Golf is not only a sport but also a reason to travel. Many golfers plan their holiday around the game, from the Algarve through Spain to Scotland or Dubai. Over the years a whole industry has grown out of this: the golf tourism industry. It combines classic travel business with golf know-how, and it is astonishingly networked and international.
In this overview I show you who plays in this market, how the players earn their money, why the topic of golf & wellness is currently gaining momentum and which jobs and career paths exist in the golf tourism industry.
The essentials up front
- The industry consists of specialised tour operators, hotels/resorts, destinations and booking platforms.
- Associations such as the IAGTO and trade fairs such as the IGTM network providers and buyers worldwide.
- Money is earned through packages, commissions and green-fee allocations, rarely through the bare flight.
- Golf & wellness/longevity is a growth field that addresses new target groups.
- Jobs exist above all in travel sales, product management and at the resort.
Who plays in the golf tourism industry
The golf travel market is a chain of several players who all cover a part of the trip. Anyone who wants to work in the industry should be able to tell these roles apart, because each has its own business model and its own job profiles.
Specialised golf tour operators
The heart of the industry are the specialised golf tour operators. They don't simply sell flight and hotel, but a well-thought-out golf package: accommodation, green fees, often transfer, sometimes a coach or tournaments. Their value lies in knowledge, they know the courses, the seasons, the tee-time logistics and the pitfalls on site. The customer pays for convenience and for the assurance that at the holiday destination everything really fits.
Hotels and golf resorts
The second pillar are the hotels and resorts with their own or affiliated course. They are the product that is sold and at the same time often a sales channel themselves. A resort lives from filling its rooms and its tee times well, especially in the low season. That is why resorts work closely with operators and run their own marketing in the source markets.
Destinations and tourism boards
Above the individual facilities stand the destinations. Regions such as the Algarve, Andalusia or whole countries actively market themselves as a golf destination. Behind this are tourism boards and regional marketing organisations that attend trade fairs, organise press trips and run campaigns. Their goal is not the sale of a single trip but that a whole region is perceived as an attractive golf destination.
Platforms and booking portals
In addition there are digital platforms through which green fees, tee times or whole packages can be booked. They are the youngest player and are currently shifting quite a bit: they make prices comparable and lower the entry barrier for smaller providers. Anyone who is tech-savvy and comes from the online travel business increasingly finds exciting roles here.
Associations and events: how the industry networks
The golf tourism industry is international and surprisingly personal. A large part of the business runs through relationships that arise at industry events. There are two terms you should know.
The IAGTO (International Association of Golf Tour Operators) is the central industry association in golf tourism. It sees itself as a network that brings together tour operators, golf facilities, hotels, destinations and other service providers. Such associations above all provide networking: they create a framework in which buyers (that is, the operators) and providers (resorts, destinations) reliably meet. Exactly how membership, services and structures look is described by the association itself, rely on the official sources there, not on hearsay.
Closely connected with it is the IGTM (International Golf Travel Market), the most important trade fair in the industry. Such B2B fairs work on a clear principle: pre-scheduled business meetings between buyers and providers, plus networking. Here allocations are negotiated, new destinations presented and partnerships initiated. For the industry such an event is an annual highlight and for career starters a good place to understand how the market really ticks.
The business models behind golf trips
Now to the core, which is often misunderstood: what does the industry actually earn money with? Rarely on the flight, that is usually a pass-through item. The money lies in the combination and in the utilisation.
Packages and margins
The classic model is the package. The operator bundles hotel, green fees and additional services into one price. Their margin arises from the difference between their purchasing conditions and the selling price, plus the value their advice and organisation have for the customer. The better the conditions on site and the more rounded the package, the more attractive the offer.
Commissions
A second model is commissions. If a provider refers a booking to a resort or via a platform, a share flows back. This works similarly to the rest of travel sales: anyone with reach and a target group can earn as an intermediary without operating the product themselves.
Green-fee allocations
A third, very golf-specific lever are green-fee allocations. Resorts and courses give operators allocations of tee times at fixed conditions, especially at times when they need utilisation. The operator thereby secures availability and a price advantage, the resort plans more reliably. This allocation logic is one of the reasons why personal relationships are worth so much in the industry.
Golf & wellness and longevity as a growth field
A trend you should have on your radar: the connection of golf with wellness and the longevity topic, that is, being healthy and active for a long time. Resorts increasingly combine the game with spa, fitness, nutrition and recovery. The pure golf trip thus becomes a health and activity holiday in which golf is the anchor.
From an industry point of view that is clever. It addresses new target groups, couples where only one person plays, or guests who want to combine sport and relaxation. And it extends the length of stay and the value per guest. For career starters that means: anyone who understands both golf and wellness or health topics brings a profile that is currently more in demand.
Jobs and career paths in the golf tourism industry
Let's come to the question that probably interests you most: which jobs actually exist in this market? Roughly, three areas can be distinguished.
Travel sales and advice
In sales you advise customers, put together trips and sell packages. Here golf knowledge, travel competence and a good feeling for people count. Anyone who comes from tourism and loves golf (or vice versa) finds a natural entry here. The path often leads from travel advisor to specialisation in certain destinations.
Product management and purchasing
In product management you build the trips that others sell. You negotiate with resorts and destinations, secure allocations, calculate packages and observe the market. That is the strategic side, negotiation skill, a head for numbers and industry knowledge are in demand. Here many of the threads I described above come together.
Resort and destination
On the provider side you work in the resort or at a destination, in sales, marketing, revenue management or guest service. You ensure that utilisation, price and experience are right. Anyone who wants to work internationally and be on site is in the right place here. English is practically obligatory in these roles, further languages a clear advantage.
How the entry succeeds concretely depends on your background. Coming from tourism, you add golf knowledge. Coming from golf, you learn the travel business. In both cases internships, seasonal jobs and attending industry events help. And of course a look at the relevant golf job listings.
How to plan a golf trip yourself
Theory is one thing, experiencing the game itself helps enormously to understand the industry. If you want to know which regions suit what, see my overview of golf destinations by country. And when it comes to the concrete, my guide to planning a golf trip takes you step by step through selection, booking and preparation.
Frequently asked questions
What characterises the golf tourism industry?
It combines classic travel business with golf know-how. Specialised operators, resorts, destinations and platforms build trips around the game and earn above all on the clever combination of accommodation, green fees and utilisation, not on the flight.
What is the IAGTO?
The IAGTO (International Association of Golf Tour Operators) is the central industry association in golf tourism. It networks operators, facilities, hotels and destinations worldwide. Details on services and membership are described by the association itself, you should look there rather than rely on estimates.
What does a golf tour operator earn money with?
Above all through three levers: margins on bundled packages, commissions for referred bookings and green-fee allocations that it purchases cheaply and passes on in the package. The knowledge of courses, season and logistics is the real value here.
How do I get into the golf tourism industry?
Through sales, product management or a role at a resort. Coming from tourism, you add golf knowledge, coming from golf, the travel business. Internships, seasonal jobs, trade fairs and good language skills are the best door openers.