Today’s wow factor in incentive travel is about confidence. Photo Credit: Adobe Stock/Eddie
As the Iran-US conflict turns into a protracted war in the Middle East, incentive and meetings planners are reassessing destination choices as flight paths shift and travel disruptions ripple across the Gulf region.
Planners say destination decisions are increasingly being shaped not just by appeal, but by accessibility, operational resilience and the ability to respond quickly if conditions change.
Nicole Cozier, director, account management & sales The Collective, part of BCD M&E, said: “Destinations aren’t being shortlisted unless planners can confidently get people there easily, care for them on the ground, and adapt quickly if conditions change,” says Cozier.
“This is why regions with perceived political stability, strong infrastructure, and clear government advisories are outperforming others – even if they’re not traditionally considered ‘exotic'.’”
So, is “wow factor” – a once-default consideration of event planners – now taking the backseat?
“The wow factor isn’t disappearing – it’s shifting. Today’s wow is about confidence and continuity, not just novelty.”
Natalie Crampton, director, TEC
Natalie Crampton, director at Dubai-based TEC says: “The wow factor isn’t disappearing – it’s shifting,” she says. “Today’s wow is about confidence and continuity, not just novelty. An experience can still feel premium and memorable if it’s delivered smoothly, feels well-managed, and allows attendees to stay focused on connection instead of concern.”
Crampton says it is not that the destination itself or wow factor have become less important, but rather that the journey to get there and the confidence in being able to deliver the programme as planned are now equally critical factors.
Where are planners looking?
Established destinations such as Singapore, Hong Kong and Thailand remain strong, particularly due to their infrastructure and accessibility. Greece has been gaining momentum over the past few years, and TEC is now seeing increased interest there.
More recently, TEC has seen movement towards destinations such as Egypt and Istanbul, with one of its events relocating to Egypt.
Lorela Chia, founder and managing director at Gr8Dreams, reiterates that meeting maps are no longer being redrawn by geography alone, but by resilience too.
“Increasingly, clients are looking at something more dynamic: ‘recovery speed’.”
Lorela Chia, founder and managing director, Gr8Dreams
“The industry often discusses safety as though it is a static attribute of a destination,” she says. Increasingly, clients are looking at something more dynamic: ‘recovery speed’.
“A destination may face disruption; the sharper question today is how fast it can restore flights, process travellers, communicate clearly, stabilise operations, and help organisers reconfigure plans with minimal friction.”