Golf travellers now prioritise food, wellness alongside the course: study

Golf travel is evolving beyond the fairway, with food, culture, wellness and group experiences now playing a major role in how golfers choose destinations, according to new research released by 18Players in partnership with International Golf Travel Market (IGTM).

Research reveals that today's golf traveller increasingly expects a broader holiday experience rather than a golf-only trip. 

Among the findings are:

* 78.9% of golfers said they would be more likely to visit a destination offering a strong mix of golf and lifestyle experiences, rather than just great courses

* 83.6% said great local food and fine dining would most improve a golf holiday

* More than half (56.3%) said non-golf elements such as wellness, scenery and culture are either "very" or "extremely" important when choosing a golf trip

* 79.2% would consider travelling with a larger group of friends or family

* 76.9% said nearby attractions and off-course activities are the most important factor in making a destination family-friendly

Gastronomy has emerged as one of the most powerful draws in premium golf travel, the study said.

Today's golf resort guest expects a dining experience that would hold its own in any luxury travel context — a standard already being met by properties such as Costa Navarino in Greece and Hotel Finca Cortesin in Andalucia, where seasonal menus and regional wine programmes have become as much a part of the proposition as the courses themselves. Cultural immersion follows closely behind. 

Resorts such as Cornelia Hotels Golf & Spa in Turkey and Costa Navarino are increasingly weaving heritage experiences, guided excursions and artisan encounters into their offering — connecting guests to the places they are visiting well beyond the resort gates.

The findings reflect a broader shift in golf tourism, where destinations are increasingly competing on the overall travel experience rather than solely on course reputation.

"The modern golf traveller wants more than tee times," said Fiona Ashton, Event Manager, IGTM. "Golf remains the anchor of the trip, but travellers are now choosing destinations that can offer exceptional dining, wellness, culture and experiences for non-golfers too. That's changing how resorts, destinations and travel providers position themselves."

The survey also highlights the growing importance of group and mixed-interest travel within golf tourism. When asked what makes a destination ideal for golfers and non-golfers travelling together, respondents ranked good food and dining options (73.1%) and a wide range of non-golf activities (70.9%) among the most important factors.

The research findings will form part of the conversation at IGTM 2026, which takes place in Cannes from October 19–22 and brings together golf travel suppliers, buyers and media from around the world. -TradeArabia News Service