Lisbon, Portugal: Insights into golf tourism habits will take centre stage at next month’s International Golf Travel Market (IGTM).

Continuing Sporting Insights’ long-standing partnership with IGTM, Richard Payne will attend and present highlights from new research at the 2023 show in Lisbon from October 16-19.

“Golf participation is strong around the world and that is translating into healthy appetites for golf holidays, both domestic and abroad,” said Payne, Director at Sporting Insights, a Full Business Member of the Asian Golf Industry Federation.

“But with the cost of living a rising concern for many people internationally, it’s critical that businesses understand how they can maximise customer appeal at a range of price points.

“Our new tourism research, which includes reports on golfers from seven countries, aims to do just that, ensuring that destinations can keep their flow of bookings strong and avoid a scenario where healthy lead times one year become a scramble for bookings the next,” added Payne.

The markets covered by the research are France, Germany, Japan, Korea, Sweden, the United Kingdom and the United States.

Full reports, enabling a deep-dive into tourism trends among different demographics of golf travellers, are available from Sporting Insights, but IGTM will represent the first public presentation of selected key insights into golf tourism trends.

IGTM is home to exhibitors and buyers from around the world, including leading golf courses, leading tour operators and private travel agents. Last year, over 1,100 decision makers from 55 countries attended, and organisers expect a strong turnout for the 2023 event. 

Centrally located official hotels mean delegates, all of whom are pre-approved to preserve the calibre of the event and its networking, will be able to take advantage of Lisbon’s sights and food and drink offerings as well as the region’s world-class golf courses.

Eric Lynge, who leads Sporting Insights Asia, emphasised the importance of good data and an understanding of the factors driving trends and patterns.

Lynge said: “Asia is both a growing destination of global golf tourism as well as a source of wealthy global golf tourists. With pent-up demand on all sides, many golfers in North America and Europe are looking for golf travel to Asia, and golfers from north Asia, namely Korea, continue to travel to all markets globally.

“Outbound and inbound travel facilitators stand to benefit from the ability for all golfers to preview destinations online as well.”

David Griffiths, Event Manager at IGTM, said: “We’re pleased to partner with Sporting Insights, a long-time supporter of IGTM. Their global approach and passion for golf are a perfect fit with what we stand for, and their expertise is hugely valuable to our attendees.

“As part of a global events business (RXGlobal), we know the power of data, and the importance of a calculated approach to decision making. We look forward to welcoming Sporting Insights to Lisbon and giving our audience a deeper understanding of the market they operate in.”