• April 13, 2026

Canada gains as Gulf States see sharp drop in incentive travel sentiment

Canada gains as Gulf States see sharp drop in incentive travel sentiment

Canada gains as Gulf States see sharp drop in incentive travel sentiment 1024 682 micebook.

Canada is emerging as a key beneficiary of geopolitical disruption in incentive travel, while the Gulf States are seeing the steepest decline in sentiment, according to new research from SITE.

The latest SITE Pulse Survey reveals a significant shift in destination preferences, with planners actively rotating away from regions perceived to be close to the Middle East conflict and towards destinations seen as more stable.

Canada recorded the strongest and most consistent positive sentiment across global markets, including +66.7% among European respondents and +46.4% among Rest of World respondents. By contrast, the Gulf States posted the lowest scores in the survey, falling to -82.1% among US planners and -72.4% among Europeans.

Planners shift away from conflict-adjacent destinations

The findings highlight a rapid reallocation of incentive travel demand, with Europe also benefiting from the shift, scoring +53.7% among European respondents.

Asia and Oceania are also gaining traction, particularly among European planners, reflecting a broader move towards destinations perceived as politically stable and geographically removed from conflict zones.

The Gulf States and Northern Africa are identified as the “clearest casualties”, with consistently negative sentiment across all respondent groups, pointing to a likely short- to medium-term drop in incentive travel to these regions.

US sees mixed picture as perception shifts

The United States presents a more complex picture. While US planners remain positive about domestic programmes (+22.8%), sentiment among international buyers is negative, including -19.4% among Europeans and -33.3% among Asian respondents.

SITE said this divergence reflects how geopolitical positioning is increasingly influencing destination choice, particularly among non-US markets.

Incentive travel demand remains resilient

Despite the shifts, the survey underlines continued resilience in the incentive travel sector, with demand holding steady but becoming more selective.

Melissa Moten, vice president experience & event solutions at BCD Meetings & Events and 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.”

Pádraic Gilligan, head of research and consultancy at SITE, added that perception is playing an increasingly important role: “Incentive travel has always been both rational and emotional. Right now, how a destination feels in terms of safety and stability is playing a more prominent role.”

Opportunity for “safe” destinations

The research suggests destinations that can position themselves as stable, accessible and experience-rich are best placed to capture demand as it shifts.

Europe and Canada are identified as the primary winners, with strong positive sentiment across multiple source markets, while Asia-Pacific destinations are also gaining ground.

The SITE Pulse Survey, conducted between 25 March and 6 April 2026 with 193 incentive travel professionals, is designed as a rapid-response tool to track industry sentiment in real time.

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