The MICE sector (Meetings, Incentives, Conferences and Exhibitions) closed 2024 with activity levels above pre-pandemic figures in almost every market. But it is not the same sector it used to be. Companies returning to incentive trips and corporate events found a transformed market, with new expectations from participants, new tools available and new destinations gaining ground.
We take part in the leading international MICE trade shows, we work with companies across Argentina and Latin America, and our direct contact with the Hosted Buyers we bring to those shows gives us a firsthand perspective on the trends defining 2026.
1. Experience Outweighs Destination
For years, incentive trips were sold mainly on the destination. “This year we’re going to Europe.” “This year we’re going to the Caribbean.” The destination was the main selling point.
That has changed. Companies with mature incentive programs have already been to the obvious destinations. What they look for now is not the place, but what they will experience there. Exclusive access, experiences that do not exist for conventional tourism, moments that cannot be bought individually.
A group in Dubai visiting a desert camp at night and dining under the stars dressed in traditional Arab clothing, with a falcon on their arm, will remember that more than any five-star hotel. The destination was the backdrop. The experience was the incentive.
2. New Destinations Are Gaining Ground
Saudi Arabia is opening its doors to international tourism with unprecedented investment in hotel infrastructure. Japan has regained its accessibility and is back on the agenda for high-level programs. Vietnam, Georgia, Albania and Jordan are emerging as aspirational destinations that combine culture, cuisine and unique experiences at more competitive costs than Western Europe.
In Latin America, Colombia and Mexico remain reference points. But Cartagena, Medellín, Los Cabos and the Riviera Maya no longer surprise as much as they used to. Those looking to stand out are starting to look at northern Argentina, the depths of Chile, Costa Rica’s natural experiences, or Uruguay as a discreet luxury destination.
3. Sustainability: A Trend That Is Not Yet a Requirement
Three years ago, sustainability in corporate events was a differentiator. Today it has still not become a requirement: few companies have ESG (Environmental, Social and Governance) policies that demand consistency between their stated values and their incentive programs.
When it is applied, it translates into choosing local suppliers, minimizing single-use plastics, offsetting carbon footprint and selecting hotels with environmental certifications. The truth is that including these strategies means more work and, in many cases, more investment. But the trend exists, and it is worth paying attention to.
4. Technology and Artificial Intelligence in Planning
AI tools are changing how incentive programs are planned. From personalizing communication with each participant based on their performance history, to optimizing logistics in complex destinations.
In practice, AI is being used to build itineraries, process roomings and flight manifests, and handle administrative tasks that used to take up a lot of time. The result is faster response times, which is exactly what the market demands today.
5. Wellness as Part of the Program
Wellness stopped being a spa add-on and became a core component of some incentive programs. Companies that take care of their high-performing teams understand that motivating is not just about rewarding: it is also about restoring, recharging energy and generating well-being.
Retreats with mindfulness components, outdoor physical activities, high-level healthy cuisine. The best programs balance celebration with taking care of the team that made the result possible.
6. The Return of Large Groups
The pandemic fragmented corporate events into smaller groups and hybrid formats. That cycle has closed. In 2025 and 2026, large groups came back in force: conventions of 300, 500 and more people, in destinations that can absorb that scale without losing quality.
Large groups require more advance planning, greater logistical capacity and partners with experience in operations at scale. Demand for that type of service grew significantly over the past year.
7. More Sophisticated Metrics to Measure ROI
The days when incentive programs were justified with “it improves internal morale” are over. Companies now demand to measure the return on every dollar invested in incentives: how much sales grew during the program period, how much more the incentivized group sold compared to a control group, what impact it had on channel retention.
That demand for measurement is a good thing: it forces programs to be designed with clear objectives and makes incentives compete on equal footing with other business investments. And when they are measured properly, they win that comparison almost every time.
8. Argentina as a Destination for International Incentive Programs
A fact that is sometimes underestimated: Argentina is a growing destination for incentive programs run by regional companies bringing in groups from Mexico, Colombia, Chile and Brazil. Buenos Aires, Mendoza, Bariloche and northwestern Argentina combine world-class cuisine, unique landscapes and an exchange rate that makes them competitive against other destinations in the region.
For Argentine companies organizing incentives, this is also an opportunity: knowing the local destination well means being able to offer authentic experiences that no agency from another country can replicate with the same level of detail.
The MICE sector in 2026 is more demanding, more sophisticated and more profitable than ever for those who get it right. The difference between a program that delivers results and one that does not increasingly comes down to the quality of the design and execution.
At AV Business & Communication we have spent 28 years in this sector, we take part in the most important international trade shows and we operate within a global network. If you would like to talk about how these trends can apply to your company’s incentive program, write to us at [email protected].