5 incentive travel destinations to watch in 2027
Looking for something beyond the usual incentive travel hotspots? These are the destinations catching the attention of the BI WORLDWIDE incentive travel team.
There’s a reason certain destinations appear on incentive travel programmes year after year. They work.
They’re accessible. They have the infrastructure. Buyers know what they’re getting.
But as attendees become more experienced travellers, creating a sense of discovery is becoming increasingly important. In fact, recent industry research found that nearly 70% of incentive travel buyers are actively seeking destinations they haven’t used before.
That doesn’t mean abandoning proven destinations. It does mean thinking differently about how and where memorable experiences are created.
We asked members of the BI WORLDWIDE incentive travel team which destinations they’re most excited about right now. Their answers weren’t necessarily the places you’d expect.
1. Vietnam
If one destination generated the most enthusiasm, it was Vietnam.
The appeal lies in its variety.
Few destinations can offer vibrant cities, stunning coastlines, rich cultural experiences, world-class food and adventure activities within a single programme. Whether attendees are exploring the streets of Hanoi, cruising through Ha Long Bay or experiencing the energy of Ho Chi Minh City, Vietnam gives organisers plenty of ways to build a diverse itinerary.
It’s also a destination that feels authentic.
Rather than delivering a single experience, Vietnam allows attendees to experience multiple sides of the country in one incentive programme.
Why it works for incentive travel
- Strong variety of experiences
- Rich cultural heritage
- Exceptional food and hospitality
- Opportunities for adventure and exploration
- Suitable for both large and small groups
Best suited for
Organisations looking to create a sense of discovery and provide attendees with a destination that’s likely to feel different from a typical leisure holiday.
2. Dubrovnik, Croatia
A few years ago, Dubrovnik might not have featured on many incentive travel shortlists.
Today, that is starting to change.
Often referred to as the “Pearl of the Adriatic”, Dubrovnik combines historic charm with luxury hospitality, stunning coastal scenery and a wide range of group experiences.
The city’s UNESCO-listed Old Town provides a dramatic backdrop for events, while the surrounding islands open up opportunities for private boat charters, beach clubs and exclusive dining experiences.
One of our team members recently returned from a site inspection and highlighted the destination’s ability to deliver both luxury and authentic local character.
That’s a combination many buyers are looking for.
Why it works for incentive travel
- Excellent food and wine experiences
- Strong event infrastructure
- Coastal and island experiences
- Historic venues and unique dining locations
- Often offers stronger value than some Mediterranean alternatives
Best suited for
Groups looking for a European destination that balances culture, luxury and accessibility.
3. Cambodia
Cambodia remains one of the most underrated destinations in incentive travel.
While neighbouring countries often capture more attention, Cambodia offers something increasingly valuable: a genuine sense of discovery.
From the iconic temples of Angkor Wat to emerging luxury hospitality and meaningful community engagement opportunities, the country creates experiences that many attendees haven’t encountered before.
For buyers trying to surprise well-travelled audiences, that’s a significant advantage.
Cambodia also lends itself well to programmes that combine cultural immersion with purpose-led experiences.
Why it works for incentive travel
- Strong sense of exploration and discovery
- Rich history and culture
- Opportunities for meaningful CSR activities
- Growing luxury hospitality offering
- Less familiar to many incentive audiences
Best suited for
Organisations looking to create memorable, experience-led programmes that stand apart from more traditional destinations.
4. Botswana and Zambia
Some destinations are memorable because they’re beautiful.
Others are memorable because they simply can’t be replicated.
That’s what makes Botswana and Zambia so compelling.
Safari experiences continue to feature prominently on many incentive travel wish lists, but these destinations offer something beyond a typical wildlife experience. Every game drive is different. Every sighting is unique. Every day creates the possibility of seeing something extraordinary.
Several members of the BI WORLDWIDE team highlighted safari destinations because of their ability to deliver genuine bucket-list moments.
They’re also increasingly attractive to buyers looking for experiences that attendees would struggle to organise independently.
Why it works for incentive travel
- Genuine once-in-a-lifetime experiences
- Strong exclusivity and perceived value
- Opportunities for conservation and sustainability initiatives
- Exceptional luxury safari properties
- Highly memorable shared experiences
Best suited for
Top-performer programmes where creating aspiration and exclusivity is a key objective.
5. Rio de Janeiro
Rio de Janeiro is one of those destinations that immediately creates excitement. While it may be more established than some emerging incentive destinations, it’s often overlooked in favour of more traditional long-haul options.
What makes Rio stand out is its energy. Few destinations combine world-famous beaches, dramatic landscapes, vibrant culture and iconic experiences in quite the same way. From private events overlooking Sugarloaf Mountain to exploring the city’s neighbourhoods, attendees can experience a destination that feels both aspirational and authentic.
It’s also a destination that offers plenty of flexibility. Whether the objective is celebration, exploration, relaxation or team connection, Rio provides a range of experiences that can be tailored to different audiences.
Why it works for incentive travel
- High-energy atmosphere and strong sense of occasion
- Iconic scenery and recognisable landmarks
- Excellent mix of culture, leisure and exploration
- Wide range of experiential activities
- Strong flight access from key international markets
Best suited for
Organisations looking for a destination that delivers excitement, variety and memorable shared experiences, while offering attendees a location they may never have visited independently.
What these destinations have in common
On the surface, these destinations couldn’t be more different. One offers safari experiences. Another delivers coastal luxury. Others focus on culture, history or exploration. Yet they all share the characteristics our incentive travel specialists believe matter most.
They offer experiences attendees are unlikely to create for themselves. They provide opportunities for genuine connection with the destination. And they create stories people will still be talking about long after they’ve returned home.
That’s increasingly important because memorable incentive travel isn’t simply about choosing somewhere beautiful. It’s about choosing somewhere that gives people experiences worth earning.
The question buyers should ask
When selecting an incentive travel destination, the question isn’t necessarily:
“Where do we want to go?”
A better question might be:
“What do we want attendees to remember?”
The answer often leads to a very different destination shortlist.
At BI WORLDWIDE, we help organisations create incentive travel programmes that inspire performance, recognise achievement and deliver experiences people genuinely want to earn.