Ahead of this year’s renewal of the International Golf Travel Market, the world’s leading event for the golf travel industry, organiser RX Events has identified the key trends shaping demand, from wellness and sustainability to AI-driven personalisation, immersive stay-and-play escapes, and emerging destinations.
1. Wellness on the Fairway
Golf travellers are increasingly seeking experiences that go beyond the game, blending world-class courses with spa treatments, fitness programmes, and nutritious dining. Programmes like Swing into Wellness at Camiral Golf & Wellness, host of the 2031 Ryder Cup, blend championship golf with targeted fitness, nutritious dining, and restorative therapies, offering a holistic approach to the game.This trend extends to multigenerational travel, as families look for destinations that offer activities to suit every interest.
The pilates studio forms part of a programme of fitness and wellness activities on offer to golfing guests at Camiral in Spain
2. Sustainability Takes Centre Stage
Eco-conscious golfers are making sustainability a deciding factor when choosing where to play. Research from InterMarket shows that 40% of golfers prefer eco-certified courses, while initiatives such as Green Drive are setting new benchmarks for environmental responsibility. From drought-resistant grasses and innovative irrigation to biodiversity promotion and renewable energy, the industry is embracing practices that protect the planet for future generations.
This growing emphasis makes it increasingly important for courses and hotels to demonstrate a genuine sustainability focus, with programmes like the GEO Foundation’s Certified Courses providing travellers with the reassurance that their experience supports both the game and the environment.
3. AI and Technology Transform the Game
Artificial intelligence is revolutionising how golfers plan and experience their trips. From tailored resort recommendations based on skill level, budget, and preferences to virtual reality tools delivering real-time performance data, technology is making the sport more accessible, immersive, and personalised than ever before.
New to IGTM this year, is the Discovery Zone, bringing these innovations to life, showcasing the game-changers shaping the future of golf. Attendees will also be able to experience Toptracer technology first-hand, seeing how real-time shot tracking and data insights can transform both play and practice.
Trackman Range is being installed at a growing number of international golf resorts, helping to drive visitor traffic for tuition breaks and game improvement programmes
4. Luxury & Immersive Experiences
Golfers are increasingly seeking high-end, stay-and-play destinations that blend world-class courses with cultural immersion and lifestyle experiences. This trend reflects a broader shift in golf tourism toward longer stays, slower travel, and richer, more meaningful experiences.
Destinations such as Oman – which will be exhibiting at IGTM this year – and emerging markets in Central & Eastern Europe, Asia-Pacific, and Africa are offering stunning courses alongside luxury resorts, local heritage, and authentic activities.
Visits to vineyards and other local cultural activities are increasingly part of a typical golf trip
5. Social & Experiential Golf Travel
Golf travel is increasingly about shared experiences, not just the sport itself. Groups and multigenerational families are seeking golf holidays that combine play with social interaction, wellness, and entertainment. At Golfbreaks, this demand is reflected in packages that cater to both golfers and their companions, with options ranging from spa and wellness escapes to family-focused resorts that encourage junior participation. Golfbreaks also continues to support inclusivity in the game through its Women in Golf initiative and by engaging younger audiences via collaborations with leading golf influencers.
Commenting on evolving golf travel trends, Fiona Ashton, Event Manager at IGTM, said: “Golf tourism is in the midst of an exciting evolution. We’ve been listening closely to our partners and watching the shifts in traveller behaviour, and it’s clear that wellness, sustainability, technology, and cultural immersion are no longer ‘add-ons’ – they’re driving decisions. That’s why we’ve evolved IGTM this year to shine a spotlight on these trends, foster collaboration, and help the industry shape the next chapter of golf travel worldwide.”
IGTM 2025
The International Golf Travel Market is the world’s leading B2B event for the golf travel industry, uniting golf destinations, resorts, courses, tour operators, and media from across the globe for four days of pre-scheduled appointments, networking, and insight-led content. This year’s edition will be held in Cannes in France from 20-23 October. For further information visit www.igtmarket.com
