Among several emerging trends in corporate incentive travel, perhaps the most prominent is the desire to explore new, off-the-beaten-path destinations. Here’s a look at three such considerations.
More and more, we see corporations looking to mix things up in incentive travel. While fun-in-the-sun destinations will always be popular, there’s growing interest in venturing to newer, unique destinations. This approach caters to employees’ desires for authentic cultural experiences and adventure, moving beyond traditional luxury locales. I read recently where approximately 70% of incentive travel buyers are considering new destinations to increase levels of excitement and interest and, of course, motivation for your highest achievers to work even harder and sell even more in the future.
Within this trend is a focus on wellness options which basically means incorporating physical movement, time spent in the fresh air, availability of workout facilities, healthy local food options, and luxury spa treatments. Other components include eco- and purpose-driven experiences, as well as cultural immersion and outdoor [sometimes underground] adventures. One other trend-within-the-trend is a flexible itinerary which gives high-achievers the opportunity to determine what level of program structure they prefer while still affording themselves the “me time” they desire.
Since everything is all catawampus right now, I thought I’d share a few random thoughts about things I’ve realized or re-realized while being sheltered-in-place, safer-at-home, quarantined or otherwise turned upside-down, inside-out and every which way but loose. I call ‘em Torii’s Springtime Resolutions. In no particular order, here goes …
MOROCCO
Morocco is an intriguing juxtaposition of ancient allure and modern luxury, making it a truly compelling destination for top performers. Olde World meets New World. Tucked atop of North Africa, Morocco is a rich tapestry of culture, from the bustling souks Marrakech to the serenity of the Atlas Mountains and historic quarters of Fez. This diverse sense of timelessness ensures every participant has the opportunity for a uniquely memorable adventure.
Imagine greeting the day with a sunrise camel trek through the Sahara Desert where endless dunes stretch to the horizon in an other-worldly display of natural beauty. Later, your participants can enjoy warm Moroccan hospitality with a traditional Berber feast under starlit skies, complete with local music and dance—the perfect blend of culture and culinary.
Morocco offers a number of luxurious resorts and spas nestled in picturesque settings, such as the coastal town of Essaouira or the oasis-like retreats of the Palmeraie in Marrakech. Here, participants can unwind with spa treatments inspired by ancient rituals, indulge in Moroccan cuisine infused with distinctive spices and flavors from across the Mediterranean region, or simply relax and enjoy the tranquility of stunning riads – former mansions transformed into boutique hotels — that showcase the evolution of traditional architecture to modern comfort.
Morocco’s historical landmarks, such as the intricate tilework of the Hassan II Mosque in Casablanca or the ancient Roman ruins of Volubilis, are perfect for educational walking tours and insights into the country’s rich past.
Some may have concerns about safety but our research on the country as an incentive destination indicates Morocco is actually quite safe for tourists. Of course, like any destination, it’s always wise to pack your common sense when you travel – domestic or offshore. Always be aware of your surroundings, avoid risky areas especially at night, secure personal belongings, etc. The key tourist areas in Morocco, such as Marrakech, Fez, and Casablanca, are very popular and thus well-traveled, making them generally safe for visitors.
Ultimately, incentive travel to Morocco promises an unforgettable blend of exploration, luxury, and ancient culture—an experience sure to reward past excellence and catalyze future achievement. We have several clients intrigued with Morocco and its unique offerings for future programs.
ICELAND
The “Land of Fire and Ice” offers an extraordinary blend of adventure, natural beauty, and luxury, making it truly unforgettable. Iceland boasts stunningly dramatic landscapes from towering glaciers and volcanic terrain to cascading waterfalls, steaming geothermal hot springs and, yes, even the chance to explore ice caves. Its distinctive mix of rugged wilderness and high-end hospitality provides the perfect setting for an inspiring and rejuvenating incentive trip. Whether exploring Reykjavík’s vibrant culture or venturing into the remote highlands, Iceland offers many activity options.
Thrill-seekers can enjoy snowmobiling across Langjökull Glacier or snorkeling in the crystal-clear waters of Silfra Fissure, where two tectonic plates meet. Attendees can embark on exhilarating super-jeep tours through black sand beaches and lava fields or, if timing and luck are on your side, witness the mesmerizing Northern Lights casting ribbons across the Arctic sky. For those drawn to the ocean, whale watching in the North Atlantic or sailing among icebergs in Jökulsárlón Glacier Lagoon are once-in-a-lifetime experiences.
Luxury and relaxation are a cornerstone of any Icelandic incentive. Participants can unwind in the world-famous Blue Lagoon, soaking in its mineral-rich waters, enjoying spa treatments and, later, enjoy fine dining with views of lava fields. Boutique hotels and lodges provide cozy yet upscale accommodations, featuring Nordic design, gourmet cuisine, and truly magnificent views of Iceland’s ever-changing landscape. Foodies can indulge in local delicacies like fresh Arctic seafood, Icelandic lamb, and artisanal cheeses, paired with local craft beers or traditional schnapps.
Beyond its natural wonders, Iceland offers rich cultural experiences, including the country’s Viking heritage at museums and historical sites. Or visit charming fishing villages or experience Icelandic music and storytelling traditions. On a side note, dynami is leading an incentive group to the “Land of Fire and Ice” in 2026 … and we can’t wait!
MONTANA
If your destination preference is “state side” and something notably different than beachside, I have nothing but praise for America’s 41st state where you can escape the routine and experience the American West. Vast and sweeping open landscapes, punctuated with rugged mountains, and pristine wilderness come together to create lifetime memories for your stud performers.
Known as “Big Sky Country” for reasons immediately obvious on Day 1, Montana offers stunning backdrops for adventure, relaxation, exploration and bonding. Whether you choose to visit iconic Glacier National Park [and why wouldn’t you!], experience the Olde West charm of small towns like Bozeman or Whitefish, or indulge in luxurious resort-level dude ranches, an incentive trip to Montana is a unique and inspiring reward.
Outdoorsy types [and most everybody becomes one in Montana] will find no shortage of open-air activities such as fly fishing in world-class rivers or horseback riding across sprawling ranchlands. For those seeking adventure, whitewater rafting in the Yellowstone River or hiking through Glacier’s alpine meadows offer exhilarating experiences.
Travel to Montana is a year-round option. Winter travelers can enjoy world-class skiing at resorts like Big Sky, while summer visitors can take in the beauty of Yellowstone National Park’s geysers, wildlife, and scenic trails.
Beyond its natural beauty, Montana also offers deep cultural experiences ranging from Native American heritage at Little Bighorn Battlefield to enjoying local cowboy traditions, rodeos and western-style saloons. Other options include chuckwagon dinners, fireside storytelling sessions, and Ansel Adams-inspired photography workshops focused on capturing the area’s stunning landscapes.
Looking to unwind ..? Montana’s luxury lodges and ranches provide a rich blend of rustic elegance and modern comfort. High-end resorts offer gourmet dining, spa treatments, and private cabins with expansive, awe-inspiring views. Attendees can relax with a fireside drink [or two], participate in wellness retreats, or enjoy a peaceful evening under the vast, star-filled Montana sky. This balance of adventure and relaxation ensures every traveler leaves refreshed, inspired, and more connected to nature.
I can speak from personal experience, having spent four family vacations in Montana which is, in my opinion, one of America’s grandest locations. It is truly transformative and inspiring, and fosters motivation, appreciation, and a renewed sense of purpose. dynami is currently managing an incentive program to Bozeman in Summer of 2026.
Airlift into all three destinations – Morocco, Iceland and Montana – is easy from major American hubs and, hey, even if you have to connect somewhere, you will assuredly appreciate your decision to travel to a fresh, new and uniquely different destination. Sun-and-fun getaways will always be there for you in the future.
Bon Voyage!
Cheers
Kenneth Jones
