October 23, 2025 – This week, from 20th to 23rd of October 2025, International Golf Travel Market (IGTM) brought together the global golf tourism industry at the Palais des Festivals et des Congrès in Cannes, for four days of business meetings, networking, and fostering partnerships across the golf travel sector.

With 268 exhibitors from 36 countries and 300 buyers from 51 countries across six continents, IGTM 2025 reaffirmed its position as world’s leading B2B event for golf travel and tourism. Buyers included more than 50 from the US and Canada, with strong representation from core European markets such as the UK, Germany, Ireland, Sweden, France, Spain and the Netherlands, as well as participation from Japan and South Korea, highlighting the event’s international reach. Destinations present included Ireland, Morocco, ENIT, and Egypt, while new exhibitors in 2025 featured the Oman Ministry of Tourism, Centurion Club and Shura Links.

Masha Behl, Consultant at K&A Golf commented: “This was my first IGTM and it’s been a fantastic experience. Meeting people in person and discovering golf courses I wouldn’t have connected with outside the show has been incredibly rewarding – it really helps to build meaningful, long-term business relationships. I’m already looking forward to next year’s event – with our work spanning golf academies, retail, indoor golf, events, and travel, we’re excited to see the show expand in 2026 and bring the entire golf industry together under one roof.”

The 2025 edition of IGTM also saw the launch of the Discovery Zone, a new area of the show showcasing emerging brands and innovative technologies shaping the future of the golf travel industry, with exhibitors including Golf Drives, Golf Now, Priswing, Performance54, Sys Golf, Water Stations Ireland, and Sunny Cart.

As part of the IGTM programme, the annual IGTM Golf Day combined business discussions with the chance for delegates to experience world-class courses in the South of France including Le Château & Le Riou’s courses at Terre Blanche, as well as Golf d’Opio-Valbonne & Golf de la Grande Bastide.

Nahom Daniel, Co-Founder & CTO at Priswing commented: “IGTM has been a tremendous success for us. As regular attendees of golf business shows, having access to so many golf clubs and industry leaders all in one place is invaluable – it’s a real honeypot for us. We’ve connected with everyone we hoped to meet and generated more leads in just three days than at any other event. We’re excited about the new format coming in 2026 and would absolutely love to return.”

Building on the success of this year’s Discovery Zone, 2026 will see the launch of ‘IGTM Discovery’ – an expanded format designed for the evolving golf industry. Alongside IGTM’s established golf travel sector, IGTM Discovery will introduce new complementary areas of interest to the existing exhibitor and buyer profile focused on technology, apparel, accessories, golf club management, equipment, and merchandising. In addition, the expansion will target an extended audience of PGA Professionals, Golf Directors, Golf Club Managers, Pro-Shop Buyers, and Golf Retail Professionals.

Fiona Ashton, Event Manager for IGTM, commented: “IGTM 2025 has highlighted just how much innovation and international collaboration is driving golf travel. The Discovery Zone has been a real highlight, showing how new technologies and ideas are making an impact. With IGTM Discovery in 2026, we’ll expand into new sectors and audiences, and we’re excited to build the show in close consultation with our community of exhibitors and buyers.”

Maria Bengtsson, Club & Marketing Manager at Bro Hof Slott Golf Club concluded: “We’re thrilled to be at IGTM for the very first time. The week has been fantastic – we’ve had so many productive meetings, connected with numerous industry contacts, and even secured five bookings for 2026 and 2027. Sweden, and Stockholm in particular, is a hidden gem for golfers, and IGTM is the perfect platform to showcase everything our destinations have to offer.”

Looking ahead, IGTM will return to Cannes from 19-22 October 2026, with plans already underway to evolve its offering and engage further with the global golf travel and business community. Throughout the week, RX has been gathering ideas and feedback from exhibitors, buyers, and partners to help shape the future of IGTM together.