The Events Industry Council (EIC) launched a report in early March 2025 to explore top issues shaping the global business events industry, including incentive travel.

This report, funded by a SITE Foundation industry grant, covers 12 key themes that emerged from research conducted by the EIC. 

SITE Foundation President-Elect Jonathan Richards examines into one of the report's key themes, with his perspective on what makes the EIC report relevant to incentive travel professionals. 

This post originally appeared in the 2025 spring/summer edition of "Incentives Today." 

I believe we are standing at a critical intersection for the incentive travel industry. Climate risk is no longer a future problem: it is a current, pressing challenge — reshaping how we think about experiences, destinations, and our industry’s long-term viability.

Incentive travel is a powerful force for good. It celebrates excellence, fosters connection, and drives loyalty. But we must also confront a growing reality: the climate is changing rapidly and with it, the stability of our global events ecosystem. From increasing extreme weather events disrupting meetings, to rising insurance costs, venue vulnerabilities, and supply chain fragility, business continuity in our space is being tested like never before.

Data shows that 65 percent of event professionals rate climate risks as “very” or “extremely important” for the future of our industry. But while the urgency is clear, the responsibility often still falls on individuals rather than the industry at large. 

That needs to shift. We must embrace sustainability not as a side initiative, but as a business imperative.

We must ensure climate resilience becomes embedded in our strategic planning — from choosing venues with verified sustainability practices, to embracing carbon-negative operations and pressuring suppliers to meet Scope 1/2/3 emissions expectations. 

A rise in ESG regulations — a 552% increase between 2021 and 2023 alone — is a wake-up call. Our industry can either adapt or be left behind.

Moreover, clients and attendees are demanding more from us. They expect purpose-driven events. They are seeking out brands and experiences aligned with environmental stewardship. To stay relevant, and responsible, we must meet that demand head-on.

There is opportunity here. Our global network is uniquely positioned to lead on this front. By investing in measurement tools, sharing best practices, and lifting up purpose-led suppliers and venues, we can reshape incentive travel into a model of sustainability and resilience.

This is not about sacrifice. It’s about evolution. As one of our peers aptly put it, “We must make changes now so that our future events can be viable.”

Together, we can inspire the change our planet — and our profession — urgently needs.