Samenvatting

This research report presents the development of a 5- to 7-day incentive program in Bulgaria for World Synergy Travel (WST), a leading tour operator and a provider of leisure travel programs in the country. It also underscores the growing interest in incentive travel and the potential for Bulgaria, an emerging destination, to capitalize on this trend. The report delves into WST’s background and motivations, through an extensive analysis, the current market landscape, and the challenges faced in the planning and execution of such programs. Both desk and field research approaches were employed, including literature review, trends in the industry on a global level and the importance of MICE sector in general. Qualitative interviews with stakeholders such as tour operators, university professors, and program participants were conducted. Each of them provided a different standpoint on the topic resulting in a program containing well-justified elements that are highly flexible and easy to personalize in line with the client’s needs.

Key findings highlight the growing preference for authentic, sustainable, and experience-driven travel, and the importance of designing programs that balance activity with downtime and incorporate both cultural and naturebased experiences. It is of the utmost importance to not only incorporate the desired elements by the client, but to also understand the company culture to propose the best experiences, in line with what’s most suitable for them.
Challenges in its execution faced include limited infrastructure, communication barriers, unreliable suppliers, and the need for highly tailored program elements to meet diverse client needs. The document ultimately provides a foundation for the creation of a compelling incentive program that aligns with the latest trends and addresses market demands meant for international corporate clients interested to visit lesser-known destinations.