Event planners’ favourite emerging destinations

We might not be travelling right now due to the global coronavirus pandemic, but we’re still in need of inspiration for our future events and incentives. So we thought it was the perfect time to share our list of emerging off-the-beaten track destinations from our recent inVOYAGE Annual Report.

According to our survey respondents, the top six up and coming incentive hotspots are Oman, Azerbaijan, Montenegro, Rwanda, Panama and Georgia. Here’s a snapshot of what these destinations have to offer and why they should be making their way onto more pitch lists once the current crisis is over…

Oman

The Middle Eastern country was by far the most popular emerging destination named by event planners surveyed for this report. While it’s been on the luxury MICE scene for some time, it has arguably been overshadowed by its glitzier neighbours Abu Dhabi and Dubai.

But Oman’s more authentic approach is making it increasingly attractive to planners looking for an alternative to the UAE according to Global DMC Partners, which named the country as one of its top five emerging destinations for events in 2020-21. “Visitors are attracted to its charming heritage and embracing society, stripped of the glamour of nearby Dubai and Abu Dhabi. With its perfect blend of modern infrastructure and authentic Arabian experience, Oman makes an ideal destination for events.” the DMC group says.

A flurry of luxury developments has further boosted Oman’s appeal, with the W debuting in Muscat last year with a 279-room property and the five-star Jumeirah Muscat Bay set to open in 2020, adding to the city’s already impressive hotel stock that includes the likes of Ritz-Carlton and Chedi.

Claire Okrafo-Smart, director of incentives at UK agency Absolute Corporate Events says: “Abu Dhabi was very popular for us last year but it’s dying off in favour of Oman. There is a lot more client interest and so much more choice with all the new properties.”

Hugo Slimbrouck, director of strategic partnerships at Ovation Global DMC adds: “Oman is already a strong competitor on the incentive side because it has the mountains, sea, beaches and desert, lots of luxury hotels, plus its more authentic. But now they have the huge convention centre in Muscat too, which is adding another layer of business to the destination with large conferences and association meetings.”

Azerbaijan

2019 was a record year for inbound tourism to Azerbaijan, with 3.17 million visits, up from 2.85 million in 2018, according to the country’s national tourism agency. This is partly thanks to a series of initiatives launched by the authorities to make travel to the destination easier, such as multiple-entry, short-term tourist e-visas, which can be acquired quickly online. 

Capital city Baku also played host to the UEFA Europa League final for the first time in 2019, and hosted its third Formula One Grand Prix, putting the capital city firmly in the global spotlight. This year looks set to be another record-breaking year, with Baku chosen as one of the host cities for Euro 2020 this summer.

As leisure travel to the destination continues to grow, Azerbaijan is naturally catching the attention of event and incentive planners looking for up and coming destinations. Baku boasts plenty of high-end properties, including international brands such as Fairmont, Four Seasons, JW Marriott, Hyatt Regency and Pullman to name a few.

Global DMC Partners, which also named Azerbaijan as one of its top five emerging destinations, says: “Neither Europe nor Asia, Azerbaijan has undergone an extraordinary transformation after the fall of the Soviet Union, an ancient nation fast entering the 21st century. Baku, its capital, offers impactful attractions. Thanks to its overwhelming history mixed with modern architecture, the city has been developing as a destination for meetings and conferences.”

Montenegro

The fact that the Balkan country is on our top six emerging destinations list for the second year running suggests that it’s yet to reach its full potential as a luxury MICE destination. Many agencies report that while the interest is there, it’s still quite difficult to get clients to confirm Montenegro.

Heidi Baillie-David, team lead product development, senior buyer, at Creative Group Inc in Canada, says: “We had one programme in Montenegro a long time ago, and they weren’t quite ready to cater for incentives. However, there is a lot more interest on the leisure side, and I think that once people start hearing about it personally, it will become more attractive on the incentive side.”

Ongoing challenges for Montenegro include cost and accessibility, especially when compared with its neighbour Croatia, which continues to pull in the incentive crowds. “Croatia is about as emerging as we get for our clients,” says Pure Events founder & CEO Charlotte Gentry. “We would consider putting Montenegro forward as an alternative but it’s very expensive.”

Despite these challenges, Montenegro has plenty to offer – it boasts beautiful beaches, mountains, UNESCO-protected medieval towns and the stunning Kotor Bay, Europe’s southern-most fjord. And new luxury openings will increase the choice for planners – the One&Only Portonovi will finally open its doors this April. Further ahead, Oberoi Hotels & Resorts will open The Oberoi Luxury Resort and Spa on Skadar Lake and Marriott has announced plans to open a Ritz-Carlton property on the Lustica Peninsula in 2024.

Rwanda

“For a country that was ripped apart just 25 years ago by genocide, the way Rwanda has reinvented itself is incredible,” says Worldspan managing director Sophie Morris, who recently visited the destination.

Despite its diminutive size – it’s about nine times smaller than the United Kingdom so roughly half the size of Scotland – Rwanda packs a punch as an incentive destination and is rapidly gaining the attention of planners looking for an off the beaten track alternative to the more popular African MICE hotspots.

“I would actively sell Rwanda for an incentive group that is looking for something different. It’s a very special destination and going to see the gorillas is a life-changing experience,” says Morris. Jan De Ridder, owned of Belgium-based event agency The Boosting Group says that he is seeing increased interest in Rwanda from clients. “It’s not cheap, but it’s safe, and the quality of the product is increasing,” he adds.

Rwanda has seen a boom in luxury hotel development – One&Only Gorilla’s Nest opened its doors just five minutes from Volcanoes National Park in Rwanda late last year, its second property in the destination following the opening of One&Only Nyungwe House in October 2018.

Volcanoes National Park is home to a third of the world’s remaining endangered mountain gorilla population and gorilla trekking remains one of its most popular activities. In addition to gorillas, groups can enjoy the diverse birdlife and trek to see chimpanzees and the rare golden monkey only found in Rwanda, visit local villages and coffee plantations and much more.

Panama

There were a few Latin American destinations named by event planners as emerging destinations they are considering for 2020 and beyond, including Columbia, Peru and Argentina, but surprisingly it was Panama that snuck into our top six.

TAG (The Appointment Group) Events is one agency that has seen an increase in interest, particularly among US clients. Bethany Chamberlain, event director, USA, explains: “Panama is a bit like Croatia was ten years ago. It’s not very well known, and people don’t know much about it so wouldn’t necessarily go on holiday there, which makes it intriguing.

“There are so many things you can do there. The Panama Canal is of course a must, but there are also the beaches, rainforest activities and lots of CSR experiences with indigenous communities. It’s also relatively cheap compared with Argentina, Mexico and Brazil.”

There’s plenty of new luxury product too, with W, Luxury Collection and Small Luxury Hotels of the World opening properties within the last couple of years and more on the horizon. Set in an archipelago of rainforest islands, just a short flight from Panama City, Viceroy Bocas del Toro Panama will feature 42 private overwater villas when it opens in 2021. A Ritz Carlton Reserve property is also being developed on Pearl Island. The open-air resort will feature 86 rooms, butlers, a private beach club and access to a world-class marina. 

Georgia

Georgia and its capital city Tbilisi in particular, takes sixth place in our top six emerging destinations, as the destination starts to pique interest among more adventurous planners and clients.

Absolute Corporate Events’ Okrafo-Smart says: “Georgia is definitely rearing her head because it’s such a unique destination. You still have that Russian culture and can have some quite amazing and unexpected experiences.”

Black Tomato Agency co-head and head of sales, David Heron, adds: “Georgia is a personal favourite for me, it’s getting lots of interest but at the moment is still quite hard to convert.” He believes it will get the success it deserves, but thinks it will take another year at least for the confirmations to start coming in.

Purple Dog Solutions founder Chris Clarke visited Georgia in 2018 on a trip with Design Hotels and was impressed by what he saw. “I was really excited by the vibe in Tbilisi. If you have got a client who wants to do something a little bit different – it could be really cool,” he comments. “It’s also really good value for money. The hotels we stayed in were circa €160 – a similar type of property in London would be three times as much.”