The global B2B golf travel community gathers in Cannes as IGTM introduces the Discovery Zone and announces the expanded IGTM Discovery, returning to Cannes from 19 - 22 October 2026.

This week (20 – 23 October 2025), International Golf Travel Market (IGTM) brought together the global golf tourism industry at the Palais des Festivals et des Congrès in Cannes, for for four days of business meetings, networking, and fostering partnerships across the golf travel sector.

With 268 exhibitors from 36 countries and 300 buyers from 51 countries across six continents, IGTM 2025 reaffirmed its position as the world’s 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 the UK, Germany, Ireland, Sweden, France, and the Netherlands, as well as participation from Japan and South Korea, highlighting the event’s international reach. Destinations present included Ireland, Morocco, ENIT, and Egypt, while new exhibitors in 2025 featured the Oman Ministry of Tourism, Centurion Club and Shura Links.

Masha Behl, Consultant at K&A Golf  commented:

“This was my first IGTM and it’s been a fantastic experience. Meeting people in person and discovering golf courses I wouldn’t have connected with outside the show has been incredibly rewarding - it really helps to build meaningful, long-term business relationships. I’m already looking forward to next year’s event - with our work spanning golf academies, retail, indoor golf, events, and travel, we’re excited to see the show expand in 2026 and bring the entire golf industry together under one roof.”

The 2025 edition of IGTM also saw the launch of the Discovery Zone, a new area of the show showcasing emerging brands and innovative technologies shaping the future of the golf travel industry, with exhibitors including Golf Drives, Golf Now, Priswing, Performance54, Sys Golf, Water Stations Ireland, and Sunny Cart. As part of the IGTM programme, the annual IGTM Golf Day combined business discussions with the chance for delegates to experience world-class courses in the South of France including Le Château & Le Riou's courses at Terre Blanche, as well as Golf d’Opio-Valbonne & Golf de la Grande Bastide.

Nahom Daniel, Co-Founder & CTO at Priswing commented:

“IGTM has been a tremendous success for us. As regular attendees of golf business shows, having access to so many golf clubs and industry leaders all in one place is invaluable - it’s a real honeypot for us. We’ve connected with everyone we hoped to meet and generated more leads in just three days than at any other event. We’re excited about the new format coming in 2026 and would absolutely love to return.”

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, Pro-Shop Buyers, and Golf Retail Professionals.

Fiona Ashton, Event Manager for IGTM, commented:

“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.”

Maria Bengtsson, Club & Marketing Manager at Bro Hof Slott Golf Club concluded:

“We’re thrilled to be at IGTM for the very first time. The week has been fantastic - we’ve had so many productive meetings, connected with numerous industry contacts, and even secured five bookings for 2026 and 2027. Sweden, and Stockholm in particular, is a hidden gem for golfers, and IGTM is the perfect platform to showcase everything our destinations have to offer.”

Looking ahead, IGTM will return to Cannes from 19-22 October 2026, with plans already underway to evolve its offering and engage further with the global golf travel and business community. Throughout the week, RX has been gathering ideas and feedback from exhibitors, buyers, and partners to help shape the future of IGTM together.

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NOTES TO EDITORS

International Golf Travel Market (IGTM) now in its 28th edition, is the meeting place for the global B2B golf travel community. Golf tourism suppliers join pre-qualified buyers and international press for four days of unmissable pre-scheduled appointments, exclusive networking opportunities and invaluable industry and trend updates. Taking place in a different destination every year, IGTM brings together golf tourism professionals from across the globe.  www.IGTMarket.com

About RX 

RX is a global leader in events and exhibitions, leveraging industry expertise, data, and technology to build businesses for individuals, communities, and organisations. With a presence in 25 countries across 42 industry sectors, RX hosts approximately 350 events annually. RX is committed to creating an inclusive work environment for all our people.  RX empowers businesses to thrive by leveraging data-driven insights and digital solutions. RX is part of RELX, a global provider of information-based analytics and decision tools for professional and business customers. For more information, visit www.rxglobal.com

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