The traditional golf holiday has often followed the same formula: flights, hotel, fairways, then home. 

But in 2026, while golf might still be at the heart of these trips, travellers are tending to stay for longer, enjoying extended periods with their families and enjoying the wider activities on offer at their destination.

At Costa Navarino in Greece’s southwest Peloponnese, the shift has not only been acknowledged but embraced.

The award-winning Mediterranean resort has become one of Europe’s most compelling examples of how golf can successfully sit at the centre of a much wider lifestyle experience, reflecting the evolving expectations of what modern travellers now tend to enjoy.

Located in Messinia, Costa Navarino has steadily built a reputation as one of the best golf destinations on the planet. Home to four signature 18-hole courses, luxury resorts, extensive wellness facilities, and year-round sporting activities, the destination is increasingly attracting travellers seeking far more than simply time on the course.

That evolution mirrors broader changes across the golf tourism industry itself.

“Over the past decade, guest expectations have shifted significantly towards more holistic, experience-driven travel,” David Ashington said, General Manager of Golf at Costa Navarino. 

“Today’s traveller is no longer satisfied with a single-focus holiday. Even within golf, guests are seeking a broader lifestyle offering, combining sport with wellness, gastronomy, culture and outdoor experiences.

“There is a clear demand for flexibility and variety, ensuring that every moment of the stay feels purposeful and enriching.

“What may begin as a golf trip often evolves into a longer, more immersive holiday, particularly when travelling with non-golfing companions or family members,” he added.

“Travel today is more intentional. Guests want to maximise their time and choose destinations that offer multiple layers of engagement. A diverse activity offering allows a resort to cater to different preferences within the same group, making the overall experience more compelling and complete.” 

The variety on offer at Costa Navarino is remarkable. Guests can spend time on championship golf courses before transitioning to the Mouratoglou Tennis Centre’s state-of-the-art courts overlooking the Ionian Sea, NBA Basketball School training sessions which goes down well with youngsters, catamaran sailing in Gialova Bay, or wellness treatments inspired by the surrounding Messinian landscape.

For families and multi-generational groups, that breadth has become especially important.

“We are seeing higher demand throughout any school term break which varies internationally,” Ashington said, “But primarily the summer season is growing significantly with families and multi-generation families who are tending to take on our Residential Villa options for their stay whilst utilising all destination facilities.”

The trend is being driven from multiple directions, with both newer audiences to the golf travel scene embracing multi-activity stays, as well as more traditional and seasoned visitors discovering something new.

“It is very much a combination of both,” Ashington explained. “We are seeing a new, younger audience entering the market who are drawn to the overall lifestyle associated with golf rather than the sport alone. At the same time, traditional golf travellers are evolving, extending their stays, travelling with partners or families and seeking a more balanced and diverse holiday experience.

“Golf is at the heart of our identity, but it is seamlessly integrated into a wider lifestyle offering. Our four signature courses provide a world-class foundation, yet they are part of a broader ecosystem that includes wellness, sports, gastronomy, and authentic cultural experiences. Guests can effortlessly combine golf with other pursuits, creating a more balanced and memorable stay.”

That shift is also directly impacting travel behaviour and booking patterns.

“We are seeing more blended travel patterns. While golf remains a primary motivator, it is increasingly combined with wellness, leisure and family-oriented experiences. 

“Guests are also structuring their itineraries differently, with fewer consecutive golf rounds and more time dedicated to other activities across the destination.”

Named the world’s best golf venue at the World Golf Awards in 2025 and ranked among the world’s top golf resorts by Today’s Golfer, Costa Navarino’s golfing credentials are undeniable. Its four courses - The Dunes Course, The Bay Course, The International Olympic Academy Golf Course and The Hills Course - each offer distinct playing experiences designed by world-renowned architects, while hosting international tournaments including the Aegean Messinia Pro-Am.

The destination is home to four five-star resorts, too: Mandarin Oriental Costa Navarino, W Costa Navarino, The Romanos and The Westin Resort Costa Navarino. They are set alongside more than 40 dining venues, three spa centres and an expansive programme of sporting and cultural activities. 

The rise of multi-activity golf travel is extending average stays and broadening the overall demographic appeal of resorts traditionally associated with dedicated golfers.

At Costa Navarino, that philosophy also aligns with a wider commitment to sustainability and regional authenticity. 

The destination was developed with a strong emphasis on preserving and promoting Messinia’s cultural heritage, local gastronomy and natural environment, increasingly important factors for experience-led travellers.

“The traditional golf trip has evolved into something far more dynamic,” Ashington said. “Dedicated golf groups remain important, but today’s travellers are looking beyond the course. They are incorporating fitness, wellness, culture and culinary experiences into their stay.”

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