Industry-wide survey adds new questions on geopolitics, destination safety, and traveler preferences
May 27, 2026 — Incentive Research Foundation and SITE have officially launched the 2026 Incentive Travel Index, introducing new research areas focused on artificial intelligence, geopolitical uncertainty, destination risk, and traveler behavior.
The annual report, developed with research partner Oxford Economics, remains one of the largest global studies focused on the incentive travel industry. Organizers said this year’s edition reflects major shifts now shaping meetings, events, and corporate travel worldwide.
The survey includes responses from corporate planners, agencies, suppliers, destination management companies, and tourism organizations in more than 90 countries. Organizers said the research helps companies identify long-term industry changes while also tracking current business conditions.
Survey expands focus for 2026
The Incentive Travel Index now enters its seventh year. Organizers said the 2026 edition builds on previous reports while adding several new areas of research tied to current industry concerns.
The study will continue measuring four major categories that have anchored the report since its launch. These areas include budgets, program benefits, destination selection, and event design. Researchers said these categories allow year-over-year comparisons across the global incentive travel market.
However, the 2026 survey also introduces new questions focused on geopolitical risk, artificial intelligence, and destination decision-making. Organizers said the updated format reflects conversations now happening across the business events industry.
The survey will also examine how companies use AI tools in areas such as content creation, sourcing, personalization, and destination research. In addition, researchers plan to gather more feedback about how travelers influence destination choices and how organizations evaluate safety concerns tied to world events.
Industry leaders highlight changing conditions
Stephanie Harris, president of the Incentive Research Foundation, said the report continues providing one of the broadest views of the global incentive travel market. She noted that seven years of data now help researchers separate long-term industry changes from short-term disruptions.
Meanwhile, SITE CEO Annette Gregg said the latest edition reflects practical concerns facing planners and event professionals today. She said companies are no longer discussing risk and AI as future issues because those topics already affect daily operations and destination planning decisions.
SITE President Hasan Dinc also pointed to growing concerns around geopolitical instability and destination safety. He said many industry professionals now balance business goals against changing global conditions while planning programs months or even years in advance.
Survey remains open through July
The 2026 Incentive Travel Index survey remains open through July 31 and is available in English, Spanish, and Chinese. Organizers said the survey takes about 15 to 20 minutes to complete and remains fully anonymous.
The incentive travel sector continues growing within the broader business events industry. Industry groups estimate the global incentive travel market now generates more than $116 billion worldwide.
Additional information about the survey is available through the official IRF and SITE websites.
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