Incentive Tourism Market Report 2026

The incentive tourism market size has grown strongly in recent years. It will grow from $8.15 billion in 2025 to $8.69 billion in 2026 at a compound annual growth rate (CAGR) of 6.6%. The growth in the historic period can be attributed to expansion of corporate reward programs, growth in business travel budgets, rising emphasis on employee motivation strategies, availability of global travel service providers, increasing adoption of experiential incentives.

The incentive tourism market size is expected to see strong growth in the next few years. It will grow to $11.09 billion in 2030 at a compound annual growth rate (CAGR) of 6.3%. The growth in the forecast period can be attributed to increasing integration of sustainability in corporate travel policies, rising demand for personalized incentive experiences, expansion of digital incentive management tools, growing focus on wellness-oriented incentive travel, increasing use of data-driven reward planning. Major trends in the forecast period include increasing demand for customized incentive travel programs, rising preference for experiential reward travel, growing use of digital booking and management platforms, expansion of sustainable incentive travel options, enhanced focus on luxury and exclusivity.

The growing popularity of experiential travel is expected to fuel the expansion of the incentive tourism market in the coming years. Experiential travel emphasizes immersive engagement with local cultures and environments, offering meaningful and memorable experiences beyond traditional sightseeing. Its growth is driven by factors such as authentic interactions with locals and hands-on activities. Incentive tourism complements experiential travel by providing personalized rewards and distinctive experiences that motivate participants, enhance their journeys, and foster stronger connections with destinations. For example, in May 2023, according to a report by the United Nations World Tourism Organization, international tourist arrivals in Spain during the first quarter of 2023 reached 80% of pre-pandemic levels, totaling around 235 million travelers - more than double the number from the same period in 2022. Therefore, the rise of experiential travel is driving the growth of the incentive tourism market.

Companies in the incentive tourism market are developing innovative programs to simplify the planning and execution of incentive travel initiatives. These programs are strategic efforts designed to reward and motivate individuals or groups for achieving specific goals or performance targets. For instance, in July 2023, Ottawa Tourism, a Canada-based destination development and marketing organization, introduced the Ottawa VIP (Visitor Inspiration Program). The program provides tour operators with a box of local gifts to enhance the in-destination experience and highlight Ottawa’s culture. It also includes a $35 credit per room night for use on the operator’s next visit, encouraging repeat business. This multi-year program, available until December 1, 2023, aims to strengthen engagement with the city’s travel trade.

In January 2023, ITA Group, a US-based engagement agency, acquired HTK Limited for an undisclosed amount. This acquisition enhanced ITA Group’s ability to offer data-driven loyalty and engagement solutions. HTK Limited is a UK-based company specializing in customer loyalty and engagement services, including offerings related to incentive tourism.

Major companies operating in the incentive tourism market are Carlson Wagonlit Travel BV, BCD Group, ATPI Ltd., ITA Group, Maritz Global Events Inc., BI WORLDWIDE, Aimia Inc., One10 LLC, Opus Agency, Creative Group Inc., Impact XM, Access Destination Services, Next Level Performance, Conference Care Ltd., Ovation Global DMC, Imprint Events Group, 360 Destination Group, Gavel International, Red Letter Days, Event Travel Management, Landry & Kling Global Cruise Services Inc., Creative Destination Events, Corporate Rewards, Global Incentive Management DMC, Harith Productions Ltd.

North America was the largest region in the incentive tourism market in 2025. Asia-Pacific is expected to be the fastest-growing region in the forecast period. The regions covered in the incentive tourism market report are Asia-Pacific, South East Asia, Western Europe, Eastern Europe, North America, South America, Middle East, Africa. The countries covered in the incentive tourism market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Taiwan, Russia, South Korea, UK, USA, Canada, Italy, Spain.

The incentive tourism market includes revenues earned by entities by destination selection, travel arrangements, accommodation booking and event planning. The market value includes the value of related goods sold by the service provider or included within the service offering. Only goods and services traded between entities or sold to end consumers are included.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD unless otherwise specified).

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.

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