As a new generation joins the workforce, incentive travel must evolve to match their reward expectations—and meaningful cultural experiences may hold the key.  

Research via the Incentive Research Foundation shows early-career workers are more attracted to group reward travel, cultural experiences connected to place, and learning opportunities. 

Building incentive travel programs around cultural experiences offers a unique way to attract and retain younger top performers, giving them authentic rewards they will never forget. 

As a taster, here are five cultural incentives available across Canada. 

Authentic Indigenous knowledge, culture and traditions await top performers in Wendake, home of the Huron-Wendat Nation.  

In an Iroquoian longhouse of wood and bark, the team is warmed by three fires as a storyteller shares the traditional myths and legends that formed Hurat-Wendat culture. 

Hands-on activities offer learning and growth opportunities—crafting talking sticks, canoeing or snowshoeing—followed by delicious Indigenous-inspired cuisine. 

A folk tradition rooted in Atlantic Canada, a Kitchen Party in St. John’s offers top performers a deep dive into maritime outport culture, music and cuisine. 

Once, guests gathered in neighbour’s homes—now gatherings are held anywhere, so long as there’s a communal table for the team to share a fresh ocean feast. 

After dinner, indie artists sing and dance, poets share tales from outport life and top performers get “screeched in” to become honourary Newfoundlanders.