From Hawaiʻi to the Caribbean, business travel is thriving where culture, community and coastline converge
Picking the right destination for your next meeting or incentive trip is practically an art form these days. You’re juggling attendee preferences, budget, programming and that all-important wow factor—all while trying to create an experience that feels fresh and memorable. Seasoned planners know the location alone can make a big difference in attendance and engagement. That’s why more and more groups are heading to beautiful island spots—and the numbers show it’s a smart move. Let’s take a look at what the research says.
The Heavyweight: Hawaiʻi on Top
The Incentive Research Foundation’s 2024 Incentive Travel Index is in, and Hawaiʻi is a clear standout. It topped the list of recommended destinations among survey respondents aged 23 to 65, 72% of whom had earned an incentive trip in the past three years. A whopping 95% said they’d be likely to recommend Hawaiʻi for future programs. It’s easy to see why; Hawaiʻi offers American attendees a tropical escape with no passport needed and plenty of direct flights. With Oahu, Maui, Hawaiʻi Island and Kauai leading the way in visits, this chain of islands is built to host groups of all sizes in stunning, unforgettable settings.
“What truly distinguishes Hawaiʻi is its ability to seamlessly blend professional engagements with immersive sensory experiences, like sunrise networking sessions overlooking iconic Waikiki Beach, private luaus beneath the stars or team-building outrigger canoe races that inspire camaraderie beyond typical boardroom activities,” Lynn Whitehead, vice president of MCI global sales & marketing and Hawaiʻi Visitors & Convention Bureau, told me. “Hawaiʻi’s spirit of aloha ensures that every meeting leaves attendees not only inspired, but genuinely transformed,” she added.
Read More: Qurator: Hawaii’s New, All-encompassing Tourism Certification Program
Whitehead also noted that planners are increasingly drawn to meetings that go beyond the ballroom. “We’re observing a growing demand for meetings that integrate meaningful cultural immersion and sustainability practices,” she said, pointing to the popularity of the Mālama Hawai‘i initiative. This program encourages attendees to engage with the local community through activities like beach clean-ups, native plant restoration and visits to sustainable farms. Wellness is also top of mind, with groups embracing mindfulness sessions and outdoor team building in Hawaiʻi’s stunning landscapes. Culinary experiences remain a strong draw as well, with exclusive farm-to-table meals and interactive chef events becoming staples of the island meeting experience.
In addition to its cultural richness and natural beauty, Hawaiʻi is equipped with world-class infrastructure for meetings of all sizes, from expansive convention centers like the Hawai‘i Convention Center in Honolulu to intimate beachfront resorts ideal for executive retreats, such as Kauai’s 1 Hotel Hanalei Bay. The destination’s versatility makes it a fit for a wide range of industries, including tech, health care and financial services, all of which frequently choose the islands for their ability to combine strategic focus with meaningful connection.
Smaller but Mighty: Fiji on the Rise
While Hawaiʻi continues to lead the way with its blend of accessibility and authenticity, planners are also expanding their horizons—and eyes are increasingly turning to the South Pacific. Enter Fiji: a destination delivering culture, wellness and once-in-a-lifetime moments on a smaller scale.
Fiji had a record-setting year in 2024, welcoming more than 983,000 visitors—a 5.7% increase that signals rising demand from both leisure and business travelers. And planners are firmly on the radar. “There’s a strong shift toward purpose-driven incentives and smaller, high-impact retreats. Planners are seeking authentic experiences, wellness components and corporate social responsibility (CSR) add-ons like school visits or community donations,” Melissa Natawake, business events/MICE manager at Tourism Fiji, said.
Most international travelers arrive via Fiji’s main island, Viti Levu, but the nearby Mamanuca Islands are a favorite for incentive groups and high-end programs. Just a short boat, chopper or seaplane ride away, the islands are as stunning as Tom Hanks’ Castaway made them look—only now, with cocktails, Wi-Fi and better company.
One big boost to Fiji’s accessibility is coming from the skies. “We’re also seeing growing interest from new markets, particularly the U.S. East Coast, thanks to our national carrier Fiji Airways’ expansion,” Natawaka said. With two new ATR aircraft added to the fleet this year, inter-island connections are more convenient than ever.
There’s also an uptick in certain industries choosing Fiji for their meetings and incentives. “Health, tech and financial services [events] are trending, with many including family-friendly options or pre/post stays,” Natawake said. And with so many adventures available, from river safaris to coral planting, building in extra time for exploration can turn a great event into an unforgettable one.
Sustainability is another strong draw. “Sustainability is ingrained in the Fijian culture and of our tourism development strategy. From coral reef conservation programs to village-based tourism with profit going directly to local communities, Fiji is still a trendsetter in responsible tourism,” said Natawake.
To meet the growing demand, new infrastructure is on the way. Q3 will see the opening of the Crowne Plaza Fiji Nadi Bay Resort & Spa convention center, the second-largest in the country. That’s in addition to new and refreshed room inventory from Rydges Resort Wailoaloa (opening 2026), the soon-to-reopen Westin Fiji on Denarau Island, and a recently expanded Sofitel Fiji Resort & Spa.
Jewel of the Atlantic: The Caribbean Remains a Favorite
The Caribbean came in third on the list of highest recommended destinations in the IRF’s 2024 survey, with top locales including Puerto Rico, Aruba and the Bahamas. With its wide range of island experiences, from the lush, mountainous interior of St. Lucia to the all-inclusive convenience of the Dominican Republic, the Caribbean offers planners both variety and flexibility in one sun-drenched region.
Read More: The Caribbean: Crystalline Dreams
With dozens of international airports and frequent direct flights from major U.S. hubs, getting to the Caribbean is a breeze—an especially appealing factor for planners managing tight schedules or large groups. From intimate beachfront buyouts to full-scale conventions at major resorts, the region offers a flexible infrastructure that caters to everything from executive retreats to multi-track conferences.
That momentum is especially evident in Aruba, where tourism numbers continue to climb. The island is breaking records, having seen a 12.8% increase in arrivals and welcoming 1,421,616 visitors in 2024 alone. Known for its consistent sunshine, pristine beaches and polished hospitality, Aruba is capitalizing on this growth by enhancing its appeal to groups. With 16 major airports across the region and direct connectivity from all major carriers, getting there is seamless—an advantage planners don’t overlook.
To meet rising demand, Aruba is expanding its group-ready offerings with major hotel developments and renovations, including the luxurious new St. Regis Aruba Resort, JOIA Aruba by Iberostar and the soon-to-open Secrets Baby Beach. These additions are helping to position the island as a go-to for incentive and business travel alike.
The Aruba Convention Bureau is also tracking evolving preferences in the meetings space. “Demand for unique & authentic experiences is significant,” Jerusha Rasmijn, ACB director at Aruba Tourism Authority, said. “Groups want more than beach time—they’re looking for cultural immersion, wellness activities and meaningful connections. They are also looking for plug-and-play options to incorporate community support and volunteerism into itineraries.” She also highlighted one of the island’s greatest strengths for group travel: “We are proud to be consistently ranked as one of the safest islands in the Caribbean.”
Shaping Your Island Itinerary
Once planners lock in an island destination, they can focus on crafting the kind of itinerary that leaves a lasting impression. Thanks to insights from IRF, they’ve got a roadmap for what matters most. At the top of the list? Plenty of free time during a sweet-spot trip length of four to six days. That window is long enough to build in team bonding and business goals without overwhelming attendees or stretching budgets. It also gives travelers a chance to unwind and connect with the destination on their own terms.
With 81% of survey respondents saying unique experiences are either “extremely” or “somewhat” important, destinations that offer a strong sense of place—think coral planting in Fiji, rum blending in the Caribbean or sunrise yoga on the beaches of Kauai—can help create meaningful memories that last well beyond the closing session. These experiences don’t just check the “wow” box; they support engagement, retention and a sense of reward.
Considering the majority of those surveyed marked “beach and sunshine” as a major draw, it’s smart to build in dedicated downtime for just that. Whether it’s a free afternoon for snorkeling, an optional catamaran sail or simply time to lounge by the water, balancing scheduled programming with unscripted moments is key to a successful island agenda.
Whether your team thrives on cultural discovery, tropical relaxation or team-building adventures, today’s most in-demand island destinations are offering more ways than ever to connect meaningfully, reward generously and return inspired.
This article appears in the May/June 2025 issue. Subscribe to the magazine here.
