Tourism Ireland has taken a major step in enhancing the country’s international golf tourism profile by participating in the IAGTO North American Convention 2025, held recently in Alabama, USA. The prestigious event brought together top-tier professionals from the global golf and travel sectors and provided an important platform for Ireland to deepen ties with the lucrative North American market.
A strong delegation of 12 Irish golf and tourism operators joined Tourism Ireland at the event, promoting the island’s premier golf destinations, scenic landscapes, and warm hospitality to over 500 delegates. Their mission was clear: to reinforce Ireland’s reputation as a world-class golfing destination while building new strategic alliances with North American tour operators and travel professionals.
Strategic Focus on Golf Tourism from North America
Golf remains one of the most valuable sports-related travel markets globally, and North America is a leading source region for high-spending, experience-driven travelers. Tourism Ireland’s presence at the IAGTO (International Association of Golf Tour Operators) Convention underscores its commitment to attracting more golf tourists from the U.S. and Canada.
Speaking on the significance of the event, Aisling McDermott, Tourism Ireland’s Head of Global Partnerships, stated:
“The IAGTO North American Convention was a fantastic opportunity to showcase the island of Ireland and our world-class golf. Golf tourism is about more than just sport—it’s about immersive travel experiences, iconic landscapes, and our unique brand of Irish hospitality.”
Ireland’s iconic courses such as Royal County Down, Lahinch, and Ballybunion were spotlighted during the event, alongside up-and-coming golf destinations that cater to players of all skill levels. Each offers a blend of heritage, challenge, and natural beauty that consistently places Ireland among the most coveted destinations for golf enthusiasts.
Face-to-Face Networking and Future Planning
The two-day convention in Alabama featured structured one-on-one appointments and networking sessions designed to foster future business opportunities. Irish tourism operators had the chance to engage directly with travel agents, golf tour specialists, and booking platforms from across the U.S. and Canada. The primary goal: to secure future business for 2025 and beyond.
These direct interactions allowed Irish delegates to tailor their offerings to evolving market demands. U.S. golf travelers increasingly seek bundled experiences—combining championship-level golf with cultural exploration, premium accommodations, and culinary tourism. Ireland’s ability to deliver this combination in an accessible, safe, and scenic environment makes it a powerful draw.
Ireland’s Competitive Edge in Golf Tourism
Ireland’s golf product is world-renowned, not only for its exceptional courses but also for the unique atmosphere that accompanies a golfing holiday in the country. The lush coastal backdrops, centuries-old clubhouses, and welcoming locals contribute to a holistic and memorable experience.
Upcoming international tournaments also add to Ireland’s appeal:
- The Open Championship returns to Royal Portrush in July 2025
- The Irish Open is set for The K Club in September 2025
- The Ryder Cup will take place at Adare Manor in 2027
These events reinforce Ireland’s global standing and provide significant promotional opportunities for Tourism Ireland to market to golf fans worldwide.
A Global Strategy for Golf Growth
Tourism Ireland’s participation in Alabama is part of a broader global golf marketing strategy. Earlier this year, the organization also attended:
- The IAGTO Asia Convention in Da Nang, Vietnam (April 2025)
- The IAGTO European Convention in Gran Canaria, Spain (May 2025)
These engagements reflect Ireland’s global approach to golf promotion, targeting not just North America but also the growing interest from Asian and European golfers. Ireland’s broad portfolio of links, parkland, and championship courses ensures it appeals across demographics and playing styles.
Promoting Sustainable and Experiential Travel
Beyond the fairways, Tourism Ireland also used the convention to highlight the country’s sustainable tourism practices and experiential offerings. From eco-conscious resorts to locally sourced Irish cuisine, golf tourists can immerse themselves in responsible travel options that align with modern preferences.
Attendees also received promotional updates on packaged itineraries, which include non-golfing excursions to cultural landmarks, heritage towns, and scenic routes like the Wild Atlantic Way and Ireland’s Ancient East. These combined experiences are particularly appealing to couples and groups seeking broader travel enrichment alongside their sporting pursuits.
Looking Ahead
Tourism Ireland’s increased focus on strategic partnerships and personalized marketing is expected to drive continued growth in the golf travel segment. With the global sports tourism sector rebounding strongly post-pandemic, Ireland’s visibility at events like the IAGTO Convention ensures it remains front-of-mind for North American travelers.
“Golf is the world’s largest sports travel market, and Ireland is working hard to show that a golf trip here is more than just a game—it’s an unforgettable cultural journey,” said McDermott.
As Ireland continues to solidify its role as a premier destination for golf travelers, partnerships forged at events like the IAGTO North American Convention will serve as the foundation for long-term success and increased international visitation.
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