Golf travel is entering a new phase. What was once a relatively specialised segment of the tourism industry has developed into a sophisticated international market connecting golf, luxury hospitality, wellness, gastronomy, culture, technology and destination experiences.
As the industry looks towards 2027, the opportunity is no longer simply to attract golfers to a course. Destinations, resorts, tour operators and tourism organisations increasingly need to understand the complete journey of the traveller: why they choose a destination, who they travel with, what they expect to experience and what makes them want to return.
Recent industry research already provides a clear indication of this transformation. Research presented by the International Golf Travel Market (IGTM) in 2026 found that 78.9% of golfers were more likely to choose a destination offering a strong combination of golf and lifestyle experiences rather than excellent courses alone. Meanwhile, 83.6% identified great local food and fine dining as one of the elements that would most improve a golf holiday.
For 2027, these changes are likely to become even more visible.
Golf is becoming a complete travel experience
The traditional golf holiday was relatively straightforward: select a destination, book a hotel, reserve tee times and play several rounds during the stay.
The new golf traveller is looking for something considerably broader.
A golf trip can now combine championship courses with a luxury hotel, spa treatments, fine dining, cultural excursions, wine tourism, shopping, sailing or other outdoor experiences.
This evolution is particularly important for groups.
Not everyone travelling with a golfer necessarily wants to spend every day on the course. Partners, friends and family members may prefer wellness activities, restaurants, sightseeing or shopping.
As a result, the destination itself has become almost as important as the golf course.
This is creating a major opportunity for resorts and tourism boards capable of presenting golf as part of a complete lifestyle proposition.
The evidence is already strong. IGTM reported in 2026 that more than half of surveyed golfers considered non-golf elements such as wellness, scenery and culture very or extremely important when choosing a golf trip.
The message for 2027 is therefore clear: golf remains the reason for the journey, but it is increasingly the entire destination experience that determines the value of the journey.
A more diverse golf traveller
The profile of the international golf traveller is also changing.
The industry can no longer rely exclusively on the traditional image of groups of experienced golfers travelling together for a week.
Solo travellers, couples, families and multi-generational groups are increasingly relevant to the market.
This creates new challenges for destinations.
A resort designed almost exclusively around the golfer may have difficulty competing with a destination that offers something for every member of a travelling party.
A successful golf resort in 2027 could therefore look increasingly like a luxury lifestyle resort, with golf at its centre but supported by restaurants, wellness, accommodation, entertainment and local experiences.
This approach can also increase the length and value of a stay.
Instead of selling three rounds of golf, a destination can sell a five- or seven-day experience incorporating golf, gastronomy, wellness and exploration.
The commercial opportunity extends well beyond green fees.
Wellness becomes a major part of golf tourism
Wellness is one of the strongest trends shaping the next generation of golf travel.
Golf itself already provides many elements associated with wellbeing: outdoor activity, walking, nature and time away from everyday routines.
But resorts are increasingly developing dedicated wellness programmes around the sport.
These can include fitness, recovery, physiotherapy, spa treatments, nutrition and performance programmes.
The concept of combining golf with wellness is particularly attractive to premium travellers who want their holiday to be both enjoyable and restorative.
Industry research identified wellness as one of the major trends shaping golf travel, alongside sustainability, artificial intelligence, personalised experiences and emerging destinations.
For 2027, wellness is likely to become less of an additional service and more of an integral part of the golf resort proposition.
The strongest destinations will increasingly be able to answer two questions simultaneously:
Where can I play?
And how will I feel when I leave?
Gastronomy and local culture
Food is another major opportunity.
The modern golf traveller increasingly wants to discover the destination through its cuisine.
A spectacular golf course may attract a visitor, but a memorable restaurant, local wine experience or culinary programme can become an important reason to return.
The figures published by IGTM are striking: 83.6% of surveyed golfers said great local food and fine dining would most improve their golf holiday.
This creates a particularly strong opportunity for Mediterranean destinations.
Spain, Portugal, France, Italy, Greece and other European markets can combine golf with gastronomy, history, architecture, wine, beaches and lifestyle.
For the French Riviera, for example, golf can be combined with Monaco, Cannes, Nice, Saint-Jean-Cap-Ferrat, Michelin-starred restaurants, yachting and luxury hospitality.
Golf travel therefore becomes part of a much larger luxury tourism ecosystem.
Technology will transform the customer journey
Technology will also play an increasingly important role in golf travel in 2027.
Artificial intelligence and data-driven platforms are making it easier for travellers to search for destinations and create personalised itineraries.
A future golfer could potentially provide a system with information about their handicap, preferred courses, travel dates, budget, hotel preferences, culinary interests and desired activities and receive a highly personalised itinerary.
Technology is also changing the experience once the traveller arrives.
Smart booking systems, digital tee-time management, golf performance technology, GPS, connected equipment and personalised resort services are becoming increasingly sophisticated.
However, technology is unlikely to eliminate the importance of human expertise.
International golf travel can involve numerous moving parts: flights, transfers, accommodation, tee times, equipment, restaurants and activities.
Specialist travel professionals remain valuable because they can transform individual bookings into a seamless experience.
The future is therefore likely to be a combination of technology and human service rather than technology replacing the human element.
Sustainability becomes a competitive factor
Sustainability will also become increasingly important as the golf travel industry looks towards 2027.
Golf courses require land, water and energy, meaning environmental management is becoming an increasingly visible issue.
Golf destinations are responding through water-management systems, biodiversity programmes, renewable energy, sustainable landscaping and more responsible course-management practices.
Sustainability can also become part of the destination’s identity.
Travellers are increasingly interested in nature, outdoor experiences and destinations that demonstrate genuine environmental responsibility.
For golf resorts, this represents both a challenge and an opportunity.
Environmental investment can reduce operating costs while also creating a stronger proposition for environmentally conscious travellers.
In 2027, sustainability is likely to be considered less as a marketing message and more as a fundamental part of destination management.
New golf destinations will attract international attention
The geographical map of golf travel is also expanding.
Established destinations such as Spain, Portugal, France, Ireland and Scotland remain extremely important, but new markets are investing heavily in golf infrastructure and international tourism.
The Middle East is one of the most closely watched regions.
Saudi Arabia, the United Arab Emirates and Oman are developing golf facilities alongside luxury hotels, aviation infrastructure, tourism projects and international events.
The international golf tourism industry is already responding.
The 2026 IAGTO European Convention in Málaga brought together 983 delegates from 54 countries and more than 11,000 pre-scheduled business meetings between golf tour operators and tourism suppliers.
Meanwhile, IAGTO’s 2026 programme demonstrated the increasingly global nature of the industry, with major conventions taking place across Europe, North America and Asia.
For emerging destinations, these professional networks are crucial.
Building a golf course is only the beginning. Destinations also need international distribution, tourism partnerships, travel operators, marketing and strong relationships with buyers.
The importance of international business events
Trade events will remain central to the development of golf travel in 2027.
IGTM and IAGTO conventions demonstrate how much of the industry depends on professional relationships.
These events bring together destinations, hotels, golf resorts, tour operators, tourism boards, technology companies and other suppliers.
The scale of recent events illustrates the strength of the market.
The 2026 IAGTO European Convention in Málaga became the organisation’s largest European Convention to date, while the 2025 IAGTO European Convention in Gran Canaria had already attracted more than 830 delegates and generated around 8,700 meetings.
These meetings are not simply networking opportunities.
They are where destinations negotiate distribution agreements, tour operators discover new products and suppliers develop international partnerships.
For 2027, international B2B networking will remain one of the most important tools for destinations seeking to grow their golf tourism markets.
Golf travel and luxury tourism increasingly overlap
Perhaps one of the most important developments for 2027 is the growing relationship between golf and luxury travel.
Golf destinations are increasingly targeting travellers who are prepared to spend significantly beyond the green fee.
Luxury accommodation, private transportation, fine dining, wellness, exclusive experiences and personalised service can transform a golf holiday into a premium travel product.
This is particularly relevant for destinations that already have strong luxury tourism ecosystems.
The French Riviera, Spain’s Mediterranean coast, Portugal, the Middle East and selected Asian destinations are well positioned to benefit from this convergence.
The opportunity is to sell not simply a round of golf, but a complete experience.
2027: A market built around experiences
Looking towards 2027, the golf travel industry appears set to become more international, more personalised and more connected to the wider travel economy.
The traditional golf holiday is not disappearing. The golf course remains at the heart of the experience.
But the definition of a golf holiday is changing.
Travellers increasingly want good food, wellness, culture, nature, luxury accommodation and authentic experiences alongside their golf.
Technology will make planning easier and more personalised. Sustainability will become a stronger consideration. Emerging destinations will compete with established markets. And international business events will continue to connect the companies capable of turning these trends into commercial opportunities.
The future of golf travel will therefore belong to destinations that understand the traveller beyond the golf course.
For resorts, tourism boards, tour operators and hospitality companies, the opportunity is considerable.
Golf is no longer simply a sport that people travel to play.
It is becoming a gateway to discovering destinations, experiencing different cultures and creating a new generation of luxury travel experiences.
In 2027, the winning golf destinations will not simply offer a great course. They will offer a reason to stay, explore, return — and remember.
