This is where it all begins. In exhibition halls scented with freshly inked brochures, roasted espresso, and expensive perfume. Where a smile is as vital as a handshake, and every business card is a potential ticket to next year’s dream escape. IGTM, the International Golf Travel Market, is more than just a trade show. It is the secret engine of the golf travel world; the birthplace of tomorrow’s "it" destinations and the marketplace where dreams change hands.
I was there, and these are the insights I brought home.
The 2025 edition was staged in Cannes, at the legendary Palais des Festivals, within the very same walls where stars like George Clooney and Scarlett Johansson grace the red carpet during the film festival. This week, however, it was the golf world’s turn to shine. Representatives from across the globe flooded the halls: from the white sands of the Caribbean to the windswept links of Scotland and the sun-drenched fairways of Southern Europe.
Behind glass partitions and closed doors, a game is played that rarely makes the headlines. No film contracts are signed, but something far more valuable is handled: our future memories. Deals are struck over double espressos; destinations are sold through maps, visions, and pure emotion. One successful meeting can mean hundreds of golfers soon booking their next trip to that specific course, in that specific country.
Yet, truth be told, decisions are not infrequently based on who offers the best kickback or who hosts the most lavish dinner. Would you want your travel dreams dictated by that?
Likely not.
Therefore, here are the insider trends you should keep in mind when planning your next odyssey.
Hidden Gems: Maximum Return of Investment
Pirin Golf Resort, Bulgaria
Bulgaria, you ask? Yes, I say. The country is far more than spiked drinks at Sunny Beach or the dramatic cliffs of by the Black Sea. Pirin Golf Resort, nestled in the heart of the picturesque Pirin Mountains, offers a sophisticated blend of golf and alpine serenity. The resort features an 18-hole championship course designed by Ian Woosnam that challenges both the novice and the scratch player. Beyond the greens, you’ll find luxury spa facilities and restaurants serving local delicacies. It’s a complete experience that doesn't break the bank—high quality in a setting that rivals the Alps.
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Black Stork, Slovakia
Slovakia is rapidly climbing the ranks for discerning golfers. Black Stork Golf Resort, located at the foot of the mighty Tatra Mountains in Velká Lomnica, offers one of Europe’s most scenic rounds. Here, lush fairways provide a stark contrast to snow-capped peaks and crisp mountain air. After your round, world-class hospitality and a profound stillness await. And the price point? Surprisingly accessible. It’s a place where you’ll find yourself wanting to stay just one more night.
Classics with a Twist
Tuscan Sun, Italy
When you hear "Tuscany," you likely think of fine wines, borgos, exquisite silk, and well-dressed locals. But the region also boasts top-tier golf courses—many of which are prime for year-round play. If you’re looking to pair golf with a Michelin-starred culinary journey, head toward Florence and Siena. However, if you're seeking December warmth for stiff joints, look toward the coast. Check out Argentario (Italy’s only PGA National) or Riva Toscana Golf Resort. Both are perfect for a winter escape.
Château des Vigiers, France
For the true connoisseur, this is a steal. Located just east of Bordeaux and a stone’s throw from Saint-Émilion, Château des Vigiers offers something truly spectacular. At the heart of a 150-hectare estate sits an elegant 16th-century castle. It houses Les Fresques, a Michelin-starred restaurant where the chef draws inspiration from the region’s rich bounty. The 27-hole course, designed by Donald Steel, winds through plum orchards, oak forests, and vineyards. It is unashamedly luxurious, yet remarkably sensible in its pricing.
The Face-Lift: Algarve and Lisbon
In recent years, the Arrow Group investment firm has been doing what they do best: buying underperforming assets and giving them a high-end makeover. They’ve acquired the entirety of Vilamoura and several surrounding courses, along with icons like Monte Rei, Troia, and the Aroeira courses outside Lisbon. At every site, they are rebuilding courses from the ground up and elevating accommodations from "tired" to "top notch." They’ve already worked wonders with the Vilamoura Old Course, and it will be fascinating to see if they can maintain this golden touch.
Unique Experiences for the Global Nomad
Luxury Cruising Through Vietnam and Cambodia
I cannot help but highlight perhaps the most exclusive experience I found at IGTM—one that evokes the glamour of the Orient Express. Lotus Cruises offers a unique river experience along the Mekong, where luxury meets the deep culture of Vietnam and Cambodia. Onboard, you’ll find elegant suites and spas, while the river snakes past ancient villages and emerald rice paddies. The journey can be paired with golf at select courses in Ho Chi Minh City, Phnom Penh, or Siem Reap. After a day on tropical fairways, you simply retire to the sun deck and let the boat drift through a landscape steeped in history.
A Different Thailand
Golf in Northern Thailand, specifically Chiang Mai, remains a well-kept secret. It is a place where tropical greenery meets cooler mountain air and Buddhist tranquility. Often called the "Rose of the North," Chiang Mai is surrounded by mountains, and feels a world away from the mass tourism of the south or the chaos of Bangkok. Gassan has three wonderful sites, located in old rice fields that makes for beautiful as well as challenging experiences. Alpine Golf Resort Chiang Mai is a standout—a former Asian Tour host framed by forest. For something more traditional, Royal Chiang Mai Golf Club, built on an old fruit plantation, offers a charm that reflects the region’s heritage. The combination of nature, culture, and value makes this one of Asia’s most rewarding options.
Palais des Festivals – Where the Journey Begins
For the industry, IGTM is the most intense week of the year. Days are meticulously carved into 20-minute meetings; nights are filled with networking and the promise of future collaborations. The legendary opening gala at the Hotel Majestic, overlooking the Mediterranean and the twinkling lights of Cannes, set the tone. Crystal glasses, low laughter, and that electric feeling of being in the right place at the right time.
For some, the "hospitality" gets a bit too good.
But that doesn't diminish the importance of a summit like IGTM for the serious players. A shared passion for the game and the journey brings hundreds of people from every corner of the globe together for one week. This is where the rumors start about that new track in Tuscany, the reopened resort in Portugal, or the redesign destined to put an old classic back on the map.
As the final day draws to a close and the lights dim in the Palais des Festivals, those in attendance know the magic hasn't faded. It’s simply moving out into the world.
When you stand on the first tee, at a course you’d never heard of before, you can be sure of one thing: the journey started here.