Cannes, France: The 28th International Golf Travel Market (IGTM) has drawn to a close at the Palais des Festivals et des Congrès, following four days of business meetings, networking, and fostering partnerships across the global golf travel sector.

With 268 exhibitors from 36 countries, and 300 buyers from 51 countries across six continents coming together in the south of France, IGTM 2025 reaffirmed its position as a 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 Spain, Portugal, Germany, Ireland, United Kingdom, Sweden, France, and the Netherlands, as well as participation from Japan, Korea and Saudi Arabia, highlighting the event’s international reach.

Destinations present included Morocco, Italy and Egypt, while the Oman Ministry of Tourism was among the exhibitors that made their IGTM debut in Cannes. 

This year’s IGTM also saw the launch of the Discovery Zone, a new area of the show that showcased emerging brands and innovative technologies shaping the future of the golf travel industry. Exhibitors in this area included Golf Drives, Golf Now, Priswing, 54, Sys Golf, Water Stations Ireland, and Sunny Cart. 

A panel discussion in the Media Centre, which focused on current and future trends for driving revenue in the golf travel market, proved popular with Giles Greenwood (Seventy2 Golf), Matthieu Camison (General Manger, Evian Resort), Arnaud Zunz (co-founder, Priswing) and Christophe Caporal (VP Sales & Operations at NBC Sports Next) discussing some of the most prescient topics driving revenues in golf travel today, including sustainability, experiential travel beyond golf, AI and data analytics, online booking, and dynamic pricing strategies.

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 and golf retail professionals.

Fiona Ashton, Event Manager for IGTM, said: “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.”

Looking ahead, IGTM will return to Cannes from October 19-22 next year, with plans already underway to evolve its offering and engage further with the global golf travel and business community.