The Society for Incentive Travel Excellence (SITE) closed out its 2026 SITE Global Conference in Abu Dhabi. It brought together incentive travel leaders, buyers, suppliers, and destinations for four days in the emirate this week. The event included celebration of the annual Crystal Awards winners.
Across main-stage sessions, workshops, and conversations, attendees explored how incentive travel delivers measurable business value while responding to evolving expectations, risk considerations, and rapid innovation across the global events industry.
Expert speakers included keynote speaker James Taylor, alongside subject matter experts addressing current challenges and opportunities shaping incentive travel. Sessions examined the business case for incentive travel, shifting business models, risk and security, and practical steps organizations can take to deliver stronger ROI for stakeholders.
Annette Gregg, CEO of SITE, said: “This week in Abu Dhabi showed what is possible when our community comes together with a clear focus on outcomes.”
Delegates engaged with the host city’s venues, cultural experiences, and hospitality.
A highlight of the week was the Crystal Awards Gala at Warner Bros. World Abu Dhabi on 13 February. The Crystal Awards, sponsored by the IMEX Group, recognise organisations and individuals raising standards through creativity, measurement, and impact.
2026 SITE Crystal Awards winners:
- Best Destination-Based Experiential Incentive Travel Programme: One10, LLC, Layers of Argentina: A Tailored Journey of Reward and Discovery
- Excellence in Incentive Travel, Africa and Middle East: Wynford, TELUS Presidents Club
- Excellence in Incentive Travel, Asia Pacific: Creative Travel Pvt. Ltd., Viaje Diamantes 2025: India–Maldives
- Excellence in Incentive Travel, Europe: Moniker
- Excellence in Incentive Travel, North America: Creative Group
- Excellence in Incentive Travel, Latin America and Caribbean: VAOVA Travel, A Tale Woven Between Cultures
- Most Creative Solution Deployed to Overcome Adversity: Maritz, HON Team Up 2025
- Most Impactful Effort Toward CSR as Part of an Incentive Programme: Achieve Incentives & Meetings, El Mercadito
- Special Commendation for Excellence in Motivational Marketing: MFactor Meetings, Partnership Retreat 2024
- Grand Prix, Par Excellence Award: Creative Travel Pvt. Ltd.
SITE also revealed that the 2027 SITE Global Conference will take place in Vancouver, British Columbia, 1-4 March, 2027. “Destination Vancouver is pleased that our city has been selected to host the SITE Global Conference in 2027 and to welcome the world’s leading incentive travel decision-makers,” said Royce Chwin, president & CEO, Destination Vancouver.
SITE Global Conference 2026 was hosted with the support of Abu Dhabi Convention and Exhibition Bureau and The Ritz-Carlton Abu Dhabi, Grand Canal.
