During SITE’s 2024 Executive Summit, held November 9-13, 2024, in Muscat, Oman, SITE CEO Annette Gregg hosted a short panel discussion featuring several agency buyers’ takes on what emerging destinations like Oman need to do to win business from global outbound incentive travel markets.

Here’s a short taste of what Annette and panelists shared with local industry professionals who joined the SITE International Board of Directors (IBOD) and Senior Leadership Team in Muscat.

Set the record straight on destination safety 

Buyers onstage represented the US, Canada, and EMEA outbound markets, and each panelist agreed: emerging destinations, especially in regions like the Middle East, sometimes have an uphill battle in fighting perceptions vs. the realities of their destinations.

Agency representatives Mary Clare Darland (Brightspot Incentives & Events) and Cate Banfield (Wynford) both described how they informally polled colleagues before attending the Executive Summit, and said their colleagues had questions or concerns regarding safety in the region.

Annette pointed out though that multiple operators — from drivers who helped shuttle attendees around, to the DMC professionals who helped craft the week’s program, nailed the positive talking point of Oman being named the third most peaceful MENA country in the 2024 Global Peace Index; and the fifth safest country in the world, according to another report. 

Broadcasting the right impressions around potential perceived pain points is crucial for destinations looking to win top-tier business like incentive travel programs, the panel agreed. 

Sell your destination’s range

2024 SITE President Karim elMinabawy (Emeco Travel) stressed that it’s important to showcase the geographical diversity many emerging destinations offer. 

Oman, he said, is a great example of this: explaining how he showcases to potential buyers that they can enjoy all of the perks and five-star amenities in cities like Muscat while also enjoying access to beautiful natural sites that range from the mountains, to the desert, to the seafront — all within easy range, and incredibly attractive to the EMEA and APAC clients his company works with. 

It's also important to show how your destination’s attractions can cater to the needs of today’s qualifiers, Karim said. 

Gone are the days of spending hours at a single attraction. The more you can showcase a destination’s ability to offer a lot in a short period of time, the more winning your sales proposition is — especially with added services like VIP express service at the airport, fast lanes into attractions, or quick, on-demand service as part of the accommodation experience.   

Invest in memorable FAM experiences

Attracting incentive travel programs starts with getting the word out through the correct industry channels, panelists counselled. 

The best way to do this right now, Mary Clare and Cate agreed, is through well-managed FAM trips. FAMs give buyers a chance to experience the destination firsthand, shaping powerful word-of-mouth testimonials they can — and will — then share on. 

Colleagues constantly connect with and make recommendations to others within their agency, Mary Clare said, making an agency ambassador with positive, standout memories an incredibly powerful tool for destinations to shape and then tap. 

Trade shows are also important, the panel noted, as is leveraging digital and social media channels to again show rather than tell what makes a destination the right fit for incentive travel visitors. 

Stronger incentives when working together

Finally, the panel also discussed the importance of suppliers working together alongside the destination’s CVB, DMO, or governmental ministry to provide a strong, cohesive, collaborative incentive destination. 

It’s important to work with airlines to guarantee strong lift into your destination, said Mary Clare. And rely on the DMO or ministry to “create a crowd,” added Karim — stressing that strong destination marketing often begins with this team creating a platform for all suppliers to then build on, together. 

After a beautiful experience over the course of several days, SITE board members and senior leaders can certainty attest that Oman has true gems as a destination, ready to meet the needs of the incentive market. 

Continuing to bust myths, create more ambassadors, and curate a diverse range of experiences will ensure Oman — and other emerging destinations — offer tantalizing incentive travel options for curious, engaged qualifiers.