INDUSTRY
An insider’s guide to the golf travel industry’s biggest annual event
The great and the good of the golf travel industry will convene for the 28th edition of the International Golf Travel Market (IGTM) in Cannes later this month. We spoke with event manager Fiona Ashton to set the scene and share her expert insight into this unique global gathering
Meet the Event Manager
The Palais des Festivals et des Congrès in Cannes will host IGTM from 20 to 23 October, bringing together golf tourism suppliers and buyers under one roof. The event offers unrivalled opportunities to network, discover new destinations and gain updates on the latest industry and travel trends.
This year’s event is led by Fiona Ashton, who became IGTM’s Event Manager in March. Fiona oversees all aspects of the show’s planning and delivery. With 13 years’ experience at RX Global, she has also worked on major industry events including the Arabian Travel Market and World Travel Market London, and has previously been part of IGTM events in destinations such as the Algarve, Spain and Lake Como.
We asked Fiona to explain how IGTM works, her role in shaping the event, and what delegates can look forward to in Cannes.
Fiona’s role in shaping IGTM
“As Event Manager on IGTM, I have overall P&L responsibility. I’m also in charge of the success of the event in terms of customer satisfaction,” Fiona explains. “Since starting in March, I’ve been looking at the event more strategically, speaking directly to clients about what we currently offer and what we could be offering to ensure we are not just meeting expectations but going beyond them. A big part of my focus has been planning for the 2026 event.”
This means examining IGTM’s position in the value chain, the profile of exhibitors and buyers, and how the show can add value for both groups.
Exhibitors typically include golf resorts, clubs, destination management companies and tourism boards. Buyers are mainly golf tour operators, who attend to find new products, learn about unfamiliar destinations and negotiate with existing suppliers so they can create the perfect packages for golfers booking holidays.
“Beyond tour operators, particularly in the US, PGA professionals and coaches also book holidays for their clients,” Fiona says. “We’re bringing over 10 PGA Golf Professionals from the US and Canada this year. Some will be looking to purchase directly from exhibitors, and some will want to find a golf tour operator to purchase through.”
Planning is already moving ahead for 2026, with a venue, floorplan and pricing confirmed. “Watch this space for announcements in the coming months,” Fiona says. “We’re working closely with our sister event in the US, the PGA Show, and also talking to associations and industry partners about how we can introduce new elements that really complement IGTM.”
“It’s the overall package. Golf tour operators book hotels, flights, transfers, tee times and even activities beyond golf ”
Why Cannes works as a host venue
“Meetings are number one at IGTM, but networking is just as important,” Fiona notes. The programme includes one-to-one business meetings, speed networking sessions, the annual IGTM Golf Day and evening events that have become a staple of the show.
Accessibility is also a key part of the delegate experience. “In Cannes, all the hotels are within walking distance of the exhibition centre and evening events. Only the golf day requires transfers, and of course we have included complimentary airport transfers too,” she explains.
Sometimes, Fiona adds, the most valuable moments happen outside of the scheduled meetings. “We provide all these different touch points throughout the week, and sometimes the biggest deal of the week can be made during an airport transfer or at one of the social events.”
The significance of the American market
Of the 350 golf tour operators attending this year, 50 will come from the US and Canada. Fiona stresses why this matters.
“The US is by far the largest golf market in the world, but not all golfers travel internationally to play. We focus on buyers who purchase overseas holidays so that participation stays as relevant as possible. To make the event more accessible, we host them in hotels and provide flight contributions.”
While the American market is hugely significant, IGTM is firmly international. Buyers from more than 50 countries are already signed up for October, with strong participation from across Europe, including Germany, the UK, France, the Netherlands, Spain and Sweden, and from further afield in Australia, New Zealand, Argentina, Brazil, the UAE, Japan, Vietnam, China, Korea and Thailand.
The event itself generally moves around Europe but has also taken place in destinations such as Florida, Morocco, South Africa, the Dominican Republic and Mexico.
IGTM in Numbers
28th
edition of IGTM in 2025
1,000
industry leaders attending
51
countries represented
12 million
adults who went on golf trips in the US in 2024
Destinations on the rise
Fiona has witnessed the rapid rise of the Middle East as a golf destination. “When I first visited Dubai, the Burj Khalifa was new. Every time I’ve returned since, there’s been so much development. The exponential way it has grown as a tourism destination in just a few years is incredible,” she says. “Now Saudi Arabia is heavily investing in golf, and the Middle East in general is where I’ve seen some of the most dynamic development in travel and tourism.”
Elsewhere, in the Asia Pacific region, Vietnam and Cambodia are investing heavily in new resorts to rival more established golf destinations of their neighbour, Thailand. Similarly in Africa, we are seeing prioritisation to continue the growth of golf tourism in Morocco and South Africa, as well as emerging destinations in Kenya, Uganda and Rwanda. Bulgaria is also expanding its offering. “It’s not an obvious golfing destination, but they are returning to the show this year, and I was surprised by the quality of the golf there. It’s still largely unexplored by many international tourists, but the standard of product will satisfy even the most ardent golf traveller” Fiona adds.
What golf travellers really want
According to Fiona, a golf holiday is no longer just about the course. “It’s the overall package. Golf tour operators book hotels, flights, transfers, tee times and even activities beyond golf,” she explains.
Trips can include coaching elements, with mornings spent playing alongside a professional and afternoons on the course independently. Increasingly, travellers are also looking for gastronomy, cultural experiences, spa breaks and multi-generational options that appeal to the whole family.
“What a golf tour operator does is curate a trip tailored to their clients. It might be simply fulfilling the needs of cost-sensitive travellers, or it might be creating a memorable, seamless experience that maximises time both on and off the course,” Fiona says.
IGTM in Numbers
$101
billion value of the US golf industry, with
$40
billion in travel and tourism
Expanding the appeal of golf holidays
The profile of the golf traveller is evolving. “Traditionally, golf travel focused on groups of men, and that’s still a big part of the market,” Fiona explains. “But we’re now seeing many more women playing, couples travelling together, and families combining golf with other activities.”
Padel is one such activity. “The growth of padel is incredible. I think we’re going to see a big shift as golf clubs around the world adopt it. At the PGA Show in Orlando earlier this year, there were lots of padel suppliers meeting with clubs looking to diversify their facilities and ensure they are used year-round.”
Where golfers go in winter
When golfers travel, they are looking for warm but not hot weather and ideally dry courses. This drives seasonal demand across the globe.
Australia and New Zealand are important destinations for golfers travelling during the UK winter, while Japan and South Korea also offer strong off-season opportunities. In Europe, Türkiye, Cyprus and the Canary Islands become more popular as the weather cools. Dubai and Abu Dhabi are well-established favourites, and this year Oman is also exhibiting at IGTM, positioning itself as a perfect winter golfing destination.
