<PAGE>   1


                                                                    EXHIBIT 10.E
                                    VIAD CORP

                         PERFORMANCE UNIT INCENTIVE PLAN
                PURSUANT TO THE VIAD 1997 OMNIBUS INCENTIVE PLAN
                            AS AMENDED MARCH 14, 2000

1.       PURPOSE

         The purpose of the Plan is to promote the long-term interests of the
         Corporation and its shareholders by providing a means for attracting
         and retaining designated key executives of the Corporation and its
         Affiliates through a system of cash rewards for the accomplishment of
         long-term predefined objectives.

2.       DEFINITIONS

         The following definitions are applicable to the Plan:

         "Affiliate" - Any "Parent Corporation" or "Subsidiary Corporation" of
                  the Corporation as such terms are defined in Section 425(e)
                  and (f), or the successor provisions, if any, respectively, of
                  the Code (as defined herein).

         "Award" - The grant by the Committee of a Performance Unit or Units as
                  provided in the Plan.

         "Board" - The Board of Directors of Viad Corp.

         "Code"   - The Internal Revenue Code of 1986, as amended, or its
                  successor general income tax law of the United States.

         "Committee" - The Human Resources Committee of the Board.

         "Corporation" - Viad Corp.

         "Participant" - Any executive of the Corporation or any of its
                  Affiliates who is selected by the Committee to receive an
                  Award.

         "Performance Period" - The period of time selected by the Committee for
                  the purpose of determining performance goals and measuring the
                  degree of accomplishment. Generally, the Performance Period
                  will be a period of three successive fiscal years of the
                  Corporation.

         "Performance Unit Award" - An Award.

         "Plan" - The Performance Unit Incentive Plan of the Corporation.

         "Unit" - The basis for any Award under the Plan.


                                        1
<PAGE>   2
3.       ADMINISTRATION

         The Plan shall be administered by the Committee. Except as limited by
         the express provisions of the Plan, the Committee shall have sole and
         complete authority and discretion to (i) select Participants and grant
         Awards; (ii) determine the number of Units to be subject to Awards
         generally, as well as to individual Awards granted under the Plan; iii)
         determine the targets that must be achieved in order for the Awards to
         be payable and the other terms and conditions upon which Awards shall
         be granted under the Plan; (iv) prescribe the form and terms of
         instruments evidencing such grants; and (v) establish from time to time
         regulations for the administration of the Plan, interpret the Plan, and
         make all determinations deemed necessary or advisable for the
         administration of the Plan.

4.       PERFORMANCE GOALS

         The Performance Unit Incentive Plan is intended to provide Participants
         with a substantial incentive to achieve or surpass three pre-defined
         long-range financial goals which have been selected because they are
         key factors (goals) in increasing shareholder value.

         The first goal for each Subsidiary Participant emphasizes growth in
         Average Three-Year Operating Income.

         The first goal for Corporate Participants also emphasizes Growth in
         Average Three-Year Operating Income but the target will be based on
         income per share from continuing operations, the most appropriate
         measure in increasing shareholder value.

         The second goal for Corporate and Subsidiary Participants is a Viad
         Value Added (VVA) measure.

         The third goal for Corporate and Subsidiary Participants emphasizes
         growth in Average Three-Year Revenues.

5.       DETERMINATION OF TARGETS

         A.    AVERAGE THREE-YEAR GROWTH IN SUBSIDIARY EARNINGS

               An appropriate average three-year operating income target for the
               Performance Period for each Subsidiary Company will be
               established taking into account historical operating income,
               financial plan operating income for the Performance Period,
               overall Corporate objectives, and if appropriate, other
               circumstances. An appropriate range of values above and below
               such target will then be selected to measure achievement above or
               below the target.


                                        2
<PAGE>   3
         B.    AVERAGE GROWTH IN THREE-YEAR VIAD INCOME PER SHARE

               An appropriate average three-year "Income Per Share" from
               continuing operations target for Viad Corp will be established
               after considering historical income per share from continuing
               operations, financial plan income per share from continuing
               operations for the Performance Period, overall Corporate
               objectives and, if appropriate, other circumstances. An
               appropriate range of values above and below such target will then
               be selected to measure achievement above or below the target.

         C.    VALUE ADDED MEASUREMENT:

               The VVA measurement is intended to place increased emphasis on
               securing an adequate return to Viad on all capital employed in
               the business. VVA compares net operating income to the return
               required on capital invested in the business.

               In calculating the bonus pool of each Company, VVA shall mean Net
               Operating Profit After Taxes (NOPAT is defined as sales minus
               operating expenses minus taxes) minus a Capital Charge calculated
               by multiplying a Cost of Capital times the actual Capital
               (Capital is defined as total assets less current and other
               liabilities exclusive of debt). Certain adjustments are necessary
               to determine NOPAT and Capital, as set forth in the VVA user
               guide.

               An appropriate average three-year VVA target will be established;
               a range of values above and below such target will then be
               selected to measure achievement above or below the target.

         D.    REVENUE

               An appropriate average three-year Revenue target (as defined for
               outside reporting purposes) will be established for Subsidiary
               and Corporate with a focus on enhancing profitable top-line
               growth. An appropriate range of values above and below such
               target will then be selected to measure achievement above or
               below the target.

         E.    ESTABLISHING TARGETS

               The appropriate weighting of goals, targets, range of values
               above and below such targets and the Performance Period to be
               used as a basis for the measurement of performance for Awards
               under the Plan will be determined by the Committee no later than
               90 days after the beginning of each new Performance Period during
               the life of the Plan, after giving consideration to the
               recommendations of the Chief Executive Officer of Viad Corp.
               Performance Units will be earned based upon the degree of
               achievement of pre-defined targets over the Performance Period
               following the date of grant.


                                        3
<PAGE>   4
               Earned Units can range, based on operating performance using an
               award range of values, from 0% to 200% of the target Units.

6.       OTHER PLAN PROVISIONS

         Subsidiary operating income and Viad income per share from continuing
         operations are determined before extraordinary items, effects of
         changes in accounting principles, or a change in federal income tax
         rates after the target has been set. (For example, new FASB release on
         Accounting for Derivatives to be effective for periods after December
         15, 2000 but not considered when targets were set). Reclassification of
         a major business unit to discontinued operations status after targets
         have been set would also require adjustment because of effect on Viad
         continuing operations results. While gains on disposition of a business
         would normally not be included in determining income per share, in the
         event of the sale of a subsidiary or major business unit, a portion of
         gain would be included for the difference between the sold unit's
         planned net income for the performance period and actual results to
         date of sale plus calculated interest savings on proceeds for the
         balance of the performance period, so that actual results are not
         penalized for selling a business.

         An addback to actual operating income will be allowed for any increased
         cost to a subsidiary for an increase in the formula allocation of
         corporate overhead over amounts included in the Plan/Forecast at the
         beginning of the applicable performance period.

         Incentives to be paid under this Plan must be deducted from the
         subsidiary corporation's and the Corporation's earnings during the
         Performance Period (generally in the third year, when the amounts to be
         paid can be reasonably estimated). Goals must be achieved after
         deducting from actual results all incentive compensation applicable to
         such performance periods, including those incentives earned under this
         Plan.

7.       RANGE OF PERFORMANCE AWARDS

         The range of values for the Corporation's or a Subsidiary Company's
         operating income or income per share performance and the VVA and
         Revenue measurements is set at a minimum of 80% of target for threshold
         and capped at 120% of the target. Notwithstanding the foregoing,
         targets may be established for threshold within the range of above 80%
         up to and including 95% and for maximum within the range of below 120%
         down to 105%, as may be designated by the Committee; however, the
         Committee may, when appropriate, adjust such ranges upward or downward.

         Performance Units will be earned based upon the degree of achievement
         of each of the pre-defined targets (operating income or income per
         share, VVA, and Revenue) over the Performance Period following the date
         of


                                        4
<PAGE>   5
         grant. A range of values will be established for the operating
         income or income per share target (to carry a 70% weighting), for the
         VVA target (to carry a 30% weighting), and for the Revenue target (to
         be used for adjustment to the total bonus pool otherwise accruable by
         95% (threshold) up to 105% (maximum), depending upon the achievement
         against the revenue target).

8.       PARTICIPANT ELIGIBILITY

         Personnel will be eligible for participation as recommended by the Viad
         Corp, Chief Executive Officer for approval by the Committee no later
         than 90 days after the beginning of each new Performance Period during
         the life of the Plan, limited only to those key executives who
         contribute in a substantial measure to the successful performance of
         the Corporation or its Affiliates. The Chief Executive Officer will
         recommend for approval by the Committee which Affiliates among its
         Affiliates should be included in the Plan.

9.       AWARD DETERMINATION

         The number of Units to be awarded will be determined, generally, by
         multiplying a factor times the Participant's annual base salary in
         effect at the time the Award is granted and dividing the result by the
         average of the high and low of the Corporation's Common Stock on the
         date of approval of the grant by the Committee. The Award factor will
         be recommended by the Chief Executive Officer of Viad Corp for approval
         by the Committee annually no later than 90 days after the beginning of
         each new performance period. The Committee may adjust the number of
         Units awarded in its discretion.

10.      GENERAL TERMS AND CONDITIONS

         The Committee shall have full and complete authority and discretion,
         except as expressly limited by the Plan, to grant Units and to provide
         the terms and conditions (which need not be identical among
         Participants) thereof. Without limiting the generality of the
         foregoing, the Committee may specify a Performance Period of not less
         than two years or not more than five years, rather than the three-year
         Performance Period provided for above, and such time period will be
         substituted as appropriate to properly effect the specified Performance
         Period. No Participant or any person claiming under or through such
         person shall have any right or interest, whether vested or otherwise,
         in the Plan or in any Award thereunder, contingent or otherwise, unless
         and until all the terms, conditions, and provisions of the Plan and its
         approved administrative requirements that affect such Participant or
         such other person shall have been complied with. Nothing contained in
         the Plan or its Administrative Guidelines shall (i) require the
         Corporation to segregate cash or other property on behalf of any
         Participant or (ii) affect the rights and power of the Corporation or
         its Affiliates to dismiss and/or discharge any Participant at any time.


                                        5
<PAGE>   6
         Any recapitalization, reclassification, stock split, stock dividend
         sale of assets, combination or merger not otherwise provided for herein
         which affects the outstanding shares of Common Stock of the Corporation
         or any other change in the capitalization of the Corporation affecting
         the Common Stock shall be appropriately adjusted for by the Committee
         or the Board, and any such adjustments shall be final, conclusive and
         binding.

11.      PAYMENTS OF AWARDS

         (a) Performance Unit Awards which may become payable under this Plan
         shall be calculated as determined by the Committee but any resulting
         Performance Unit Award payable shall be subject to the following
         calculation: each Unit payable shall be multiplied by the average of
         the daily means of the market prices of the Corporation's Common Stock
         during the ten trading day period beginning on the day following public
         announcement of the Corporation's year-end financial results following
         the Performance Period. Distribution of the Award will be made within
         ninety (90) days following the close of the Performance Period. For
         those Executive Officers affected by Section 162(m) of the Internal
         Revenue Code, awards will be subject to discretionary downward
         adjustment by the Committee.

         (b) Performance Unit Awards granted under this Plan shall be payable
         during the lifetime of the Participant to whom such Award was granted
         only to such Participant; and, except as provided in (d) and (e) of
         this Section 7, no such Award will be payable unless at the time of
         payment such Participant is an employee of and has continuously since
         the grant thereof been an employee of, the Corporation or an Affiliate.
         Neither absence on leave, if approved by the Corporation, nor any
         transfer of employment between Affiliates or between an Affiliate and
         the Corporation shall be considered an interruption or termination of
         employment for purposes of this Plan.

         (c) Prior to the expiration of the Performance Period, all Participants
         will be provided an irrevocable option to defer all or a portion of any
         earned Performance Unit Award, if there be one but not less than
         $1,000, in written form as prescribed by the Board under the provisions
         of a deferred compensation plan for executives of the Corporation and
         its Affiliates, if one be adopted.

         (d) If a Participant to whom a Performance Unit Award was granted shall
         cease to be employed by the Corporation or its Affiliate for any reason
         (other than death, disability, or retirement) prior to the completion
         of any applicable Performance Period, said Performance Unit Award will
         be withdrawn and subsequent payment in any form at any time will not be
         made.

         (e) If a Participant to whom a Performance Unit Award was granted shall
         cease to be employed by the Corporation or its Affiliate due to early,
         normal, or deferred retirement, or in the event of the death or
         disability of the Participant, during the Performance Period stipulated
         in the Performance


                                        6
<PAGE>   7
         Unit Award, such Award shall be prorated for the period of time from
         date of grant to date of retirement, disability or death, as
         applicable, and become payable within ninety (90 days) following the
         close of the Performance Period to the Participant or the person to
         whom interest therein is transferred by will or by the laws of descent
         and distribution. Performance Unit Awards shall be determined at the
         same time and in the same manner (except for applicable proration) as
         described in Section 11(a).

         (f) There shall be deducted from all payment of Awards any taxes
         required to be withheld by any Federal, State, or local government and
         paid over to any such government in respect to any such payment.

12.      EFFECT OF CHANGE OF CONTROL

         Notwithstanding anything to the contrary in this Plan, in the event of
         a Change of Control (as defined in the Viad 1997 Omnibus Incentive
         Plan) each participant in the Plan shall be entitled to a prorata bonus
         award calculated on the basis of achievement of performance goals
         through the date of the Change of Control.

13.      ASSIGNMENTS AND TRANSFERS

         No award to any Participant under the provisions of the Plan may be
         assigned, transferred, or otherwise encumbered except, in the event of
         death of a Participant, by will or the laws of descent and
         distribution.

14.      AMENDMENT OR TERMINATION

         The Board may amend, suspend, or terminate the Plan or any portion
         thereof at any time provided, however, that no such amendment,
         suspension, or termination shall invalidate the Awards already made to
         any Participant pursuant to the Plan, without his consent.

15.      EFFECTIVE DATE

         The Plan shall be effective January 1, 1997, provided however, that any
         Award made under this Plan is subject to the approval of the Viad 1997
         Omnibus Incentive Plan by the stockholders of Viad Corp.


                                       7