The Incentive Research Foundation (IRF) has appointed Caroline Lumgair Wiseman as executive director, Europe, as it looks to increase engagement with its research and strengthen its presence across the European incentives market.
Wiseman will work alongside the IRF’s leadership team and European Advisory Board to develop relationships with corporate decision-makers, incentive agencies and industry partners, encouraging greater participation in research and collaboration across the sector.
A key priority will be connecting the foundation’s research with organisations developing incentive strategies, agencies advising clients and destinations seeking to understand the economic value of incentive travel.
“I am delighted to be joining the Incentive Research Foundation and look forward to supporting the important work it undertakes across our industry,” said Caroline Lumgair Wiseman. “What particularly excites me about the IRF is the depth and quality of its research and the opportunity to make these valuable insights more widely understood and accessible across Europe.”
Wiseman brings 30 years of experience across global events, incentive travel and luxury hospitality. She has founded and led two international event and incentive travel agencies, working with global brands on executive events, luxury brand experiences and incentive programmes.
“Throughout my career, I have had the privilege of designing and delivering incentive travel programmes around the world for a wide range of organisations,” continued Wiseman. “I’ve seen first-hand how a well-designed and expertly delivered programme can recognise and reward achievement, inspire continued high performance and strengthen loyalty and retention among an organisation’s most valued people.
She is currently founder and managing director of The Event Strategists, an international events consultancy and agency. Wiseman also served for seven years on the board of SITE Great Britain, with responsibilities spanning membership, events and education. Her wider industry involvement includes advisory board roles with Destination Canada, Convene and Four Seasons Hotels and Resorts.
Wiseman will undertake the IRF role on a fractional consultancy basis alongside her leadership of The Event Strategists.
“We are delighted to welcome Caroline to the IRF as we continue to strengthen our engagement across Europe,” said Stephanie Harris, IRF president. “Her extensive international experience, commercial understanding and established relationships across the incentive travel and hospitality sectors will be valuable in helping us connect more organisations with the IRF’s research.”
The appointment comes ahead of the IRF’s European Thought Leader Summit, which will take place in Marbella from 22–24 February 2027. The event will bring together senior corporate and agency leaders to explore research, exchange perspectives and discuss the future of the European incentive market.
The IRF is an independent, not-for-profit organisation dedicated to research and education on incentives, rewards and recognition. Its research examines the relationship between incentives, motivation, performance and organisational success, with resources freely available to businesses and industry professionals worldwide.
M&IT editor Paul Harvey is a journalist with more than 15 years of experience. He began his career in the local press, working for various titles across the north. Since joining M&IT in 2013, he has become a trusted and respected voice in the sector, championing event professionals and reporting on all aspects of the events industry for the brand.
