All kinds of wildlife, such as cheetahs, are on view at South Africa’s Kruger National Park. Photo Credit: Udo Kieslich/Adobe Stock
Selecting an incentive travel destination that will entice participants and deliver truly extraordinary and rewarding experiences is no simple task. While incentive planners generally have hundreds of potential locations to choose from, a select few have a certain X factor that makes them stand out from the rest.
To curate our list of eight hot incentive destinations for 2025, we consulted with incentive firms and drew from the latest industry research, including the Northstar/Cvent Incentive PULSE Survey, the Incentive Travel Index and the Incentive Research Foundation’s 2024 Attendee Preferences for Incentive Travel. Following are our picks.
Southern charm and cuisine are highlights of Charleston, S.C. Photo Credit: Martina/Adobe StockCharleston, S.C.
charlestoncvb.com
Charleston — known for its storied history, Southern charm and outstanding cuisine — is an emerging incentive hot spot. Adding to its allure are two new, incentive-level properties, as well as the new International African American Museum.
Where to stay: The 433-room Charleston Place is undergoing a multiyear renovation. Just 20 miles outside the city, on the Kiawah River, the new Dunlin features 72 cottage-style suites. And opening this year is The Cooper, a 209-room waterfront property.
Local experiences: Among the myriad activities are dine-arounds for sampling the region’s famed fare, as well as carriage rides through the historic district. For a small, unique experience, ITA Group recommends organizing a trip based on the new Food & Wine Classic Charleston program, a celebration of regional cuisine with celebrity chef demos, wine seminars and tastings. The festival takes place Nov. 14–16.
Machu Picchu in Peru is a bucket-list destination for many incentive winners. Photo Credit: Pav-Pro Photography/Adobe StockCusco/Machu Picchu, Peru
visitcusco.org | bit.ly/MCmachu
According to the Incentive Travel Index, more than 70 percent of planners are seeking new destinations, and very few incentive winners have had the experience of a trip to Machu Picchu, the ancient Incan citadel high in the Andes.
Groups typically arrive in Cusco, then travel by train on either the Perurail Vistadome or Belmond’s luxurious Hiram Bingham to the Sacred Valley, so participants can adjust to the altitude before going on to Machu Picchu. From there, it’s best to visit the citadel as a day trip.
Where to stay: In the Sacred Valley, incentive properties include Tambo Del Inka Hotel; incentive accommodations in Cusco include the Belmond Hotel Monasterio, the Belmond Palacio Nazarenas and the Palacio del Inka.
Local experiences: In Cusco, groups can tour two UNESCO Heritage sites, the Plaza de Armas and Cusco Cathedral, as well as the San Pedro Market.
Colorful Lisbon, Portugal, slopes down into the Tagus Estuary. Photo Credit: Sean Pavone Photo/Adobe StockLisbon
visitlisboa.com
Western Europe is a highly prized destination, according to both the Incentive PULSE and the IRF studies. The Portuguese capital offers all the elements that make the region special — historic neighborhoods, delicious food, rich culture — with a bonus: Planners say it’s the most budget-friendly destination in Europe.
Where to stay: The 282-room Four Seasons Hotel Ritz Lisbon is a top incentive property in the heart of the city. Three new incentive hotels — Six Senses Lisbon, Kimpton Lisbon and Nobu Hotel Lisbon — currently are in development. In Sintra, the 204-room Penha Longa Resort is home to a famed golf course; this Ritz-Carlton property is built on the site of a former monastery.
Local experiences: Arrange walking tours of Old Lisbon with stops at a local bakery to sample scrumptious Pastel de Nata; visit the nearby towns of Estoril and Cascais; take a day trip to Sintra, a UNESCO world heritage site; indulge in local fare at hot eateries, such as Alma; arrange a reception at the National Coach Museum; and enjoy an evening of fado, Portugal’s stirring folk ballads.
Prague's picturesque bridges cross the Vltava River. Photo Credit: Noppasinw/Adobe StockPrague
pragueconvention.cz
At a time when the world seems to change at a rapid-fire pace, groups will appreciate the Old World charm of the “city of a hundred spires.” The Czech capital, which was spared destruction during World War II, is one of the best-preserved in Europe.
Where to stay: Incentive properties include the 99-room Mandarin Oriental Prague, built in a 14th-century monastery, and the 157-room Four Seasons Hotel Prague. Opening later this year is the 320-room Fairmont Golden Prague Hotel.
Local experiences: Walking and biking tours of the city are a must, as is strolling across the famous Charles Bridge and through Old Town Square; touring Prague Castle, a UNESCO World Heritage site that dates back to 880; or being hosted by the resident prince for an evening at Lobkowicz Palace.
Maui is always a "yes" for incentive winners. Photo Credit: Clinton/Adobe StockMaui
bit.ly/MCmauicvb
Hawaii always is a yes for incentive winners. Long-time favorite Maui, still recovering from the 2023 fires that devastated the town of Lahaina, is getting a lot of love from groups who want to give back.
Where to stay: Among incentive properties in Wailea are the 380-room Four Seasons Resort Maui at Wailea, and the 844-room Grand Wailea, which just completed a renovation. Elsewhere are the Ritz-Carlton Maui, Kapalua, and the Westin Maui Resort & Spa, Ka’anapali, which recently unveiled a $160 million redo of its Ocean Tower.
Local experiences: Give-back projects that focus on reforesting native plants or reseeding areas damaged by the fires add the sense of purpose craved by Millennials and Gen Z participants, says Jodi Swailes, lead buyer of event purchasing for the ITA Group.
At Haleakala National Park, participants can take in the sunrise then bike down its slopes. Or they can head out to Molokini Crater for snorkeling.
Elephants on parade will thrill incentive winners traveling to South Africa. Photo Credit: Javarman/Adobe StockSouthern Africa
bit.ly/MCkruger | Visitvictoriafalls.org
South Africa’s Kruger National Park offers winners the thrill of spotting the Big Five — lions, leopards, rhinos, elephants and Cape buffalo; pair it with a stay at the Victoria Falls on the borders of Zambia and Zimbabwe for a bucket-list experience.
Where to stay: Small groups in Kruger and the surrounding private reserves sleep in tented camps, luxurious lodges and hotels outfitted with traditional safari décor. MalaMala Camp, with 19 rooms, and Bush Lodge at Sabi Sabi, with 22 suites and three villas, are among the largest. Near the falls, incentive properties include the 149-room Victoria Falls Hotel and the 173-room Royal Livingstone Hotel.
Local experiences: Kruger and private-reserve outfitters offer off-road game drives in open 4×4 vehicles, led by experienced guides who have an extensive knowledge of the local wildlife. Dinners often are held under the stars. At Victoria Falls, there’s ziplining, bungee jumping and helicopter rides over the falls.
Bangkok, Thailand's lights illuminate the fun to be had. Photo Credit: sahachat/Adobe StockThailand
tourismthailand.org
Thailand is having a moment: The country’s exotic appeal is on full display in the third season of the HBO series The White Lotus. Incentive groups prize Thailand for its stunning geography, sultry beaches, warm hospitality and outstanding wellness offerings. A program here can combine the dynamic energy of Bangkok with the serene beauty of Phuket’s beaches.
Where to stay: In Bangkok, high-end hotels include the Mandarin Oriental and the Rosewood Bangkok. Phuket features the 56-room Six Senses Yao Noi, 84-room Amanpuri and 177-room Slate.
Local experiences: Brightspot Incentives & Events recommends allowing winners to dive into Bangkok’s culture, exploring historic sites like the Wat Pho temple, and enjoying culinary adventures with cooking classes and street-food tours. But it’s all about spas and the beaches in Phuket.
Incentive winners will enjoy soft breezes, sunny days and turquoise waters on St. John in the U.S. Virgin Islands. Photo Credit: Achim Baqué/Adobe StockU.S. Virgin Islands and British Virgin Islands
visitusvi.com | bvitourism.com
The Virgin Islands — both the U.S.V.I. and the British Virgin Islands — are experiencing a renaissance. Hurricane Irma devastated the destination eight years ago, but with new and renewed incentive properties, it’s a top stop for groups once again.
Where to stay: On Saint Thomas, the 392-room Westin Beach Resort & Spa at Frenchman’s Reef is an incredible $420 million rebuild of the property that once stood on the site. On the beach below its cliff is the property’s hotel-within-a-hotel, the 90-room Morningstar Buoy Haus Beach Resort. On Virgin Gorda, in the British Virgin Islands, the luxurious 81-room Rosewood Little Dix Bay reopened in 2023 after a full renovation.
Local experiences: Saint Thomas offers superb duty-free shopping; other popular incentive experiences are sailing, snorkeling, kayaking and dinner cruises to neighboring St. John.
In the British Virgin Islands, groups can snorkel to the Baths, gigantic boulders that form mini-coves and caves. Catamaran sails that stop for snorkeling is another great way to see the beauty of the islands.