By LARRY HALL
CANNES, France – Katherine and I have always enjoyed the thrill of discovering a great golf course in a destination that has yet to find its way onto every American golfer’s bucket list. As I noted in my recent article about golf in Austria, sometimes the most rewarding golf adventures begin where conventional golf travel itineraries end.
That spirit of discovery brought us to Cannes, France, for the International Golf Travel Market (IGTM), an annual gathering that connects the global golf tourism industry and offers a remarkable window into where golf travel is headed next.
For anyone who loves the game and the places it takes us, IGTM is far more than a trade show. It is a meeting of the minds, a marketplace of ideas, and an invitation to imagine your next golf adventure.
A WORLD OF GOLF, ALL UNDER ONE ROOF
Over three days, tour operators, destination management companies (DMCs), media representatives, golf courses & resorts, hotels, and tourism organizations come together to explore opportunities, build relationships, and introduce the world’s golf offerings to new audiences.
If you have attended the PGA Show in Orlando which is principally a merchandise exhibition, you may have wandered through its golf travel exhibits. Think of IGTM as that experience with a much sharper focus on travel and a vastly expanded international reach. With representatives from 59 countries exhibiting in Cannes, the event offered a compelling reminder that golf’s global footprint extends well beyond the familiar destinations dominating American golf conversations.
And unlike a conventional business conference, IGTM understands that the best way to bring golfers together is to start with the game itself.
FIRST, LET’S PLAY GOLF
Monday’s opening golf day was an impressive undertaking, with three courses pressed into service to accommodate the demand from attendees. I was fortunate to be assigned to Le Riou, the Kings Course, at Terre Blanche, one of the region’s outstanding golf resorts.
The experience was exceptional. Immaculate conditioning, beautiful surroundings, and a layout that rewards thoughtful play combined to create a memorable introduction to the week. In terms of presentation and sheer beauty, the mountains in the background, along with the wandering streams and waterfalls were simply mesmerizing. Le Riou can stand comfortably alongside the finest courses I have played in Europe.
It was a fitting reminder of why golf travel matters in the first place. Business meetings may inspire our itineraries, but it is the experience of standing on a beautiful tee, looking down a compelling fairway, and wondering what lies ahead that makes us want to pack our bags.
And if a superb day of golf was not enough to launch the week, IGTM had one more ace up its sleeve.
That evening, attendees gathered at the legendary Ciro’s Beach Club, a celebrated gathering spot during the Cannes Film Festival. Food, drink, and the kind of fellowship that makes this industry special were in abundance. The message was unmistakable: enjoy Cannes tonight, because tomorrow the business begins.
We followed instructions. Enthusiastically!
A RED-CARPET WELCOME
Katherine and I began the working portion of IGTM at the Hotel Splendid, overlooking Cannes’ yacht harbor. From there, a short walk brought us to the Palais des Festivals et des Congrès, the iconic venue synonymous with the Cannes Film Festival.
The famous red-carpet steps, normally associated with international film stars and celebrities, provided a rather glamorous photo-op for a gathering of golf travel professionals.
One does not need a film premiere to appreciate a little red-carpet treatment. For a few days, at least, we could enjoy the setting while concentrating on a different kind of star: the golf destination waiting to be discovered.
Inside, the scale of the operation quickly became apparent.
With nearly 300 exhibitors, simply wandering the floor and hoping to meet the right people would have been a poor strategy. Fortunately, IGTM offers a pre-scheduled meeting system that allows attendees to select exhibitors and arrange appointments in advance.
We used the system to organize meetings with more than 40 providers across our two working days. It was an efficient way to make the most of a packed schedule while ensuring that our conversations aligned with the stories we hope to bring home to readers.
BEYOND THE USUAL GOLF DESTINATIONS
Familiar names were well represented, including Golf in Ireland and Play Golf in France. Both remain important destinations for American golfers, and for good reason.
But what particularly excited us were the opportunities to explore places that may not yet feature prominently on the average American golfer’s travel wish list.
Morocco. Oman. Azerbaijan. Saudi Arabia. And golf destinations across Africa.
These were not simply names on an exhibition directory. Each represented a potential story, an opportunity to discover how golf is developing in different parts of the world, and a chance to introduce our readers to experiences they might never have considered.
Understanding that international golf trips require more planning and execution, we are selective in choosing our future destinations. Our goal is not merely to revisit the places golfers already know. It is to find destinations that deserve a closer look and explain why they should be on more golfers’ radar.
Of course, Ireland remains firmly on our 2027 itinerary. Its legendary links courses need little introduction. But we are equally intrigued by the prospect of experiencing golf in Thailand, Portugal, or the Canary Islands, and sharing those discoveries with our American audience.
For us, that is the real promise of IGTM: the chance to look beyond the obvious and discover what might be next.
RELATIONSHIPS THAT MOVE THE INDUSTRY FORWARD
Of course, discovering destinations is only part of the equation. Golf tourism depends on relationships among the people who create, promote, and deliver these experiences.
One person who seemed determined to leave no stone unturned was our good friend James Park, President of the Korea Golf Tourism Association. While Katherine and I worked through our carefully selected appointments, James appeared intent on meeting virtually everyone at the show.
I suspect his walking shoes deserved their own exhibitor badge by the end of the week.
That enthusiasm reflects something important about IGTM. Behind every destination campaign, resort introduction, and potential golf itinerary are people working to connect golfers with experiences worth traveling for.
For golf travel writers, those connections are especially valuable. A conversation that begins with a course or resort can uncover a broader story about a region, its culture, its hospitality, and the people who make visiting worthwhile.
LEARNING WHERE GOLF TOURISM IS HEADED
IGTM also looked beyond the immediate business of promoting destinations. Daily educational presentations brought industry professionals together to examine developments shaping the future of golf tourism.
Among the sessions attracting considerable interest were Sustainable Practices Across the Golf Industry and What’s Working in Golf Tourism.
These subjects matter. Golf destinations must do more than attract visitors. They must also consider the long-term health of the courses, communities, and natural environments that make their offerings distinctive. At the same time, tourism organizations must understand what today’s travelers value and how to turn interest in a destination into a memorable visit.
For those of us reporting on golf travel, these discussions provide useful context. The story is not simply where to play next. It is also how destinations are adapting, investing, and creating reasons for golfers to visit.
THE ROAD TO TÜRKİYE
Before Cannes had even faded into our rearview mirror, attention was already turning to the next gathering.
IGTM Event Manager Fiona Ashton announced that the 2027 event will take place in Belek, Türkiye, a destination that promises to offer an entirely different perspective on international golf travel.
For golfers unfamiliar with Belek, the region is an established golf destination in its own right, with an impressive collection of courses and resorts along Türkiye’s Mediterranean coast. Hosting IGTM there should provide attendees with an opportunity to experience the destination while exploring the wider possibilities for golf tourism in the region.
It is a fitting choice for an event built around discovery.
A VISION FOR THE FUTURE
Fiona Ashton has been with RX Global for more than 16 years, but only assumed the IGTM Event Manager role last year. Even in that relatively short time in the position, her ambition for the event is evident.
When asked to articulate her vision for IGTM, she put it this way:
“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.”
It is an appealing combination of business discipline and genuine enjoyment of the industry.
From our perspective, Fiona is building on a strong foundation. The event brings together an extraordinary international network, creates opportunities for meaningful business, and encourages attendees to look beyond their established markets.
And that final element is particularly important. Golf travel thrives when destinations find new audiences, when operators discover new partners, and when golfers are inspired to explore somewhere they might never previously have considered.
If Cannes was any indication, IGTM is well positioned to continue playing a leading role in that process.
THE NEXT GREAT GOLF ADVENTURE
We arrived in Cannes looking for new stories, fresh perspectives, and destinations that might surprise our readers. We left with a notebook full of possibilities, a calendar of follow-up conversations, and a renewed appreciation for just how much of the golfing world remains to be explored.
There was superb golf at Terre Blanche, the unmistakable glamour of Cannes, valuable industry conversations, and plenty of opportunities to enjoy the company of people who share our passion for the game.
But the greatest reward may be what comes next.
Perhaps it will be a journey to Mallorca, a golf safari in Africa, or an introduction to a Lake Como golf experience. Whatever the destination, our mission remains the same: to find the courses, places, and people whose stories deserve to be told.
And next year, we will continue that search in Belek, Türkiye.
Fiona, we look forward to seeing what you have in store for us in 2027.
After all, there are still plenty of fairways out there waiting to be discovered.
https://www.igtmarket.com/en-gb.html
(Larry Hall, a Jacksonville, Florida-based golf writer, is a member of Golf Heritage Society, Golf Writers Association of America, Historical Writers of America, International Network of Golf and Golf Travel Writers of America. He can be reached at: bgtriptips@gmail.com)
(PHOTO CREDITS: Katherine Hall)
