We recently reported on the buoyant state of golf travel, but what’s happening in the wider tourism sector? We caught up with Daphne Yuanidis, Senior Consultant, Market Intelligence for HKS Advisory Services, at the 2026 European Tour Destinations Conference to understand how things are shaping up this year… Millennials and Gen Z are driving the travel boom… “Millennials, despite all the headlines, are actually coming into more and more wealth,” Daphne explained. “Alongside Gen Z, they are spending a larger share of their income on travel than any generation before them – it’s part of their identity. “Millennials are now firmly moving into their prime earning years, and while Gen Z may not yet be the wealthiest cohort, they are already outspending previous generations on travel. That will become even more significant in the years ahead as their earning power increases.” The demand for wellness continues apace… “Each year we talk about how wellness is evolving within the travel industry, and this year it feels very much centred on social wellness,” Daphne continued. “That’s being expressed through trips built around ritual, meaning and nature, and combining those elements to create deeply meaningful experiences. Increasingly, travellers are not only seeking destinations with history, but accommodations with stories of their own. “Adaptive reuse is a major part of that conversation – not just from a sustainability perspective, but from a storytelling one. “Guests are drawn to the idea of sleeping in what used to be an old abbey or a converted train station. I’ve even seen travellers staying in windmills on Greek islands. It becomes a story they can tell. “Golf is uniquely positioned to tap into that narrative. Many resorts and courses have rich, significant histories. There is real value in leaning into the story of the land, the clubhouse and the legacy behind it because people genuinely want to hear it.” Aviation advancements are bringing the world within reach… “A lot of the world is opening up further due to the increase in narrow-body long-haul flights,” said Daphne. “Airbus alone is producing hundreds of these new aircraft, enabling airlines to operate longer routes with fewer layovers and stops. That connectivity will open up more of the world to more travellers. “Africa is one of the major growth areas and is attracting increasing numbers of visitors – particularly as wellness becomes a more influential factor in travel decisions. “Many destinations across Africa are well placed to offer the nature, a sense of urgency and social environment for people to connect and experience a world they may not have experienced before. “Meanwhile, Athens is currently renovating its airport, with at least two airlines launching new routes between India and Athens. The strategy appears to be positioning the city to compete more directly with Istanbul as a major hub between Europe, Asia and the Middle East. So we’ll see how that develops, but it’s a significant development.” Ready to adapt your 2026 strategy?  If you’re looking to tap into golf’s growth markets or

We asked David Ashington, General Manager for Golf at Costa Navarino, for his reaction to the travel trends highlighted by Daphne Yuanidis, Senior Consultant, Market Intelligence for HSK Advisory Services in this feature, and whether they are in evidence at Europe’s No.1 golf resort. Here’s what David said… Millenials and Gen Z are driving the travel boom… “With regard to Millennials and Gen Z, we are seeing it, but probably not the same level of growth as we’ve seen in some other destinations. They are definitely coming. At Costa Navarino, we have a variety of hotels, so there really is something for everyone. “What we are seeing more of, however, is multi-generational travel coming in droves. Families are travelling together in greater numbers, opting for villa holidays, which are now super popular, as well as larger suite-style rooms where they can enjoy quality time together.” The demand for wellness is continuing apace… “Time is something we now classify as truly precious, and people are using that time together very well on the resort,” David continued. “I’ve seen this shift coming for a while in terms of client search behaviour, even in previous years. If we jump back to pre-COVID, the typical booking was very much an off-the-shelf package – seven nights and five rounds – and that was the standard. “Now, enquiries are much more focused on facilities and experiences. It could be spa and wellness, cycling, or even yacht hire. We’re seeing significant demand for add-ons to the existing package, and guests want reassurance that these elements are guaranteed in advance. They’re looking for services that are tailored to exactly what they want. “Wellness, in particular, is quite specific. People know what they’re seeking from a wellness experience, and that segment is growing massively.” Aviation advancements are bringing the world within reach… “Athens is a very good example of this broader trend. For guests arriving on long-haul flights, there’s a clear desire to incorporate the Athens experience. To see the sights, visit the Acropolis, and explore everything the city has to offer. “So travellers are looking for different variations within their trips, and I’m seeing that trend reflected across different regions as well, such as my former destination, Barcelona, which remains hugely popular as well.” Ready to adapt your 2026 strategy?  If you’re looking to tap into golf’s growth markets or the increasing demand for experience-led golf holidays, we can help. Get in touch: Ian Knox To find out more about becoming a member, contact Ian Knox

The European Tour Group’s Chief Tournament and Operations Officer Ben Cowen was among a stellar line-up of presenters at the 2026 European Tour Destinations Annual Conference last week. Representatives from the network’s world-class venues gathered at Arabella Golf Resort Mallorca, the award-winning 63-hole destination just outside Palma, to learn from and network with industry leaders and peers. Tying in with the event’s theme, Heightening the Guest Experience in the Age of AI, Cowen shared insights into how the European Tour Group is adopting AI into many areas of its operations, including on-course spectator experience. “The DP World Tour is very proud to be recognised as one of the top ten technologically advanced sporting organisations in the world,” said Cowen. “On-course fan experience is an area we’ve worked hard to optimise. Golf is played over a huge area compared to lots other sports, and it’s vital we make it as easy as possible for spectators to find out a wide range of information – from where players are on the course to which grandstands have free seats. “We are also working with AWS to provide live chatbots, allowing spectators to get a quicker response to questions about live play. There’s also instant language translation, and a huge amount of data from wind direction to a player’s historical success rate on any given hole.” Attendees heard from Ben Martin and Daphne Yuanidis from market intelligence firm HKS on how automating the predictable will allow resorts to humanise the exceptional, and from Sanjit Atwal, Chief Revenue Officer at Half Space, on how data and AI will change the golf hospitality landscape. There were also thought-provoking presentations from Andrew Lees, Global Segment Manager at Husqvarna, Emilie Despois, Marketing Director for Fine & Country, and Richard Payne, Director of Commercial Strategy for Levy, who spoke about what golf can learn from iconic sporting events. Ian Knox, Head of European Tour Destinations, said: “Our Annual Conference is one of the cornerstones of the year. “It was very valuable for attendees to hear from Ben Cowen on what’s happening in the European Tour Group, and all our presenters offered eye-opening learnings and insights that delegates can take back to their venues and put to good use in their strategies and operations. “Several new venues have recently joined our network, so we enjoyed welcoming them and finding out more about their respective resorts.”

The landmark 20th AEGEAN Messinia Pro-Am, an enhanced hospitality and lifestyle offering and immersive experiences rooted in Messinian legacy are among the many highlights as Costa Navarino prepares for its busiest golf season yet in 2026. The milestone pro-am will headline an expanded golf events calendar for players – including the return of The Legends Tour – at the sustainably driven destination in Greece’s southwest Peloponnese. Increased connectivity from the UK and Europe to Kalamata International Airport will make Costa Navarino more accessible than ever. The Westin Resort Costa Navarino will open on February 27 with all other luxury resorts open in time for the Easter holiday period, for an ideal getaway to enjoy the mild temperatures and lush Messinian nature. Golf for everyone Winner of the coveted ‘World’s Best Golf Venue’ honour at the World Golf Awards in 2024 and 2025, the new golf season at Costa Navarino is set to be busiest yet for the destination and its four signature courses – The Dunes Course, The Bay Course and the two layouts at Navarino Hills, the International Olympic Academy Golf Course and The Hills Course. At the heart of the golf offering will be two major international tournaments in June, the Costa Navarino Legends Tour Trophy and the AEGEAN Messinia Pro-Am. The Legends Tour event will take place from June 8-13 and offers an exclusive ‘up close and personal’ playing experience alongside a group of golf legends, with a private golf clinic and Q & A session. Additional benefits include a place in an invitation-only pro-am and inside-the-ropes spectator viewing access to the 54-hole tournament. The AEGEAN Messinia Pro-Am promises to be equally memorable, with an international field of professionals and amateurs set to gather in Greece for a new summer date (June 24-28) to celebrate the 20th edition of the 54-hole event. This year’s pro-am is poised to feature a record line-up of 75 teams, while golfers will also be able to enjoy a wide and varied tournament schedule at Costa Navarino over the coming months. Enhanced lifestyle experiences The Westin Resort Costa Navarino is the ultimate family and sports destination, opening on February 27. Guests can immerse themselves in nature and stay active through outdoor pursuits, while younger members of the family can engage in tailor-made kids’ programmes including the NBA Basketball School and football and junior tennis camps at the destination’s Mouratoglou Tennis Center. Mandarin Oriental, Costa Navarino will welcome guests from March 31, unveiling a season shaped by gastronomy, wellness and curated experiences. Highlights include a signature retreat by Taryn Toomey, founder of The Class, alongside an elevated culinary calendar featuring Michelin starred chefs and wine events with prestigious estates such as Château Margaux. W Costa Navarino sets the tone for the destination’s high‑energy rhythm from April 2, with elevated dining, avant‑garde mixology and engaging music acts. Additionally, the resort offering is complemented this year by bespoke experiences for OASIS Villas’ guests, to be enjoyed in expansive indoor‑outdoor seaside living. The Romanos, a Luxury