A thousand professionals, 42 countries, and over 11,000 business meetings. The IAGTO European Convention came back to the Costa del Sol — and made its mark.
Every year, the people who sell golf holidays to the world gather in one place to do business, share intelligence, and — because they are golfers — play a few rounds while they’re at it. This year, that place was Málaga. The 4th annual IAGTO European Convention ran from 18–20 May at the FYCMA Exhibition Centre, and by any measure it was the largest and most productive edition yet. Tee Times was represented by founder Carlos Ferreira, director Jorge Diogo, and director Telma Santos. (IAGTO)
What the IEC Is — and Who It Brings Together
The IAGTO European Convention — IEC for short — is the golf tourism industry’s most important annual trade event in Europe, organised by the International Association of Golf Tour Operators for its member companies. It is, at its core, two intensive days of pre-scheduled business meetings: tour operators from across the globe sitting down with golf courses, hotels, destination management companies, and suppliers to plan the next season’s holidays. There is no cold-calling, no wandering the floor hoping to find someone useful. Every meeting is requested in advance and confirmed before anyone books their flight to Málaga. (Golf Circus)
This year’s edition attracted close to 1,000 professionals from 54 countries — among them 348 buyer delegates representing golf tour operators from 42 markets, a 31% increase on the previous Málaga edition. The UK accounts for around 20% of those buyers, with Germany and the Nordic markets close behind. Some 70 North American operators attended alongside 20 from Asia and the Pacific. In total, more than 11,000 business meetings took place across the two days.
Record Numbers, Real Impact
The figures speak for themselves. IAGTO projects a €30 million increase in Andalucía golf tourism sales over the next three years as a direct result of the connections made at IEC 2026 — on top of a direct economic impact of approximately €2 million from the event itself. The Costa del Sol was voted Golf Destination of the Year by IAGTO’s tour operator members at the previous edition, and the interest in the region shows no sign of cooling.
IAGTO Chief Executive Peter Walton called the convention “the most important golf travel trade event in Europe” and confirmed the organisation’s long-term commitment to Andalucía, with the IEC scheduled to return to the region in 2028, 2030, and 2032. The 2027 edition will take place on the Costa Blanca. Alongside the business programme, a familiarisation trip took around 40 international operators across golf courses and destinations in the provinces of Málaga and Cádiz — a reminder that the best way to sell a place is still to put people in it.
The IEC Golf Tournament — Business Done. Leaderboard Topped
The convention closes with a golf tournament — played simultaneously across four Costa del Sol courses, with delegates competing at Golf Torrequebrada, La Cala Resort, Baviera Golf, and Chaparral Golf Club in the Mijas Golf Valley. Chaparral is a Pepe Gancedo design set within a Mediterranean pine forest, with a balanced layout of six par 5s, six par 4s, and six par 3s, and sea views that make a bogey feel almost forgivable.
Carlos and Jorge played there. They also won. After two days of back-to-back meetings, the Tee Times directors stepped onto the course at Chaparral and finished at the top of the leaderboard. It lit up more than a few proud smiles across our two Vilamoura offices. Well done, gentlemen. (Chaparral Golf Club)
Why the Costa del Sol Keeps Hosting This
Málaga is not an accidental choice for the golf tourism industry’s flagship European event. More than 70 courses within an hour of the airport, reliable sunshine across the calendar, and a concentration of hotels and resorts that makes a three-day convention straightforward to organise and genuinely enjoyable to attend. The region has spent decades building its reputation as a world-class golf destination — and the fact that the people who sell golf holidays to the rest of the world keep coming back to do business here is as good an endorsement as any. If Chaparral has caught your eye, it’s one of many Costa del Sol golf courses we know inside out.
If this week’s events in Mijas have you thinking about a Costa del Sol golf trip of your own, we know these courses rather well. Explore Costa del Sol golf holidays with Tee Times and see what’s waiting for you.
