The future of Golf Tourism took centre stage at IGTM Cannes, where technology leaders, innovators, and industry veterans came together for one of the event’s most forward-thinking sessions: the Golf Tech Panel (The future of Golf Tourism), moderated by Aboo Tayub, CEO of Golf Business Technology and in partnership with IGTM Cannes.
With technology reshaping how golf is played, managed, marketed, and experienced, this session provided an essential look into the tools and trends that will define the next decade of the sport.
GBT Sets the Stage
As moderator, Aboo Tayub brought his industry expertise and global perspective to guide an in-depth conversation on the rapid evolution of golf technology. From AI-powered operations to performance analytics and digital engagement, Tayub framed the discussion around one central idea: technology is no longer a support function—it is a growth engine.
A Powerhouse Lineup of Speakers
The panel featured four industry leaders whose companies are actively redefining the golf ecosystem:
- Arnaud Zunz, Founder, Priswing
Discussing our pricing strategies which are generated by a powerful machine learning algorithm that intakes your course’s historic tee sheet data and overlays it against forecasted conditions and golfer behaviour. - Giles Greenwood, Seventy2 Golf LTD Discuss Growth forecasts – The golf tourism market is projected to grow from USD 25.34 billion in 2024 to USD 41.87 billion by 2030 (CAGR ~9.1%), underscoring the expanding potential for innovation and differentiation.
- Christophe Caporal, GolfNow
Exploring the digital transformation of bookings, course management, and golfer engagement through real-time data and integrated platforms. - Matthieu Camison, Evian Resort Golf Club
Offering insights into how world-class destinations are adopting smart technologies to elevate guest experiences and operational efficiency.
Key Themes Shaping the Future of Golf Technology
1. Digital Booking and Seamless Customer Journeys
Christophe Caporal and Giles Greenwood emphasised that golfers now expect frictionless, app-based interactions—mirroring hospitality and travel trends. Platforms like GolfNow are leading the charge in simplifying booking, payments, and communication, while delivering powerful insights back to operators.
2. Performance Tech for the Modern Golfer
From Priswing’s Golf dynamic pricing to Seventy2’s 2 bookings break down at golf clubs. Golf clubs experience an almost even split between online (52%) and offline (48%) bookings. To go through the breakdowns of how they book., the panel highlighted how data is empowering golfers of all levels to improve faster, practice smarter, and stay engaged year-round—whether on the course or in indoor facilities.
3. Smart Operations and Connected Facilities
Matthieu Camison shared how resorts like Evian are integrating technology into maintenance, scheduling, guest experience, and sustainability. Smart sensors, automation, and digital mapping are transforming how courses operate behind the scenes.
4. AI as a Game-Changer
A recurring topic was the role of AI and predictive analytics in shaping both player performance and business decision-making—from pricing strategies to maintenance planning.
A Convergence of Tradition and Transformation
The session closed by highlighting a key takeaway: technology is not replacing the traditions of golf—it is amplifying them.
The future lies in blending data, innovation, and digital experiences with the heritage and emotional connection that define the sport.
A Defining Moment for the Industry
The IGTM Golf Tech Panel made one thing clear: as technology continues to accelerate, the golf industry stands at the threshold of a new era—more connected, more intelligent, and more accessible than ever before.
The session brought clarity, direction, and inspiration to an audience eager to embrace what comes next.