Golf trips are becoming less about the course alone, with food, wellness, culture and group experiences playing a bigger role in where travellers choose to go. That shift will be part of the conversation at IGTM 2026 in Cannes.
International Golf Travel Market will return to Cannes from October 19 to 22, bringing destinations, resorts, tour operators and travel buyers together around the global golf tourism market. The main trade show runs from October 20 to 22, with the traditional IGTM Golf Day taking place on October 19.
New research released by 18Players in partnership with IGTM suggests that golfers are increasingly looking for a broader holiday experience rather than a trip built around golf alone.
According to the survey, 78.9% of respondents said they would be more likely to visit a destination offering a strong mix of golf and lifestyle experiences, while 83.6% identified great local food and fine dining as something that would improve a golf holiday. More than half also said non-golf elements such as wellness, scenery and culture were very or extremely important when choosing a trip.
The course is no longer the whole trip
For resorts and destinations, that means the golf course is increasingly only one part of the decision.
IGTM’s own 2026 industry coverage points to spas, restaurants, local culture and guided experiences becoming more important, particularly when golfers travel with partners, friends or family members who may not play themselves.
That broader approach can change how golf destinations package trips. Instead of selling only tee times and accommodation, operators are increasingly combining golf with dining, wellness, local transport and cultural activities.
The trend also reflects a wider shift in premium travel, where visitors expect destinations to offer a complete experience rather than a single activity.
Women’s golf is expanding the market
Another change highlighted ahead of IGTM 2026 is the growth of women’s participation in golf.
Citing the R&A’s latest participation data, IGTM says women now account for 34% of adult golfers across the organization’s key international markets, up from 31% previously. In the United States, separate National Golf Foundation figures cited by IGTM show female on-course participation has also reached a record level.
For the travel industry, that creates a larger and more diverse audience with different expectations around destinations, accommodation, wellness and group travel.
IGTM expands beyond travel in 2026
This year will also mark the launch of IGTM Discovery, an expansion of the event into equipment, apparel, technology, retail and golf club operations.
The new section is expected to bring more than 50 exhibitors into areas beyond tourism alone, with products and services aimed at PGA professionals, golf directors, club managers and retail professionals.
That expansion reflects the same broader change visible in golf travel itself. The industry is becoming less segmented, with tourism, hospitality, retail and club operations increasingly overlapping.
For travellers, the most visible result is simple: a golf holiday is no longer necessarily just a golf holiday.
IGTM 2026 will take place from October 19 to 22 at the Palais des Festivals et des Congrès in Cannes, France.
