Confidence and Momentum

As 2026 begins to unfold, SITE’s first Pulse Survey of the year, conducted with participants at the Society’s Annual General Meeting, offers a timely snapshot of sentiment from across the global incentive travel community.

Drawing on the real‑time insights of AGM delegates—buyers, suppliers and destination specialists from every major region—the survey captures how those closest to the market are experiencing demand, budgets and program dynamics right now. With fewer than 10% of respondents reporting any fall‑off in demand for incentive travel and 5% seeing growth of more than 20% over 2025 levels, the results point to a sector that is not just resilient, but actively expanding as business leaders continue to recognise the unique power of travel‑based rewards.

Respondents cite three broad forces shaping incentive and meetings demand. Political and geopolitical uncertainty, especially around the US and wider world politics, is seen as a persistent drag, affecting confidence, timing of decisions, and willingness to travel long‑haul or into specific regions. Economic conditions—both global and local, are also central, with many noting general economic uncertainty and its knock‑on effect on budgets and pricing.

At the same time, there is clear evidence of resilient or growing demand. Many report more clients, new programs, growth in meeting segments and new business, along with a positive outlook for the travel and events sector overall. Budgets are mixed: some see higher spend and exceptional groups, others flat or tightening budgets and rising costs, but overall the volume of incentive travel and interest in global events is trending upward, helped by stronger operational capabilities and better destination awareness.

Finally, several comments point to structural and contextual factors shaping how this demand plays out. Location challenges (such as New Zealand’s distance and mountain‑state supply issues), internal constraints like limited capacity, and the need for education and global incentive knowledge all influence outcomes. Underneath everything runs a theme of general uncertainty, but it is tempered by hope, the emotional pull of travel, and a belief that conditions are gradually improving.