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JOHANNESBURG – Incentive travel is making a strong comeback in South Africa – just not in the way it used to. Once defined by lavish getaways and luxury perks, it’s being reimagined as a strategic business tool aligned with employee well-being, sustainability and company culture.
In 2025, organisations are turning to meaningful, value-driven travel to attract, engage and retain top talent in an increasingly competitive market. According to SATSA, 74% of South African corporates currently favour domestic incentive travel, while nearly half of planners reported a growing demand for wellness-focused incentive travel, including yoga retreats, spa stays, and nature immersion.
“In 2025, we’re witnessing a meaningful shift in how companies in South Africa are approaching incentive travel,” says Simone Seiler, General Manager of FCM Meetings & Events. “There’s greater thought being put into what the travel experience represents for both the individual and the organisation. Incentives are not just about lounging poolside anymore; people want to come back with stories worth telling, not just photos.”
Workers, particularly younger generations, are seeking experiences that align with their personal values. In response, South African organisations are reimagining their incentive travel programmes. Here’s what that actually looks like on the ground:
- Local journeys with a purpose: There’s heightened interest in exploring South Africa’s own richness – from conservation centres in Limpopo to cultural exchanges in KwaZulu-Natal – minimising travel distances while maximising impact.
- Hybrid incentive experiences: Combining business strategy sessions with leisure activities, encouraging both productivity and connection.
- Smaller, personalised group trips: Emphasis on curation over scale, ensuring rewards feel exclusive and tailored.
- Team-centric adventures: More companies are booking adventure-based itineraries to foster collaboration and trust – hiking trails, escape rooms, and even eco-challenges are making a comeback.
ESG-Friendly Travel: A Growing Priority
Environmental, Social and Governance (ESG) principles are increasingly at the forefront of corporate decision-making, and incentive travel is no exception.
“Clients are asking us how to make their incentive programmes greener and more responsible,” Seiler says. “We’re seeing a rise in demand for travel options that are environmentally sustainable; think carbon offsetting, eco-certificated hotels and choosing destinations that allow groups to give back in meaningful ways.”
In fact, experiences that promote social responsibility are taking centre stage. Whether it’s assisting in wildlife conservation efforts in the Eastern Cape or participating in skills development programmes in rural communities, the focus is no longer just on team bonding – it’s about making a positive impact.
Wellness Over Wealth
In a post-pandemic world where burnout is all too common, wellness-focused experiences are quickly becoming one of the top-booked forms of incentive travel.
“The appetite for wellness retreats in destinations like the Western Cape or Garden Route is significant,” shares Seiler. “Many companies are looking to reward teams with serenity and rejuvenation. It’s about showing employees that their well-being matters – physically, emotionally and even spiritually.”
Think yoga sessions overlooking vineyards, digital detox getaways and immersive nature experiences that allow teams to reset and recharge. These are increasingly the kinds of programmes favoured by both employers and employees.
Why Strategic Planning Matters Now More Than Ever
As incentive travel becomes more purposeful and multifaceted, many organisations are seeking expert support to navigate the shift. Travel Management Companies (TMCs) can offer valuable insights – not just in terms of logistics and budgeting, but in designing experiences that align with broader business and cultural objectives.
“It’s no longer just about booking flights and hotels,” says Seiler. “There’s a greater need to understand what the incentive is really aiming to achieve – whether it’s supporting sustainability goals, contributing to local communities or focusing on employee well-being.”
This kind of strategic planning is especially important in diverse markets like South Africa, where considerations such as safety, cultural fit, and meaningful engagement add layers of complexity to incentive travel planning.
“We’re seeing a clear shift. People want their work to matter, and they want their rewards to mean something. Incentive travel, when done thoughtfully, has the power to inspire on a much deeper level.” Seiler says.
As incentive travel continues to evolve, the next wave of innovation is already on the horizon. We’re starting to see the first signs of AI-powered personalisation; programmes that adapt to the wellbeing needs of each participant, even in real time. Regenerative tourism is also gaining ground, with companies looking not just to minimise their impact, but to leave destinations better than they found them. And as hybrid work becomes even more entrenched, digital-physical incentive experiences, where virtual platforms extend the reach and ROI of travel, may well become the new standard.
For South African organisations, the message is clear: the future of incentive travel will belong to those who combine purpose with creativity, forging experiences that inspire, connect, and deliver real value, no matter how the landscape shifts.
**ends**
For more information about FCM Travel call Sonnette Fourie on 081 072 2869 or email sonnette@bigambitions.co.za.
About FCM Travel:
FCM Travel, the flagship corporate travel brand at Flight Centre Travel Group (FCTG), is the business travel partner of choice for large national, multinational and global corporations. We are an award-winning global corporate travel management company ranking as one of the top five by size around the world. We operate a global network which spans more than 100 countries, employing over 6000 people.
FCM are transforming the business of travel through our empowered and accountable people who deliver 24/7 service and are available either online or offline. Leveraging FCM’s negotiating strength and supplier relationships in conjunction with our tailored business travel programs, our expertise delivers more for our clients where it matters most to them.
Visit us at www.fcmtravel.co.za
Issued by: Big Ambitions
Contact: Lori Cohen
Tel: +27 79 641 4965
Email: Lori@bigambitions.co.za
