2024 has been a pivotal year for both the business events and incentive travel sectors. We have seen a strong resurgence in demand for in-person gatherings, especially within the realm of incentive travel. South Africa companies recognized the powerful role incentive travel plays in motivating teams, fostering loyalty, and driving performance. The blending of incentive programs with business events has also been a defining trend, as organizations seek to create holistic, immersive experiences that reward and inspire participants.

Throughout the year, the convergence of technology with traditional events continued. For incentive travel, the emphasis was on offering truly memorable, in-person experiences that couldn’t be replicated on a personal budget. Participants craved authentic and unique destinations, with a focus on wellness, cultural immersion, and sustainability. These programs were more than just rewards—they became pivotal in reinforcing corporate culture and boosting morale after a period of significant change.

On the biggest Industry stage IMEX American 2024 where I participated as a speaker at several events and panels during the show, the complexity and is ramping up is such an exciting and energising way. Professionals in our industry have their hands full and our clients are seeking the very best cutting edge advise and services.

As we move into 2025, the outlook for the business events and incentive travel industry is bright, with several key trends shaping the future. First, I foresee incentive travel continuing to thrive, with a renewed emphasis on personalization. Businesses will seek out destinations and experiences that align closely with the values and aspirations of their top performers. Wellness, eco-consciousness, and community engagement will continue to be at the forefront, as employees expect their travel experiences to be meaningful, enriching, and sustainable.

In terms of technology, we will see increased use of augmented and virtual reality, not to replace the physical experience but to enhance it—whether through immersive destination previews, virtual participation options for broader teams, or even AI-driven personalization that tailors the experience to the individual traveller. AI is huge in everything we do and will do going forward.

Sustainability will no longer be a ‘nice-to-have’ but an expectation. This push for environmental responsibility will go hand-in-hand with a desire for socially responsible programs that give back to local communities in a meaningful way. South Africa is well positioned to take advantage of this in community and conservation spaces.

In 2025, the industry will also prioritize agility. The ability to adapt and pivot, whether due to global challenges or evolving attendee preferences, will be key to staying competitive. For incentive travel, this means creating programs that can be quickly tailored to changing conditions, while still delivering high-impact, unforgettable experiences. The war in Europe and Israel/ Gaza is a serious treat to peace and could be the big global disrupter, ahead

In summary, 2025 will see the business events and incentive travel sectors fully redefined—marked by deeper personalization, enhanced by technology, and driven by sustainability and meaningful human connections.