2025 marks a pivotal change in the incentives industry.
Not only do key studies, such as the SITE Incentive Travel Index (ITI), show confidence in the sector, they propose strong growth. And within the industry itself, the role of the incentive trip has evolved into a key strategic business tool – it has become the fastest growing segment in corporate travel, and is projected to double in size in the next five years*.
There are some fundamental shifts in the way organisations work and this has seen a rise in the use of incentive travel.
A significant 58% of senior managers recognise the pivotal role of incentive travel in enhancing motivation and fostering company culture. This underscores the growing appreciation of travel incentives as tools for employee engagement and cultural development.*
Incentive growth is important for the MICE sector, seeing a higher spend per person than other MICE travellers. This is seen in the exclusive activities, high-end accommodations and DMCs which are booked. It’s also seen in the type of destinations which are picked.
Furthermore, incentive travel offers a higher likelihood of repeat visits, and these incentive trips often fill gaps and off-seasons, aiding destinations and suppliers out of typical busy times of the year.
Incentive travel is surging, transforming from a niche segment into a corporate powerhouse. Companies are no longer asking whether to invest but how much more they can allocate.
The latest Incentive Travel Index (ITI) reveals that over half of respondents plan to increase spending, with 54% upping budgets in 2025 and 55% in 2026*. This shift underscores that incentive travel is now a strategic necessity. Alongside that, it’s important to note that the average spend per participant has risen to $4,900*, making it an integral income for destinations and accommodation suppliers.
In 2023, the market was valued at $53 billion, 5% of total MICE travel. By 2030, it’s expected to double, reaching 7–8% of the MICE market. With a compound annual growth rate (CAGR) of 12.1% to 15.9%*, it’s the fastest-growing segment in corporate travel.*
Companies see experiential rewards as more effective than cash, boosting motivation and loyalty. In a competitive job market, businesses are leveraging travel to attract and retain top talent.
With investment soaring, incentive travel is no longer a luxury—it’s a necessity.
The golden age of incentive travel is just beginning.
If you’re a supplier, there’s never been a better time to join us at one of our M&I events.
In a premium, high-spending space that brings massive economic and brand value to destinations, hotels and experience providers, our events offer invaluable ROI by connecting you directly with buyers actively looking for your services.
Get in touch for more information today.
Sources:
The Business Research Company
Incentive Travel Index
Global buyers
16-20 Mar 2025 | Morocco
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24-27 Mar 2025 | Canada
UK & EU buyers
27-29 Aug 2025 | Croatia
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Tim Chudley
Managing Director, Sundial Group