Golf tourism is riding a global wave of demand. However, beneath the growth headline, shifts in traveller behaviour are beginning to reshape what visitors expect from destinations.
European Tour Destinations sat down with Daphne Yuanidis, Senior Consultant at HKS Advisory Services, and David Ashington, General Manager of Golf at Costa Navarino, one of its network venues, to explore how three key emerging travel trends are reshaping the global tourism landscape – and what they could mean for golf destinations.
- Millennials and Gen Z are driving the travel boom
While Millennials have long influenced consumer behaviour, their growing earning power is now dictating market spend. Alongside Gen Z, they are allocating a larger share of income into travel than any previous generation. “It’s part of their identity,” said Yuanidis.
For golf destinations, this highlights the need of evolving traditional golf travel offerings, beyond the 18th green. Younger travellers are increasingly prioritising flexibility, authenticity and broader experiences when choosing what packages to book and where to travel.
- The evolution of wellness
Wellness has moved beyond the massage table and into the realm of social wellness. “Today’s trips are increasingly built around ritual, nature and a sense of place to create deeply meaningful experiences,” explained Yuanidis.
“Travellers are drawn to destinations and accommodation that offer ‘adaptive reuse’ stories –the idea of sleeping in a converted abbey or a historic train station. And golf is uniquely positioned here. Many resorts and courses have significant heritage. There is immense value in leaning into the story of the land, the legacy clubhouse and so on.”
- Shrinking the long-haul gap
Advancements in aviation – specifically the introduction of narrow-body aircrafts – are also changing the global travel landscape. “Airbus alone is producing hundreds of these aircraft, enabling airlines to operate longer routes with fewer layovers,” said Yuanidis.
Combined with infrastructure investment in hubs like Athens, which is positioning itself to compete with Istanbul as a bridge between Europe, Asia and the Middle East, “the ‘world’ of a golfer has never been smaller,” Yuanidis noted.
The impact and implications on golf destinations: The view from Costa Navarino
To understand how these broader tourism developments are playing out on the fairways, European Tour Destinations invited one of its network venues to give a ‘boots on the ground’ perspective. David Ashington, General Manager of Golf at Costa Navarino, shared how visitor behaviour is evolving at the Greek resort.
“Rather than experiencing a marked surge in solo Millennials and Gen Z golfers, we are seeing more of them come as part of multi-generational travel groups,” he said.
“More families are travelling together and opting for villas and larger suite-style rooms where they can enjoy quality time together.”
Ashington also highlighted a clear change in how golf trips are being planned.
“Pre-COVID, the typical booking was very much an off-the-shelf seven nights and five rounds package,” he explained.
“Now, guests want more bespoke experiences, involving spa and wellness, cycling or even yacht hire. We’re seeing significant demand for add-ons to existing package with guaranteed access before they book.”
Improved flight connectivity is also influencing how visitors structure their trips.
“Athens is a very good example of this broader trend. For guests arriving on long-haul flights, there’s a clear desire to incorporate the Athens experience. They want to see the sights, visit the Acropolis and explore everything the city has to offer.”
The opportunity for golf destinations
These trends highlight clear bearings on and opportunities for the golf tourism sector.
Younger generations are prioritising experiences, wellness continues to shape destination choice, and improved connectivity is opening up new possibilities for international travel.
As discussions among European Tour Destinations network venues highlighted, the resorts best positioned to capitalise will be those that recognise that modern golf travel is defined not only by the quality of the golf courses, but by the richness of the overall experience.
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