Cannes, France: The International Golf Travel Market (IGTM) has returned to the south of France, bringing together golf tourism suppliers and buyers from across the world alongside an expanded exhibition and a full conference programme.
Taking place at the Palais des Festivals et des Congrès from October 19-22, the 29th edition is featuring more than 260 exhibitors from over 40 countries. More than 300 buyers and delegates registered from over 50 countries across six continents.
While pre-scheduled business appointments remain central to the event, this year marked the launch of IGTM Discovery, an extension of last year’s Discovery Zone designed to connect golf tourism with technology, equipment, apparel, accessories, merchandising and club management.
The expanded format also aimed to attract PGA Professionals, golf directors, club managers and retail specialists, creating opportunities for destinations and suppliers to establish relationships beyond the traditional travel marketplace.
New exhibitors included Camiral, host venue for the 2031 Ryder Cup, and DETAILS, which represents golf courses and hotels across Portugal. VisitAberdeenshire made its debut, while Cyprus and the Dominican Republic were represented for the first time.
Other newcomers included Kenya’s YENGOLF, the Japan Golf Tourism Association, Seibu Prince Hotels Worldwide and the Southern Africa Tourism Services Association.
Proceedings began with Monday’s Golf Day, offering delegates the opportunity to play Le Riou at Terre Blanche, Golf d’Opio-Valbonne or Golf de la Grande Bastide.
An official welcome reception, Happy Hour gatherings and a farewell evening is complementing the business programme. Daily networking drinks enabled attendees to move between IGTM and IGTM Discovery.
The conference programme runs from Tuesday to Thursday on the Discovery Stage and is open to all attendees. Its agenda combines golf tourism insights with practical sessions addressing commercial performance, technology, sustainability and changing customer expectations.
Tuesday opened with The PGA of Great Britain & Ireland’s Mark Skinner discussing professional development, including personalised learning and the potential of artificial intelligence.
Trackman’s Bruno Veiga examined growth across indoor and outdoor golf, while Golfspot.io founder Menno Liebregts explained why reliable customer data is essential to successful automation and AI.
Other opening-day sessions covered brand experiences, participation trends, customer insight, gamification, portfolio management and sustainable operations.
Today places greater emphasis on tourism partnerships and club performance. Golfbreaks’ Ben Foster will explore how professionals and clubs can benefit from working with tour operators, while Costa Navarino’s David Ashington will discuss building productive relationships between resorts and travel partners.
Agronomist Alejandro Reyes will address water scarcity, climate pressures and maintenance costs. Further sessions examine management software, leadership, food and beverage profitability, retail merchandising and integrated technology.
Thursday’s programme includes opportunities in padel tourism, <a href="https://absafricatv.com/australia-on-the-back-foot-as-bavuma-plays-captains-innings-for-south-africa/" title="Australia on the back foot as Bavuma plays captain’s innings for South Africa“>South Africa’s golf offering and operating a facility with multiple revenue streams, featuring Silvermere’s Terry Sims. Sessions will also cover Amendoeira’s sustainability initiatives, digital marketing, flexible membership models and the commercial potential of women’s golf.
Fiona Ashton, Event Manager for IGTM and IGTM Discovery, said: “2026 marks an exciting new chapter for the event with the introduction of both IGTM Discovery and our conference programme. As we bring together an even broader cross-section of the golf industry, we’re creating more opportunities for delegates to exchange ideas, hear from leading experts and make valuable new connections.”
*The PGA of Great Britain & Ireland is an Executive Member of the Asian Golf Industry Federation.
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