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WORLDWIDE – INCENTIVE TRAVEL: GEOPOLITICS CHANGES DESTINATIONS – EUROPE AND CANADA PERFORM WELL
International tensions are reshaping the map of incentive travel destinations. This is according to the SITE Pulse Survey of April 2026, which polled 193 industry professionals worldwide between March 25 and April 6.
The picture that emerges does not show a sector in flight, but one that is changing course with pragmatism: planners continue to organize events but are choosing differently—at least in part—compared to some time ago.
As expected, the Gulf Countries are seeing the greatest decline: their approval ratings are the lowest overall across all geographical groups. North Africa is following the same trend; from this perspective, incentive demand proves to be highly sensitive to perceived risk, even when the actual situation on the ground may differ.
An interesting insight comes from the United States: American planners tend to stay within national borders, focusing on domestic destinations or nearby options such as the Caribbean and Canada. However, when viewed from abroad, the picture changes: Europeans, Asians, and the rest of the world express negative views on the USA as an incentive destination, almost as if the country’s geopolitical positioning is reflected in corporate travel choices.
The primary beneficiaries are Europe and Canada, perceived as stable and reliable destinations. Within Europe, there is a growing trend toward staying closer to home: planners from the continent prefer regional travel, while those looking at long-haul options seek locations far from conflict zones. South Africa, for example, receives the highest approval among Asian respondents, who appreciate the combination of nature experiences and distance from “hot zones.” More generally, Asia and Oceania are gaining ground as alternatives to traditional long-haul travel, with a diversification of destinations involving European, Asian, and international planners.
Despite these shifts, the survey concludes that the desire to travel remains strong: uncertainty exists, but it is not stalling the sector. Those operating in incentive tourism—destinations, agencies, and suppliers—now more than ever need to communicate clearly, convey trust, and build an offer that meets the standards of a market that has become more demanding, rather than more timid. However, structural challenges remain: the distance of destinations like New Zealand, capacity issues in certain areas, and the need for better training and knowledge of the global incentive market are all factors influencing final decisions.