Ahead of this year’s International Golf Travel Market (IGTM)—the world’s leading event for the golf travel industry—organiser RX has identified the key trends shaping demand, from wellness and sustainability to AI-driven personalisation, immersive experiences, and emerging destinations.

Wellness on the Fairway

Golf travellers are increasingly seeking experiences that go beyond the game, blending world-class courses with spa treatments, fitness programmes, and nutritious dining. Programmes like Swing into Wellness at Camiral Golf & Wellness, host of the 2031 Ryder Cup, blend championship golf with targeted fitness, nutritious dining, and restorative therapies for a holistic approach.

This trend also fuels multigenerational travel, as families look for destinations offering activities for every interest. From dedicated pilates studios to comprehensive wellness programmes, resorts like Camiral in Spain are leading the way in catering to this demand.

Sustainability Takes Centre Stage

Eco-conscious golfers are making sustainability a deciding factor. Research from InterMarket shows that 40% of golfers prefer eco-certified courses, while initiatives like Green Drive set new benchmarks for environmental responsibility. From drought-resistant grasses and innovative irrigation to biodiversity promotion and renewable energy, the industry is embracing practices that protect the planet.

This growing emphasis makes it vital for courses and hotels to demonstrate a genuine commitment. Programmes like the GEO Foundation’s Certified Golf provide travellers with reassurance that their experience supports both the game and the environment.

AI and Technology Transform the Game

Artificial intelligence is revolutionising how golfers plan and experience their trips. From AI-driven resort recommendations based on skill level and preferences to virtual reality tools delivering real-time performance data, technology is making the sport more accessible and personalised.

New to IGTM this year is the Discovery Zone, which brings these innovations to life by showcasing the game-changers shaping golf's future. Attendees can also experience Toptracer technology first-hand, seeing how real-time shot tracking and data insights can transform play and practice. This technology is being installed at a growing number of international resorts, helping to drive visitor traffic for tuition and game improvement.

Luxury & Immersive Experiences

Golfers are seeking high-end, stay-and-play destinations that blend world-class courses with cultural immersion and unique lifestyle experiences. This trend reflects a broader shift toward longer stays, slower travel, and richer, more meaningful trips.

Destinations such as Oman—exhibiting at IGTM this year—along with emerging markets in Central & Eastern Europe, Asia-Pacific, and Africa are answering this call. They offer stunning courses alongside luxury resorts, rich local heritage, and authentic activities, making visits to vineyards and cultural sites a growing part of the modern golf trip.

Social & Experiential Golf Travel

Golf travel is increasingly about shared experiences, not just the sport itself. Groups and multigenerational families are seeking holidays that combine play with social interaction, wellness, and entertainment.

Companies like Golfbreaks reflect this demand with packages that cater to both golfers and their companions, including spa escapes and family resorts that encourage junior participation. The industry is also supporting inclusivity through initiatives like Women in Golf and by engaging younger audiences via collaborations with leading influencers.

Commenting on the evolving trends, Fiona Ashton, Event Manager at IGTM, said:

“Golf tourism is in the midst of an exciting evolution. We’ve been listening closely to our partners and watching the shifts in traveller behaviour. It’s clear that wellness, sustainability, technology, and cultural immersion are no longer ‘add-ons’—they’re central to decision-making. That’s why we’ve evolved IGTM this year to shine a spotlight on these trends, foster collaboration, and help the industry shape the next chapter of golf travel worldwide.”

IGTM 2025
The International Golf Travel Market is the world’s leading B2B event for the golf travel industry. It unites golf destinations, resorts, courses, tour operators, and media from across the globe for four days of pre-scheduled appointments, networking, and insight-led content. This year’s edition will be held in Cannes, France, from 20-23 October.

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