The Evolution of Incentive Travel – From Transactional to Transformative

November 2023

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This content was created collaboratively by Tourism New Zealand and Skift’s branded content studio, SkiftX.

Premium incentive travel has evolved from transactional to transformative; going beyond meeting sales goals and fostering loyalty, it now looks to create a deeper sense of connection and purpose.

This development means addressing a desire to engage with others, dig deep into local culture, minimize the carbon footprint, and have a shared experience in giving back to the community, but this must be done in a safe and secure environment.

Choosing the right destination is important, but it’s also key to finding on-the-ground support for your vision. It’s partly a matter of logistical planning, and partly one of using the destination as a springboard for your own imagination. 

In this guide, brought to you by Skift Meetings and Tourism New Zealand, we look at the many offerings the country has to offer, uncovering inspiring ideas that illustrate the new paradigm of transformational incentive travel.

We look at topics including:

  • Why incentive destinations must commit to sustainability
  • The ways in which giving back is its own reward
  • Putting a premium on coming together
  • How cultural engagement defines a sense of place
  • Social currency and security

Eligible for CMP Credit

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This report qualifies for 1 credit under the Strategic Planning category.

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The Evolution of Incentive Travel – From Transactional to Transformative

November 2023

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