Held under the theme “Wonder, Awe &
Curiosity”, the four-day conference focuses on the drivers of
human motivation, performance and measurable value in incentive travel, set
against the backdrop of Abu
Dhabi’s heritage and modern development.
The opening session included the Chapter Excellence Awards and highlighted
the role of incentive travel as a strategic lever supporting talent attraction
and retention, organisational culture, partner relationships and performance
outcomes when programmes are intentionally designed and measured. Conference
sessions address evolving business models, risk and security, responsible
technology adoption, sustainability, wellness and demonstrable return on
investment.
James Taylor, keynote speaker, author and
advisor on creativity, innovation and artificial intelligence, is participating
in the programme, focusing on collaboration between people and intelligent
machines and the application of curiosity in strategy and performance.
Annette Gregg, CEO of SITE
Annette Gregg, CEO of SITE, said: “SITE Global Conference is where our community comes together to reconnect with purpose and return to our organisations with ideas we can apply immediately. This week in Abu Dhabi, we are focusing on wonder, awe and curiosity because those mindsets unlock better design, stronger partnerships, and more meaningful experiences for participants. At the same time, we will stay grounded in what leaders need most right now: practical tools, responsible innovation, and a clear business case for incentive travel that stands up in any boardroom.”
Mubarak Al Shamsi, Director of host organisation Abu Dhabi Convention and Exhibition Bureau, said: “SITE’s first global conference in the region will showcase the very best of what Abu Dhabi has to offer to leading travel professionals. From beaches to museums, from fine dining to world-class hotels, Abu Dhabi is an ‘incentive ready’ destination and incentive travel is a key element of our Tourism Strategy 2030. We value ongoing collaboration with SITE members, and we are ready to work together to grow the incentive travel segment for the emirate.”
During the opening programme, the SITE Chapter Excellence Awards 2026
recognised chapters advancing SITE’s mission through education, leadership,
inclusion, sustainability and community.
Excellence in Young Leaders was awarded to SITE
Northeast for its structured Young Leaders programme built
around mentorship, belonging and partnerships, including a speed-mentoring
initiative delivering measurable engagement and leadership development.
Excellence in Membership was presented to SITE Northern California for
membership growth and retention supported by welcome and buddy systems,
connection-led events and structured feedback mechanisms.
Excellence in Education went to SITE Minnesota for
delivering its largest education programme to date, covering artificial
intelligence, leadership, resilience and productivity through a cohesive,
themed framework.
Excellence in Special Event was awarded to SITE
Scotland for producing a destination-led signature event
integrating supplier engagement, sustainability and measurable partner value.
Excellence in Sustainable Event was presented to SITE Florida & Caribbean for its Earth Day
2025 programme, featuring a plant-based menu, zero waste operations, reusable
materials and full composting, aligned with SITE Sustainable Event Guidelines
and eight UN Sustainable Development Goals, with documented reductions in
single-use items and estimated CO2 emissions.
Rising Star Chapter of the Year was awarded to SITE Spain & Portugal for a strategic market
merge that supported growth, financial stability and expanded Young Leaders
initiatives.
Chapter of the Year was presented to SITE Midwest for
leadership, governance and collaboration across regional programming and
chapter-to-chapter best practice exchange.
Gregg concluded: “It is a privilege to celebrate
our chapters. They are the heartbeat of SITE, and the work they do grows
careers, strengthens communities, and advances excellence across our industry.
The Chapter Excellence Awards remind us that connection is not accidental, it
is built through leadership, inclusion, education, and the commitment to create
belonging.”
In addition to the education programme, SITE Global Conference 2026
features destination discovery experiences designed to position Abu Dhabi as an
incentive-ready destination while facilitating professional networking and
business discussions.
The event is hosted with the support of Abu Dhabi Convention and
Exhibition Bureau and The Ritz-Carlton Abu Dhabi,
Grand Canal.
Tags: Annette Gregg, SITE, SITE Global Conference Mubarak Al Shamsi, Abu Dhabi Convention and Exhibition Bureau
