The Incentive Travel Industry is shaking things up. Current participants no longer want the same old same old destinations, they crave something fresh, curated and exciting. We’re stepping into a new era where travel isn’t just about ticking off destinations; 2025/26 is all about going bigger, thinking bolder, and creating unforgettable experiences that make you pinch yourself and feel more valued than ever before.
People now want purposeful, experience-first trips that create meaning, connection, and shared experiences that last long after the return flight. Whether its long-haul flights to truly one of kind adventure and exotic destinations or getaways closer to home, the future of incentive travel is poised to be anything but ordinary.
Fresh Horizons
Familiar can feel flat and incentive planners agree. According to Top Banana, over 70% of planners are prioritising fresh destinations in 2025/26. It’s about the thrill of discovery, breaking routine, and inspiring people with the unknown. According to the Incentive Travel Index released October 2025, “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.
Instead of a quick hop to a neighbouring country, companies are stretching their incentive budgets to include long-haul adventures — Vietnam’s emerald bays, Japan’s neon-meets-nature cities, or South Africa’s breathtaking safaris. Longer travel times are being offset by deeper, richer experiences that drive loyalty and long-term motivation.
There are already some star destinations that will shine bright in 2026, for incentive travel and to consider for customer travel:
Trending picks for 2026:
Instead of a quick hop to a neighbouring country, companies are stretching their incentive budgets to include long-haul adventures — Vietnam’s emerald bays, Japan’s neon-meets-nature cities, or South Africa’s breathtaking safaris. Longer travel times are being offset by deeper, richer experiences that drive loyalty and long-term motivation.
Japan – cultural fusion at its best. Tradition meets tomorrow. Few places balance the old and the new as beautifully as Japan. And with the rise in eastern pop culture popularity, it has great appeal for the younger generation.
Vietnam – rising Asian star with authentic local flavour. Vietnam offers the kind of magic you didn’t know you needed. From the emerald waters of Halong Bay to the intricate temples of Angor Wat, and the rich flavours bursting through traditional, authentic cuisine, cultural options like these offer the best canvas for storytelling with rich history to explore and digest.
Maldives – the Maldives continues to benefit from long-haul travelers seeking pristine beaches, high-end eco-luxury and exclusive marine experiences. As resorts deepen conservation partnerships and roll out overwater wellness and immersive ocean programming, the archipelago remains the poster child for premium, low-impact escapes.
Costa Rica – sustainability and adventure rolled into one. Costa Rica remains one of the world’s leading destinations for sustainable travel and it’s easy to see why. Imagine volunteering at a sea turtle conservation, soaking in natural volcanic hot springs, or zip-lining through lush rainforest canopies. It’s where biodiversity meets adventure, and every experience leaves a lasting impact.
Scandinavia – wellbeing, green living, and “human sustainability.” With dishes made from locally sourced natural ingredients and opportunities to Sail or kayak through magnificent fjords, this is the perfect destination for brands who want to promote wellbeing retreats to refresh the mind.
Zambia – Zambia’s breathtaking wilderness captures the essence of storytelling, diversity, and world-class safari experiences in one unforgettable destination. It’s perfect for local incentive trips that stay close to home yet feel like a world away. Zambia offers a rich blend of culture, warmth, and some of the most spectacular natural landscapes on earth.
Andaman Islands – untouched beauty and a true escape from the everyday. The Andaman Islands is a destination that’s so remote, it almost feels like another world. With pristine beaches and crystal-clear blue waters, teams can trek through tropical jungles, swim with manta rays or immerse themselves in the local culture with visits to indigenous communities. This incentive destination is truly for those who wish to unwind and experience something really extraordinary.
Portugal – Portugal’s blend of vibrant cities, surf-ready beaches, renowned wine regions, and a tourism scene that hasn’t yet become overwhelming keeps it a top choice for travellers. Lisbon and Porto continue to draw visitors, while regional programs encourage exploration of quieter areas — an approach that appeals to those seeking to avoid crowded hotspots.
Iceland – Iceland is exactly the kind of underrated and unchartered destination that clients are eager to explore. With its majestic landscapes and awe-inspiring natural phenomena, it’s a rare gem just waiting to be discovered. As travelers seek transformational, close-to-nature trips (often in colder, less crowded seasons), Iceland’s combination of geothermal comfort and raw scenery will remain compelling.
Luxury with Meaning
Luxury is being redefined. It’s no longer about excess it’s about experience, connection, and conscience. The Incentive Marketing Association (IMA) notes that incentive travellers are increasingly seeking “authentic luxury”: boutique stays that celebrate local culture, eco-conscious resorts, and curated moments that feel deeply personal. The best incentives now blend exclusivity with purpose.
Cruising into the Future
Cruises are also making waves again, up 9% in incentive popularity. And for good reason. Cruises continue to rank highly as places many would consider as “new destinations” they’d like to explore. Globally, buyers not currently using cruises are expressing a willingness to consider them in the future (30%) according to the Incentive Travel Index 2025.
Cruises offer variety, flexibility, and seamless exploration across destinations without the logistical headaches. With options like Ritz-Carlton Yachts and Silversea Cruises, teams can travel comfortably while exploring multiple cities or islands in one unforgettable journey.
Sustainability Takes the Spotlight
There has been an increased focus on sustainability in recent years, it’s no longer just a trend, it’s an expectation. With 23% of planners ranking it a long-term priority, eco-forward destinations like Costa Rica and Scandinavia are setting the tone. Incentive travellers are increasingly drawn to places where they can give back — from reforestation projects to community-led tours, while still enjoying world-class experiences.
As Breaking Travel News highlights, 2026’s travellers want to leave destinations better than they found them. Incentive trips that embrace regenerative travel not only inspire employees but also reinforce an organisation’s values in action.
Final Boarding Call
Incentive travel in 2026 isn’t about extravagance – it’s about meaningful motivation. It’s about connecting people, celebrating effort, and creating moments that spark pride and purpose.
So, where’s your next incentive taking you? Will it be a mindful escape, a cultural adventure, or a luxury voyage with purpose? Wherever you go, make it count. Because the best incentives don’t just reward performance they inspire it.
Marchel van Wyk is the Marketing Manager at Uwin Iwin Incentives and has been with the company since 2020. In her role as Marketing Manager, she is responsible for developing and executing strategic marketing plans, brand positioning, content creation and driving engagement across multiple platforms. With a background in media analytics, Marchel brings valuable insight and creative direction to all marketing initiatives.
