From 19 to 22 October 2026, Cannes hosted the 29th edition of the International Golf Travel Market (IGTM) at the Palais des Festivals et des Congrès. This leading international gathering for golf tourism professionals brought together destinations, resorts, golf courses, travel agencies and tour operators, all looking to develop business opportunities and strengthen the appeal of golf destinations worldwide.

For four days, Cannes became a major meeting point for the international golf tourism industry. Organised by RX, the International Golf Travel Market welcomed professionals from numerous markets, highlighting the importance of business networking, strategic partnerships and destination promotion.

The 2026 edition brought together more than 260 exhibitors from over 40 countries, alongside more than 300 registered buyers and delegates representing over 50 countries across six continents. The event attracted tourism professionals from a wide range of markets, from Europe and North America to Asia and the Middle East.

Business Meetings at the Heart of the Event

IGTM’s format is built around pre-scheduled business appointments between buyers and exhibitors. Tourism boards, hotels, resorts, golf courses, specialist agencies and tour operators benefit from a dedicated platform to showcase their offerings and establish new commercial relationships.

According to figures announced for the 2026 edition, buyers conducted approximately 40 appointments each. Around 35% of participating buyers were attending the event for the first time, reflecting the continued renewal of its professional network.

For destinations, the objective goes beyond selling golf holidays. It also involves attracting international travellers with strong spending potential, seeking quality accommodation, gastronomy, wellness, cultural activities and exclusive experiences.

IGTM Discovery: Expanding the Golf Industry Ecosystem

The 2026 edition introduced an expanded dimension with the launch of IGTM Discovery, a dedicated space highlighting other segments of the golf industry.

Technology, equipment, apparel, accessories, merchandising and golf club management were brought into the spotlight alongside traditional golf tourism professionals.

This development reflects the organiser’s ambition to broaden industry dialogue and encompass a wider ecosystem, including innovations, services and solutions supporting the growth of golf clubs and facilities.

The conference programme also addressed major industry challenges, including artificial intelligence, customer experience, sustainability, water management, business profitability, digital marketing and changing consumer habits.

The French Riviera: A Golf Destination Between the Sea and the Mountains

Hosting IGTM in Cannes represents a significant opportunity to showcase the wider French Riviera.

The surrounding region offers a diverse selection of golf courses and resorts, combining historic clubs, natural landscapes, luxury accommodation and experiences centred on sport and the Mediterranean lifestyle.

Among the region’s golf destinations are Golf Old Course Cannes-Mandelieu, Golf Country Club de Cannes-Mougins, Royal Mougins Golf Club, Golf d’Opio-Valbonne and Terre Blanche.

The proximity of Nice, Antibes, Mougins and the villages of the hinterland also makes it possible to create itineraries combining golf, gastronomy, heritage, shopping and Mediterranean discovery.

For Cannes, hosting this international business gathering strengthens its positioning beyond major events in cinema, advertising and real estate. Business tourism and specialised professional meetings remain important contributors to the local economy, benefiting hotels, restaurants, transport providers and event services.

International Competition Drives Destination Innovation

IGTM 2026 also highlighted growing competition in the global golf tourism market.

New destinations and industry participants joined the event, including Golf Saudi, Cyprus, the Dominican Republic, Kenya and the Japan Golf Tourism Association. Scotland, Portugal, Spain and other European destinations also remain significant players in the sector.

For French Riviera professionals, the challenge is to promote a comprehensive proposition: quality golf courses, high-end hospitality, international accessibility and a globally recognised lifestyle.

Golf is increasingly becoming part of a broader travel experience, where sport combines with leisure, wellness, cultural discovery and gastronomy.

Cannes Reinforces Its International Position

With its 29th edition, the International Golf Travel Market once again confirmed Cannes’ role as an international destination for business events.

The next edition, marking the event’s 30th anniversary, is scheduled to take place in Belek, Türkiye, from 18 to 21 October 2027, at the NEST Congress and Exhibition Centre.

Following two consecutive editions in Cannes in 2025 and 2026, the event leaves the French Riviera with fresh opportunities for international visibility, business development and stronger relationships with global golf tourism markets.

At the intersection of sport, travel and hospitality, IGTM highlights the growing importance of premium tourism experiences in destination development strategies.