SITE Global Conference 2026 opened in Abu Dhabi, bringing incentive travel professionals together for four days of education, awards and destination discovery.
Summary: SITE Global Conference 2026 opened in Abu Dhabi from February 12–15 at The Ritz-Carlton Abu Dhabi, Grand Canal, uniting incentive travel professionals around the theme “Wonder, Awe & Curiosity” and featuring education, the Chapter Excellence Awards and destination discovery experiences.
SITE Global Conference 2026 has begun in Abu Dhabi, bringing incentive travel specialists together for four days of learning, networking and recognition. The event runs from February 12 to 15 at The Ritz-Carlton Abu Dhabi, Grand Canal and is themed “Wonder, Awe & Curiosity.”
Conference focus and programme
Organisers say the conference examines what motivates people and how those drivers translate into measurable value for incentive travel programmes. Sessions during the four-day meeting explore changing business models, risk and security, responsible adoption of technology, sustainability, wellbeing and how to demonstrate return on investment.
Keynote and expert speakers
Among the speakers is James Taylor, a keynote presenter, author and advisor on creativity, innovation and artificial intelligence. His session addresses collaboration between people and intelligent machines and how curiosity can inform strategy and performance.
The opening session also recognised chapters through the SITE Chapter Excellence Awards, highlighting programmes that advance education, leadership, inclusion and sustainability within the incentive travel community.
Annette Gregg, CEO of SITE, framed the event as a place for the community to reconnect around purpose and to bring immediately applicable ideas back to their organisations.
“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.”
Chapter Excellence Awards winners
- Excellence in Young Leaders: SITE Northeast
- Excellence in Membership: SITE Northern California
- Excellence in Education: SITE Minnesota
- Excellence in Special Event: SITE Scotland
- Excellence in Sustainable Event: SITE Florida & Caribbean
- Rising Star Chapter of the Year: SITE Spain & Portugal
- Chapter of the Year: SITE Midwest
Host city showcase
The conference includes destination discovery activities intended to position Abu Dhabi as an ‘incentive ready’ market. The event is hosted with support from the Abu Dhabi Convention and Exhibition Bureau and The Ritz-Carlton Abu Dhabi, Grand Canal, which are promoting the emirate’s mix of cultural, leisure and hospitality assets.
Mubarak Al Shamsi, Director of the Abu Dhabi Convention and Exhibition Bureau, emphasised the emirate’s readiness to welcome incentive travel groups and the alignment with the Tourism Strategy 2030.
“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.”
Why the awards matter
The Chapter Excellence Awards recognise chapter-led activity that drives member engagement, education and sustainability. SITE highlighted chapters that delivered measurable programmes in leadership development, membership growth, large-scale education, sustainable events and strategic chapter mergers that expanded regional reach.
“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.”
What this means: the conference underlines incentive travel’s role as a strategic tool for talent, culture and performance. For destination hosts and event planners, it provides a platform to showcase product and secure business; for practitioners, it supplies practical tools and evidence to present incentive programmes to senior leaders.
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