudi Arabia and Qatar are combining world-class courses with luxury hotels, authentic cultural experiences and innovative offerings, making them some of the most exciting growth markets in golf tourism” - Fiona Ashton