meet fiona ashton

IGTM is delighted to welcome Fiona Ashton as our new Event Manager, who joined the team in March this year – and she’s already gearing up to host one of the most exciting editions yet.

With more than 25 years of experience in exhibitions, including 16 years at RX – a global leader in the events industry – Fiona brings an incredible depth of knowledge in event management and marketing.

Now overseeing the operational planning of the leading global event for golf tourism, she’s ready to bring her strategic vision to IGTM 2025, taking place at the iconic Palais des Festivals et des Congrès in Cannes from 20–23 October.

“I’m absolutely thrilled to be back working on IGTM – and especially excited to welcome the industry to our stunning new destination, Cannes,” said Ashton.

“Our mission is simple: grow IGTM, deliver exceptional ROI for our clients, and keep the unique spirit of the event alive – all while having a lot of fun along the way.”

Fiona is no stranger to the world of travel events. Before her appointment, she was Event Manager for Inter Airport Europe and previously served as Marketing Manager for Arabian Travel Market and World Travel Market London. She’s also worked on previous editions of IGTM in the Algarve, Spain and Lake Como – giving her valuable insights into the brand, its audience, and its global impact.

As IGTM enters a bold new chapter, Fiona is bringing fresh thinking, leadership, and a renewed focus on value – all backed by a wealth of hands-on experience.

The 2025 edition promises four days of impactful networking, deal-making and golf, featuring over 300 companies including golf resorts, courses, tourism boards and DMCs. Golf Day kicks off the week on Monday with play at Terre Blanche, Golf d’Opio Valbonne, and Golf de la Grande Bastide, followed by an elegant Welcome Reception at Hotel Barrière Le Majestic Cannes.

“The three days following Golf Day are focused on pre-scheduled 1-to-1 meetings – the heartbeat of IGTM – taking place at the Palais des Festivals,” Fiona explained. “The venue is right in the centre of Cannes, overlooking the harbour and just a short walk from all our official hotels.”

“We’ll also bring back our popular speed networking sessions – a fast-paced way for exhibitors to meet buyers outside their scheduled appointments. Think speed-dating, but for business.”

To wrap up the week, the event will close with a Farewell Beach Party at Palais Stéphanie Beach (JW Marriott).

But what’s new in 2025?

“This year, we’re introducing the ‘Discovery Zone’ – a dynamic new area showcasing emerging golf technologies, apparel, accessories, and immersive destination experiences,” Fiona shared. “It’s all about offering a more holistic and engaging event experience.”

In partnership with Golf Business Technology, IGTM will also host a new tech-focused panel discussion as part of the seminar programme, moderated by Aboo Tayub, the platform’s founder.

And for the first time ever, IGTM is teaming up with its sister event, The PGA Show in Florida, to bring a select group of elite PGA Professionals looking to source European and Asian golf holiday experiences for their clients.

“The R&A’s latest Global Participation Report shows there are now over 100 million active golfers worldwide – and that figure doesn’t even include North America,” Fiona noted. “There’s been huge growth, especially among juniors and female players, who now make up over 30% of all golfers.”

“It’s clear that this rising demand is being felt by the tour operators attending IGTM – and that demand is translating into real business at the event.”