Post-Masters Surge in Golf Travel Demand Highlights Key Opportunities at IGTM 2025

London, 15 April 2025 – Following another headline-making week at The Masters, the spotlight is once again on the growing global appetite for golf travel. With more than two million people entering the ballot for a coveted ticket to Augusta, and only 90,000 securing access, the demand for golf-related experiences continues to far exceed supply.

This rise in spectator interest reflects a broader trend across global travel. Sports tourism now accounts for approximately 10% of worldwide tourism spend and is projected to grow by 17.5% between 2023 and 2030. [1]Golf is playing a central role in this growth, with more travellers building their holidays around major sporting events and unforgettable on-course experiences.

As sports tourism continues its rapid increase, International Golf Travel Market (IGTM) is uniquely positioned to lead the way in shaping the future of golf travel. Taking place in Cannes from 20–23 October, IGTM 2025 will bring together the global golf travel community at a pivotal moment for the industry.

“There is a real shift happening in how people approach travel,” said Fiona Ashton, Event Manager at IGTM. “We’re seeing fans actively booking trips to follow in the footsteps of their heroes, whether that means spectating at major tournaments or teeing off on world-class courses. IGTM is where those travel ambitions become business opportunities.”

Golf Tour Operators at IGTM are seeing this demand translate directly into bookings at all Majors Championships (The Masters Tournament, The PGA Championship, The U.S. Open and The Open Championship). “Interest in major tournaments throughout golf continues to grow year on year,” said Andrew Smith, Chief Commercial Officer, Your Golf Travel, one of the world’s leading golf travel providers. “These aren't just golf vacation packages, but individually curated experiences centered around these iconic tournaments. Travellers come for the thrill of the Majors and often leave inspired to play legendary courses, as well as those in the surrounding area, themselves. IGTM plays a vital role in helping us connect with the destinations and partners who make those journeys possible.”

As golf continues to draw millions of passionate fans, both on and off the course, IGTM offers a powerful platform for destinations, resorts, and courses to connect with top travel agents and tour operators through pre-scheduled meetings and strategic networking, all designed to spark innovation, foster partnerships and drive long-term growth in this fast-evolving sector.

For further information on IGTM, please visit: www.igtmarket.com

[1] UN Tourism