Our latest SME Travel Survey has revealed how companies have been reconnecting with clients, teams, and opportunities across the globe in 2025, and which destinations are topping the list for 2026.
From European boardrooms to North American conferences and Asian incentive trips, here’s where business travellers have been flying this year - and where they plan to go next.
It’s no surprise that Europe remains the beating heart of business travel. Over the past 12 months, an impressive 79% of companies travelled within Europe for work - whether for meetings, conferences, or incentives. Its accessibility, range of vibrant business hubs, and growing emphasis on sustainable travel options continue to make it the go-to region.
Looking ahead, Europe is set to stay in the lead for 2026, with 67% of businesses planning trips there in the next year. However, the data hints at a subtle shift: companies are slightly diversifying their destinations, with more interest emerging in North America and Asia.
North America (33%) and Asia (26%) have remained key business corridors for UK SMEs in 2025. Whether it’s transatlantic meetings in New York or tech collaborations in Singapore, these regions continue to drive innovation and opportunity.
In 2026, we can expect this momentum to continue, with 28% of businesses planning trips to North America and 25% to Asia. These figures suggest that long-haul travel is firmly back on the corporate agenda, supported by growing confidence in global business connections.
Business travel to the Middle East (20%) and Australia (19%) has also seen steady demand this year. With Dubai cementing its role as a global business hub and Australian cities drawing interest for sustainability and tech-led sectors, both regions remain strategic destinations.
Looking forward, intent to travel to these regions remains stable - 19% for the Middle East and 18% for Australia - as companies continue to explore markets beyond traditional hub.
Beyond day-to-day business trips, many companies are turning travel into an opportunity to connect, collaborate and celebrate.
Overseas conferences: Nearly 4 in 5 businesses (79%) organised international conferences in the past year. Europe led the way again (55%), followed by North America (15%) and Asia (11%). These figures show that European destinations continue to dominate for large-scale business events thanks to short travel times, strong infrastructure, and diverse venue options.
Overseas meetings: The majority (83%) of SMEs held overseas meetings in 2025, with Europe once again the top choice (57%), followed by North America (13%) and Asia (11%). Short-haul travel continues to be favoured for relationship-building and regional collaboration.
Incentive trips: Rewarding teams with travel experiences remains a priority, with 70% of businesses organising overseas incentive trips. Europe leads here too (48%), but interestingly, South America (11%) and North America (16%) are seeing rising popularity, signalling a growing appetite for more adventurous, experience-led incentives – something that Travel Counsellors for Business is perfectly placed to arrange.
Looking to the year ahead, Europe will continue to dominate business travel plans, with 67% of companies expecting to visit destinations across the continent. However, the data points to a broadening global outlook. North America (28%) and Asia (25%) remain major players for international meetings and partnerships, while the Middle East (19%) and Australia (18%) are strengthening their positions as strategic business hubs.
Interestingly, South America (13%) and Africa (13%) are emerging as regions to watch. Their rise reflects growing investment opportunities, new trade routes, and a growing appetite for incentive travel that blends business with cultural exploration. Together, these figures suggest that 2026 will be a year of expansion and exploration, with SMEs looking beyond traditional markets to build stronger, more global connections.
Business travel in 2025 has been about reconnection. In 2026, it’s about refinement - travelling with purpose, efficiency, and care.
At Travel Counsellors for Business, we help organisations design tailored travel strategies that make every trip count, whether it’s a vital client meeting, a global conference, or an unforgettable incentive.
Ready to shape your 2026 travel plans? Get in touch with our expert business travel team today.
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