• BUSINESS EVENTS
IGTM delegates tee-off at Terre Blanche Hotel Spa Golf Resort in Provence,
Driving growth down the fairway
the show’s premier venue and partner
Fiona Ashton, Event Manager, International
Golf Travel Market (IGTM), discusses the global rise of golf tourism and the Middle East’s growing influence as both a source market and premium destination
I GTM is the leading global B2B event for golf tourism, bringing together destinations, resorts, tour operators and buyers in Europe every year. As the Middle East strengthens its position as a premium golf destination, Event Manager Fiona Ashton highlights opportunities for the region to connect with international buyers at the show. Q: What trends are driving golf tourism growth and defining the modern golf traveller? Golf tourism is in a genuinely exciting phase. Since my early days working on IGTM, the industry has transformed almost beyond recognition. Rising disposable incomes across Asia-Pacific and the Middle East are creating a new generation of golf travellers who are hungry for premium experiences – and those experiences have expanded well beyond the fairway. Today's golfer wants world-class courses alongside spa, dining, cultural discovery, and wellness. The profile is also broadening significantly. We're seeing younger travellers, more women, and more families booking golf holidays. Major tournaments like The Masters continue to inspire fans to build entire trips around iconic courses and events. Digital platforms have also lowered the barrier to entry, making it easier for new audiences to discover and book golf travel. The rise of experiential, lifestyle-led travel is the single biggest driver right now – golf is perfectly positioned to meet that demand. Q: How is the experiential travel trend influencing the way in which destinations and suppliers develop and package golf tourism? Golf holidays have become much more about the overall journey, not just the tee times. We're seeing
suppliers develop genuinely holistic offerings – blending championship golf with wellness programmes, gastronomy, and cultural immersion. Destinations like Oman and Morocco are excellent examples of this evolution, offering the drama of world-class courses alongside rich cultural experiences. Multigenerational travel is also a growing focus, with resorts investing in broader amenity programmes to ensure that every member of the party, golfer or not, has a compelling reason to visit. Q: How does IGTM connect the global golf travel ecosystem and help forge new partnerships? IGTM is where the business of golf travel happens. The event brings together the entire global golf travel community – destinations, resorts, courses, tour operators, and buyers from across six continents – for four days of pre-scheduled meetings, networking, and strategic dialogue. In 2025 we attracted 268 exhibitors from 36 countries alongside 300 buyers from 51 countries, and the results speak for themselves. One attendee told us they secured five confirmed bookings for 2026 and 2027 within a single week at the show. That's the power of face-to-face business. We also create meaningful shared experiences through the IGTM Golf Day, allowing delegates to discover destinations first-hand. Beyond the immediate commercial outcomes, IGTM serves as the industry's annual moment to take stock - to understand where golf travel is heading and to shape the future collectively. Q: Which new source markets and destinations are set to lead the future of golf tourism? Asia is one of the most compelling stories right now.
Fiona Ashton
108 | ATM YEARBOOK 2026
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