The Incentive Research Foundation (IRF) has released Maximizing CVB / DMO Value for Incentive Travel Programs, a new study examining how Convention and Visitors Bureaus (CVBs) and Destination Marketing Organizations (DMOs) support incentive travel programs. The research explores when and how incentive travel professionals engage these organizations, the value they provide, the barriers that can limit collaboration, and opportunities to build stronger partnerships.

“CVBs and DMOs can be powerful partners in creating the distinctive, highly customized experiences that make incentive travel memorable,” said Stephanie Harris, president, IRF. “The research shows that engaging these organizations early can give planners greater access to local expertise, unique experiences, financial support, and faster, more confident destination decisions.”

Maximizing CVB / DMO Value for Incentive Travel Programs combines a quantitative survey of incentive travel program owners and third-party planners with in-depth interviews with CVB and DMO representatives in North America and Europe.

Key insights from Maximizing CVB / DMO Value for Incentive Travel Programs include:

• CVB/DMO support can influence destination selection: 68% of incentive travel professionals indicated they have made a destination decision based on the support or quality of a CVB/DMO.
• Distinctive local access is a key differentiator: Incentive travel professionals place the greatest value on unique experiences, followed by destination selection assistance and financial support.
• Early engagement benefits both sides: When a destination is first under consideration, CVBs/DMOs can locate options and availability, and 53% of planners engage them during early discovery and feasibility.
• Financial support is widely used: 74% of incentive travel planners reported that their programs benefited from CVB/DMO financial incentives, such as room-night rebates, off-peak room discounts, and complimentary airfare for planners conducting site visits.
• Misconceptions can prevent engagement: Some planners assume CVBs/DMOs only focus on large programs, duplicate the role of DMCs, charge for their services, or offer limited value when the planner already knows the destination.
• Barriers remain: One-third of incentive travel planners reported at least one friction point when collaborating with CVBs/DMOs, including responsiveness, coordination, and uncertainty about the organizations’ roles.

To download a copy of the full study, visit the Maximizing CVB / DMO Value for Incentive Travel Programs webpage.