Cannes, France: As North American golfers increasingly look beyond domestic fairways, International Golf Travel Market (IGTM) will return to the Palais des Festivals, Cannes from October 19-22.

According to Future Market Insights, the global golf tourism market is forecast to reach US$24.8 billion in 2026, underlining the region’s commercial influence and strategic importance to golfing destinations worldwide.

The United States continues to lead globally in both inbound and outbound golf tourism. Each year, 2.7 million Americans (25% of US golf travellers) travel internationally to play golf, one of the most lucrative outbound segments in the global travel economy.

This reflects the demand among affluent North Americans for premium, experience-led itineraries, and research indicates that around half of international golf tourists select resorts offering integrated amenities such as spa facilities and private coaching, reinforcing the growing convergence of golf travel and luxury hospitality.

The bridge between North American golf professionals and IGTM has been significantly strengthened through the on-going strategic partnership between IGTM and the PGA Show, both organised by RX. Designed to foster deeper connections across the global golf eco-system, the partnership links travel and tourism with retail, equipment, technology and facility management, creating greater alignment between golf business sectors and travel.

Further expanding this eco-system, IGTM Discovery will launch in 2026 as the official expansion of the show, broadening its reach beyond golf tourism to serve the wider golf industry and creating a new B2B platform connecting suppliers with key golf facility decision-makers.

Fiona Ashton, Event Manager, IGTM and IGTM Discovery, said: “Golf travel plays a pivotal role in expanding the game worldwide. North America represents one of the most significant sources of outbound golf tourism spend globally, and appetite from that market for distinctive and premium experiences continues to accelerate. IGTM provides the definitive platform for golf destinations and suppliers to connect with the buyers shaping that demand.”

Among international markets, Ireland, Portugal and Andalucia remain some of the most sought-after long-haul golf destinations for US travellers, retaining their status as aspirational ‘bucket list’ experiences, while upgrading courses to appeal to the US golf traveller. Closer to home, the Caribbean and Mexico continue to attract strong outbound demand, particularly for shorter-haul trips, with Mexico’s Yucatán and Riviera Maya regions growing in appeal.

Melanie Halpert, Director of Membership Sales, Desert Mountain Club in the US attended IGTM as a buyer for the first time in 2025. She said: “We’re seeing a real surge in our members wanting to travel internationally, and not just to the obvious destinations – they want the unexpected, the experiential, the places they couldn’t have discovered on their own.

“IGTM opened our eyes to destinations like Morocco and Vietnam that are now firmly on our members’ wish lists. Equally exciting is the rise of women’s golf travel – we’re seeing more and more female golfers who want to travel together, combining world-class golf with wellness and genuinely immersive experiences. These are discerning travellers who want it all expertly curated for them, and IGTM is where those connections are made.”

The 2025 edition of IGTM welcomed more than 50 buyers from the United States and Canada, representing business across Europe, Asia and beyond, a clear signal of the global ambition driving North American golf travel professionals.