Is Golf at Business Events Still a Thing?

From the 1980s to mid-2000s, golf was the centerpiece of many executive retreats and incentive trips. Resorts built championship courses specifically to attract corporate groups, and it was a given that the group would travel to golf destinations like Florida, Pebble Beach, or Hawaii (or . Agendas were designed around getting people out on the course every day, and planners included tournaments, hole-in-one contests, and other features to pump up the players.

Though overall, golf experienced a downward trend that lasted until about 2018, with thousands of courses closing, it’s back in full force, with a record-setting 29.1 million on-course golfers in 2025. Of that number, the fastest-growing  segment is in the 18–34 age range.

That trend has not been reflected in meeting and incentive itineraries.  

In fact, only 8% of respondents to the 2025 Incentive Travel Index listed golf as an activity that’s key to a successful incentive program, far fewer than listed group cultural sightseeing experiences (60%) or even free time (53%).

In fact, the focus on golf as an incentive activity has been trending down since 2019, said Stephanie Harris, IRF president. “Over the years, as the demographics of program earners shifted, the need for a broad set of activity offerings in order to ensure attendees find something that feels truly rewarding to them has grown.”

Melissa DeLeon, strategic advisor, incentives, at Bishop McCann, has seen a decrease in requests for golf on her incentive trips. “When it’s offered to guests with a variety of choices, it tends to be the least-selected activity, with an average of 10 to 15% of attendees selecting it.”

What she is seeing is more requests for experiences like cooking classes, wine tastings, spa appointments, and cultural tours. “The attendees on an incentive are the top producers,” she said. “They missed time at home with their families, so the trend is toward more autonomy in their free time to reconnect with their partner and experience something new together.”

What’s Behind the Shift?

Not only do 18 holes of golf take a great deal of time (four to five hours), but it can be expensive — and many companies have not seen increases to their incentive budgets. Even if they have, the additional funds are being used to cover rising costs due to inflation. Golf is also not beginner-friendly, and players  need to know basic rules, keep a good pace of play, and be good enough to avoid damaging the course

Then there’s the issue of demographics. 

Rudy Garza, president and CEO of Brightspot, says that, for avoid golfers, it’s an integral part of the incentive experience — and when it’s not formally included, attendees will often seek it out on their own, at their own expense.

“For avid golfers, the appeal extends well beyond the game itself to the setting and exclusivity of the experience,” he said. “Playing golf at a beach resort with ocean views or at a historic, bucket-list course in Europe delivers a level of return on experience that’s difficult to replicate.”

Younger attendees are less interested in extravagance than in meaningful, locally grounded experiences.

Among Millennials and Gen Z participants, “it boils down to knowing what is motivating to your specific program earners, whether that’s golf, adventure activities, food tours, spa, pickleball, or something else entirely,” said Harris.

Though he has seen golf wane in popularity for meetings and incentives, golf travel expert Ed Schmidt says there are still ways to keep it in the mix. “Planners tend to plan fewer 18-hole experiences, but they can still incorporate simulators, putting courses, and skills competitions.” More women are playing golf or are interested in learning, so he also suggests incorporating clinics and trick shot demonstrations.