Reed Exhibitions cited the need to offer a single event in the promotions and motivation sector as the reason for its decision.
"Our research indicated that the industry would prefer one event and it's our priority to meet the needs of the markets we serve. The National Incentive Show continues to grow and is meeting the needs of its customers," said event director, Sarah Coles-Porter.
The move is the first major reshuffle of Reed's UK exhibition portfolio since chief executive Alastair Gornall joined the company last September. Incentive World was scheduled to take place from 22-24 February at Earls Court.
"I made the final decision to cancel the show but in consultation with the rest of the team. No one likes to cancel events but we've been reviewing the show for some time. This was an ongoing review which I inherited," said Gornall.
Incentive World was partnered by The British Promotional Merchandise Association (BPMA) and acquired by Reed from Avenue Exhibitions in 2000. BPMA chairman and former show director Ian Allchild served as a consultant on the exhibition until 18 months ago while he served out a non-compete clause, which was agreed as part of the sale.
"My non-compete clause runs out this year, at which point I will review my options," said Allchild.
Last year Incentive World attracted 3,793 visitors. Around 100 exhibitors had already booked their spot at the 2005 show.
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