CANNES, France — The International Golf Travel Market (IGTM) has returned to the Palais des Festivals et des Congrès in Cannes, France, for its 29th edition. Running from October 19 to 22, the event brings together international golf tourism suppliers and buyers alongside an expanded exhibition and conference schedule.

This year’s staging features more than 260 exhibitors representing over 40 countries, with registrations from over 300 buyers and delegates spanning more than 50 countries across six continents.

Debut of IGTM Discovery and Broader Attendance

While pre-scheduled business appointments remain the core structure of the event, the 29th edition introduced IGTM Discovery. Evolving from last year’s Discovery Zone, the new sector connects golf tourism with technology, equipment, apparel, accessories, merchandising, and club management.

The expanded footprint is designed to attract PGA Professionals, golf directors, club managers, and retail specialists, offering suppliers and destinations channels to build partnerships outside traditional travel trade routes.

New International Exhibitors Join Event

The event welcomed several first-time exhibitors, including Camiral—the host venue for the 2031 Ryder Cup—and DETAILS, representing hotels and golf courses across Portugal. Debut regional delegations included VisitAberdeenshire, alongside first-time national representation from Cyprus and the Dominican Republic.

Additional new participants include Kenya’s YENGOLF, the Japan Golf Tourism Association, Seibu Prince Hotels Worldwide, and the Southern Africa Tourism Services Association.

Networking and Educational Programme Details

Event proceedings opened on Monday with Golf Day, where delegates played rounds at Le Riou at Terre Blanche, Golf d’Opio-Valbonne, or Golf de la Grande Bastide. The social schedule includes an official welcome reception, daily Happy Hour gatherings, networking drinks connecting IGTM with IGTM Discovery, and a farewell evening event.

Running Tuesday through Thursday on the Discovery Stage, the conference sessions cover commercial performance, technology, sustainability, and changing customer expectations.

Opening-day sessions included:

• Professional Development: Mark Skinner of The PGA of Great Britain & Ireland discussed personalized learning and artificial intelligence applications.
• Industry Growth: Bruno Veiga of Trackman analyzed growth across indoor and outdoor golf sectors.
• Data and Automation: Golfspot.io founder Menno Liebregts detailed the role of customer data in automation and AI.
• Additional Topics: Brand experiences, participation trends, customer insights, gamification, portfolio management, and sustainable operations.

Mid-week sessions shift focus toward club performance and tourism partnerships:

• Ben Foster of Golfbreaks examines how clubs and professionals benefit from tour operator partnerships.
• David Ashington of Costa Navarino addresses resort-travel partner relationships.
• Agronomist Alejandro Reyes leads a session on water scarcity, climate pressures, and maintenance costs.
• Further topics include management software, leadership, food and beverage profitability, retail merchandising, and integrated technology.

Thursday’s schedule addresses padel tourism, South Africa’s golf sector, flexible membership models, digital marketing, and the commercial potential of women’s golf. Silvermere’s Terry Sims discusses operating multi-revenue facilities, alongside a presentation on Amendoeira’s sustainability initiatives.

Official Statement

Fiona Ashton, Event Manager for IGTM and IGTM Discovery, emphasized the expanded scope of this year's staging.

"2026 marks an exciting new chapter for the event with the introduction of both IGTM Discovery and our conference programme," Ashton said. "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."