APAC interest in cruise incentives is higher than the global average. Photo Credit: Adobe Stock/Maridav
Buyers in APAC are especially willing to consider cruises, according to the Incentive Travel Index 2025.
The research shows that 38% of incentive buyers in APAC who are not currently using cruises are considering it for future programmes, compared to the global average of 30%.
A collaboration between the Incentive Research Foundation and Society for Incentive Travel Excellence (SITE) and research partner Oxford Economics, the survey polled over 2,700 incentive travel industry professionals from 85 countries, including India, China and Australia in APAC.
APAC buyers are also the most optimistic for the next two years. For 2026, 32% of APAC respondents anticipate an increase in incentive travel activity, compared to under 30% in other regions. Looking further ahead in 2027, 42% of APAC buyers expect a rise, significantly higher than 29% in Western Europe and 36% in North America.
Despite expectations for budget increases, 25% of buyers expect to trim per person spending. In APAC, the most commonly cited areas of cutbacks are gifting and choice of destination.
Meanwhile, group cultural experiences are most appreciated in incentive programmes, according to buyers, suppliers and DMCs. It was chosen by 60% of respondents, while dining experiences came in a close second with a 59% share, both placing well above wellness activities (27%).