The shift is visible from the Gulf and Caribbean to East Africa and East Asia. Several of these destinations will strengthen their international presence at the International Golf Travel Market (IGTM), which takes place in Cannes from 19 to 22 October 2026.
Saudi Arabia expands its international golf presence
The Gulf is emerging as one of the most active areas of investment. Future Market Insights forecasts that the GCC golf tourism market will increase from $2.2 billion in 2025 to $4.1 billion by 2035, driven largely by international visitors.
Saudi Arabia is becoming particularly visible within that expansion. Golf Saudi will exhibit at IGTM for the first time in 2026 when the event returns to the Palais des Festivals in Cannes.
Its stand will also showcase Riyadh Golf Club, Dirab Golf & Country Club, Shura Links and The National Golf Club at Qiddiya City. Together, they will form a unified Saudi delegation for the event’s international buyer community.
Dalya Katoah, Chief Marketing and Demand Officer at Golf Saudi, said:
“Exhibiting at IGTM for the first time is an important step in introducing Saudi Arabia’s golf offering to the international market. We have invested significantly in developing world-class golf destinations and experiences across Saudi Arabia, and IGTM gives us the opportunity to build relationships with tour operators and buyers who can help convert that investment into international golf visitation.”
New destinations join IGTM from six continents
Saudi Arabia forms part of a wider geographical expansion in golf tourism. Cyprus and the Dominican Republic will also be represented at IGTM for the first time.
The Deputy Ministry of Tourism, Republic of Cyprus will attend alongside Dominican Republic newcomers Puntacana Resort and Casa de Campo.
Meanwhile, YENGOLF from Kenya and the Japan Golf Tourism Association will make their first appearances. Japanese newcomer Seibu Prince Hotels Worldwide will also participate.
In addition, VisitAberdeenshire will introduce another part of Scotland to the international buyer community. The Southern Africa Tourism Services Association will present the wider region’s golf tourism offer.
The broader range of exhibitors reflects how golf tourism growth is extending into markets that previously played a smaller role in the international sector.
Fiona Ashton, Event Manager, IGTM, said:
“Saudi Arabia is a brilliant example of the geographical shift in the industry,”
Ashton added:
“Golf Saudi joining us as a new exhibitor in Cannes shows a destination that genuinely has everything: stunning courses, year-round sunshine and a rich cultural offering. It sits alongside the UAE and Qatar in building genuinely world-class golf infrastructure, and I think the region is moving from ‘emerging’ to ‘established’ in the minds of discerning golf travellers. We’re seeing that same appetite for discovery across this year’s new exhibitors more broadly, from the Caribbean to East Africa and East Asia, and IGTM is where those destinations get in front of the tour operators, travel agents and media who can bring them to a global audience.”
More than 300 suppliers and buyers expected in Cannes
IGTM 2026 will bring together more than 300 golf tourism suppliers and over 300 pre-qualified buyers. The four-day programme will combine pre-scheduled appointments, networking and industry insight.
This year will also see the launch of IGTM Discovery, an expansion of the main event. It will connect golf clubs, resorts, facilities and retailers with suppliers across technology, equipment, apparel, accessories and club operations.
IGTM Discovery will host the event’s first dedicated conference programme, the Golf Club Management Summit. More than 30 sessions will take place across three days.
The programme will cover club management, technology, revenue generation and professional development. It will also examine the future direction of the golf industry.
With Saudi Arabia and several other destinations making their debut in Cannes, golf tourism growth is becoming increasingly international. Investment in new courses, resorts and tourism infrastructure is giving more destinations the opportunity to compete for specialist travellers and international tour operator business.
Tags: Fiona Ashton, IGTM
