Experience Gold Coast has secured the rights to host the prestigious SITE Global Conference in February 2028, marking the first time in the Society for Incentive Travel Excellence’s history that the event will take place in Australia and across the wider Asia-Pacific region.

The globally recognised incentive travel conference is expected to bring approximately 500 leading professionals from across the international incentive and business events ecosystem to the Gold Coast, including corporate planners, destination management companies, luxury travel brands, hospitality and airline partners, destination marketing organisations, and international media.

For the Gold Coast, the win represents another major milestone in its growing positioning as a globally competitive business events and incentive destination.

Experience Gold Coast CEO John Warn said hosting the conference reflects the city’s increasing capability to deliver high-profile international events at a global standard. “The incentive travel sector is considered one of the highest-yielding sectors within business events tourism, and this conference is expected to deliver economic impact well into the tens of millions of dollars for the Gold Coast visitor economy,” Mr Warn said.

“The conference will also create valuable opportunities for our industry partners to showcase their products and experiences directly to global decision-makers through hosted buyer programs and pre- and post-event famil experiences.”

“Securing this conference validates the significant investment made in our infrastructure, hotel development, international connectivity, and industry collaboration, further positioning the Gold Coast on the global stage.”

The announcement has also been welcomed at national and state level, with Australian tourism authorities highlighting the strategic importance of attracting globally influential business events to the destination.

Tourism Australia Managing Director Robin Mack said the conference represents a landmark achievement for both the Gold Coast and Australia’s wider business events sector. “We’re thrilled the Gold Coast will host SITE Global 2028 - a first for Australia and a major win for our Bid Fund program. It’s an incredible opportunity to put the Gold Coast’s premier incentive offerings front and centre for decision-makers from around the world.”

Tourism and Events Queensland CEO Craig Davidson said the successful bid further reinforces Queensland’s growing international reputation within the global meetings and incentive market. “The Gold Coast continues to demonstrate its strong capability in hosting world-class business events and securing the SITE Global Conference is a tremendous vote of confidence from one of the most influential organisations in the incentive travel sector”, Mr Davidson said.

“This event will bring global buyers, planner, and travel leaders directly into our regions, creating long-term valuable opportunities for Queensland tourism operators while showcasing the depth and diversity available across the state.”

Further details regarding the SITE Global Conference 2028 are expected to be announced in the coming months.
 

Published by Meeting Media Company, the publisher of Headquarters Magazine (HQ) – a leading international publication based in Brussels, serving the global MICE industry and association community.

SITE and Maritz have released the headline findings of Investigating the Power of Incentive Travel Across Generations, a major joint research project examining how different generations respond to incentive travel, reward and recognition.

The study — one of the most comprehensive and up-to-date analyses in the sector — explores the attitudes and behaviours of Boomers, Gen X, Millennials and Gen Z, revealing not only the enduring power of incentive travel, but also significant shifts in who is earning these rewards and what they expect from them.

Travel remains the most powerful non-cash motivator

According to the research, travel continues to outperform every other non-cash reward category across all generations. When asked to evaluate nine different reward types, individual travel ranked highest overall, with 61% of respondents describing it as “extremely motivating”. Group travel followed at 50%, outperforming cash rewards, gift cards, points systems and both private and public recognition schemes.

“This research confirms that travel is not under threat from cash. If anything, it is the other way around - cash is under threat from travel. Incentive travel remains the dominant non-cash motivator across every generation,” said Annette Gregg (cover photo), CEO of SITE.

A stronger business case for incentive travel

Beyond motivation, the study also reinforces the measurable business impact of incentive travel programmes. Among respondents who had attended an incentive trip in the past three years, 89% said they were more likely to remain with their employer after winning, while the same percentage reported stronger loyalty towards the sponsoring company. Meanwhile, 93% said the experience increased their desire to qualify again in the future.

More than half of respondents — 54% — described the meaning of a group travel experience as “a feeling of achievement”, highlighting the emotional and symbolic value of the reward itself.

“This data matters because it moves the conversation beyond opinions and gut assumptions. Incentive travel isn’t just a nice reward. It’s a real driver of retention, loyalty and future performance. These findings give program owners a strong business case which reinforces something we see all the time — the emotional side matters. When more than half of people say a group travel experience feels like an achievement, it’s clear the impact goes beyond the trip to create deeper connections within the organization,” said Sarah Kiefer (right), Vice President, Brand at Maritz.

A changing profile of today’s qualifier

The research also challenges several long-standing assumptions about who participates in incentive travel programmes today. Based on a survey of 1,000 respondents in the United States — with 960 forming the core analytical sample — the findings show that today’s qualifier profile is broader, younger and more operationally focused than the industry stereotype traditionally associated with sales-driven incentive travel.

According to the report, 60% of qualifiers now work in operations or technology roles, while fewer than 10% are employed in sales. Around 80% earn less than USD 150,000 annually, roughly three-quarters have been with their employer for less than a decade and fewer than 10% work remotely.

The study also pushes back against simplified narratives surrounding Gen Z and incentive travel engagement. In fact, 40% of Gen Z respondents reported winning four or more incentive trips over the past three years, compared with 26% among Gen X and Boomer respondents.

However, the findings suggest that Gen Z’s expectations differ significantly. Around 13% of Gen Z respondents said they dislike group travel or travelling with colleagues, compared with 6% of Millennials and 7% of Gen X participants. Gen Z respondents were also less likely to say that winning a trip made them feel valued or more likely to stay with their employer.

The conclusion, according to the study, is not that Gen Z is disengaged from incentive travel — but that programmes aimed at this generation require a different design approach.
 

Designing the next generation of incentive travel

In response to these findings, the report outlines five key design imperatives for future incentive travel programmes. Among the strongest drivers of perceived value and loyalty are guest inclusion and flexibility, while first-time destinations consistently outperform repeat destinations in terms of impact and engagement.

The research also highlights the importance of deliberately integrating recognition moments into the travel experience, particularly for younger generations. Longer trips of five nights or more, beach, island or adventure-focused destinations, moderate group sizes between 11 and 50 participants and all-inclusive formats with activities were all shown to perform strongly.

At the same time, the study argues that programme eligibility criteria should expand beyond traditional sales roles to better reflect a workforce that is increasingly multi-generational, operationally focused and technology-driven.

“The next generation of incentive travel will need to be more intentional, more flexible and more inclusive. Guest choice, first-time destinations, built-in recognition moments and experiences that reflect a broader workforce are not ‘nice to have’ design details. They are the factors that determine whether a trip feels personal, motivating and worth pursuing,” added Sarah Kiefer. “The message from the research is clear: incentive travel works, but the best-performing programs will be those designed around current and future qualifiers, not who the industry designed for in the past.”

Annette Gregg added: “This research gives our industry a more sophisticated and more compelling story to tell. Incentive travel continues to outperform other non-cash rewards across every generation, but the data also shows that programme design has to evolve. The workforce being motivated by travel today is broader, more operationally focused and more multi-generational than many traditional models assume. That creates a major opportunity for buyers, DMCs, agencies, destinations and incentive professionals to build programmes that are more inclusive, more intentional and more effective. Most importantly, it gives the industry the evidence it needs to defend incentive travel in the C-suite, not as a discretionary reward, but as a strategic tool for motivation, loyalty and performance.”

The research was conducted jointly by SITE and Maritz, with support from Hilton and the SITE Foundation.

Jonathan Richards, president of the SITE Foundation, concluded: “SITE Foundation is committed to funding research that advances the incentive travel industry and gives professionals the evidence they need to demonstrate value. This study moves the conversation beyond anecdotes, showing how incentive travel motivates a changing workforce and how programmes can be designed to deliver stronger outcomes for participants, businesses and the wider industry.”
 

Download the report here
 

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SITE (Society for Incentive Travel Excellence) has wrapped up its 2026 SITE Incentive Summit in Bogotá, Colombia, bringing together a curated group of global buyers and suppliers for an intimate, high-value programme from 20 to 23 April.

Set in one of Latin America’s most vibrant capitals, the invitation-only summit offered delegates a first-hand look at Bogotá’s rising profile as an incentive destination — blending meaningful business exchange with rich cultural immersion, local flavours and shared experiences that went well beyond the conventional.

Carefully designed to prioritise depth over scale, the programme balanced education and networking with authentic destination engagement. General sessions, roundtable discussions and informal networking moments were complemented by a series of curated experiences that reflected Bogotá’s creativity, energy and sense of place.

“At SITE, we are committed to bringing our community together in destinations that broaden perspectives and create genuine opportunities for connection,” said Annette Gregg, CEO, SITE. “Bogotá delivered exactly that. This summit combined strong business exchange with a real sense of place, giving attendees the chance to experience the city’s culture, hospitality and energy in a way that was both memorable and professionally valuable. It was a powerful example of how incentive travel continues to evolve through fresh destinations and thoughtfully curated programmes.”

The summit opened with arrivals, registration and a welcome reception, setting the tone for several days of connection and discovery. Education sessions were interwoven with experiences such as fruit tastings, coffee rituals, dance classes and wellness activities, alongside dedicated time for informal relationship-building.
 

Destination immersion sat at the heart of the programme. Delegates explored Bogotá through a graffiti walking tour, a visit to Monserrate paired with dinner, and a La Candelaria tour complemented by cacao tasting. Interactive and distinctly local elements — from tejo to a CSR activity — added further depth, while a buyer experience featuring ceviche-making or Colombian-inspired mixology brought a hands-on dimension to the agenda. The summit concluded with a vibrant farewell dinner at Cumbia House.

“Bogotá offered our attendees a destination story that was layered, vibrant and highly relevant to today’s incentive market,” said Hasan Dinc, President, SITE. “This was a programme that combined sophisticated hospitality, strong business interaction, cultural richness and authentic local experiences in one seamless journey. For incentive professionals looking to create programmes with depth, personality and real impact, Bogotá showed it has all the right ingredients.”

By combining education, networking, cultural discovery and strong destination storytelling, the Bogotá edition delivered both practical inspiration and strategic insight. It also reinforced SITE’s ongoing commitment to bringing its global community together in destinations that reflect the diversity, creativity and future potential of incentive travel.

During the summit, SITE also announced that the next SITE Incentive Summit will take place in Marrakesh, Morocco, from 13 to 16 July 2027. Building on the momentum of Bogotá, the next edition will bring the invitation-only format to one of North Africa’s most iconic destinations — offering a new setting to continue strengthening global connections while immersing delegates in Marrakesh’s distinctive blend of culture, colour and hospitality.
 

Published by Meeting Media Company, the publisher of Headquarters Magazine (HQ) – a leading international publication based in Brussels, serving the global MICE industry and association community.

Canada has emerged as the clearest winner from current geopolitical disruption in incentive travel planning, while the Gulf States are experiencing the sharpest decline in confidence, according to the latest SITE Pulse Survey.

Canada recorded a net sentiment score of +66.7% among European respondents and +46.4% among the Rest of World cohort, while the Gulf States fell sharply to -82.1% among US respondents, -72.4% among Europeans, -54.2% among Rest of World respondents and -21.4% among Asian respondents.

The findings indicate a clear reallocation of demand, with planners shifting away from destinations perceived as closer to ongoing Middle East tensions towards markets viewed as more stable. Europe also benefited from this trend, posting +53.7% among European respondents, while Asia and Oceania recorded +31.0% and +32.1% respectively within the same group.

Canada’s performance stands out for its consistency across source markets. It remains positive among US respondents at +15.1%, rises to +66.7% among Europeans, and reaches +46.4% among Rest of World respondents, making it the most uniformly strong destination in the survey.

The United States presents a more mixed picture. While US respondents remain positive about domestic programmes, with the country scoring +22.8% within that group, sentiment turns negative among international cohorts: -19.4% among Europeans, -33.3% among Asians and -34.6% among Rest of World respondents.

Overall, the results point to a rapid reallocation of incentive travel demand, with Canada and Europe capturing business that may previously have been directed towards the Middle East and neighbouring destinations.

Commenting on the findings, Melissa Moten, Vice President Experience & Event Solutions – BCD Meetings & Events & Chair of the SITE Research Committee, said: “What we’re seeing is not a drop in demand for incentive travel, but a shift in mindset. Planners are highly attuned to global developments and are making thoughtful, strategic decisions about where to place their programmes. Destinations that are perceived as stable, accessible and aligned with client expectations are rising to the top.”

The survey underscores the resilience of the incentive travel sector in a period of uncertainty, while highlighting how strongly destination perception is now influencing sentiment across key source markets.

Pádraic Gilligan (on the right), Head of Research & Consultancy at SITE, added: “Incentive travel has always been both rational and emotional. Right now, the emotional dimension - how a destination feels in terms of safety, stability and alignment - is playing a more prominent role. What’s particularly interesting is how quickly sentiment can shift, and how clearly that shift is reflected in destination preference.”

“For destinations and DMCs, the opportunity lies in understanding these signals and responding with clarity. Those who can position themselves as trusted, reliable and experience-rich will be best placed to capture demand as it reorients.”

Hasan Dinc, President of SITE and Managing Director of ODS Turkey, concluded: “Providing our global community with timely, relevant research is a key priority for the SITE International Board of Directors during my presidency. The SITE Pulse Survey is part of that commitment – ensuring our members have the data and insight they need to make informed decisions in an increasingly complex landscape.”

The SITE Pulse Survey is designed as a rapid-response research tool, capturing industry sentiment in real time and delivering actionable insights for destinations, DMCs and incentive travel professionals. The figures cited represent net sentiment scores, calculated by subtracting the percentage planning less travel to a destination, or ruling it out altogether, from the percentage planning more travel or newly considering it.

This edition of the survey was conducted between 25 March and 6 April 2026 and gathered 193 valid responses from incentive travel professionals across the United States, Europe, Asia and a broader Rest of World cohort.
 

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Sabah Convention Bureau (SCB) welcomed Alcon Korea Ltd. as the first incentive group of 2026, bringing 130 delegates from South Korea to Kota Kinabalu from 13 to 18 January 2026 for the Alcon 2026 New Sales Management (NSM) Meeting. 

Alcon is the world’s largest eye care device company, operating in over 60 countries and serving patients in more than 140 countries worldwide. The meeting brought together Alcon Korea’s sales leadership team to align strategy and prepare for the year ahead. 

Delegates experienced a balanced programme combining business sessions and destination activities, including seminars, a gala dinner, island hopping, white-water rafting, cultural tours, and a firefly river cruise. 

“It is our pleasure to welcome Alcon Korea as the first incentive group of 2026. Their selection of Kota Kinabalu highlights Sabah’s ability to provide both meaningful and professional incentive experiences,” said Noredah Othman, CEO of SCB.

Sabah offers an ideal balance of modern facilities, natural beauty and cultural richness, making it an engaging and rewarding programme for our delegates,” said a spokesperson for Alcon Korea Ltd. 

In 2025, SCB supported 41 corporate meetings and incentive programmes, welcoming 10,551 delegates and generating positive economic impact across Sabah’s tourism and hospitality sectors. The successful hosting of Alcon Korea’s programme reinforces Sabah’s appeal to the North Asian incentive travel market. 

Sabah Convention Bureau (SCB) is under the purview of the Ministry of Tourism, Culture and Environment Sabah. SCB is committed to positioning Sabah as a leading and sustainable business events (BE) destination—traditionally known as Meetings, Incentives, Conferences and Exhibitions (MICE) at both national and international levels. Working in close collaboration with industry stakeholders, SCB supports the delivery of high-quality and sustainable business events while promoting Sabah’s distinctive natural and cultural attractions.

Published by Meeting Media Company, the publisher of Headquarters Magazine (HQ) – a leading international publication based in Brussels, serving the global MICE industry and association community.

SITE (Society for Incentive Travel Excellence) has appointed Cvent as its Official Event Technology Partner across its portfolio of globally recognised events. Cvent is an industry-leading event marketing and management technology provider.

“SITE’s events bring our global community together to learn, connect, and experience the power of incentive travel,” said Annette Gregg (on the cover), CEO, SITE. “By partnering with Cvent, we’re evolving the way we design and deliver those experiences, with technology that supports engagement, inclusivity, and insights before, during, and after every event.”

As the exclusive event technology partner, Cvent will collaborate closely with the SITE events team to power registration, mobile apps, on-site check-in, audience engagement, and post-event data and analytics. Together, SITE and Cvent will create seamless end-to-end attendee journeys and a best-in-class user experience, while unlocking actionable insights that enable data-driven decision-making and optimised experiences across the global SITE event portfolio.

“We’re proud to serve as SITE’s official event technology partner and to support such an influential global community of incentive travel professionals,” said Sandy Albrecht, Director of Industry Partnerships at Cvent. “This multi-year partnership goes beyond technology. We’re deeply committed to powering experiences that deepen connections, showcase innovation, and demonstrate the measurable business impact of incentive travel. Together with SITE, we’re helping turn meaningful moments into lasting value.”

The collaboration will span SITE’s major global events with shared objectives that align with SITE’s values, emphasising innovation that serves people and purpose. This includes responsible, efficient use of resources, thoughtful integration of digital and in-person touchpoints, and attendee-centric design that welcomes and supports a diverse global community.

As Official Event Technology Partner, Cvent’s technology will power the following SITE events:

• SITE Global Conference
• SITE Incentive Summit Americas
• SITE Incentive Summit
• SITE Young Leaders Conference Europe
• SITE NITE Europe
• SITE Classic
• SITE Young Leaders Conference North America
• SITE NITE North America

Gregg concludes: “This partnership is about more than tools. It’s about using technology in ways that reflect what matters to SITE: meaningful connections, responsible choices, and events that feel welcoming and accessible for everyone. With Cvent, we’ll turn those priorities into practical, tech-enabled solutions across our entire event portfolio.”

Published by Meeting Media Company, the publisher of Headquarters Magazine (HQ) – a leading international publication based in Brussels, serving the global MICE industry and association community.

Nyaal Banyul Geelong Convention and Event centre has unveiled its inaugural Food and Beverage menus.

Designed to showcase the best of Geelong and The Bellarine’s regional produce, the menus are a blend of coastal flavours and culinary innovation.

The debut menu from Head Chef Andreas Gober celebrates local growers and makers, and the strong sense of community that is distinctly Geelong.

“Our food philosophy is all about gathering and sharing – connecting people with place,” Mr Gober said.

“We’ve worked closely with local farmers, producers and artisans who share our passion for sustainability and creativity. Every dish on our menu captures the freshness and beauty of Geelong and The Bellarine.”

From native fruits and coastal honey at breakfast to refined gala dishes that hero local seafood, grains and seasonal vegetables, the menus are designed to suit every event style, from conferences and networking cocktails to grand celebrations.

Rick Aylett, General Manager of Nyaal Banyul, said the menu launch represents a key milestone in defining what visitors can expect from the new venue.

“It’s all about creating a unique, unforgettable experience for our customers. Whether you’re hosting a major convention or an intimate celebration, everyone who walks through our doors will get a taste of what makes this region so special.”

Minister for Tourism, Sport and Major Events, Steve Dimopoulos praised the use of local producers in Nyaal Banyul’s inaugural menus.

“The new centre will back local jobs, businesses and producers from Geelong and the Bellarine. Nyaal Banyul’s new menus put local ingredients front and centre, giving visitors a real taste of what the region has to offer.’’

Sustainability sits at the core of Nyaal Banyul’s offering, with many ingredients sourced from carbon-neutral suppliers and a focus on seasonal, low-waste menu design.

Plant-based, gluten-free and allergy-friendly options are featured across all menus, ensuring every guest feels welcome at the table.

For more information and to explore the full event menus, visit the website 
 

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SITE has announced Puerto Rico as the host destination for SITE Classic 2026, taking place from August 24-27, 2026.

Since its inception in 2007, SITE Classic has been both a leading gathering for senior incentive travel leaders and the flagship fundraising event of the SITE Foundation. Each year, more than 270 buyers, suppliers and C suite leaders convene at a world class incentive destination to connect, learn, discover and shape the future of the incentive travel industry.

In 2026, SITE Classic will bring its signature mix of high impact education, peer led dialogue and immersive destination discovery to Puerto Rico. Guided by SITE’s pillars of connect, learn, discover and shape, the programme will blend business insight with cultural storytelling and community connection, creating an experience that is both rewarding and responsible. 

“We couldn’t be more thrilled to host SITE Classic 2026 in Puerto Rico. This represents a milestone moment for our Island and for our meetings and incentives community,” said Jorge Pérez, CEO of Discover Puerto Rico. “There’s an unmistakable momentum as the incentive travel segment continues to evolve and thrive, and we’re eager for industry leaders to experience firsthand the vibrant culture, world-class venues, and genuine warmth that make Puerto Rico truly one of a kind.”  

“Puerto Rico is a destination with a powerful story, a vibrant culture and a spirit of welcome that aligns beautifully with what SITE Classic stands for,” said Annette Gregg, SITE CEO. “Across four days in August, we will convene leaders from every corner of the incentive travel community to build relationships, share ideas and experience the destination. We look forward to partnering with our hosts in Puerto Rico to create a programme that inspires action, strengthens our community and advances the business case for incentive travel.” 

Discover Puerto Rico’s Chief Sales Officer Ed Carey concludes, “SITE Classic is an incredible opportunity to showcase how Puerto Rico delivers on the Return on Experience; combining accessibility, diverse offerings, and immersive adventures that make every programme unforgettable. We look forward to partnering with SITE to create an inspiring event that sets a new benchmark for incentive travel.”

SITE Classic is critical to SITE Foundation’s mission. Proceeds from the event’s live and silent auctions directly support research, professional development, scholarships and industry grants. Since 1987, the Foundation has reinvested more than 10 million dollars into projects that advance the business case for incentive travel and nurture the next generation of leaders.  

Hosted Buyer applications are open until February 27 and can be accessed here

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Business Events Cairns & Great Barrier Reef has launched a new funding programme to attract and secure business events to the region over the next four years, with the initiative projected to deliver a $54 million direct economic impact.

Tourism Tropical North Queensland (TTNQ) General Manager of Partnerships and Events Tara Bennett said the programme would support new business events proposing Tropical North Queensland as a destination, with a minimum of 150 delegates staying in the region for three nights.

“We’re thrilled our funding partners have recognised the significant value of the business events sector and have supported this strategic investment to drive visitation and economic growth,” Ms Bennett said.

“International and national eligible events can apply for funding of $10,000 or more for events taking place between 1 July 2025 and 30 June 2029.”

In addition to the financial support, the Business Events Cairns & Great Barrier Reef team will continue to provide a suite of complimentary services through the convention bureau.

These include connecting meeting planners with venues and accommodation providers and the broader local events supply network, delegate boosting and marketing support, as well as air and ground support for site inspections.

The funding initiative is supported by key partners Tourism and Events Queensland and Cairns Regional Council, who work alongside Business Events Cairns & Great Barrier Reef to secure major business events for the region.
 

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An intimate gathering of global incentive travel professionals heads to the Alps this weekend for connection, education, and destination discovery - with sustainability at its core

SITE (Society for Incentive Travel Excellence) will host its highly-anticipated Incentive Summit Europe (ISE) in St. Moritz, Switzerland, from 29 June to 2 July 2025.

Renowned for its spectacular alpine scenery and longstanding commitment to sustainability, St. Moritz in the Engadin valley offers the perfect setting for this exclusive, invitation-only event that brings top-tier incentive travel professionals from across the globe to connect and learn.

Designed to foster deep connections among a curated group of buyers and suppliers, the Incentive Summit Europe blends immersive destination experiences, thought-provoking education, and high-impact networking. Over three days, delegates will not only engage with peers and industry leaders, but also discover a deep appreciation for the natural and cultural richness of this celebrated Swiss destination.

In keeping with the host region’s environmental values, ISE 2025 will embrace a low-impact event model. Delegates will receive complimentary rail transfers from Zurich and unlimited local public transport passes for the duration of their stay. Provided by Switzerland Convention & Incentive Bureau, these will ensure that all movement between sessions, site visits, and activities is sustainable.
 

"At SITE, we understand that incentive travel has a responsibility to lead by example," said Annette Gregg, CEO of SITE. "ISE 2025 in St. Moritz is an opportunity to gather in a location that not only inspires but also aligns with our shared values as we shape the event around sustainability, excellence, and meaningful connection."

The programme will feature site visits to some of St. Moritz’s premier venues as well as destination-immersive activities that celebrate the local environment: from e-bike tours and guided goat trekking to walking tours through the historic town. These experiences offer delegates a unique way to understand the destination’s incentive potential while embracing its natural beauty and authentic charm.

Educational sessions, delivered by leading voices from the incentive industry, will round out the experience – offering a blend of professional development, inspiration, and actionable insights.

“We are honoured to welcome SITE and the global incentive community to St. Moritz,” said Barbra Albrecht, head of Switzerland Convention & Incentive Bureau at Switzerland Tourism. “With our pristine landscapes, commitment to environmental stewardship, and world-class hospitality, we look forward to showcasing the best of what our destination has to offer.”

Those interested in learning more about SITE and its education and networking event portfolio can find more information here
 

Published by Meeting Media Company, the publisher of Headquarters Magazine (HQ) – a leading international publication based in Brussels, serving the global MICE industry and association community.

Motivation Luxury Summit has announced that its 2025 edition will be held in Barbados, the Jewel of the Caribbean, from September 13 to 17. This exclusive event will bring together top industry leaders from the luxury and incentive travel sector in an environment designed to strengthen strategic relationships, discover new trends, and create high-level business opportunities.

Barbados, a destination synonymous with exceptional hospitality, will provide the perfect backdrop for MLS 2025. With its stunning beaches, lush landscapes, and vibrant culinary and cultural scene, the island offers the ideal balance between exclusivity and authenticity. From world-class resorts to personalised experiences that capture the essence of the Caribbean, Barbados offers an inspiring setting for industry leaders.

Strong Foundations for an Extraordinary Event

In preparation for Motivation Luxury Summit 2025, Vivian Nardone, CEO of FIEXPO Exhibitions Group, visited Barbados, highlighting the joint commitment and strategic collaboration between FIEXPO and Barbados Tourism Marketing Inc. Both organisations are fully dedicated to ensuring the excellence and success of this event, making it a landmark occasion in the luxury and incentive travel industry.

Chief Executive Officer of the BTMI, Andrea Franklin said: “Barbados is honored to host this year’s Motivation Luxury Summit, welcoming some of the most influential leaders and innovators in the global luxury travel sector. This gathering presents a unique opportunity for us to connect with top-tier industry players, explore emerging trends, and foster meaningful partnerships that will further elevate Barbados’ position on the world stage.

As we continue to strengthen our brand as a refined and desirable destination, this conference comes at an ideal time. It is an opportunity to showcase our island’s natural beauty, rich culture, and exceptional hospitality and also reinforces our commitment to delivering world-class experiences. Hosting such a prestigious event highlights Barbados’ readiness and capability to meet the evolving expectations of luxury and business travelers. We are proud to share the best of our island with the world.”
 

A Luxury Experience in the Heart of the Caribbean

Attendees of Motivation Luxury Summit 2025 will have the opportunity to explore the richness and diversity of Barbados through a carefully curated programme that includes:

• Pre-scheduled meetings with senior-level incentive travel and events professionals and best-in-class suppliers, providing a unique opportunity for high-quality business connections.
   
• Immersive destination experiences, where participants will enjoy Barbadian hospitality, savor local cuisine, and discover iconic locations on the island.
   
• Educational sessions led by SITE Global, featuring international experts who will share the latest trends and strategies for enhancing high-end incentive travel.
   
• Exclusive networking events, set in unique venues that reflect the essence of Caribbean luxury.
   

Barbados: An Unmatched Destination

Beyond its idyllic landscapes, Barbados is a destination that stands out for its rich history, culture, and exceptional service. From its legendary rum plantations to its internationally renowned culinary scene, the island blends tradition and modernity into a unique offering for the luxury traveler. Moreover, its top-tier infrastructure, excellent air connectivity, and commitment to sustainability position Barbados as the perfect destination for high-profile events.

The opportunity to participate in Motivation Luxury Summit 2025 promises attendees an unforgettable experience in one of the world’s most exclusive destinations, reinforcing Barbados as a leading choice for luxury and incentive travel.

The SITE Global Conference 2025 has concluded in Tulum, Mexico at the Hilton Tulum Riviera Maya All-Inclusive Resort bringing together 557 incentive travel professionals from 42 global destinations from Australia to Zimbabwe.

The annual event, recognised as the premier gathering for the global incentive travel industry, featured cutting-edge education, meaningful networking, and immersive cultural experiences, all under the theme "Building & Bridging Cultures."

With over 180 first-time attendees, SITE Global Conference reinforced its role as the global hub for incentive travel professionals, fostering collaboration, learning, and industry growth.

This year’s event introduced several new initiatives, including the inaugural C-Suite Agency Summit, an exclusive forum for senior executives of leading incentive travel agencies, and a restructured educational programme designed to drive deeper engagement through Peer2Peer sessions, Deep Dive discussions, and Immersive Workshops.

Reflecting on the success of the conference, Nitin Sachdeva, 2025 President of SITE and Managing Director - India / CEO, HelmsBriscoe / Venture Marketing stated "SITE Global Conference in Tulum was a testament to the power of incentive travel to connect, inspire, and transform. As we gathered in this breathtaking location, enjoying exceptional Mexican hospitality, we saw firsthand how our industry builds bridges — across cultures, businesses, and individuals — while creating meaningful economic and social impact."

Set against the stunning landscapes of Tulum’s Mayan heritage sites and the pristine Caribbean coastline, the conference showcased how incentive travel can foster cultural understanding and promote sustainability. The event was proudly supported by the Mexican Caribbean Convention & Visitors Bureau, highlighting the region’s commitment to hosting world-class business events.
 

Ken Torres, Director, North American Business Development at host partner, the Mexican Caribbean Convention & Visitors Bureau emphasised: "The SITE Global Conference has helped to position Tulum and the Mexican Caribbean as a top-tier destination for incentive travel. By bringing incentive travel industry leaders here, we’ve not only showcased the natural beauty, rich culture and exceptional hospitality of our region, but also reinforced the economic value of incentive programmes for destinations worldwide."

Attendees participated in high-impact educational sessions, covering topics such as AI in incentive travel, DEIAB (Diversity, Equity, Inclusion, Accessibility, and Belonging), sustainability, and mental well-being. They also engaged in immersive experiences, including visits to local artisan communities and guided explorations of Tulum’s cenotes and UNESCO-designated Sian Ka’an Biosphere Reserve.

Annette Gregg, MBA, CMM and CEO of SITE & SITE Foundation, remarked: "This year’s SITE Global Conference was about more than just education and networking — it was about creating an experience that resonates on a deeper level. Incentive travel is about transformation — of individuals, of the corporations that invest in these experiences, and of the destinations they visit. The power of travel extends far beyond business; it shapes perspectives, fosters understanding, and drives positive change in ways that are both personal and global."

With SITE Global Conference 2025 setting a new benchmark for engagement and innovation, SITE looks forward to continuing its mission of advancing the business case for incentive travel worldwide. Plans are already underway for SITE Global Conference 2026 which will take place in Abu Dhabi, capital of the United Arab Emirates from Feb 12-15 2026.

Exquisite art, unique accommodation, ancient pilgrimages and culinary scripts that span the ages: Aboriginal travel experiences are revitalising Australia's incentive roadmap and its conference scene continues to capitalise on the world's oldest continuous living culture. But how are some convention centres making their events more inclusive for First Nations people and all visitors? Come find out in this feature:

Diversity and inclusion of various communities have come into the concerns of event organisers and, therefore, making events accessible and inclusive will lead to both wider participation by stretching the scope of the audience and a more extensive package of offerings. Australia is home to some of the oldest living cultures in the world and by incorporating them into professional events, they end up being fundamental to how the Aussie story is told. Business Events Australia acknowledges the "traditional Aboriginal and Torres Strait Islander Owners of the land, sea and waters of the Australian continent, and recognises their custodianship of culture and Country for over 60,000 years.” From an immersive light and sound show at Uluru to a time-travelling walking tour of Hobart, these new indigenous experiences for corporate event groups reconcile 60,000-year-old ancient cultures with a forward-looking of the country’s identity values.

Within this framework are the Reconciliation Action Plans (RAPs) which help companies embed the principles and purpose of reconciliation. Since 2006, RAPs have enabled organisations to take meaningful action in a sustainable and strategic way to promote reconciliation based on fundamental pillars of relationships, respect and opportunity, increasing economic equity in these communities and supporting First Nations self-determination. Meanwhile, Tourism Australia has launched its fifth RAP for 2023-2026 responding to travellers’ demand for Indigenous experiences and providing tangible opportunities for Indigenous people, and narrowing stronger pathways to reconciliation through partnerships and relationships with businesses owned, managed by these communities. The Discover Aboriginal Experiences Program has amassed over 160 Aboriginal-guided experiences across Australia, supports to emerging Indigenous tour operators have been provided, special attention has been given to the voices of Indigenous women and youth in the sector, and progress has been made in incorporating Indigenous languages into various campaigns and institutional communications.
 

How to bediverse and inclusive in a world-class convention centre?

Hosting some of the world’s most important events, the International Convention Centre Sydney (ICC Sydney) takes on the opportunity to introduce people from around the world to a wealth of knowledge, culture and understanding embedded in this ancient culture. “Our RAP provides us with a framework and network of connections to guide our efforts to celebrate, amplify and respect First Nations people and culture,” Samantha Glass, Director of Corporate Affairs, Communication and Sustainability at ICC Sydney tells us. “Our goal is to support First Nations people in celebrating their culture with the hundreds of thousands of visitors we welcome each year.” Their Legacy Programme plays an important role in fulfilling some of the RAP’s goals, connecting customers with First Nations companies that can enrich their event and enhance the delegate experience. While holding events and activities to recognise First Nations culture and peoples throughout the year, ICC Sydney also holds team activities each National Reconciliation Week and National Aborigines and Islanders Day Observance Committee (NAIDOC) Week to mark these special occasions. “In the NAIDOC Week, whose theme was ‘For Our Elders’, we launched a campfire-style Elders Storytelling series in partnership with KARI (below), a non-profit community organisation committed to improving the lives of First Nations people.”

ICC Sydney has also launched an Accessible and Inclusive Events Guide that provides guidance and best practice for organisers to activate welcoming events that serve people of all abilities, cultures and identities from a diversity perspective. “The guide reflects our considerations on inclusive language, how to create inclusive marketing and communications, and spaces and facilities available for people with physical and/or hidden disabilities,” adds Glass. Eighty-two languages are spoken in the halls of the convention centre and this deep multicultural understanding enables them to detail inclusive amenities and applications through customer experience and interactions. “Acknowledging the Gadigal People of the Eora Nation, the traditional custodians of the Country on which ICC Sydney stands, and leaning into the deep knowledge and history of First Nations Peoples is not only the right thing to do − it builds on a unique layer of event content and inclusive programmes. Through our partnership with Supply Nation, event organisers are also invited to use First Nations suppliers.”
 

According to advocacy groups, up to 20% of Australians identify as having a disability, 11% identify as having a diverse sexual orientation, sex or gender identity, and 4% of Australians register as Aboriginal or Torres Strait Islander. “Simply put, our goal is for everyone to feel respected when they walk through our doors. ICC Sydney works to create a culture of diversity by welcoming people from under-represented communities both within our team and as site visitors.” The venue has re-established its partnership with Pride in Diversity, Australia’s only national employer support programme for all aspects of workplace inclusion. “Our LGBTQIA+ stream is assessed against the Australian Workplace Equity Index and supported internally by our internal employee group, the SameSame Collective. In addition, our management team is made up of equal male and female representation.” During the last financial year, they also added 16 new First Nations companies to their supplier list, and teamed up again with a local education partner to attract First Nations youth for career opportunities.

Host events while helping marine life!

Following the completion of a refurbishment in 2021, the Cairns Convention Centre opened its AUD$176 million expansion, increasing the capacity to host multiple or larger events, with conventions and exhibitions of up to 2,500 guests that can now be accommodated on site. One of the strongest elements of the centre’s community engagement is its communion with the biodiversity of the region and the many partnerships with foundations such as Citizens of the Great Barrier Reef (CGBR) or the Cairns Turtle Rehabilitation Centre. The venue sponsored the rehabilitation costs of an injured turtle at the latter organisation which appeared with sunburn all over its shell after floating adrift. ‘Sharon’ has been at the Rehabilitation Centre for two years, and this is an example of helping marine life and sustainability legacies for those hosting events in Cairns. “Events have the opportunity to create a lasting impact on our local environment and marine life when they come to our region, and we wanted to show them first-hand an organisation that they can get involved with,” Janet Hamilton, Cairns Convention Centre General Manager, tells us. The centre is a founding partner of CGBR − the world’s first collaborative movement united for reef conservation − with the aims of taking measurable action for the reef, sharing knowledge about its true state, facilitating practical solutions and publicising the projects and organisations leading the charge.

Some of the centre’s flagship events included the 3rd International Conference on Indigenous Health and Wellbeing 2023 and the International First Nations Symposium on Space Science and Environment. Meanwhile, we also asked how RAP has contributed positively to their calendar: “We hosted the 3rd International Conference on Indigenous Health and Wellbeing, the Cairns Indigenous Art Fair and the Far North Queensland Reconciliation Conference in 2023. We believe it is important to support the promotion of Indigenous culture and provide opportunities to improve the lives of all Australians.” The RAP has enabled the centre to take meaningful action in a sustainable and strategic way to promote First Nations experiences for delegates, employment opportunities for all cultures, and investigate opportunities to incorporate bush food on the menu. “We are excited to work through these opportunities and provide positive change in the lives of First Nations people.”
 

Cairns Convention Centre became a mass vaccination hub for the city with Cairns and Hinterland Hospital and Health Service using the centre for over five months to assist with boosting the regions vaccination numbers. “We were keen to get involved and provide a central destination for the community to get their vaccination and to support the local tourism industry get back on its feet.” Cairns pulled together during the pandemic to help educate the community, help businesses stay afloat and look at other opportunities during the down time which made their local community stronger. Moreover, Business Events Cairns & Great Barrier Reef has also launched a new Reforest programme calculating the high-level carbon footprint of an event and then determining how event organisers can offset this through local tree planting and revegetation programmes, like the endangered Mabi rainforest which is the home of the Lumholtz tree kangaroo on the Atherton Tablelands. Reef Connect is another programme where delegates can contribute to the protection of the Great Barrier Reef. “We are very fortunate that our region offers unique legacy opportunities for events. It is important for events to find something that is relevant to them and supports their objectives,” concludes Hamilton.

Walking down the ancient path in Adelaide!

Next to the Adelaide Botanic Gardens, a guide from the Aboriginal-owned Bookabee tours the gardens and provides information on the area’s indigenous history and traditional uses of native plants for food, medicine and utensils. Just a 5-minute walk away, you can find the Tandanya National Aboriginal Cultural Institute, Australia’s oldest Aboriginal-owned and managed multiarts centre. A Kaurna expression meaning ‘place of the red kangaroo’, Tandanya offers guests an insight into contemporary and traditional Aboriginal and Torres Strait Islander culture and art. And just 40 minutes from the city, Gemtree Wines partners with local Ngarrindjeri elder, Mark Koolmatrie, to provide the Wuldi Cultural Experience, sharing ancient stories of the Traditional Owners and how they cared for the land, waters and ecosystem. These are just some of the incentive activities that South Australia’s capital city provides to reconnect with its past and illustrate it to its visitors. “Our international business development team, has seen an increase in requests for corporate event proposals that include references to First Nations peoples. Event organisers are keen not only to show respect for the traditional owners of the land, but also to recognise the unique language, history and culture that Aboriginal and Torres Strait Islanders provide,” Damien Kitto, CEO of Business Events Adelaide (BE Adelaide), tells us.
 

BE Adelaide has also been working with The Circle − First Nations Entrepreneur Hub, which was established in partnership with the Australian and South Australian governments under the Adelaide City Deal to help the Aboriginal business sector build and cement businesses, start-ups and tailored business support. In terms of events, the World Indigenous Peoples’ Conference on Education (WIPCE), held in Adelaide in September 2022, is an international gathering, taking place every three years, that attracts highly regarded experts and scholars in Indigenous education from Canada’s First Nations, North America’s Natives, Australia’s Aborigines, Maori (New Zealand), Ainu (Japan), Sami (Norway) and more. WIPCE is the largest and most diverse Indigenous education platform in the world, leading the discussion on contemporary movements in education that support Indigenous worldviews. A final report indicated that 2,845 delegates attended the event, and of these 742 were international. “WIPCE provided Australia’s Aboriginal and Torres Strait Islander peoples the opportunity to celebrate their place in the world as the oldest living culture of humanity, and also strongly aligned with a number of the State Government’s key economic priorities, including the Knowledge State, Growth in the Visitor Economy, and International Connections and Engagement,” adds Kitto.

Going forward, BE Adelaide members and partners − including the Adelaide Convention Centre and most hotels − are committed to ensuring that a range of accessibility options and facilities are available at all their venues, with accessible parking, access ramps and facilities for people with sensory disabilities. The DMO has also been working with The Equality Project for more than 6 years, a group who’s primary focus is LGBTQIA+ communities. “Adelaide hosted the 2021 and 2023 ‘Better Together’ conference, a key outcome of which was making hotels in Adelaide LGBTQIA+ friendly and a number of our hotel partners worked on this initiative.” Finally, sustainability has become a focal point in many of the proposals for business events that Adelaide has won in recent years. South Australia is at the forefront of clean energy production, with over 70% of its energy generated by wind and solar power, and stakeholders have also put climate measures in place. One of these strategic partners − Adelaide Convention Centre − was the first in the world to receive the Earthcheck Platinum certification in 2018, recognising 10 years of dedication to sustainability best practices, while another key partner − Adelaide Airport Ltd − was the first in the region to obtain the Airport Carbon Accreditation for its efforts to reduce carbon emissions. “Our State Government’s strategic focus on environmental factors − detailed in the Government of South Australia’s Climate Change Action Plan 2021-25 − makes it easy for us to demonstrate our sustainability credentials. This leadership in renewable energy has been acknowledged with the designation of Adelaide as host city for the International Conference on Renewable Energy, which took place in April this year,” concludes Kitto.
 

The Kai Tak Mall, part of the Kai Tak Sports Park family, has announced that CA SEGA JOYPOLIS, who is operating Japan’s largest indoor amusement park TOKYO JOYPOLIS, will open its first flagship outside Japan, JOYPOLIS SPORTS Indoor Sportainment Park, in Kai Tak Mall.

With over 20 years of experience in operating entertainment facilities, JOYPOLIS is renowned as Japan’s premier indoor amusement park, thanks to its large-scale and extensive range of sportainment offerings. Now, to further expand its global footprint, its operating company, CA SEGA JOYPOLIS, is making a ground-breaking move by authorising the launch of the first JOYPOLIS SPORTS flagship outside Japan – a new sports-themed park.

Located in Hong Kong, this flagship spans five storeys and nearly 30,000 square feet. Specially designed for Kai Tai Sports Park, it features over 20 attractions that blend cutting-edge technology with innovative entertainment. The exciting development is poised to become Hong Kong's most eagerly awaited new sportainment attraction!

Takeshi Yoshimoto, CEO of CA SEGA JOYPOLIS, said, “Opening the first authorised JOYPOLIS SPORTS flagship outside Japan in Hong Kong is a significant step in our global expansion. We selected Kai Tak Sports Park and its Kai Tak Mall for its excellent location and first-class facilities, which are sure to attract many local and international visitors. We believe this new indoor amusement park, which combines cutting-edge technology and innovative entertainment elements, will bring unprecedented entertainment experiences and surprises to all visitors.”
 

3 Themed Zones Merging Cutting-edge Tech with Sports for Unique Experiences Debut of the First SONIC STADIUM!

This 5-storeys Hong Kong flagship features three key themed zones, meticulously designed to give locals and tourists an unprecedented experience of interactive sports. Each floor of the JOYPOLIS SPORTS Hong Kong flagship showcases a unique theme that innovatively combines play and sports offers countless surprises and fun experiences for visitors.

As the Hong Kong flagship of JOYPOLIS SPORTS, this massive entertainment centre is poised to become the top destination for health enthusiasts. In keeping with the TOKYO JOYPOLIS culture, JOYPOLIS SPORTS will also regularly collaborate with popular Japanese brands and IPs to launch exclusive events, featuring limited merchandise and souvenirs. This makes it a must-visit hotspot!

“NINJA DOJO” Zone – Experience Modern Ninja Training: This zone seamlessly blends traditional Japanese ninja elements with the popular Ninja Warrior sports concept, immersing participants in a dojo for experiential learning. Participants will enhance their explosiveness and reflexes through traditional ninja training, martial arts, and weapon throwing. They will face fitness and intelligence challenges and go through different checkpoints, followed by a personal assessment that determines their modern ninja skills.

Sonic the Hedgehog Themed Interactive Playground —The First SONIC STADIUM: Here at first interactive playground with the theme of Sonic the Hedgehog is home to several Sonic-themed entertainment facilities, including new experiences developed by CA SEGA JOYPOLIS. Designed for children aged 0 to 6 years old, the Playground zone offers a variety of kid-friendly games, such as the bouncy “Air Dome”, a beloved feature in Japan, where children can completely let loose and run wild. Meanwhile, adults and teenagers can partake in the races and matches at SONIC ATHLETICS. SONIC STADIUM is designed to infuse popular elements into sporting activities, allowing players of all ages to immerse themselves in the world of Sonic the Hedgehog and the excitement of sports!

“FUTURE ARENA” Zone – Experience World's Leading Innovative Sports: Here, the line between sports and innovative entertainment blurs. It showcases the latest projects by CA SEGA JOYPOLIS for the Hong Kong flagship, featuring cutting-edge sports games from top game developers. With MR (Mixed Reality) technology, these games receive a world-class immersive upgrade, fully enhancing player engagement. Among them is the “VALO ARENA”, debuting in Greater China, which uses MR and unique motion tracking, allowing players to enjoy thrilling games with friends and family without extra equipment!

Top-Floor Restaurant by Interdisciplinary Designer Keo.W, Blending Trends and Modernism

Located on the top floor of JOYPOLIS SPORTS, "Hungry Tiger Hidden Dragon" by interdisciplinary designer Keo W. is a restaurant and bar that blends sports elements with popular IPs. It features a semi-alfresco dining area with a stunning view of the main stadium. The interiors embrace a trendy modernist style and introduce a new Western-Japanese fusion cuisine to cater to diverse customer needs.

The restaurant also aligns with the Kai Tak Sports Park theme, offering healthy options and limited themed meals like muscle-building dishes, vegetarian meals, and energy shakes. In the evening, it transforms into a stylish bar, providing an interactive space for spectators and event participants.

Andrew Tsui, General Manager of JOYPOLIS SPORTS HONG KONG, said, “We are thrilled to bring JOYPOLIS SPORTS to Hong Kong. With its mission "Sports for All Generations," combined with the sportainment concept, unites the world's top technology sports games to create a unique interactive experience for everyone. JOYPOLIS SPORTS is dedicated to offering exciting and fun entertainment for both locals and visitors. Whether you're a fitness enthusiast, new to sports, or just looking to relax with friends, JOYPOLIS SPORTS has you covered. Our themed restaurant blends a healthy lifestyle with delicious food, providing a perfect spot to enjoy time with family and friends. Our goal is to become the leading sports social platform, and we believe the JOYPOLIS SPORTS Hong Kong flagship will set off a new wave of sportainment excitement across the city.”

As the future home venue for Hong Kong, with world-class sports facilities and multi-purpose entertainment venues, Kai Tak Sports Park will become a must-visit hotspot for Hong Kong residents and tourists, offering them an unparalleled entertainment experience. Kai Tak Mall is a core facility of the Kai Tak Sports Park, and it is committed to providing one-stop sports and leisure, entertainment, dining, and shopping experiences. It will emerge as Hong Kong’s new sportainment homecourt, bringing Hong Kong residents and tourists a unique sportainment-shopping experience.

About Kai Tak Sports Park

Kai Tak Sports Park is a fully integrated sports, leisure and entertainment destination. The 28-hectare Sports Park will be part of the redevelopment on the site of the old Hong Kong International Airport in Kai Tak. The Sports Park features a 50,000-seat Kai Tak Main Stadium with a retractable roof, the Kai Tak Main Arena with the flexibility to host community sports and events of up to 10,000 seats, and the Kai Tak Youth Sports Ground with a capacity of 5,000 seats. These venues will be complemented with extensive public open spaces for events and leisure together with retail and harbour front dining spaces.
 

About K11 Group

K11 Group is a global cultural brand founded in 2008 by renowned entrepreneur Dr Adrian Cheng. The company's unique and original business model, “Cultural Commerce”, blends culture, art, and commerce to create an ecosystem that caters to all walks of life. Based in Hong Kong, the Group has established a significant presence in Greater China. Upholding its core values of Art, People, and Nature, the Group aims to democratise art, incubate cultural talents, advocate sustainable development, and create a global identity for Chinese millennials. In addition to its groundbreaking multi-development project in Hong Kong, Victoria Dockside, K11 operates a wide range of businesses, including retail, workplace, hospitality, and luxury residence. 

Looking ahead to the future, K11 Group is expected to attain a footprint of 38 projects with an approximate GFA of 3 million square metres in 12 cities across Greater China upon completion and continues setting new standards in “Cultural Commerce”.

All Photos: © SCIB / Mattias Nutt

Switzerland Meeting Trophy 2024 took place again last week and celebrated the Belgian team as the record winner of six editions.

The Switzerland Meeting Trophy took place for the 18th time last weekend. 60 international professionals from the meetings sector accepted the invitation from the Switzerland Convention & Incentive Bureau (SCIB), the department of Switzerland Tourism specialising in MICE tourism, to take part in this fun and lively contest.

The MICE experts learnt about Switzerland in a cherfull way at the alpine golf and cheese tasting in Davos (GR), while playing the alpine horn on the Rigi and at a music quiz in Vitznau (LU). The Belgian team performed best overall and won the trophy by a narrow margin ahead of the team from the Netherlands. Third place was shared by two delegations from Germany and France.

Seven national teams from Great Britain, Germany, Belgium, the Netherlands, France, North America and Scandinavia took part in the rally from 13 to 16 June 2024 with the aim of winning the coveted Meeting Trophy.

The inventive summer rally, which is now well established in the MICE industry, took international event and incentive organisation professionals through Switzerland and allowed them to experience the country's tourist attractions first-hand.

The journey started in Zurich on the special train "Red Arrow Churchill" to Landquart (GR). The journey continued on the Rhaetian Railway to Davos (GR). The programme then included the Rigi, Vitznau (LU), Lucerne and Lake Sempach (LU).

The journey through the mountains was interjected with a wide variety of quizzes, puzzle-solving, physical tests and dexterity games. These included alpine golf and cheese in Davos, alpine horn blowing in Rigi and a music Q&A in Vitznau. 

Central MICE markets

The participating nations are important meeting and incentive tourism markets for Switzerland. The various destinations, between cities and mountain villages, as well as the selection of means of transport - from special trains, and mountain railways such as cable cars, cogwheel railways and lake steamers - completely convinced the international experts of Switzerland as a travel and convention destination.

Participants experienced first-hand the diversity of activities and attractions that Switzerland has to offer in the smallest of spaces, all set within an infrastructure of unrivalled quality.

SITE is proud to announce the launch of a new sustainability guide, largely focused on the EU’s recent Corporate Sustainability Reporting Directive.

Funded by SITE Foundation, this member-driven project initiated by industry stalwart Bruce Bolger is one of the first guides of its kind prepared specifically for MICE professionals.

With sustainability gaining increased attention across the business travel landscape, Bolger’s work is particularly timely, with its overview and commentary on new reporting standards set out by the EU Corporate Sustainability Reporting Directive (CSRD).

“The recently enacted CSRD will, over time, change the competitive landscape in business by introducing a new level of transparency in the way organisations manage their customers, employees, supply chain and distribution partners, communities, and the environment,” said Bolger, founder of the Enterprise Engagement Alliance. “Because most MICE programmes are planned years in advance, it will be important for programme planners to start taking into consideration provisions of the law now.”

Bolger’s guide focuses on how the EU CSRD will apply to incentive travel organisers and other industry professionals. It also includes sections on best sustainability marketing practices, as well as suggested CSR report and incentive programme outlines.

This guide is available as a free online download thanks to generous support from SITE Foundation, which funds annual projects created and led by the association’s members.

“We’re seeing increasing demand for more sustainable practices from all parts of the incentive travel industry,” commented SITE Foundation President Stan Hershenow. “Supporting projects like this one are what make SITE — and its Foundation — an invaluable resource, for both our members and the industry at large. We’re proud to showcase the knowledge and expertise of our members as just one of many benefits SITE Foundation delivers.”

SITE members and friends can download the new CSRD guide, “What SITE Members Need to Know About the EU Corporate Sustainability Reporting Directive and Its Impact on the MICE Market,” from SITE’s website.

The Society for Incentive Travel Excellence (SITE) Global Conference drew to a close yesterday, after several packed days of networking, education sessions, destination immersion, and more adventures across Istanbul, Türkiye.

This year’s Global Conference, a staple in SITE’s annual events calendar, brought nearly 500 incentive travel professionals to Istanbul to connect, learn, discover and share new trends and timely topics related to incentive travel.

This year’s event also featured several new session formats, including a destination pitch competition, a destination video showdown, and a crowd-sourced breakout session on the last day of the conference that focus on shifting workplace and qualifier demographics.

“I’m so eager about the continued growth and development SITE brings, not only to our community but to the incentive travel industry and to the business world at large,” commented SITE CEO Annette Gregg. “Global Conference is one of SITE’s biggest activations each year and there have been so many special memories and connections made here in Istanbul these past several days. It’s truly a gathering we will never forget!”

Featured keynotes at this year’s Global Conference included an inspiring session delivered on Tuesday by Turkish entrepreneur Gamze Cizreli, and a Wednesday address by College of Extraordinary Experiences founder and experiential design expert Claus Raasted.

Other highlights of this year’s Global Conference included a dazzling Crystal Awards ceremony, held at the Çırağan Palace Kempinski, and specially designed destination immersion sessions to close out Global Conference by bringing delegates into the heart of Istanbul’s buzziest attractions.

“Our destination shines as one where East meets West catering perfectly to all incentive travel qualifers,” said SITE International Board of Directors and local host committee member Hasan Dinc. “It has been a dream to welcome our industry colleagues to our city, and to treat them to such a fantastic conference with Turkish hospitality on full display.”

SITE extends its thanks to the full host committee for making this year’s Global Conference possible. Many DMCs banded together under the collective banner of SITE Türkiye to support this year’s event, including: Bluechip, ODS, Prolonge, Stimpol, Tekser, Coordinator, MEPTUR, Universal & DMC.

Onsite programming drew to a close midday with the announcement of the 2025 SITE Global Conference destination, with next year’s gathering set to take place March 3-6 in Tulum, Mexico.

The Society for Incentive Travel Excellence (SITE) & the Association of Destination Management Executives International (ADMEI) have announced details of a new partnership based on their natural alignment as associations within the business events industry and the synergies that flow from this shared focus.

SITE is the only global association dedicated exclusively to the incentive travel industry while ADMEI is the pre-eminent global organisation for Destination Management Companies – DMCs – whose role in the delivery of incentive travel experiences is seminal and indispensable.
 
SITE’s CEO, Annette Gregg explained “SITE mission is to advance the business case for incentive travel and motivational experiences through global connections, education and advocacy by building and bridging cultures through the transformative power of incentive travel and motivational experiences.
 
The global DMC sector is the repository of local knowledge, expertise and connections and by using a local DMC, corporate and agency buyers can rely on seamless logistics, access to unique local experiences and partnership with professionals who deliver corporate and program objectives in their destination.
 
ADMEI and SITE will work together to elevate the professionalism and status of the DMC sector by sharing best practice, educational resources and research.” 
 
ADMEI’s President, Lonise Carey shared "ADMEI's steadfast commitment to the growth of the Destination Management Industry seamlessly aligns with SITE's overarching mission to elevate the business case for incentive travel through this exciting new partnership.
 
As two pillars representing global standards of excellence, ADMEI and SITE are poised to collaborate, forging innovative pathways that will amplify education and raise awareness on critical industry matters for our valued members.
 
In this partnership, we firmly believe that knowledge is indeed power, and together, we will facilitate the exchange of information and the nurturing of expertise, unlocking a wealth of benefits for the members of both organisations."
 
This wide ranging partnership involves reciprocal opportunities to benefit members including events, education and sharing of digital assets.

IBTM World’s 2023 Incentive Travel Report that the recovery of the incentive travel sector is going from strength to strength, with its global market value projected to reach £174 billion by 2031.

The report, written by IBTM Contributor Mike Fletcher, finds that the sector is growing at an annual rate of 12.1 per cent, and predicts that the number of people participating in incentive travel programmes worldwide will grow by 61 per cent in 2024, compared to 2019.

These figures reflect the power of incentive travel schemes as a valuable resource to attract, retain and motivate talent and as an essential driver of culture and reputation, particularly as the modern workforce becomes ever more disparate with working-from-home and hybrid working. Benefits such as inclusivity, peer-to-peer relationships, and being able to take a partner on a trip have become more relevant to employees, according to 66 per cent of incentive travel agencies.

Despite its revival, the sector still faces significant challenges including talent shortages, inflation, rising travel and supply chain costs. Plus, tighter corporate budgets which have resulted in a reduction in the frequency of business trips and fewer employees attending face-to-face events. The report highlights the need for companies to adapt their incentive travel schemes to ensure they remain competitive.

The importance of authenticity, wellness and sustainability are highlighted, driving a new breed of incentive travel programmes which reflect the changing expectations of the workforce. Employees now place more emphasis on incentives which provide valued experiences, support corporate social responsibility (CSR), and demonstrate concern for employees, with 35 per cent of respondents placing greater value on wellness activities and 44 per cent underlining the importance of CSR-focused team building. These incentives could include opportunities which enable employees to connect with local culture, and excursions which counteract loneliness, stress and burnout.

As companies continue to navigate the changing business travel landscape, the report shares advice for ensuring incentive travel schemes thrive into the future. This includes remembering the power of connection to enhance an experience and never losing sight of who the programme is aimed at to guarantee that what is on offer is relevant and engaging.

For more information, or to view the report in full, please click here 

The Incentive Research Foundation (IRF) and Society for Incentive Travel Excellence (SITE), along with research partner Oxford Economics, are proud to announce the 2023 edition of their joint survey of the global incentive travel market.

Now in its sixth year, the Incentive Travel Index (ITI) is the business event industry’s most authoritative study of the global incentive travel market and its impact on corporations, agencies and the supply chain in destinations.

Stephanie Harris, CEO of the IRF, said: “ITI is the world’s only global survey of incentive travel, providing data from, and on, both source markets and destinations. It’s as relevant to a DMC in Singapore as it is to a corporate end user in Spain, asking seminal questions on the nature, purpose and direction of incentive travel. ITI is both tactical and strategic, capturing trends in destination selection on the one hand, and insights around mission and purpose on the other. We’re immensely proud of its overall contribution to our industry.”

"Long acknowledged as the industry’s most comprehensive and globally extensive survey, the Incentive Travel Index is back in the field to capture the state of incentive travel for 2023 and beyond"

Annette Gregg, CMM, MBA, CEO of SITE, added: “This year we worked with Oxford Economics to build an even more efficient and effective survey instrument, adding questions on the future of incentive travel in the age of AI, climate change and dispersed workforces, while maintaining the ever-popular focus on destination selection and program inclusions. The outcomes and results of ITI 2023 will chart the direction of incentive travel for the next number of years, providing practitioners with an actionable roadmap.”

“Incentive travel planners and stakeholders have distinct insights on the new ways organizations are adapting the use of business events to achieve key goals,” said Aran Ryan, director of industry studies with Oxford Economics. “We look forward to the results of this important snapshot.”

The ITI survey is live between June 7 and July 28 and is available in English and Spanish.

Further details may be found on the ITI website and on the homepages of IRF and SITE.

New research published by SITE Foundation fixes the spotlight firmly on incentive travel qualifiers, with survey results from nearly 900 individuals around the world painting a new picture of what participants expect from incentive travel program communications, destinations, onsite activities, and more. 

SITE Foundation officially published its newest report, Participant inSITEs, at IMEX Frankfurt last week. The report, produced in partnership with the Foundation's research collaborators at Southern Methodist University's Cox School of Business, features insights from a global body of 825 incentive travel reward-earners. 

Broken into three sections, Participant inSITEs explores: 

• What makes participants get ready to work toward incentive travel rewards
• How to set participants up for a motivating experience while qualifying
• Why participants enjoy going on trips they've earned and what activities and benefits stand out most

"This truly global study provides immensely valuable data for all segments of the incentive travel industry," said SITE CEO Annette Gregg. "We know companies are eager to leverage the power of face-to-face connections to get the best ROI for themselves and for their teams. The insights presented here are key to helping drive all of that."

SITE Foundation President Hamish Reid added, "Having the right data is crucial for driving our industry forward. I'm looking forward to working with SITE members and industry colleagues to bring this research to life and put findings into practice to drive demand and interest in incentive travel throughout the wider business landscape."

Major headlines emerging from this research include the primacy of trip destination as a motivational factor; a preference by participants for increased communications (notable in an era of frequent over-communication on the part of companies); and some tensions between corporate leadership objectives and qualifier desires for unscheduled time at leisure. 

A copy of the full Participant inSITEs report can be downloaded from SITE's website.