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A new study from the Incentive Research Foundation reveals how convention and visitor bureaus and destination marketing organizations support incentive travel programs in a number of ways. But according to the report Maximizing CVB / DMO Value for Incentive Travel Programs, planners might not be taking full advantage of the benefits that these partners offer.
The research was based on a survey of 200 incentive travel program owners and third-party planners, plus interviews with CVB and DMO professionals in North America and Europe.
“CVBs and DMOs can be powerful partners in creating the distinctive, highly customized experiences that make incentive travel memorable,” said IRF president Stephanie Harris. “The research shows that engaging these organizations early can give planners greater access to local expertise, unique experiences, financial support, and faster, more confident destination decisions.”
Key takeaways
According to the study, 62 percent of incentive travel professionals say CVBs are very important for program success. Yet, only 24 percent say they engage CVBs or DMOs for every program they plan. Following are other interesting findings from the research, which was conducted in April and May 2026.
Financial support: 74 percent of incentive travel planners have benefited from the financial incentives CVBs and DMOs offer. Among the ways they can help offset programs costs are room-night rebates, off-peak room discounts, and complimentary airfare for planners conducting site visits.
Destination selection: 68 percent of incentive travel professionals said they have made a destination decision based on the support or quality of a CVB/DMO.
Unique experiences: Access to distinctive local experiences — a key element of successful incentive trips — is a top reason planners partner with CVBs. As a CVB executive interviewed for the study noted, "We're highlighting the nontraditional items or things that the incentive traveler may not be familiar with, things they haven't discovered yet. And we always love to see those light bulbs go off."
Early assistance: Less than half of planners surveyed contact CVBs before they’ve made their short list of potential destinations for their program. That’s a potential miss for organizers who pull in the CVB after they’ve narrowed their selection. According to another CVB professional interviewed ,“If planners don't contact us soon enough, they may miss some opportunities, some calendar events that are going on in the city that could impact what's available. It could have some negative aspects on their program."
Confused assumptions: One-third of incentive travel planners reported at least one challenge in their dealings with CVBs. Among the reasons cited were lack of responsiveness, coordination and not understanding what CVBs do. The research revealed that some planners think that CVBs only focus on large, city-wide programs. Other planner misconceptions include assuming that CVBs duplicate the role of DMCs, charge for their services, or offer limited value when the planner already knows the destination.