Canada Leads Incentive Travel Recovery as Geopolitical Shifts Reshape Destination Demand

Canada has emerged as the clearest winner from current geopolitical disruption in incentive travel planning, while the Gulf States are experiencing the sharpest decline in confidence, according to the latest SITE Pulse Survey.

Canada recorded a net sentiment score of +66.7% among European respondents and +46.4% among the Rest of World cohort, while the Gulf States fell sharply to -82.1% among US respondents, -72.4% among Europeans, -54.2% among Rest of World respondents and -21.4% among Asian respondents.

The findings indicate a clear reallocation of demand, with planners shifting away from destinations perceived as closer to ongoing Middle East tensions towards markets viewed as more stable. Europe also benefited from this trend, posting +53.7% among European respondents, while Asia and Oceania recorded +31.0% and +32.1% respectively within the same group.

Canada’s performance stands out for its consistency across source markets. It remains positive among US respondents at +15.1%, rises to +66.7% among Europeans, and reaches +46.4% among Rest of World respondents, making it the most uniformly strong destination in the survey.

The United States presents a more mixed picture. While US respondents remain positive about domestic programmes, with the country scoring +22.8% within that group, sentiment turns negative among international cohorts: -19.4% among Europeans, -33.3% among Asians and -34.6% among Rest of World respondents.

Overall, the results point to a rapid reallocation of incentive travel demand, with Canada and Europe capturing business that may previously have been directed towards the Middle East and neighbouring destinations.

Commenting on the findings, Melissa Moten, Vice President Experience & Event Solutions – BCD Meetings & Events & Chair of the SITE Research Committee, said: “What we’re seeing is not a drop in demand for incentive travel, but a shift in mindset. Planners are highly attuned to global developments and are making thoughtful, strategic decisions about where to place their programmes. Destinations that are perceived as stable, accessible and aligned with client expectations are rising to the top.”

The survey underscores the resilience of the incentive travel sector in a period of uncertainty, while highlighting how strongly destination perception is now influencing sentiment across key source markets.

Pádraic Gilligan (on the right), Head of Research & Consultancy at SITE, added: “Incentive travel has always been both rational and emotional. Right now, the emotional dimension - how a destination feels in terms of safety, stability and alignment - is playing a more prominent role. What’s particularly interesting is how quickly sentiment can shift, and how clearly that shift is reflected in destination preference.”

“For destinations and DMCs, the opportunity lies in understanding these signals and responding with clarity. Those who can position themselves as trusted, reliable and experience-rich will be best placed to capture demand as it reorients.”

Hasan Dinc, President of SITE and Managing Director of ODS Turkey, concluded: “Providing our global community with timely, relevant research is a key priority for the SITE International Board of Directors during my presidency. The SITE Pulse Survey is part of that commitment – ensuring our members have the data and insight they need to make informed decisions in an increasingly complex landscape.”

The SITE Pulse Survey is designed as a rapid-response research tool, capturing industry sentiment in real time and delivering actionable insights for destinations, DMCs and incentive travel professionals. The figures cited represent net sentiment scores, calculated by subtracting the percentage planning less travel to a destination, or ruling it out altogether, from the percentage planning more travel or newly considering it.

This edition of the survey was conducted between 25 March and 6 April 2026 and gathered 193 valid responses from incentive travel professionals across the United States, Europe, Asia and a broader Rest of World cohort.
 

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