The IAGTO European Convention is the most profitable and productive golf tourism trade event in the world and attracts, in the edition held at Expomeloneras, with the participation of more than 800 tourism delegates, 280 specialized companies from 70 countries
Councillor Carlos Álamo explains that "it's an unbeatable economic opportunity to attract a higher-spending customer, sell our great features and add value in a segment that generated €198,2 million in 2024 for Gran Canaria."
This Tuesday and Wednesday, May 20 and 21, Gran Canaria will host the European Golf Tour Operators Congress (IAGTO European Convention). This event has established itself as the largest trade meeting for golf tourism in Europe and, on this occasion, has surpassed all attendance records in the organization's 25-year history. Thus, with the collaboration of Gran Canaria Tourism, the Expomeloneras Conference Center in San Bartolomé de Tirajana will host more than 800 tourism delegates and more than 280 tour operator companies this week for a B2B meeting congress, in addition to a program of visits.
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The opening ceremony will be attended by Antonio Morales, president of the Gran Canaria Island Council, and Carlos Álamo, Minister of Tourism. In addition, Peter Walton, president of IAGTO, will speak at an event starting at 9:XNUMX a.m. at Expomeloneras, along with other event sponsors.
“This is a special event for Gran Canaria, as it is one of the most important in the world, and it represents a strategic opportunity for our destination. With the aim of attracting higher-spending customers to the destination—an average of €1.875 per trip compared to €1.494 for other destinations—we will have the main operators and a significant share of the European golf market almost exclusively at our disposal, allowing us to develop new initiatives and promote awareness of our offering in the continental market,” stated Councillor Carlos Álamo. He explained that currently, 2,5% of all tourist visitors to Gran Canaria say that playing this sport is their main interest in their trip and stay on the island, or that it will be an important part of their stay there.
With approximately 100.000 golfers per year, the island generated €198,2 million of an annual total of €6.045 billion in 2024. In 2023, the figure was €161,3 million. According to the Minister of Tourism, these are customers who spend more and stay on the island longer than the rest. The average spend of a typical golfer in Gran Canaria is €1.494, according to the 2024 report. Meanwhile, golfers spend an average of €1.875. The average stay of this customer in 2024 was 10,8 days, while the rest stay 10,5 days. Furthermore, it is worth noting that 65% of golfers are repeat visitors to Gran Canaria. 35% are new customers.
The International Association of Golf Tour Operators (IAGTO), founded in 1997, is a global professional organization for golf tourism with more than 2.200 members in 91 countries. IAGTO fosters relationships between golf tour operators and industry stakeholders, including golf courses, resorts, and inbound agencies. The IAGTO European Congress is open to golf tour operators, as well as golf tourism providers, golf destinations, and service providers from across Europe, Africa, and the Gulf States. Gran Canaria Golf also participates in this event with a busy meeting agenda spanning three days.
Carlos Álamo recalled at the event that this is not the first time that the island has hosted a large-scale international event around the golf tourism product. IAGTO's relationship with Gran Canaria began more than 20 years ago, hosting one of its events in 2005 (IGTM), marking a before and after for Gran Canaria as a golf destination and its positioning on the international scene.
Gran Canaria's Tourism Minister emphasized that the event will increase the destination's profits and revenue. "On this occasion, and based on the information provided by the organizers, we are confident that the presence of this congress, along with the increased projection of Gran Canaria's image, will result in concrete benefits such as an increase in incremental revenue from golf tourism of around 17 million euros over three years. Furthermore, the goal is to increase the percentage of first-time golf visitors to the island by 40%. Currently, 65% of golf customers are repeat customers in Gran Canaria. 35% are new customers," explained Álamo.
“Gran Canaria seeks to consolidate a more sustainable, diversified, and high-value destination,” explained Álamo. For the Cabildo councilor, these experiences “contribute to strengthening relationships between professionals, generating lasting bonds, and projecting the image of Gran Canaria as a complete destination, combining sport, nature, sun, luxury, and hospitality.” According to the organizers, the event's direct impact in recent years has been around €1,5 million for the destination or town. This contributes to the growing interest in Gran Canaria as a sports and golf destination, one of the most profitable segments of the sector and which, in the case of the Canary Islands, is offered year-round, something not possible on the mainland.
