Golf industry leaders from across Europe are gathering in Vilamoura, Portugal, as the 2026 Golf Business Conference, organised by the Golf Course Association Europe (GCAE) in partnership with the Portuguese National Golf Industry Council (CNIG), gets underway.
Taking place from 11–13 November at the Hilton Vilamoura As Cascatas Golf Resort & Spa, this year's conference carries the theme 'Creating the Golf Experience', with a programme designed to explore how golf facilities can evolve from traditional golf operations into broader hospitality and experience-led businesses.
The main conference programme begins on Thursday, with a full day of presentations and interactive sessions under the heading 'Rethinking Leadership'. The focus will be on what it takes to lead a modern golf facility, understanding customer expectations, developing a compelling destination and creating environments where people want to work, play and return.
The speaker line-up brings together expertise from across golf, hospitality, leisure and technology. Contributors include Nuno Sepúlveda, Co-CEO of Details, Stephanie Holland, Global Director Spa & Wellness at David Lloyd Clubs, Tony Adams of Hospitality in Golf, Simon Wordsworth, founder of 59club, and Ed Ronan, COO of Bretton Woods.
Other speakers include Eric Morello and John Mahoney-Phillips of Predict Partnership, Jo Maes of Zest Golf Technologies, Melanie Arendorff of Hørsholm Golf and representatives from Toro, Barenbrug and GEO Sustainable Golf.
Among the subjects being explored are the role of food and beverage in customer retention, the commercial potential of underutilised land, sustainability as part of the customer proposition, the importance of customer feedback and the growing influence of artificial intelligence in how golfers discover and book facilities.
Friday's programme, titled 'Turning Ideas into Action', will build on these discussions, with practical examples and ideas covering land management, sustainability and opportunities to create additional value from existing golf facilities.
Alongside the formal programme, the conference provides an important opportunity for European golf facility owners, operators and industry partners to share experiences, develop relationships and consider the challenges and opportunities facing the sector.
With customer experience, commercial sustainability and changing expectations increasingly shaping the future of golf, the 2026 GCAE Conference promises plenty of food for thought for those responsible for leading and developing golf businesses across Europe.
