The International Golf Travel Market (IGTM), organized by RX, will return to the Palais des Festivals in Cannes from October 19–22, 2026. This year's event introduces IGTM Discovery alongside a new conference programme designed to bring together golf tourism professionals and the broader golf industry to share sector insights and best practices.

Keynote Focuses on AI and Workforce Expectations

Mark Skinner, Head of Business and Management at The PGA, will open the conference on Tuesday, October 20, with a keynote titled "The Future of Learning." His address will explore how The PGA transitioned continuing professional development from a compliance-focused framework into a flexible, member-led program. The talk will also examine how changing workforce expectations and digital tools, including AI-enabled learning and personalized development pathways, are reshaping professional training in golf.

"IGTM's new conference programme is a great addition to the show," said Skinner. "Bringing golf tourism professionals together with the wider golf industry to share insight and best practice is exactly what the sector needs, and the topics on offer - from sustainable course management to the commercial case for women's golf - reflect that. It's also a valuable opportunity for Continuing Professional Development (CPD) and with IGTM Discovery joining the show this year, there's more scope than ever to learn from one another and help shape where the game goes next."

Panel Sessions and Industry Topics

The three-day conference features several scheduled sessions:

• Sustainability and Agronomy: On Tuesday, October 20, Alejandro Reyes, Director of Agronomy at Turfgrass Agronomy Services, will join BIGGA CEO Jim Croxton for a panel on industry sustainability, covering course management, turf care, supply chains, and resort operations. On Wednesday, October 21, Reyes—who managed agronomic preparations for the 2018 and 2023 Ryder Cups—will present on the future of golf course agronomy, addressing water scarcity, climate pressures, regulations, and course health investments.
• Women's Golf Market: On Thursday, October 22, Nicole Wheatley (CEO and Founder of Medi8 Golf and the Women in Golf Awards), Bethan Jones (Director of Communications and Marketing at the Ladies European Tour), and Jane Carter (Editor of Women&Golf) will analyze data regarding female golfers' spending habits, brand loyalty, and industry barriers.
• Multi-Revenue Operations: Also on October 22, Terry Sims, Managing Director at Silvermere Golf Complex, will discuss managing a public golf facility spanning a course, clubhouse, retail, and driving range in a conversation with marketing agency 18Players.

Additionally, the IGTM Discovery schedule will host the Golf Club Management Summit and Pro Theatre. Featured speakers include Henri Karttunen (GolfBranding) and Ru Macdonald on brand experiences, Menno Liebregts (Golfspot) on data usage for AI in golf businesses, and Alastair Sinclair (PlayMoreGolf) on selecting club management platforms.

Confirmed Courses for IGTM Golf Day

The event begins with its Golf Day, open to IGTM and IGTM Discovery attendees by advance booking. Hosted in Cannes for a second consecutive year, play will take place across three Riviera courses:

• Le Riou at Terre Blanche: An 18-hole, 6,005-meter course overlooking the hilltop villages of the Pays de Fayence and host to the Terre Blanche Ladies Open.
• Golf d'Opio-Valbonne: Set in a 220-hectare protected estate between Cannes, Nice, and Grasse, designed by Donald Harradine in the early 1960s.
• Golf de la Grande Bastide: Located in Châteauneuf de Grasse and designed by Cabell Robinson.

New Exhibitors and Destination Representation

The 2026 show will host new exhibitors, including Camiral (host of the 2031 Ryder Cup), Portugal-based hospitality representative Details, Visit Aberdeenshire, and Puntacana Resort in the Caribbean. First-time participating countries and regions include Cyprus, the Dominican Republic, Vietnam, China, and Mauritius.