The International Golf Travel Market returns to the south of France next week, 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 in Cannes from October 19-22, the 29th edition will feature more than 260 exhibitors from over 40 countries. More than 300 buyers and delegates are registered from over 50 countries across six continents.
While pre-scheduled business appointments remain central to the event, this year marks 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 aims 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 include Camiral, host venue for the 2031 Ryder Cup, and DETAILS, which represents golf courses and hotels across Portugal. VisitAberdeenshire will make its debut, while Cyprus and the Dominican Republic will be represented for the first time.
Other newcomers include Kenya’s YENGOLF, the Japan Golf Tourism Association, Seibu Prince Hotels Worldwide and the Southern Africa Tourism Services Association.
Proceedings begin 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. Participation requires advance booking and is subject to availability.
An official welcome reception, Happy Hour gatherings and a farewell evening will complement the business programme. Daily networking drinks will also enable 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 opens with The PGA’s Mark Skinner discussing professional development, including personalised learning and the potential of artificial intelligence. Trackman’s Bruno Veiga will examine growth across indoor and outdoor golf, while Golfspot.io founder Menno Liebregts will explain why reliable customer data is essential to successful automation and AI.
Other opening-day sessions cover brand experiences, participation trends, customer insight, gamification, portfolio management and sustainable operations.
Wednesday 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, 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.”
To register for IGTM visit www.igtmarket.com/en-gb/attend.html