For the first time in its 17-year run, this year’s IAGTO North America Golf Tourism Convention has been staged outside of the USA – hitting the back of the net for both suppliers and buyers in FIFA World Cup co-host nation Mexico.
NAC 2026, organized by global golf tourism organisation IAGTO, saw 254 member delegates attend the event at the Iberostar Selection Paraiso Resort & Convention Center on Mexico’s Riviera Maya, 30 minutes south of Yucatan Peninsula tourism hotspot Cancun.
Two full days of pre-scheduled meetings were supplemented by a golf tournament held at both Iberostar’s own Playa Paraiso Golf Course and El Camaleón Golf Course at the nearby Mayakoba Resort, which also hosted the Farewell Dinner.
“This was a particularly special event for a number of reasons,” said IAGTO Chief Executive Peter Walton. “NAC comes at the end of our international golf tourism ‘Convention Swing’ which starts in Asia in April, moves on to Europe in May and ends up in the Americas each June. And this definitely had a lively ‘end of term’ vibe about it, being the first event where all delegates stayed in the same all-inclusive beach resort, with everything on-site.
“The delegates came to Cancun from 32 countries, 17 of which were playing in in the FIFA World Cup, so the sports bar at the Iberostar Paraiso Lindo hotel became a hive of activity with games involving the national teams of 80% of participating delegates. And where better to enjoy the atmosphere than in Mexico itself, with a large contingent of host nation delegates.”
Walton added: “The weather was perfect, with outdoor functions on Iberostar’s beach and at Mayakoba’s El Pueblito, which coincided with Mexico’s 2-0 victory over Ecuador that was beamed onto large screens in this traditional town square venue.
“Oh, and the business was great too! There was a real buzz around the meetings that were over 90% fully booked over the two days, with 56% of buyers from the Americas, 34% from Europe and others from further afield, all selling golf vacations to North America, Latin America or the Caribbean.”
Cancun Riviera Maya is a popular golf vacation destination, featuring 12 courses with excellent accessibility through its Cancun hub. Golf tour operators participating in NAC had the opportunity to play not only Playa Paraiso and El Camaleón, but also PGA Riviera Maya, Moon Palace, Gran Coyote, Hard Rock, El Tinto and Iberostar Cancun golf courses as well as experiencing the destination more widely in organized post-NAC familiarization tours.
IAGTO has been involved in the positioning of golf destinations to better attract golf visitors for 29 years, and has contributed directly to the golf tourism strategies of 35 countries and regions. Mexico has been a constant, beginning with the development of a Golf Tourism Roadmap for Mexico after conducting golf tourism audits at 30 courses in 13 states in 2003 when golf tourism to Mexico was valued at USD 270 million.
By 2014 this had grown to USD 400 million and IAGTO was once again engaged by the Ministry of Tourism to update its strategy. IAGTO staged three Mexican Golf Tourism Conventions from 2016-2019 and it is anticipated that this latest event will solidify the Cancun Riviera Maya as a destination attractive to avid golfers looking to play multiple courses during extended visits.
Next year’s NAC will take place from 21-23 June 2027 in a similar all-inclusive beach resort environment, with details to be announced shortly.
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Sharon Wingrove
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Established in 1997, IAGTO (International Association of Golf Tour Operators) is the global trade organization of the golf tourism industry with over 2,600 members in 93 countries including more than 800 golf tour operators in 69 countries, which are responsible for over 90% of golf vacation packages sold worldwide. IAGTO runs annual conventions in Asia, Europe and North America.
IAGTO Ltd is registered in England as a Professional Membership Organisation.
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