• The ACGM is strengthening its international standing at the leading B2B golf tourism event in the Asia-Pacific region with a packed business programme.​
• More than 45 meetings with operators from China, South Korea, the US and Europe confirm the growing global interest in the region as a golf destination.​
• The premium “Greater Madrid Golf” initiative is launched, combining golf, culture, gastronomy and shopping to attract high-value international travellers.

The Madrid Golf Courses Association has taken part in the Asian Golf Tourism Convention (AGTC) 2026, the leading B2B professional event for golf tourism in the Asia-Pacific region, organised by the International Association of Golf Tour Operators (IAGTO). Its presence at this strategic gathering reinforces the position of the Community of Madrid as an international destination for tourism and golf in high-growth markets.

Over two intensive days of work, the Association held more than 45 professional meetings with tour operators, travel agencies, technology platforms and specialist companies, in a highly efficient format geared towards generating business and creating new commercial opportunities.

Álvaro Sevilla, head of the Madrid Golf Courses Association, explains that “participation in AGTC 2026 has been very positive, both in terms of the volume and the quality of the more than 45 meetings held, which reflect the growing international interest in ‘Golf in Greater Madrid’, particularly from Asian markets such as China and South Korea, as well as from the United States and Europe. These meetings have enabled us to identify real opportunities for collaboration and to make progress in developing proposals tailored to each market, confirming the great potential of the Community of Madrid as a leading global urban golf destination”.

Asia, a priority market for the growth of golf tourism

Analysis of the meetings confirms the growing importance of Asia as a key source market, with China and South Korea playing a particularly prominent role, as they accounted for the highest volume of meetings. These markets are joined by the United States and other strategic countries such as the United Kingdom, Sweden and India, highlighting the global interest in established European destinations offering a unique experience.

Participation in AGTC enables the Madrid Golf Courses Association (ACGM) to align itself with industry trends, where golf tourism is evolving towards a premium and experiential model, in which the sport is combined with gastronomy, culture, shopping, leisure and wellness.

Madrid, a competitive and distinctive destination

During the meetings, ACGM presented the “Greater Madrid Golf” proposal as a robust and competitive offering, highlighting its key strengths: 

• The proximity of the golf courses to the city centre.
• The quality and diversity of the facilities.
• Madrid’s excellent international connectivity.
• The possibility of combining golf with a first-class tourism offering, including shopping, culture and gastronomy.

In this context, assets such as the region’s premium retail offering reinforce the destination’s appeal, particularly for international travellers seeking all-round experiences.

Creating opportunities and forging new partnerships

In addition to identifying new opportunities for collaboration, the meetings held have facilitated the development of fam trips, commercial agreements and specific tourism packages for Asian markets. Furthermore, the interest shown by operators specialising in luxury experiences and sports tourism confirms the potential of the Community of Madrid in this sector.

A further step in the international strategy

The presence at AGTC 2026 forms part of the strategy of the Madrid Golf Courses Association, in partnership with the Community of Madrid, to open up new international markets, boost its global visibility and establish the region as a unique urban golf destination worldwide. 

Against a backdrop of growing international competition, the Association remains committed to promoting the region at key industry events, with the aim of attracting high-value international visitors and continuing to position Madrid as a leading destination for golf tourism, gastronomy, culture, shopping, leisure and unique experiences.