The Incentive Research Foundation (IRF) and Society for Incentive Travel Excellence (SITE) have unveiled the 2025 Incentive Travel Index (ITI).
The 2025 edition of the ITI forecasts modest growth through 2027, tempered by mounting concerns around rising costs, global instability, and shrinking optimism. Expectations for 2026 show flat usage of incentive travel programmes in terms of participant volume.
Several powerful forces dominate the 2025 edition: geopolitical risk, trade tensions, AI disruption, and demographic change. Regions are consolidating incentive activity locally, while demand for US destinations is in sharp decline. At the same time, AI is beginning to impact programme design and delivery, and generational shifts are reshaping destination preferences, programme formats, and reward structures.
“While 75% of respondents agree that the value of incentive travel remains strong, they also say the business gets tougher every year,” said Stephanie Harris, IRF president. “Incentive professionals are under pressure to deliver more with less – without compromising quality or impact.”
“Buyers continue to seek out something new,” said Annette Gregg, SITE CEO. “Nearly 70% are seeking destinations they haven’t used before – and 63% already have new ones booked for 2026 or 2027. What hasn’t changed is what matters: direct air access, top-tier accommodations, and a trusted DMC remain top priorities.”
For key insights from ITI 2025 and past editions, click here.
Now in its eighth year, the ITI is a joint research initiative from IRF and SITE, supported by Oxford Economics. The 2025 study, which surveyed professionals in five roles (corporate end users, third-party agencies, DMCs, destination suppliers, and DMOs) between May and July 2025, offers a panoramic global view based on insights from 2,700 professionals across 85 countries.
