Destination selection in a time of geopolitical uncertainty
In a fast-moving global environment, where geopolitical tensions can reshape travel patterns almost overnight, the latest SITE Pulse Survey offers a timely snapshot of how incentive travel professionals are responding. Conducted between 25 March and 6 April 2026 with 193 respondents across four global regions, the survey explores how current geopolitical dynamics are influencing destination selection.
What emerges is not a collapse in demand, but a recalibration — a rebalancing of risk, perception and opportunity.
A clear shift away from conflict-adjacent regions
The most striking finding is the consistent and significant decline in interest in the Gulf States and Northern Africa. Across all respondent groups, the Gulf States record the most negative sentiment scores, reflecting widespread concern about proximity to geopolitical instability. Northern Africa follows a similar pattern, particularly among US, European and Rest of World respondents.
For destinations in these regions, the implications are immediate and practical: incentive travel demand is highly sensitive to perceived risk, even where on-the-ground realities may differ from perception.
The United States: strong at home, challenged abroad
The United States presents a nuanced picture. Domestic respondents remain positive, with US-based planners showing a tendency to pivot inward — favouring domestic programmes and nearby destinations such as the Caribbean and Canada.
However, outside the US, sentiment tells a different story. European, Asian and Rest of World respondents all register negative intent toward the US as a destination. This divergence highlights a growing perception challenge, where geopolitical positioning influences destination appeal.
For US destinations and partners, this represents a strategic consideration for the months ahead.
Europe and Canada emerge as safe harbours
In contrast, Europe and Canada stand out as clear beneficiaries. Both destinations record strong positive sentiment across multiple respondent groups, signalling their positioning as stable, reliable and attractive options in uncertain times.
For European respondents in particular, there is a notable trend toward intra-regional travel — a “stay closer to home” approach — while long-haul travel is being redirected toward destinations perceived as politically neutral or distant from conflict zones.
This presents an opportunity for destinations to lean into messaging around stability, accessibility and depth of experience.
Asia, Oceania and Southern Africa: rising alternatives
Beyond the traditional strongholds, Asia, Oceania and Southern Africa are gaining traction. European, Asian and Rest of World respondents all show increased intent toward these regions, suggesting a diversification of long-haul incentive travel.
Southern Africa, in particular, records the highest positive score among Asian respondents — a signal of growing interest in experiential, nature-based programmes that combine distance from geopolitical tension with strong destination appeal.
A market in motion
What this Pulse Survey ultimately reveals is not hesitation, but adaptability. Incentive travel remains resilient, but planners are actively re-evaluating destination choices through the lens of safety, perception and alignment.
For destinations, DMCs and suppliers, the message is clear:
this is a moment to understand shifting sentiment, respond with clarity and confidence, and position offerings in ways that meet the evolving expectations of global buyers.
As always, incentive travel follows both the head and the heart. In times of uncertainty, trust, reassurance and authenticity matter more than ever.
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.
