The Incentive Research Foundation recently announced the release of “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.

Research reveals attendees place equal value on learning from exhibitors, peers and the expo floor, challenging the traditional event design model.

While most organizations expect budgets (57%), event volume (56%) and event size (70%) to remain stable, more than a third (36%) now identify demonstrating return on investment as a key internal influence shaping meetings and events programs.