Incentive Canada in Yellowknife was unlike any business event I’ve experienced—and exactly the kind of program shaping the future of incentive travel. Representing Tourism Kelowna during the week-long event, I had the opportunity to connect with international incentive buyers through one-on-one meetings and shared immersive experiences. From the very beginning, it was clear this program was designed to go far beyond a traditional business event, creating space for meaningful connection, conversation, and discovery.

A New Kind of Incentive Experience

What makes Incentive Canada unique is that the connection doesn’t happen only across a table; it happens out on the land, through culture, and in shared moments. Throughout the week, we experienced Yellowknife together through Indigenous-led activities with local operators like North of 60 Adventures, as well as evenings spent under the northern lights.
 

^{Image credit: Ben Johnson, Johnson Studios}

Through both the program experiences and conversations with planners, one theme came through clearly: the definition of luxury is evolving. Today’s incentive traveller is less focused on traditional five-star experiences and more drawn to experiences that are meaningful, exclusive, and deeply connected to a sense of place. As discussed during the From Luxury to Legendary session, true luxury is no longer just about what you have—it’s about what you experience.

Learning about the traditions and perspectives of the Dene people, whose culture is closely tied to the land, was a powerful reminder of the importance of Indigenous storytelling, cultural respect, and local connection. Planners are increasingly seeking programs that go beyond surface-level experiences and provide opportunities for their groups to engage with communities, understand history, and feel a genuine sense of place.

Equally important is the role of shared experiences. Whether through outdoor adventure, cultural activities, or simply spending time together in a unique setting, these moments create stronger connections and leave a lasting impression. For incentive programs, this sense of connection is often what defines success.

What This Means for Kelowna

Programs like Incentive Canada are incredibly valuable in helping us better understand the evolving needs of the global incentive market. Experiencing a destination in this way—alongside planners and other Canadian destinations—offers insights that go far beyond traditional meetings.

For Kelowna, it reinforces the opportunity to lean into what we do best: creating experiences that are authentic, connected to place, and designed to bring people together. By continuing to focus on meaningful local experiences, strong community connections, and thoughtful program design, we are well-positioned to deliver the kind of “legendary” moments today’s incentive travellers are seeking.

A sincere thank you to the Destination Canada team, including Joel Walton, Michael Beale, and Keira Vanderbeck, for creating such a thoughtful and impactful program.

If you have any questions about Incentive Canada or about Tourism Kelowna's work in the incentive travel market, connect with me at nicolem@tourismkelowna.com.