The guiding spirit of Croatia’s meetings and incentive industry: Ranko Filipović on the craft of the PCO profession
The incentive travel industry has been changing faster than ever in recent years. Artificial intelligence, geopolitical circumstances, new business models, changing client expectations and the evolving role of DMCs are just some of the factors influencing how incentive programmes are designed and delivered around the world.
To make these changes as understandable as possible to all industry stakeholders, the global association SITE (Society for Incentive Travel Excellence) is once again conducting a survey which, for the seventh consecutive year, collects the insights and experiences of experts from across the globe. The survey results, presented in the form of the Incentive Travel Index (ITI) report, serve as a valuable source of data for event planners, agencies, DMCs, hotels, destinations, tourist boards, media and everyone else tracking the development of the incentive segment.
Why is it important for experts from our region to participate?
One of the goals of this year's survey is to gather as wide a sample of participants from different parts of the world as possible, ensuring that the results accurately reflect the true state of the market.
This is why it is vital for representatives from Croatia and the region to get involved – event planners, incentive and event agencies, DMCs, conference hotels, convention centres, tourist boards, event venues and all others involved in the creation and delivery of incentive programmes.
If we collect a sufficient number of responses from our region, SITE will prepare more detailed data, which will allow for a better insight into the specific characteristics of our market and a comparison of regional trends against global indicators. This type of data can be extremely valuable when planning business strategies, developing new products and positioning destinations on the international market.
The survey takes only 12 minutes, and every completed questionnaire contributes to creating a high-quality and more representative picture of the global market. Fill it out here: Incentive Travel Index 2026 Survey.
Your response contributes to better decisions across the industry
Over the years, the Incentive Travel Index has become one of the most relevant international surveys in the field of incentive travel, and its results are regularly used as a foundation for business planning, destination development and tracking market trends.
If you are an event planner, a representative of an event or incentive agency, a DMC, hotel, convention centre, tourist board or a corporate buyer of incentive programmes, your experience represents an important piece of the overall industry picture.
Get involved in the survey and use your experience to help shape the future development of both the global and regional event industry: Incentive Travel Index 2026 Survey.
