How to design incentives that will capture hearts

Sponsored by Destination Canada Business Events

As the 2023 Incentive Travel Index showed, incentive travel must be more than just a reward—incentives must offer new destinations and exciting team activities and cultural experiences. 

This summer, Destination Canada Business Events aimed to exceed these expectations in St. John’s, Newfoundland and Labrador, inviting qualified incentive agencies for an exclusive experience at Incentive Canada

With its historic charm, boundless seascapes and friendly faces, St. John’s offered the perfect place for our select clients to experience a destination as incentive winners do, leaving them feeling welcomed and inspired, with new friends and glowing hearts. Here’s how. 

Revel in a legendary welcome 

The closest point between North America and Europe, Newfoundland is uniquely welcoming to travellers who come from away, so they feel right at home.  

At Incentive Canada, attendees got a taste of this genuine hospitality during dinner theatre at The Rooms, hosted by Destination St. John's. This Canadian folk tradition is deeply rooted in Atlantic culture, full of colourful encounters and incredible stories. 

Attendees enjoyed a delicious, family-style feast of local food and of course, got “screeched in” and kissed the cod, to become honourary Newfoundlanders. Once they’ve taken part in a Canadian celebration, a group of strangers will become fast friends. 

Dive deep into the great outdoors 

Excursions at Incentive Canada focused on the outdoor adventure, pristine shores and ocean waters around Newfoundland.  

This included a deep dive into sea life and wild kelp with Lori McCarthy, innovative chef, forager, hunter, educator, storyteller and proud Newfoundlander. Attendees felt the ocean floor beneath their feet, foraged along the East Coast Trail’s wilderness seashore, then cooked over a traditional open fire boil-up.  

Rock + Water's Stan Cook led an exploration of the nooks and crannies of Cape Broyle’s sheltered waters on an unforgettable paddling excursion. This immersive tour offered attendees active adventure, revealing Newfoundland’s rugged coastline from a unique perspective.  

Finally, Ocean Quest Adventures hosted an adrenaline-filled ocean safari in beautiful Petty Harbour, aboard a top-of-the-line Zodiac. Attendees were immersed in Newfoundland’s wildlife, explored sea cliffs, caves and secluded beaches, and kept watch for whales and puffins.  

Leading excellence in sustainability 

Destination Canada Business Events’ Sustainability Plan aims to elevate the sustainability of business events, including incentive group events, across Canada. 

In St. John's, we implemented a series of small changes that ultimately made this summer’s Incentive Canada more sustainable than ever.  

For example, we worked with vendors serving local, sustainable menus and minimized single-use plastic. Most communication was through email, an app and digital signage. We walked to nearby venues and provided group transportation for longer distances.  

We tracked Incentive Canada with TRACE to better understand its carbon footprint and support our actions as we work towards carbon neutral events. 

We also shared our alignment with the United Nations Sustainable Development Goals with partners and stakeholders, to encourage education and action toward sustainable development. 

Interested in learning more about incentive possibilities across Canada? Contact Jennifer Attersall, Acting Senior Director, Destination Canada Business Events at or +1 403-923-5972. 


Written by

SITE Staff


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