Canada has emerged as the clearest winner from current geopolitical disruption in incentive travel planning, while the Gulf States are seeing the sharpest fall in confidence, according to the latest SITE Pulse Survey.
Canada recorded a net sentiment score of +66.7% among European respondents and +46.4% among the Rest of World, while the Gulf States fell to -82.1% among US respondents, -72.4% among Europeans, -54.2% among Rest of World respondents and -21.4% among Asian respondents.
The findings show planners rotating away from destinations perceived to be close to the current Middle East conflict and towards destinations seen as more stable. Europe also benefited from that shift, posting +53.7% among European respondents, while Asia and Oceania scored +31.0% and +32.1% respectively with the same group.
Canada’s strength is particularly striking because it cuts across source markets. It remains positive among US respondents at +15.1%, climbs to +66.7% among Europeans and also reaches +46.4% among Rest of World respondents, making it the most consistent beneficiary in the survey.
US respondents remain positive about domestic programmes, with the United States scoring +22.8% among that group, but the destination is negative with every non-US cohort: -19.4% among Europeans and 34.6% among Rest of World respondents.
Taken together, the results point to a fast-moving reallocation of incentive demand, with Canada and Europe attracting business that might previously have gone to the Middle East and nearby destinations.
Commenting on the findings, Melissa Moten, vice-president experience & event solutions – BCD Meetings & Events and chair of the SITE Research Committee, said: “What we’re seeing is not a drop in demand for incentive travel, but a shift in mindset. Planners are highly attuned to global developments and are making thoughtful, strategic decisions about where to place their programmes. Destinations that are perceived as stable, accessible and aligned with client expectations are rising to the top.”
Pádraic Gilligan, head of research and consultancy at SITE, added: “Incentive travel has always been both rational and emotional. Right now, the emotional dimension – how a destination feels in terms of safety, stability and alignment – is playing a more prominent role. What’s particularly interesting is how quickly sentiment can shift, and how clearly that shift is reflected in destination preference.”
The SITE Pulse Survey’s figures cited are net sentiment scores, calculated by subtracting the percentage planning less travel to a destination, or ruling it out altogether, from the percentage planning more travel or newly considering it.
This edition of the survey was conducted between 25 March and 6 April 2026 and gathered 193 valid responses from incentive travel professionals across the United States, Europe, Asia and a broader Rest of World cohort.
The full report may be downloaded here
