The IAGTO European Convention, which opened this Tuesday at Expomeloneras, in collaboration with Turismo de Gran Canaria, is the most profitable and productive golf tourism trade event in the world, with the participation of 830 tourism delegates and the presence of 280 specialized companies.
Antonio Morales: "We are obligated to commit to sustainability in all activities carried out on the island."
The Tourism Minister noted that, with approximately 100.000 visitors per year participating in this sport, the island generated €198,2 million of an annual total of €6.045 billion in 2024, and that this tourist spends an average of €1.875.
The International Association of Golf Tour Operators (IAGTO) inaugurated the European Golf Tour Operators Congress (IAGTO European Convention) this Tuesday, May 20, at the Expomeloneras Conference Center. This event is being hosted by Gran Canaria through the Gran Canaria Island Council's Tourism Department and has established itself as the largest trade event for golf-related tourism in Europe. The event, held at the Expomeloneras Conference Center, surpassed all the organization's attendance records, with 830 tourism delegates representing 52 nationalities and 280 tour operator companies and agents representing 37 countries.
The Gran Canaria Island Council's collaboration in this initiative aims to expand the island's opportunities in the pursuit of diversification and quality as a destination; build customer loyalty and generate new attractions; while also representing a solid commitment to attracting higher-spending and higher-revenue customers. Antonio Morales explained that golf is a key activity for tourism revenue and is developed on the island "with respect for the territory, strengthening sustainability, and seeking new options for the sector."
The opening ceremony was attended by Antonio Morales, President of the Gran Canaria Island Council, and Carlos Álamo, Minister of Tourism. Peter Walton, President of IAGTO, also spoke, along with other event sponsors. “The Gran Canaria Island Council celebrates that the island is once again the chosen venue for the European Golf Tour Operators Congress. This event adds to the global recognition our island has received with the most outstanding awards in this sporting and tourism sector,” stated the President of the Island Administration, before highlighting the Island Council's commitment to diversifying the tourism offering and specializing in segments that contribute to improving the living conditions of islanders and consolidating its position as a destination for important events, “where nature is our main resource and our calling card as a World Heritage Site and Biosphere Reserve.”
To this end, Morales asserted that these achievements in the "difficult times we are living in, with serious uncertainties about the economy, climate, and geopolitics, compel us to commit to sustainability in all activities carried out on the island. Hence, we are implementing a major transformation in land management, the energy transition, and water sovereignty. Our commitment to the eco-island model will allow us to reduce our dependence on fossil fuels to desalinate the water that supplies the island, including tourist establishments and golf courses. To this end, we are taking steps toward building a new and futuristic water and energy cycle, through photovoltaic, wind, offshore marine, geothermal, and hydroelectric storage facilities.
For his part, Carlos Álamo pointed out that, over the years, the importance of this sport in the island's economy has only grown, positioning itself as the perfect complement to our high-quality tourism offering. He recalled that with the presence of approximately 100.000 clients per year linked to the practice of this sport, the island generated €198,2 million out of an annual total of €6.045 billion in 2024. In 2023, it was €161,3 million. According to the Minister of Tourism, this represents "a client who spends more and stays on the island longer than the rest." The average expenditure of the general client of Gran Canaria is €1.494, according to the 2024 report. Meanwhile, the golf client has an average expenditure of €1.875. The average stay of this client in 2024 was 10,8 days, while the rest stay 10,5 days. Furthermore, It's worth noting that 65% of Golf's customers are repeat customers in Gran Canaria. The remaining 35% are new customers.
“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 a customer base that spends more in our destination, with an average of €1.875 per trip compared to €1.494 for other destinations. We have the main players in the sector here and a significant share of the European golf market almost exclusively, so we can strengthen the potential that Gran Canaria has for this sport,” stated Álamo, before explaining 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 a significant part of their presence there. He also noted that the congress has a direct advertising impact valued at €1,5 million and has the potential to generate resources, agreements, and initiatives “that will allow us to increase the golf product turnover in Gran Canaria above the €200 million of the last fiscal year.” Finally, he emphasized that the Cabildo's investment is entirely allocated to service companies on the island, and therefore directly benefits the island's economy.
For his part, Peter Walton, President of IAGTO, welcomed the opportunity to hold this event in Gran Canaria, a destination he knows well, having successfully hosted major events such as the 2005 IGM convention, the 2012 Mid-Year Convention, and, among others, the IAGTO community's recognition of Gran Canaria as the 2013 Golf Destination of the Year. "All of these have been very successful and had a positive impact on Gran Canaria, and this one in particular will allow us not only to learn about the island's offerings but also to position ourselves and take advantage of the presence of European tour operators and companies. The event is attended by 80% of the market, and they are here to plan the season in Europe, so we are confident that bookings and revenue will increase. Golf customers in Europe spend almost twice as much daily as other countries, and much of this spending is on leisure, restaurants, and local products. Furthermore, these customers often return later, using other travel options or in search of other experiences on the island."
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.
Walton stated that the golf sector in Gran Canaria is growing significantly compared to Europe, with an increase in the number of travelers between 4% and 6% annually since 2020, so the "growth of the golf business in Gran Canaria is assured in the future." He praised the island's sustainable development and before recalling his professional background as a specialist in environmental sustainability, offering the three fundamental premises that guide his association in this regard. "For us, it is very important that projects are sustainable. Our association provides consulting services in many destinations, and we propose three premises or keys to sustainable development in golf projects. First, they must be economically viable, they must be ecologically sustainable, and lastly, they must be socially accepted, so that local people want to own them and can benefit from them, generating business, job opportunities, or practicing their sport," he concluded.
