SITE
The new geography of incentive travel
PÁDRAIC GILLIGAN, RESEARCH AND CONSULTANCY, SITE, STRIKES A HOPEFUL NOTE FOR A REGIONAL RESET
T he mood music around
global trade, and by extension, around business events, is beginning to sound like Shostakovich’ s darkest, most tormented pieces.
Or, to use a biblical reference, it’ s the Book of Job. When it seems that things can’ t get any worse, they do.
First we had catastrophic loss of life through armed conflicts and now we have economic war wrecking havoc on livelihoods and lifestyles.
Over a month ago I heard directly from a planner that she was repatriating half a dozen events to Canada as the corporate client wasn’ t prepared to operate them in what was perceived as a hostile US and a significant back-to-back US-originating incentive programme has been cancelled out of Ireland on account of the market volatility.
Jim Collins’ Stockdale paradox comes into play – face the brutal facts( but don’ t lose hope). And I do believe there is hope – fragile, barely visible signs – but they are there, and we need to find them.
Maybe the mood music isn’ t just Shostakovich anymore. Maybe it’ s cacophonous, distorted, dissonant. But buried in that thick sonic fog and haze, a melody. Beautiful, steady, true. You just have to lean in and listen.
Adjustment and reset We’ ve long understood that the majority of business events and incentive travel programmes contracted within a particular region tend to stay within that region. However, between 2015 and 2020, we saw a gradual but notable rise in transcontinental incentive travel. US corporates increasingly ventured to long-haul destinations like South Africa, Thailand, and Argentina, while large Chinese groups began exploring Europe. Confidence in global travel grew, and emerging destinations such as Vietnam, Chile, Rwanda, and Montenegro began appearing on the
Above:
Pádraic Gilligan
“ The soundtrack may be discordant, but listen closely and you’ ll find the thread” radar as the next‘ hot spots’ – perfect for early adopter corporates seeking novelty and distinction.
The regionalisation trend is likely to deepen and this shift will require a period of adjustment for many destinations – particularly those that had grown reliant on mid / longhaul incentive traffic from the US. For European destinations, this means reimagining offerings to attract and retain regional business.
All that said, I passionately believe there are reasons for hope too. I set these out below.
Reasons for hope 1. A renewed sense of purpose and unity Against all odds, Europe is showing better co-ordination, clarity, and resolve. Europe’ s shared legacy and values – around democracy, sustainability and social cohesion – are coming into focus once more. And for business events, this means fertile ground for collaboration and meaningful convening.
2. Soft power that’ s stronger than ever Europe offers not just beautiful destinations, but thoughtful platforms for global gathering. From Barcelona to Budapest, Berlin to Bruges, clients are seeking experiences that align with ESG ambitions. Europe doesn ' t just host events – it gives them soul.
3. A deep bench of talent and infrastructure Europe doesn’ t just have the venues and the trains – it has the people. A new generation of multicultural, multilingual, mission-driven, techenabled talent is emerging across the continent, ready to reimagine – not just reboot – the business events industry.
So, the soundtrack of now may be discordant, even unlistenable at times. But listen closely and you’ ll find the thread. A true, unwavering melody, carrying us forward. n
ISSUE 136 / CONFERENCE & MEETINGS WORLD / 15