European Tour Destinations, which boasts a network of 27 world class golf venues, is at the forefront of golf tourism and real estate. In this exclusive interview, Ian Knox, Head of European Tour Destinations for the past six years, reveals why US-driven demand is leading to thriving markets in Europe, and how member venues – including Costa Navarino, Camiral, INFINITUM, Quinta do Lago and Terre Blanche – are responding to an evolving golf travel market and shifting customer preferences.
GBN: What trends have you noticed that are influencing the golf travel market in 2026?
Ian Knox: European Tour Destinations has been at all three main IAGTO conventions this year – in Thailand, Spain and Mexico – with many of our venues, and one thing that has stood out is that Spain and Portugal are booming. This is being driven by US outbound tourism in particular, and a new breed of golf traveller that wants to take advantage of the expanding direct air routes to mainland Europe, a favourable exchange rate and year-round sunshine.
Experience-led travel is also huge. Golfers increasingly want to experience a destination like a local, with cultural immersion and authentic moments ranked as important as the golf. Venues can meet this demand by offering full packages which include wellness, gastronomy and local experiences such as city tours as well as golf.
What else are today’s golf travellers looking for today?
Golf is still at the heart of the trip, but today’s customer is looking for a complete destination experience. They want outstanding golf, of course, but they also value exceptional hospitality, authentic local experiences, great food and accommodation and activities that appeal to family and friends who may not play golf.
Technology has also transformed the way people research and book travel. Meanwhile, sustainability has moved from being an aspiration to an expectation. Destinations have had to become much more agile, collaborative and innovative than they were ten years ago, and those that have embraced that change, including venues in our network, are the ones continuing to thrive.
Has the definition of a successful golf destination changed?
Absolutely. Ten years ago, success was often measured by the quality and reputation of the golf courses alone. While that remains fundamental, it’s no longer enough. The most successful destinations today offer a complete visitor experience. They’re easy to access, they provide consistently high levels of service, they have accommodation, restaurants and attractions that appeal to a wider audience and they work collaboratively across the destination rather than promoting individual businesses in isolation.
Increasingly, success is also about sustainability – not just environmental initiatives, but ensuring destinations continue to invest in their facilities, their people and the local community so they’re attractive for decades to come.
How has European Tour Destinations evolved to meet the needs of its venues?
Our focus when I started was very much on building awareness of the network and showcasing the quality of our member venues. While that’s still important, our role has become much broader and more focused on supporting destinations as strategic partners.
That means facilitating collaboration, sharing best practice and helping members understand changing consumer trends, whether that’s through our relationships with the DP World Tour, our presence at international events such as the IAGTO conventions, or the insights we gain from working across multiple markets.
What about golf real estate?
Today’s golfers aren’t just visiting these destinations on holiday. Increasingly, they’re looking to buy property there, too. This is a real shift from a decade ago, driven in large part by growing interest from US buyers, and it means destinations now need to think more holistically about what they offer: from hospitality to accessibility and the wider appeal of the region.
It’s an area our members are asking for more support with, and our role is to help them tell that story effectively and position themselves for long-term success.
What should golf venues be investing in now?
If a venue’s golf course is already at the desired level, I’d say the biggest opportunity is to invest in the overall experience that surrounds the golf. So making sure the welcome, the food and beverage and the practice facilities, for example, are all first-class. Golfers have more choice than ever, and they will remember the way a destination made them feel as much as the golf they played.
I would also invest in understanding your customer. Having a great product isn’t enough if you don’t know who your target market is, where they are coming from and what they value that will make them return. Data and customer insight can help clubs make much better investment decisions rather than simply investing in the things they think golfers want.
What lies ahead in golf travel?
The immediate future is exciting because golf tourism remains in a very strong position. Demand continues to be healthy, and there’s a real appetite for high-quality golf experiences. At the same time, destinations are becoming increasingly innovative in how they package and promote what they have to offer, creating even more choice for travelling golfers.
Looking further ahead, it’s encouraging that we’re seeing new generations discover the game, greater diversity among golfers and destinations investing in facilities and experiences that appeal to a much broader audience. Technology will continue to transform how people discover and book travel, while sustainability will rightly remain a key focus for destinations around the world.
What excites you about the future of European Tour Destinations?
One thing that’s been a mainstay of the past decade is the value of bringing our destinations together – whether that’s at our network events or wider industry conventions – and the opportunity that offers to collaborate and learn from each other. That will never change and it’s something that motivates me every day.
I’m also excited by the role European Tour Destinations can play in bringing the industry together. Being part of the wider European Tour Group gives us access to insights, relationships and opportunities that are unique in golf. This will be a huge advantage in strengthening partnerships, welcoming new destinations and helping our venues differentiate themselves in an increasingly competitive marketplace.