Travel Truths for Business Events Corporate Incentive Travel


Tourism continues to dominate Asia Pacific’s travel industry, but the Corporate Incentive Travel segment, already representing one-quarter of the global travel industry, continues to make steady gains.

The Melbourne Convention Bureau (MCB) partnered with PCMA Education Foundation to commission a research project to help APAC region meeting planners understand what is driving this expanding CIT market, which favors travel over financial incentives to motivate and reward high-performing staff and Millennials. APAC’s business events sector is already valued at more than US$200 billion so researchers identified ways meeting planners could maximize CIT and develop new revenue models.

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