Incentive travel has become one of the most powerful engines driving the global business events sector, now valued at an impressive $116 billion. At AIME 2025, SITE ANZ spotlighted both the scale and the significance of this sector—revealing a story far bigger than previously imagined. Incentive travel is no longer simply a reward; it is a strategic, high-impact component of business events that shapes economies, strengthens industries, and forges global connections.
With an average per-person spend of $4,900 USD and 73 percent of program budgets going directly into destinations, the incentive travel sector is reshaping how businesses invest in people and places. As the demand grows, so too does the opportunity for destinations, suppliers, and planners ready to evolve with it.
The Numbers Proving a Global Shift
The latest Incentive Travel Index, surveying 2,800 businesses across 85 countries, highlights the extraordinary scale of the sector. Findings include a global incentive market valued at $1.07 trillion, incentive travel contributing $116 billion alone, a remarkable 73 percent of spending retained locally, and the highest per-person expenditure across all categories of business events. These figures confirm what many in the industry already recognise: incentive travel is the most influential and fastest-expanding component of the business events ecosystem.Beyond ROI: Understanding the Ripple Effect
While the financial return is substantial, the true power of incentive travel lies in the ripple effect that extends far beyond its direct spend. Hotels, airlines, and restaurants benefit immediately, but the influence spreads deeper into local communities. Artisans, cultural performers, guides, small businesses, and regional suppliers all gain from increased visitor engagement. Each program creates layers of opportunity, enriching destinations and fostering meaningful, lasting connections between travellers and local cultures.As one industry leader explained at AIME 2025, incentive travel is about creating profound moments that connect people—not only to each other, but to the essence of a destination.
Collaboration: The Key to Unlocking Growth
With the incentive travel market valued at $116 billion and rising, collaboration is critical for sustained success. Cross-sector partnerships encourage innovation, Destination Management Companies bring local expertise and authenticity, and industry networks such as SITE ANZ transform competitors into collaborators. As SITE ANZ President Tanya Wick noted, collaboration is more than a benefit—it is a competitive advantage.Creating Impact: Your Role in Shaping the Future
Every professional in the business events space helps generate the ripple that drives this industry forward. Whether you are a planner, supplier, venue, destination, or corporate decision-maker, your choices influence economic development and strengthen human connection.Participating in industry research ensures your region’s voice is heard. Designing programs that prioritise authentic, meaningful experiences helps shape a more resilient and connected industry. Recognising your influence is the first step in driving positive change.
The figures highlight the opportunity. The connections showcase the impact.
Final Thought
The incentive travel sector is accelerating, powerful, and full of potential. With a value of $116 billion and a growth trajectory that shows no signs of slowing, the time to embrace its opportunities is now. Those who step forward today will shape the business events industry of tomorrow.Contact Information
AIME 2026, Dates: 9–11 February 2026, MCEC
https://aime.com.au/
For more travel inspiration read the daily online "The Holiday and Travel Magazine" https://theholidayandtravelmagazine.blogspot.com/
https://aime.com.au/
For more travel inspiration read the daily online "The Holiday and Travel Magazine" https://theholidayandtravelmagazine.blogspot.com/
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