IGTM (International Golf Travel Market) and the PGA Show have announced a new strategic partnership, aiming to strengthen connections across the global golf industry. This collaboration will bridge the gap between travel and tourism, retail, and technology innovation.
Both events serve as key platforms for their respective audiences. IGTM is a leading gathering for golf travel professionals, while the PGA Show is golf's largest business event. The partnership seeks to foster innovation, build relationships, and create new commercial opportunities. "Golf travel plays a pivotal role in expanding the game worldwide," said Fiona Ashton, Event Manager for IGTM. "Through this partnership, we're building a more connected future that links PGA of America Golf Professionals, tour operators, suppliers, and tech innovators in ways that generate real business impact." Joint initiatives The first initiatives of this partnership will debut at IGTM 2025 in Cannes, France, from October 20 to 23. Key programme elements include: PGA of America Golf Professional Engagement: For the first time, select PGA of America Golf Professionals from top U.S. golf clubs will be invited to participate in IGTM. These industry leaders, who organize group travel experiences, will be offered hosting benefits at the event. The Discovery Zone: A new show floor feature highlighting emerging brands and technologies in golf travel, tech, apparel, and equipment. Trend Data and Insight Collaboration: IGTM and the PGA Show will share industry insights and trend data to inform programming and guide business planning. Future plans Plans are also underway for IGTM to have a presence at the 2026 PGA Show in Orlando, Florida. This will include curated content and a dedicated show floor feature, bringing golf travel into sharper focus for attending PGA Professionals and industry stakeholders. "This partnership represents a natural evolution of our shared goals," said Marc Simon, Event Vice President for PGA Golf Exhibitions. "It enables us to engage more PGA of America Golf Professionals at IGTM, deepen our focus on innovation and insights, and strengthen ties with the European golf travel market." Both IGTM and the PGA Show invite tour operators, destinations, PGA Professionals, suppliers, tech innovators, and media partners to participate in this new era of collaboration.