The survey findings indicate that golf tourism is evolving beyond a focus on courses alone, with travellers placing greater emphasis on the overall holiday experience when selecting destinations.
According to the research, 78.9% of respondents said they would be more
likely to visit a destination offering a strong combination of golf and
lifestyle experiences rather than solely high-quality golf courses. Meanwhile,
83.6% stated that great local food and fine dining would most improve a golf
holiday.
More than half of those surveyed (56.3%) said that non-golf elements such
as wellness, scenery and culture are either very important or extremely
important when choosing a golf trip. In addition, 79.2% said they would
consider travelling with a larger group of friends or family, while 76.9%
identified nearby attractions and off-course activities as the most important
factor in making a destination suitable for families.
The research highlights gastronomy as one of the strongest drivers in premium golf travel. Golf resort guests increasingly expect high-quality dining experiences alongside golf facilities. Destinations and resorts are responding by expanding culinary offerings, regional wine programmes and local food experiences as part of their tourism proposition.
Cultural experiences are also becoming more prominent within golf tourism.
Resorts are increasingly incorporating heritage activities, guided excursions
and artisan encounters into their guest programmes, providing visitors with
opportunities to engage more deeply with local destinations beyond the golf
course.
The findings reflect a broader trend within golf tourism, where
destinations are competing on the strength of their overall travel offering
rather than relying solely on the reputation of their golf facilities.
“The modern golf traveller wants more than tee times,” said Fiona Ashton, Event Manager, IGTM. “Golf remains the anchor of the trip, but travellers are now choosing destinations that can offer exceptional dining, wellness, culture and experiences for non-golfers too. That’s changing how resorts, destinations and travel providers position themselves.”
The survey also points to the growing significance of group travel and
mixed-interest holidays. When asked what makes a destination suitable for both
golfers and non-golfers travelling together, respondents ranked quality food
and dining options (73.1%) and a broad range of non-golf activities (70.9%)
among the most important considerations.
The research findings will be discussed during IGTM 2026, which will take place in Cannes from 19 to 22 October and will bring together golf travel suppliers, buyers and media representatives from around the world.
